Rejuvenate Your Stale Abandoned Cart Emails

Guest Author

Depending on whose research and statistics you trust, between 70–80% of all online shopping carts are abandoned. It’s frustrating when you’ve spent time and money to get visitors to your store and purchase, only for them to abandon their cart on the final step.

The most popular way to combat this is to automatically send an email—or email sequence—to follow up with prospects who abandon their cart. This works pretty well and also scales efficiently since it’s an automated tactic that doesn’t require a lot of time.

In fact, a well done abandoned cart series can help you recover 5—15% of your abandoned carts, which will give any store quite a nice revenue boost.

But here’s the problem: With so many good tools available for abandoned cart recovery, every merchant uses similar best practices and sends emails that look the same. Now, ecommerce marketers have conditioned customers to expect an email if they abandon a cart.

This results in greater ignorance, less engagement, and ultimately lower efficacy in converting.

That problem is then compounded. In any week, your customers get abandoned cart emails from you, but they also receive them from plenty of other retailers and brands.

So how do you stand out in that crowd?

Say hello to your purple cow.

Genius marketer, Seth Godin, says the way to stand out from the crowd and be truly remarkable is to be the purple cow. When all the other cows are brown or a combo of white and black, what you need to be is purple.

That’s why we developed tools to turn your abandoned cart emails into the proverbial purple cow in your customers’ inboxes.

Supercharge your recovery rate with social proof.

Nearly 70% of consumers rely on reviews and ratings when making a purchase. Yet when it comes to recovering abandoned cart email sequences, product reviews and ratings are nowhere to be found.

We have a sneaky suspicion that the reason for this is that most email marketing solutions don’t have their own product reviews functionality or native integrations with review providers. Luckily for you, CM Commerce is an all-in-one email marketing solution which means we can create this opportunity for you.

To breathe some new life into your abandoned cart emails, here are two things you can start doing with our tools right away:

1. Get a ★★★★★ open rate.

With this new tool, you can include the best ratings for products that were abandoned right in your subject line.

Here’s a subject line that we tried with some of our customers: “You left some ★★★★★ products in your cart! :(“

Imagine how different that looks in your customer’s inbox.

In our experience, we’ve already seen open rates get a boost.

Use the merge tag {{highestAverageRating}} to show the star rating as part of your subject line.

2. Remind your customers what they’re missing.

In addition to your subject line, we’ve spruced up the abandoned cart details block.

For every product that was abandoned, you can now show the ★★★★★ rating.

This serves the same purpose as using product reviews and ratings on your website. It reminds your customers they have the opportunity to purchase highly-rated and popular products from you.

See the difference?

Want to start using these new tools? Sign up for your free trial of CM Commerce today. You can start sending these emails with our smart defaults within three minutes—guaranteed.

Throw a Hail Mary.

We’re going to be honest with you: Even with these awesome tools, you’ll still not convert all your abandoned shopping carts.

Maybe the time isn’t right for prospects to purchase. Or maybe they need a nudge or a reminder of your brand and products in the future.

Here are two features we have that can help:

  1. We have previously limited abandoned cart email sequences to three emails as to not encourage pushiness. You can now send a fourth email, which we recommend you send after 7 days.
  2. We have adapted our opt-in module (for receipts) to now work in your abandoned cart email sequence, especially that fourth email, too.

What does this mean? If you can’t convert an abandoned cart after the first three emails, it’s probably not the best time for that prospect to buy. In that case, why not get them to subscribe to your newsletter instead and keep them engaged over weeks or months with some great content?

Having that connection increases your likelihood that the timing may be right for them to make a purchase in the future.

Wrap up

We’ve released tools that make your abandoned cart email sequences act more like a human sales assistant. We build tools that allow you to highlight unique features of products or reasons to purchase. And we’ll use your customer testimonials to make your claims sound much more credible.

The above tools are a part of our project to totally rejuvenate your abandoned cart email sequences. There hasn’t been a lot of innovation in this space for a while and we want to change that.

Your abandoned cart emails don’t have to feel so generic and impersonal anymore. There are ways in which they can still be automated but feel more like an actual salesperson talking to a customer about your products.

We want you to sell your products in the way that all great salespeople would. So stay tuned for what’s to come in the next couple of weeks.

CM Commerce features:

  • Pre-made conversion campaigns to recover revenue from abandoned carts
  • Follow-up segmented and personalized emails for cross-selling
  • Product reviews that spotlight your happy customers and build trust (and sales)
  • Automated feedback to increase repeat revenue
  • Ready-to-go templates or custom receipts, coupons, and rewards with your branding

Try CM Commerce for free today.