AMZ Seller Financing   •   May 13, 2019

Not every online shopper completes their order. As a matter for fact, most never do though their reasons for abadoning their carts differ. So, you’ve decided not to conform with that and develop an abandoned cart e-mail sequence.

All abandoned cart email sequences don’t work the same way. Some are more effective than others and are more likely to return lost sales. If you have noticed that yours is not performing at the rate that you’d like it too, it may be time to make some changes.

How to Improve An Abandoned Cart E-mail Sequence

1. Provide Discounts

Who doesn’t like discounts? Discounts are great to encourage buyers to purchase as it provides an impression that they are getting an excellent deal that’s too great to let go of. As a result, they can encourage buyers to complete their purchase and improve your abandoned cart email sequence and it’s results.

2. Save the Cart

You’ll greatly increase the chances of buyers completing their purchase if they do not have to locate the products and add them to their cart again. Save their cart and make it easy for them to access it.

3. Choose the Right Timing

Make sure to remind your potential customers about the products that they did not purchase promptly. We advise that you set your first e-mail to send within 24 hours of the cart being abandoned. Even better if the first e-mail goes out after a few hours after the cart is abandoned.

4. Make E-mail Design Similar to Your Website’s

Have you ever come across images and advertisements and immediately knew what the brand was? That’s because they were deliberately designed that way. Reinforce brand recognition by designing your abandoned cart emails to look similar to your website. Use the same fonts and color scheme as well as images similar to those on your website.

5. Provide Urgency

An effective marketing tactic is providing scarcity or urgency. By believing that there is limited time or limited availability of products can urge your e-commerce store visitors to complete their purchase.

Urgency works great in combination with discounts. If your users believe that they are missing out on a great deal, they will be more likely to go through with it.

6. Use Visuals

Most people perceive information visually and are attracted to graphics. Use that to your advantage by including graphics in your abandoned cart emails. These can be images of products that your potential customers have left behind or other imagery that is going to capture their attention and remind them of your brand.

Videos and GIFs can be great as well as long as they fit the style and image of your brand.

7. Use the Shopper’s Name

It’s a psychological fact that we like to hear our own names and our brains respond to them differently than to other people’s names. From a marketing perspective, it allows personalizing emails.

Nowadays, we have an overload of information. When you send your abandoned cart emails or any other emails, they need to compete for your potential buyer’s interest with a great number of other emails both work and personal, newsletters, and advertisements.

Using the shopper’s name can drastically increase the opening rate of your emails

8. Don’t Include Anything Irrelevant

A common mistake that e-commerce stores make is including additional information in their abandoned cart sequences. So, if you think that adding a link to your blog or including any other information regardless of how important you consider it to be, we advise you against doing so.

Stick to purely the information that is needed to remind users about the products in their cart. Anything else may distract their attention and lead them away from their cart.

Keep in mind that in order to be able to personalize these emails you’ll need to know the shopper’s name. To gain access to it, you’ll need to enable a name slot when collecting the emails and make it mandatory. Later, you can use the tag specified by the email marketing tool that you develop the abandoned cart email sequence in for the name to display in the emails.

9. Develop Compelling Subject Lines

You have the most effective abandoned cart email sequence, but there won’t be much use of it if no one opens it. Therefore, you need to make sure that your subject lines stand out and are intriguing enough for your potential buyers to learn what’s inside them.

Various studies show that subject lines that have 50-65 characters and six or seven words perform best. Questions, action verbs, adjectives, and adverbs add emotion to the subject lines and have a great chance of increasing the opening rate. Therefore, they can improve an abandoned cart email sequence and its results.

10. Keep Monitoring and Tweaking

Once your sequence is launched, make sure to keep an eye on it and make any necessary changes to improve its results. However, do not drastically change every single aspect of it. That won’t let you identify what works and what does not.

Instead, make a single tweak and allow some time for gathering results. Once you have determined whether it has improved your results or not, you can proceed with the next change.

Developing and improving an abandoned cart email sequence for your e-commerce store can be quite challenging. So, don’t be afraid to look for help. There is no need to contract a local marketing agency. You can also inexpensively hire an email marketing professional on freelancing websites like Upwork.

Feel free to check out the other articles on our blog as well as download our FREE ebook on how you can fund your e-commerce business. Follow us on Facebook, Twitter, and LinkedIn, and subscribe to our mailing list to get the latest news and offers!