23Dec
By: Justas Markus December 23, 2016

What are abandoned cart emails?

Abandoned cart emails is an eCommerce term used to describe automated email reminders sent to customers who exit a website after adding items to their shopping cart but failed to check out.

Why are abandoned cart emails important?   

Abandoned cart emails is a widely adopted and highly effective conversion optimization technique used to recover lost sales. As much as 75% of lapsed buyers intend to return and complete the purchase, so it’s hugely important to capture them in the buying state of mind by offering gentle reminders of their initial intent. A series of automated abandoned cart emails ensures that your online store isn’t forgotten and capitalizes on the expressed interest. On average, abandoned cart emails achieve a 4.64% conversion rate, compared to just 0.17% rate of a promotional newsletter.

When should you send abandoned cart emails?

The standard practice is to send 2-3 emails after a cart abandonment occurs to try and pull back some of the lapsed shoppers. The first email should go out immediately after the cart abandonment. Some studies indicate that emails sent within the first 20 minutes of cart abandonment, on average, enjoy a 5.2% conversation rate, whereas emails sent within the first hour achieve a 4.5% conversion rate. We recommend running a few A/B tests to determine the most effective timings for your particular products and customers.

It is advisable to send the second email 1-3 days after a cart has been abandoned, and the third email 4-7 days after the cart has been abandoned. The main focus of the third email should be on reminding the customer that their cart won’t be saved and that it’s likely you’ll run out of stock. Coupon codes is one of the most popular incentives used in the final abandoned cart email as the last attempt to make the customer take action immediately.

What tools can you use to send abandoned cart emails?

There are a lot of great tools out there that you can use to send abandoned cart emails. We recommend that you look into Jilt, Abandon App, and Abandon Aid, if you’re using Shopify, or Rejoiner and Cart Rescuer, if you’re using a different platform.