Secrets of Email Marketing: Cart Abandonment Email

Cart abandonment refers to a scenario where a potential customer adds items to their online shopping cart but then leaves the website without completing the transaction.

Because everything is tracked from email to website, we can determine which email has done this abandonment.

Cart abandonment emails can have a higher rate of conversion because the customer is already sold on the idea or the product. They just could not complete the transaction.

The email needs to have a typical disruption, intrigue, and close structure. But you need to do more than a lift for a cart abandonment email. 

You have to resell and remind people what they viewed. The number one reason is people forget. The second reason is that they will be viewing the email a few days after they saw the promotion.

Subject Line 

The subject line needs to hook people. Some marketers or copywriters write self-deprecating lines like “Wait, did I say something wrong?”

Marketers with more pride don’t like these types of subject lines.

A simple subject line can do wonders. If you say, “I am disappointed with you”, that can work well. This is a bit condescending, but this angle works well with some types of lifts.

Testimonial

If you can provide testimonials, that will strengthen the email. You can edit the testimonial to spice it up. You are legally allowed to modify a testimonial if you don’t substantially change the meaning of the testimonial or twist their words. 

If you capture the spirit of a testimonial, you can alter it as you see fit.

Anticipate 

As a marketer, you have to anticipate the objection of the reader and also the legal objection. If you are writing an email for a publisher or an entrepreneur, you have to capture their brand voice or tone. 

You have to write in a way that won’t make them lose their face or cost them their reputation. Do the legal leg work early on so that you don’t have to edit when your boss or client reviews the email copy.

Numeracy 

People don’t perceive numbers very well. If you say you will get a 50% gain vs a 47.1% gain, people will pick 47.1%. This is because although 50% is higher, 47.1% seems more real. 

So be sure to use numbers in a way that makes people accept them.

Conclusion

Cart abandonment emails are not used very well. I hardly ever get them. If used properly, they can make you a lot of money.

Email marketing and email sequences are massive topics. With a proper email marketing strategy, one can change the trajectory of a business. That is a topic for another article.