What is Abandoned Cart Email?
TL;DR
Automated emails sent when someone adds products to their shopping cart but doesn't complete the purchase, recovering potentially lost sales. About 70% of online shopping carts are abandoned. Abandoned cart sequences typically include 3 emails: immediate reminder (1-4 hours after abandonment), urgency message (24 hours), and final attempt with incentive (48-72 hours). Effective abandoned cart emails: show the actual products left behind, remove friction (direct link to checkout), address common objections (shipping, returns), and potentially offer a small discount in the final email. For service businesses, the equivalent is form abandonment, someone starts a contact or booking form but doesn't submit. Abandoned cart recovery can reclaim 5-10% of otherwise lost purchases, often with minimal effort since the automation runs continuously.
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Frequently Asked Questions About Abandoned Cart Email
How quickly should I send an abandoned cart email?
First email: 1-4 hours after abandonment (gentle reminder). Second: 24 hours (add urgency). Third: 48-72 hours (final attempt, maybe offer incentive). Too fast feels pushy; too slow and they've forgotten.
What should I include in abandoned cart emails?
Show the actual products left behind with images. Include a direct link to checkout (not homepage). Address common objections, shipping info, return policy. Consider a small discount in the final email only.
Should I offer a discount in abandoned cart emails?
Only in the final email, and only a small discount (10-15%). Training customers to always wait for discount codes hurts margins. Many complete without incentive, try removing friction first.
Can service businesses use abandoned cart emails?
Yes, as 'abandoned form' emails. If someone starts your quote request or booking form but doesn't submit, follow up. The concept applies to any incomplete conversion action, not just e-commerce.
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