Why Are Your Customers Leaving Carts Behind? Let’s Fix That!

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Hello, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Wondering why customers are abandoning their carts? It’s a big challenge, with about 70% of online carts being left behind. Fortunately, abandoned cart emails can help you address this issue. In this edition, we’ll explore the reasons behind cart abandonment and share effective email tactics to help you recover those lost sales.

Learn how to use these strategies to boost your sales and enhance your revenue.

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What’s an Abandoned Cart Email?

An abandoned cart email is a follow-up message sent to customers who’ve added items to their cart but didn’t finish the purchase. These emails are usually automated and sent after a short delay, reminding the customer about their items and encouraging them to complete the transaction.

The goal? To get those customers back to your site and recover those lost sales.

Why Do People Abandon Their Carts?

To craft emails that really work, it helps to understand why carts get abandoned in the first place:

• Unexpected costs at checkout can turn customers away.

• A complicated checkout process can frustrate shoppers.

• Technical issues like slow loading or payment errors can cause abandonment.

• Concerns about payment security may make customers hesitant.

• Some shoppers use their cart to compare prices elsewhere.

• Limited payment options can lead to carts being abandoned.

• Occasionally, people add items to their cart without intending to buy right away.

Now, let's explore 14 abandoned cart email examples that can give you ideas on how to effectively engage with customers and boost your sales. 

14 Abandoned Cart Email Examples You Can Learn From

1. Nomad Gear: Curiosity-Driven Design 

Nomad Gear knows how to grab attention. With subject lines like “Steal the deal with new arrivals,” they create curiosity. Their emails use vibrant images and a clear CTA to make it easy for customers to return to their cart. They also provide info on returns and warranties to build trust. 

Tip: Use intriguing subject lines and eye-catching visuals to draw customers back.

2. The North Face: Minimalist Approach 

The North Face goes for a clean design. Their simple, engaging visuals highlight the abandoned items without overwhelming the reader. This minimalist approach helps customers focus on their cart. 

Tip: Keep your design simple to make it easy for customers to see what they left behind.

3. Away: Straightforward and Effective 

Away keeps their emails direct and to the point. They remind customers that items are back in stock and use a prominent “Shop Now” button. They also highlight benefits like “Free Shipping Over $100” to keep the focus on completing the purchase. 

Tip: Be concise and highlight benefits to keep customers focused on their cart.

4. Casper: Playful and Inviting 

Casper’s emails use a friendly tone with subject lines like “Did you forget something?” and headlines like “COME BACK TO BED.” Their design is clean and includes customer testimonials to boost confidence. 

Tip: Use a playful tone and customer testimonials to create a welcoming atmosphere.

5. Everlane: Subtle Cross-Selling 

Everlane gently reminds customers of their abandoned cart and suggests additional products that might interest them. This approach encourages customers to explore more, potentially increasing sales. 

Tip: Remind customers about their cart and suggest related products to boost sales.

6. Adidas: Humor and Personalization 

Adidas uses humour in their emails, joking about weak Wi-Fi signals causing cart abandonment. They also offer product customization options, making customers feel more connected to their purchase. 

Tip: Add a touch of humour and personalise your offerings to reconnect with customers.

7. Vans: Fun and Engaging 

Vans brings energy to their emails with playful puns and bold designs. They include popular product recommendations and a prominent CTA to reignite interest. 

Tip: Inject fun into your emails and make sure your CTA stands out.

8. Thrive Market: Savings Spotlight 

Thrive Market highlights the savings customers can get on their abandoned items. By emphasising potential savings, they create a sense of urgency to complete the purchase. 

Tip: Show customers how much they can save to prompt quicker action.

9. Jack Wills: Visual Appeal 

Jack Wills enhances their emails with multiple images of abandoned items from different angles, mimicking an in-store experience. They also offer free delivery as an incentive. 

Tip: Use multiple product images and offer incentives like free delivery to drive conversions.

10. Madewell: Clever and Urgent 

Madewell uses witty, urgent language in their emails, such as “Quick, snag what’s in your bag.” This creates a sense of urgency and FOMO (fear of missing out), encouraging customers to act fast. 

Tip: Use clever language and create urgency to motivate customers to complete their purchase.

11. ASOS: Personalized and Relatable 

ASOS personalises their emails by featuring items from the customer’s cart and using first-person language to create a connection. This approach makes the email feel more relevant and engaging. 

Tip: Personalise your emails to make them feel more relatable and engaging.

12. Something Navy: Tailored Recommendations 

Something Navy doesn’t just remind customers about their abandoned cart—they also offer personalised product recommendations. This tailored approach encourages further exploration and increases the chance of completing a purchase. 

Tip: Include personalised recommendations to enhance the shopping experience and boost sales.

13. Rudy’s: Humorous Reminder 

Rudy’s adds a touch of humour with headlines like “Don’t delay like you do with software updates.” They use relatable situations to remind customers about their cart and include images of the abandoned items. 

Tip: Use humour and relatable scenarios to re-engage customers and make your email memorable.

14. Dollar Shave Club: Direct and Engaging 

Dollar Shave Club’s emails are as witty as their brand. They use catchy subject lines and bullet points to outline the benefits of their products, along with a satisfaction guarantee to reassure potential buyers. 

Tip: Keep your emails engaging and direct, highlighting product benefits and offering guarantees to build trust.

Abandoned cart emails are a powerful tool to turn lost opportunities into sales. By using strategies like personalization, humour, and clear benefits, you can recover revenue and build stronger customer relationships.

Try incorporating these tips and examples into your own campaigns to see how effective abandoned cart emails can be.

Cheers to more conversions!