3 Abandoned Cart Email Templates that Recover & Convert Customers
May 24, 2021
In the past eight years, we’ve sent over 50,000,000 abandoned cart emails, so we have a good idea of the tactics that work and don’t.
Rather than keeping this information to ourselves, we’ve crunched the numbers, analyzed the results, and plotted the feedback to create three high-performing abandoned cart email templates that will recover and convert customers for you.
That’s right; we’re sharing the cart abandonment email templates that are seen, clicked, opened, and acted upon most, so you can recover lost carts and boost revenue on your eCommerce store. And you don’t have to be a CartStack customer to use them.
But we thought we could do one better than simply sharing these templates. We’re using this week’s blog to explain why these email templates work so well and the specific techniques used to:
- Capture the customer’s attention.
- Re-engage their interests.
- Bring them back to your website.
Sound good? Grab your notepad and let’s get analyzing the best abandoned cart email templates.
Template #1 – Oops! Did Something Go Wrong With Your Order?
The “Oops! Did something go wrong with your order?” is a classic abandonment email template because it works so well.
The gentle, helpful, and non-accusatory nature (note, it doesn’t refer to the customer leaving their cart behind) makes it the perfect first email in your abandoned cart drip-feed campaign. It also performs really well across the three key areas:
Your eyes are immediately drawn to the big, bold “Oops!” which is a great phrase for capturing attention because it suggests something has gone wrong. However, rather than alarming your audience, the accompanying image adds a dash of humor to soften the concern and add warmth to your message.
Once you capture that initial attention, the eyes dart to your logo. This is great because it reminds the shopper about your store and establishes familiarity and relevance, which results in trust. This reduces the chance of customers mistaking your email as spam or marketing.
Next, the bright blue CTAs draw the customer’s attention to the instruction “Checkout Now.” This is an excellent ploy because it prompts customers to do one of two things:
- They remember their cart, they still need your products, and they immediately click the CTA to fly through the checkout.
- They don’t remember their cart, they need reminding about their products, and they immediately read the rest of your email to refresh their memory.
Either way, their attention is well and truly captured.
Re-engaging the customer
Once you catch the customer’s attention, it’s time to re-engage their interests, something that this abandoned cart template does nicely.
First, the tone comes across as super helpful. “Did something go wrong?” We’re here to help.” “We’re still holding onto your items.” The customer feels you genuinely want to support them, which warms them to your brand and makes them more receptive to your messaging.
Second, the content is useful. You remind the customer about their cart’s contents, you provide them with a link directly to your checkout, and you include a telephone number in case they’d prefer to communicate in person. This makes it easier for the customer to re-engage with you.
Third, you reignite the emotions of want, need, and desire by including the products left behind in the customer’s cart. Remember, these items engaged the customer when they were on your website, so chances are they’ll engage them here too.
Finally, it’s time to drive action and get the shopper to click back through to your website to convert.
This abandoned cart template achieves this using three different tactics:
- Urgency: telling the customer you’re holding their cart for a limited time and it may sell out.
- Direction: telling the customer what to do next (Checkout Now).
- Social proof: including links to your social media accounts.
And the abandoned cart email template ends with a ‘thanks,’ which is always nice to receive.
Template #2 – Thanks For Visiting Our Company!
On the face, this abandoned cart template is so simple it shouldn’t work. But it does. It’s packed full of subtle tactics that come together to capture attention, re-engage, and convert customers successfully.
What makes this one of the best abandoned cart email templates is that its simplicity makes it so compelling. It doesn’t look like a typical marketing email – it feels like a personal email with something important to say. This immediately captures attention and draws the recipient in to find out more.
Again, this template places your store’s logo in a prominent position to pass the recipient’s “trust test,” establish relevance, and jog their memory.
The CTA is bright and in the center, making it clear and easy to click. It uses the word “My,” which creates a sense of ownership that makes the email more personalized.
Re-engaging the customer
The tone of this customer recovery email is polite and helpful. It doesn’t scare the reader away with hard-sell tactics; instead, it nurtures the lead and makes them feel wanted as a customer.
Phrases such as “We noticed,” “wanted to offer,” and “If you have any questions” also set the scene for a customer-centric experience, which helps overcome any concerns the customer had about shopping with a new store.
Including a telephone number in addition to an email address re-engages customers who need more information or want human contact before making a purchase. This gives the customer control over the relationship and methods of communication, which makes them feel more special.
This email template drives customer action using three different methods:
- It includes the cart’s contents, making the customer more emotionally driven to continue their purchase.
- It has a clear CTA, making it easy for the customer to return to your website and convert.
- It includes multiple contact methods, providing customers with an alternative action if they’re not ready to convert.
Template #3 – See Anything You Liked?
This bright and colorful abandoned cart email template makes the cart’s contents the star of the show. But that’s not all it’s doing to attract, re-engage, and convert.
The template uses bold, bright colors to attract attention to the products left behind first. This sparks quicker recognition and emotional connection with what you’re about to say.
Beyond the bright colors, the headline “See anything you liked?” injects a little cheek into the messaging, which is great at making the customer smile and retaining their attention. You establish your brand as fun, friendly, down-to-earth, and with something positive to say.
The second star of the show is the coupon code. Incentives are a great way to capture the subconscious’s attention, especially when used as your drip-feed campaign’s final email.
Re-engaging the customer
Aside from capturing the customer’s eye, the incentive offer re-engages the customer’s interest because it offers them something in addition to their cart’s contents; it provides them value.
The casual and friendly tone softens the “sell” of the incentive to make your email engaging and trustworthy. Phrases such as “a few bucks,” “a little reminder,” and “just reply” help create a connection on a personal level.
Finally, just like the other templates, the cart’s contents are included to recreate the purchase drivers they felt on your website.
What this abandoned cart email template does well is driving action. It’s careful not to overwhelm the shopper with too many tactics and instead uses the incentive along with a clear CTA to drive action.
Coupon codes are a really effective incentive for recovering sales because they work on multiple levels:
- Value – discounts provide shoppers with additional value (in this case 10% off) which overcomes any initial purchase barriers concerned with price.
- FOMO – coupons create a fear of missing out that drives action – if the customer doesn’t use it, they lose out on the saving.
- Scarcity – abandoned cart email incentives imply scarcity (this isn’t a discount that’s readily available on your store) which triggers an immediate response.
- Personalization – coupon codes included in retargeting emails denote personalization which makes customers feel special and appreciated.
- Reciprocity – money off incentives trigger a human need to reciprocate – you give the customer something of value and they subconsciously feel obligated to return the favor by converting.
You’ll also note the customer can view their cart’s contents, email or telephone the store, visit social media sites, and unsubscribe. These alternative actions are important because they allow customers to continue their purchasing journey, even if they’re not ready to buy yet.
How to use these abandoned cart email templates
There you go, three seemingly simple but highly effective abandoned cart email templates, free for you to use. How can you use them?
If you’re an HTML superstar (or have some experience), you can download these templates, edit them in your preferred editor, and import them into your existing recovery software.
The key things to edit are:
- CTA / button links
- Embedded text links
- Social media links
- Business address and contact information
2. Drag and drop builder
If drag and drop is more your style, sign up to CartStack for a free trial and access our drag-and-drop editor.
Simply navigate to Campaigns > Email > Cart Abandonment > Add Email, choose your preferred design, and customize in the editor. It’s that simple.
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