So say you are spending a million dollars in getting traffic to your website, standard CPC apparel is $2.61, and the conversion rate stands at 2%. Your CAC stands at $130. Too high?
In this case, your converted customers are,
Total traffic = 383,141
Conversion = 2%
Converted customer = 7662
Now, imagine a scenario where 6% of the total traffic is your add to cart, total lost customers (Customers who added to cart - Customers who purchased) =
Add to carts = 30,651
Customers lost = 22,989
Out of these lost customers, if 8% of lost customers, i.e. 1,839, come back and make a purchase, your CAC goes down to $105
% decrease in CAC = 19.23%
On top of this, you have also recovered your lost revenue from 1,839 customers.
This gives us a conclusion here,
Cost of abandoned cart recovery < Cost of acquiring new customers
That’s why you need to have a kick-ass abandoned cart strategy. You could initially start with a few simple emailers and then graduate to abandoned cart drip campaigns or abandoned cart journeys.
Many e-commerce players are killing it with their attention-grabbing subject lines and good copies to get their customers back.
The average open rate of an e-commerce email is approximately 15%. Emails from abandoned carts make that number laugh - it has a whopping 45% open rate 😲 (only if sent properly)
With stats like that, cart reminder emails are one of the best investments you can make. I am sharing one of the best-abandoned cart email templates I came across after I abandoned 27 carts. Do check it out! You can also find the abandoned cart email examples below.
The structure of abandoned cart emails is pretty straightforward. The basic structure is outlined below:
- Subject line
- Introduction text
- Items left in the cart (Product images, description, and price)
- Offers or discounts
- Checkout button or call to action (CTA)
- Ratings, reviews or social proof
- Closing text
While this outline is helpful if you're only sending one abandoned cart email, you might want to consider using a drip campaign for cart recovery emails. A drip campaign is a series of automated emails.
For an abandoned cart workflow, the emails could be structured like this:
Email #1: Cart reminder (Usually sent 2 hours after cart abandonment)
Email #2: Follow up (Send 1-2 days later)
Email #3: Promotional discount (Send a few days after email #2)
Take a look at the 9 best-abandoned cart emails for inspiration and set up your own campaign.
1) Chubbies Shorts
👍: Brilliantly captured graphics, excellent copy, three links to checkout
What can you add more? Good offers, 1-2 social proof
2) Nykaa
👍: Personalisation, Graphics, copy, product information
What more can you add? Offers, social proofs (maybe they are banking on being the leading player in the market)
3) Google Store
👍: The emailer creates ‘Urgency’ with their ‘going, going, gone’ copy. It is a classic example of a Copy done the right way. Usage of the word - ‘popular’ to create FOMO
As long as you're honest, warning potential buyers that they might lose the things in their cart is a terrific approach to use the scarcity effect as a marketing strategy.
4) ThredUP
👍: Clear product pictures, slash pricing, coupon code, referral discount
What else you can do: More exciting subject line
5) Sugarbearhair
👍: CTA colour united with graphics, three checkout links, detailed cart information
What else you can add: Customer reviews, offers, a sense of urgency
6) ASOS
👍: Clear product recommendation, free delivery, easy returns, urgency
What you should add here: Include product pricing in your email and one more CTA button
7) Nordstrom
👍: Great copy, clear product pictures with title, FAQs, free shipping and returns, customer care
What else could be done: Include product pricing. You can also add
offers
8) Brooklinen
👍- Coupon code and social proof
What you should also add here - Product images, description, price and variant (if applicable)
9) Casper
👍- Great copy, one review with an option to read more reviews
What else could have been done: Product image could have been bigger with price details
There are undoubtedly other alternatives to the abandoned cart email. We suggest A/B testing different variations to see what works for your audience. Do they prefer emails that are personalised? Or Discounts? A interesting text? Or maybe a combination of all. It's important for you to find out.
If you feel there's more to it, comment on the blog or reach out to me at abhishek@getconsole.io, and I'll share it with our community of D2C brands. Cheers!
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