Abandoned baskets cost your business thousands of dollars each month. But that does not have to be like that. With an effective email sequence, these sales will come back to you.
It is neither easy nor free to bring customers to your site.
You create sales funnels with landing pages and email sequences. paid strategies or ads to drive traffic to your site. You struggle with code, website creators or you pay a designer to make everything happen the way you want.
And when they finally arrive, you have to sell them your product, which is a different set of optimization challenges.
But you did it. All this work finally pays off when the customer clicks the "Add to Cart" button.
Or do you think …
Suddenly, they darken. Your analyzes show that they left your site without having made their purchase, and without explanation.
Maybe they got a call from their parents. Maybe they've found a better deal on another site. Maybe your shipping costs were too high.
The fact is they are gone.
In other words, unless you know how to bring them back to your site and make the purchase in a profitable and personal way.
you're lucky because today, I'm going to show you how to do this using effective abandoned cart e-mails.
But before, you have to understand exactly what is happening with your customers and why this problem is so critical. for your business
Abandoned carts cost you thousands.
70% of online shopping baskets are abandoned. Seventy percent. More than two-thirds. This is the final number that researchers have found after reviewing dozens of studies in recent years.
Think about your sales numbers right now. How much do abandoned carts cost in a month? In a year? Hundreds, thousands, millions?
What's worse? Using this same data, Bigcommerce estimates that about 41% of customers who abandon their shopping cart are actually ready to buy now:
 a little tricky here (giving me flashbacks to my class of Statistics 101 in college), but let me help you:
Let's say you have 100 buyers are adding items to their cart. ] 30 of them will complete their purchases (success !!).
But 70 of them (boo !!).  Now, 41 of them ( 59% out of 70) have a real excuse for not buying. Maybe they were just "window shopping" to have fun or were looking for gift ideas.
But that leaves 29 of them ready to buy, but for whatever reason. ] Yeah. You read correctly. For every 100 consumers, 30 will become customers, but 29 will not, even if they are willing to do so.
In other words, abandoned carts could cost you almost 100% of your current income (97% if you want to be difficult). Think about it. If you could convert all of them into buyers, you would double your income overnight.
Of course, some sales are more difficult than others, and you probably will not save them . 19659033] But that should not stop you from trying to recover as much lost sales as possible. And with almost no investment or additional advertising, you can.
Abandoned cart e-mails will recover lost income.
What distinguishes abandoned e-mails, with the exception of cold email or even promotional e-mails customers have already expressed a keen interest in your product by adding it to their basket.
It's a bit like asking that pretty girl or this boy to go out with them after telling them, "Hey, you look like my guy, here's my number." 19659003] I do not want to assume. But I think the odds are good that they will say yes.
Examining 3,127 emails sent to more than 9 million customers, Klaviyo found that the initial number of e-mails abandoned was 62 % and the awesome click of 14.5%. .
And this is not just them. There are tons of results like these . Peak Design managed to recover 12% of the abandoned carts through a simple email campaign . This is a conversion rate compared to the competitive opening rates of the industry . A 12% lift on the autopilot.
Speaking of Revenue – Klaviyo found that these initial salvage emails  generated an average of $ 10.75 per recipient . This may seem like little, but since they account for 70% of buyers, it would be like adding $ 22 to every order placed this month. He adds quickly.
And this is only the average. If you follow the advice in this article and organize a high-quality e-mail campaign, you may even see results like this e-commerce store, which has recovered $ 350,000 in revenue in five months
] This should not even be complicated. Systems such as GetResponse have Marketing Automation Features that will help you create, send, and track these campaigns effectively.
With as much efficiency as possible. And now, I'm going to show you how to seize this opportunity and make it a gold mine.
Rule # 1: Effective Email Design Improves Efficiency
The first step towards an effective abandoned e-mail is a good design of electronic mail . And I'm not just talking about sophisticated graphics and pretty fonts. I mean:
- A Strong Subject
- A Convincing Content
- A Powerful Call to Action.
The average clerical worker receives 121 emails a day and many are probably ignored.
If your email is not open, it has a 0% chance to finish its mission. To stand out, you need to take advantage of psychological triggers in a strong subject line to motivate the reader to open your message.
When creating your title, try to use as many of these triggers as possible:
- Curiosity – Users want to know more by referring to whatever something that would interest them in, but keeping the details juicy for the body.
- Scarcity – Play on the fear of disappearance (FOMO) with exclusivity offers or sensitivity to time.
- Social Proof – Use case studies or customer numbers to show them that others like your products.
- Brevity – A short subject implies a short and simple message rather than a long-term selling point.
- Great Offers – corrupt them to open your email by promising them something of value
- Personalization – include their name or product names to personalize the message.
Here is an excellent example that combines five of them …
email, you must follow the compelling content of .
For abandoned e-mails, the most important thing is to remind them of what they are missing by listing specific products in their shopping cart and including clear photos . But do not stop there. If you can, point out the key benefits for which they also buy.
Although the above example lists specific product names, this e-mail from Victoria's Secret using clear benefits and photos: 
You should already have great product pictures for your ecommerce site. So, this little extra work will make emails much more personal and attractive without costing you a lot.
Once you've hired them, you have to get them to buy with a powerful call to action .
Two persons are invited to speak. When you start, it's best to push for a unique action like this. Chubbies email:
In some cases, you may want to increase the chances that they will act by including several options such as "Order" and "Shop" like this:
Learn more about choosing a method to use based on customer data later in this article.
Rule # 2: Conduct Action by Creating Urgency
Scarcity is not just a tool for your subject. The best abandoned basket e-mails create a shortage by creating a sense of urgency .
The most common way to create urgency is to limit the offers you create to solve your customers' problems, usually with free delivery or product discounts.
Stacks two emotional factors : the relief of a burden (money spent) and FOMO (missing their chance).
But do not be so quick to offer discounts. You can also create urgency without sacrificing your margins. In fact, Bigcommerce found that 39% of abandoned "Ready to Buy" trucks had not left because of price .
Offering them a discount would amount to giving the 39 money you could have kept if you created a different shortage. As if you were temporarily reserving products and this meant that they might run out of stock in your first email.
This email was converted to 9.4% even though it did not offer discounts .
BOOM! continued to send some emails like this before issuing a rebate to those who have not been moved:
] Even Although this is the 4th email in the sequence, it still converted 5% more consumers (compared to 1% in email # 3), suggesting that some were actually sensitive to the price at the time. end.
But this sequence of e-mails allowed them to process multiple customer segments and maximize their profits by converting most price sensitive customers before offering a discount . 19659003]
Rule # 3: Synchronization is Essential for Conversion Rates
If you want to maximize the value of this sequence, you must pay attention to the timing.
at the right time may be the difference between a conversion rate of 5.2% and a conversion rate of 2.6% . Get Elastic has seen a 50% drop in the conversion rate of cart abandonment emails sent after 24 hours compared to those sent in less than 20 minutes.
Do not forget your follow-ups. According to Remarkety, you can recover 50% more abandoned trolleys with two follow-ups at the right time, approximately 24 and 48 hours after the first.
The BOOM! The example in the previous section is an excellent example of the effectiveness of a multi-email sequence.
Nowadays, it is easy to configure powerful marketing automation tools such as GetResponse to automatically handle all delays and triggers:
] 19659015] Rule # 4: Include contact information for support
Imagine this: You are in the market for new shoes. You see excellent advertising for a new brand that you have not tried yet and are selling. You head to the site and find the color and size you want. You add them to your basket.
Now you will check. Enter your e-mail address, billing address, credit card information and …