How to Build an Abandoned Cart Email [CHECKLIST]
Use this abandoned cart email checklist and template to say goodbye to window shoppers and hello to more sales and better return on investment (ROI).
It may seem old-fashioned in the era of social media, but email marketing works. For any company trying to figure out how to convert subscribers to customers, acquire new customers, keep subscribers engaged, and generate a return on investment, email is still one of the most effective marketing channels.
But while it is highly effective when used well, email requires thoughtful attention to detail in order to drive sales. After speaking with dozens of marketers about their email marketing performance, we’ve pinpointed five reasons why emails don’t convert and come up with solutions you can implement today:
The identity of the sender is one of the first things your customers see when an email hits their inbox. If you use a company name only, your customers may not open the email because it feels impersonal. On the other hand, if you use a person’s name as your sender, customers may ignore it because they don’t immediately know who it’s from.
When strategizing about how to increase email conversions, remember that on average, email users receive 94 business emails each day. It's easy for a customer to miss a message—especially if the subject line doesn't grab their attention. Subject lines should entice your recipients and give them a preview of what to expect.
Janet Choi, from email automation provider Customer.io, has found that concrete language makes you appear more credible and helps readers make better decisions more easily. Abstract language, on the other hand, confuses readers and discourages them from acting. Concrete sentences are also quicker to read, cutting the time it takes for your customers to get to your call to action (CTA).
If you get a promotional email and find yourself totally confused about what you're supposed to do with it, it's likely that the CTA is not clear. The CTA is the reason you're sending your email. It should tell your readers explicitly which step to take next and give them a heads-up as to where they'll be directed. If you’re an event marketer, for example, and you're creating an email campaign to bring attendees back to your site to finish purchasing tickets, a weak CTA would read "Buy tickets." A stronger CTA would say "Finish where I left off."
Adding the right images can dramatically improve your click rates. Images can also boost email deliverability, which means your email is less likely to go straight to the spam folder. But if your images take too long to load, have nothing to do with your message, or take up too much space in the email, they can work against you.
Once you've taken advantage of these solutions to improve your conversion rates, get ready to build a re-engagement campaign.
Originally published on May 21st, 2018, last updated on June 22nd, 2022.