Let’s make your abandoned cart emails better. With cart abandonment campaigns or any core email flows/autoresponders, structure is more important than email copywriting or design. Here are some tips to help you write and optimize your campaigns.
Abandoned cart campaign structure
- Send the first one 15 minutes after someone leaves their cart.
- Send the second one 6 hours later.
- Send the third 18 hours after email 2. These first 3 emails are your standard abandoned cart reminders.
- After that, send emails spaced a day apart remove objections to the sale. However many objections you identify, that’s how many emails you send
Abandoned cart subject lines
Use the perfect subject line formula.
- Benefit + specificity + curiosity = perfect subject line
- Use preview text as extension of subject line (same formula)
- Optimize for mobile (40 characters or less)
Email copywriting for abandoned cart campaigns
- Write like you’re talking to a friend
- Show how your product will help people
- Help them imagine using your product in the future
- Describe pain points and benefits in a way that’s tangible, concrete, and something you can “point to”
Finding objections to use as email ideas
- Find out what really bothers them by asking or looking at reviews.
- Follow the Rule of One: One big idea, one reader, one promise, one CTA
- Look at bad reviews of similar products on Amazon
The problem with cart abandonment discounts
- Don’t teach people to always wait for sales
- If you must, hide discounts in retargeting ads that show up later
- Instead of discounts, try offering disappearing bonuses
Individual cart abandonment campaigns or one?
• For multiple products in cart, write separate abandoned cart campaigns for each product
• For bundles of several products, one abandoned cart campaign but talk about one product per email
Bonus tips
- Call your customers and use their exact words in your emails
- No one gives a shit about the brand story
- Explain to the customer why you don’t offer discounts