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An abandoned cart email is an automated message sent to shoppers who add items to their online shopping cart but leave without completing the purchase. These emails remind customers about their forgotten items and encourage them to return and finish the transaction. Abandoned cart emails are one of the highest-converting email types in ecommerce marketing.
Cart abandonment rates average 70% across ecommerce, representing billions in lost revenue annually. Abandoned cart emails recover 5-15% of otherwise lost sales, making them one of the most profitable automated email types. These emails generate 3x higher open rates and 5x higher click rates compared to standard promotional emails. For online retailers, implementing an abandoned cart email sequence is one of the quickest ways to increase revenue without additional customer acquisition costs.
Abandoned cart emails are triggered automatically when a customer leaves items in their cart without purchasing. The ecommerce platform tracks user behavior and identifies abandonment events, typically after 1-24 hours of inactivity. The system then sends a series of reminder emails containing the abandoned products, their images, prices, and a direct link back to the cart. Most effective campaigns use a sequence of 2-3 emails spaced over several days, with increasing urgency or incentives.
The first email should be sent within 1-3 hours of abandonment. Studies show that emails sent within this window have the highest conversion rates. Follow-up emails can be sent at 24 hours and 72 hours if the first email does not convert.
A sequence of 2-3 emails typically works best. The first email serves as a reminder, the second may include social proof or urgency, and the third often includes a discount or special offer. Sending more than 3 emails risks annoying customers.
Discounts can increase conversions but may train customers to abandon carts intentionally. Consider offering discounts only in the second or third email, and avoid discounts for repeat abandoners. Testing different approaches will help you find the right balance for your business.
Poor email deliverability often results from invalid or outdated email addresses. Verify customer emails at the point of signup to ensure your abandoned cart emails reach their intended recipients. High bounce rates can also damage your sender reputation.
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