说服已经访问过您的在线商店的人回来比吸引全新客户容易得多. Especially if that person had a serious intention to buy from you but didn’t for some unknown reason.
This is why abandoned cart emails are a great tool to recover lost sales. If a shopper has added items to their online cart but left your store without completing the purchase, you can still win them back with the help of an abandoned cart email.
But what can you write in an abandoned cart email for the best results? We’ve got you covered! Here are eight must-have principles of abandoned cart emails.
什么是废弃的购物车电子邮件?
根据 Baymard 研究所, 几乎 70% of online shoppers have abandoned a cart. 想想在废弃购物车的深渊中失去的所有潜在销售额! 幸运的是, 有一种方法可以恢复部分销售损失.
一个 abandoned cart recovery email is a follow-up email that’s sent to a customer who abandoned their online shopping cart. 在客户离开您的在线结帐而未完成订单后，会触发废弃的购物车电子邮件. 您可以手动或自动发送废弃的购物车电子邮件.
废弃的购物车电子邮件旨在鼓励客户回来并完成他们的购买. 通常, 他们展示了客户添加到购物车的商品和号召性用语，例如 “完成购买,” “立即购买,” 或者 “参观商店。” 可选地, 您可以添加折扣券，使废弃的购物车电子邮件更具吸引力.
Rudy's 的废弃购物车电子邮件示例
如果您使用 Ecwid by Lightspeed 在线销售, 你可以启用 自动废弃购物车回收 单击一下即可为您的在线商店. 这边走, you won’t need to manually send out abandoned cart emails every time someone exits without buying a product, saving you tons of time.
Ecwid’s abandoned cart email template is designed to fit any business. You can also customize an abandoned cart recovery email template. 例如, you can add a discount coupon, edit your company info, add your logo to emails, change the message or email subject, 和更多.
这是 怎么做. Make sure to take a look at this guide because it’ll help you follow the best practices below.
An example of an abandoned cart email you can send in Ecwid by Lightspeed
Must-Have Elements of an Abandoned Cart Email
Now that you know what an abandoned cart is, let’s discuss how you can make the most of it. Here are some best practices for making a convincing follow-up email.
Come Up With a Creative Subject Line
A subject line is the first thing potential customers see in their inbox when they receive your abandoned cart email. Make sure it’s irresistible!
Your store’s name and a friendly reminder are a perfect match for a subject line. You can try informal, cheerful phrases like “Look what’s waiting for you” or “Did you forget something?” A classier “You left products in a cart” is also good.
If you offer a discount coupon in your abandoned cart emails, it’s worth mentioning it right in the email subject line to grab customers’ attention at once.
You should also consider testing different subject lines. As long as your subject line idea makes the email stand out and goes well with your brand, it’s worth trying out.
If you offer a discount, highlight it in the subject line
The text after the subject line is your email preview, which also influences your open rate. 理想情况下, the preview text should enhance your subject line, engaging recipients.
As a bare minimum, 确保预览和主题行不相似.
Ecwid 商店废弃购物车电子邮件的默认主题行是, “您在购物车中遗留了物品。” 您可以随时对其进行编辑，使其更适合您的业务.
奖金提示: 使用此检查您的主题链接在智能手机和平板电脑上的显示方式 免费主题行测试器.
添加您商店的徽标
品牌标志是企业可以使用的最强大的视觉元素之一. 它们使您的公司电子邮件看起来专业且合法. They also help customers know right away who they got the email from, so make sure to include your logo in abandoned cart emails.
Usually brands put logos at the top of the email. It helps to remind customers about the purchase they almost made in the online store.
A default abandoned cart email template for Ecwid stores displays the store logo at the top left corner automatically:
Don’t forget to upload your logo on the Notifications page in your Ecwid admin.
还: How To Create An Awesome Logo For Your Brand
通过文案让您的品牌脱颖而出
说实话, 您的电子邮件不太可能成为客户生活中第一封废弃的购物车电子邮件. 因此，您的文案应该脱颖而出，以增加客户点击号召性用语按钮的机会.
首先告诉客户为什么您废弃的购物车电子邮件对他们很有价值. 也许这是一个友好的提醒，您为了他们的方便而保存了购物车. 或者您专门为他们准备了独家优惠, 像折扣券. 制造一点害怕错过的恐惧 (错失恐惧症) by clarifying it’s a limited-time offer.
Pipcorn keeps their email fun and lighthearted
Your abandoned cart email copy should be conversational and polite. Speak to a customer like you would in real life. Use simple words and phrases. Those are the general best practices, but if your brand has a unique voice, don’t hesitate to express it in your email.
A default abandoned cart email template for Ecwid stores is written in a friendly yet professional tone. If you want to adjust the copy to your business a bit more, 您可以在 Ecwid 管理员中轻松完成:
更多的: 如何建立品牌: 小型电子商务企业手册
提供折扣券
没有什么比这更能吸引别人的注意力了. 您可以向客户提供折扣券以鼓励他们完成购买.
Playtronica 为他们废弃的购物车电子邮件添加了折扣
然而, 一些顾客已经习惯了回来获得折扣，以至于他们故意放弃购物车. 他们会期待在您废弃的购物车电子邮件中收到特别优惠. 为了防止因太多废弃的购物车电子邮件折扣而损失利润, 避免提供类似黑色星期五的交易. 有时多达 5% 关闭已经是激励客户完成购买的好方法.
另一种策略是在您的在线商店中添加有关当前特价商品的信息，而不是为客户留在购物车中的产品提供折扣.
戴森在废弃的购物车电子邮件中突出了他们的独家产品
添加免费送货优惠券也非常适合将客户带回您的商店. 您可以测试针对废弃购物车电子邮件的不同报价，以找到最适合您业务的报价.
在Ecwid, 您可以创建折扣优惠券并通过几次点击将它们添加到您废弃的购物车电子邮件中. 这是 怎么做.
列出购物车中的所有产品
废弃购物车电子邮件营销的很大一部分是向客户展示他们几乎要买的东西.
有时客户会忘记他们要找的是什么产品. It won’t hurt to show them which items they added to the cart right in the abandoned cart email. The beautiful product pictures will remind customers how badly they wanted to buy your products. Don’t forget to link each item to its product page in the store.
如果您使用 Ecwid by Lightspeed 在线销售, your abandoned cart emails will display the list of abandoned products automatically—product images included! You don’t have to do anything manually here.
Add a Strong Call-to-Action
A call-to-action button, or CTA, is the culmination of your abandoned cart email. Everything that goes before that should be convincing enough to make people click.
The button itself matters, 也. Make it bright and distinctive. Add short and straightforward text. Experiment with different CTAs. All of these can dramatically increase the conversion level. 例如, “Complete my purchase,” “Finish checkout,” “Get it now,” etc.
In Ecwid by Lightspeed, the abandoned cart email template already has a distinctive “Complete Order” button. It’s clear, straightforward, and fits all kinds of businesses.
Add Your Contact Info
Imagine a customer is ready to finish the order but isn’t sure whether the order will arrive in time. Or the discount coupon doesn’t work. Or they want to ask a few more questions. You need to have or be someone who can address their problems.
In case your abandoned cart email doesn’t answer a customer’s question, make sure they can contact you quickly. Add a phone number, 电子邮件地址, 或任何其他信息，以帮助他们与您取得联系并消除任何疑虑. 如果他们可以联系您的商店, 客户会更放心购买.
您还可以添加指向商店社交媒体页面或商店地址的链接，以帮助客户找到有关您业务的更多信息.
In Ecwid by Lightspeed, 您放弃的购物车电子邮件显示了指定的联系信息 通用设置 page in your Ecwid admin.
按你的方式做
您废弃的购物车电子邮件看起来和听起来应该像是来自您的商店, 不是其他网上商店. That’s why don’t hesitate to tweak the email as you like to adjust it to your business.
例如, you can design your abandoned cart email in corporate colors and choose a serious brand voice for your message. Or you can send a friendly letter, as if you wrote it on your way to the office or while waiting in traffic—without logos and decorations. Such reminders look more personal and are perfect for small, “cozy” shops.
Peel keeps it simple
Customers will appreciate the service and attention. Even if they don’t complete their order, they can share some valuable feedback if they feel the email was written by a real person. As for big brands, they don’t often send such letters.
与 Lightspeed 的 Ecwid, you have the complete freedom to edit the abandoned cart email as you like. You can easily customize the default template by changing the message or email subject, editing company info, and adding your logo to emails. Usually that’s enough to adjust the default email template to your business. If you need deeper brand customization, such as changing text formatting or color or inserting additional images, 你也可以 edit the HTML template.
包起来
An abandoned cart email helps to recover lost sales by reminding customers of the items they left behind and providing a link to the product pages.
Now you know what you need to create an irresistible abandoned cart email for your online store. Let’s revise:
- Write an email subject line that stands out in the recipient’s inbox.
- Include all abandoned products in your email—don’t forget product pictures.
- Tweak the abandoned cart email copy to better represent your business.
- Add an incentive such as a coupon code to increase the chances of converting abandoned carts.
- Include a clear call to action to encourage customers to complete their purchases.
- Add your store logo and contact info so that customers can trust your business and ask questions if needed.
By following the best practices above, you will definitely increase your abandoned cart recovery rate and drive more sales to your online store. 快乐销售!
