Email Marketing Strategies for Abandoned Shopping Carts

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At A Glance

eCommerce shopping has skyrocketed over the past few years, even more so after the COVID-19 pandemic. As of now, over 2.14 billion individuals across the world purchase products & services on the web. Despite that, it has been observed that not every person who places things into their online shopping cart finishes their transaction. As a matter of fact, abandoned shopping carts cause losses worth billions of dollars to eCommerce businesses every year. In this blog post, we are going to discuss the importance of retargeting cart abandonment, as well as share 5 effective email marketing strategies for abandoned shopping carts.

What Causes Cart Abandonment?

Research has proven that 71% of consumers leave behind their loaded shopping carts because they got distracted by something else. Perhaps they had something to do or were in a hurry to answer a phone call.

Other major reasons for abandoned shopping carts include the following:

  • Unexpected delivery charges

  • Performing research for future purchases

  • Prerequisite to create an account prior to transaction

As such, it only makes sense to provide them with another opportunity for completing the transaction.

Why Bother Retargeting Abandoned Shopping Carts?

The number of individuals who tend to abandon their digital shopping baskets after loading items into them is too staggering to overlook. In 2019, it was found 4 out of 5 people don't proceed to payment after filling up their online shopping carts, which is over 77.13%! This statistic alone is alarming enough to justify the importance of retargeting abandoned shopping carts.

Moreover, there are plenty of statistics which prove the efficacy of an abandoned cart email campaign, including the following:

  • 21% of individuals click on emails for abandoned carts.

  • Abandoned cart emails have an open rate of 48%.

  • 10.7% of all such emails help with shopping cart recovery.

What is An Abandoned Cart Email Campaign?

An abandoned cart email campaign generally works as a reminder to those leaving their loaded carts behind - encouraging them to return and finish the purchase that they were so close to making.

eCommerce businesses both small and large can utilize cart abandonment emails to increase the chances of conversion and make up for lost revenue. Utilizing marketing automation software, you can also automate the procedure so that no manual triggers are required to send the messages.

What Are The Strategies That You Can Use?

If you’re worried about your potential clients giving up on their shopping carts even after planning a purchase, here are the best email marketing strategies for abandoned shopping carts that you can benefit from:

1. Remind shoppers of their cart contents

A great way to get people to come back and purchase is by reminding them of their cart contents. With a customized abandoned cart email template, you can remind customers of what they've purchased and what's still left in their cart. This is especially important if a person has been shopping at your website for an extended period of time — they'll be more likely to buy something if they're reminded of it.

On the other hand, if you're selling something that's easy to forget (like a gift card), you don't want to remind shoppers too often. You don't want them to become frustrated by receiving too many emails about their purchase!

2. Create an attractive email design

A good email design is critical when it comes to attracting new customers. You can't just throw up a default template and expect people to open your emails.

Here are some tips for creating an attractive abandoned cart email design:

  • Use a clean background color that contrasts with your subject line and message. This makes it easier for your recipient to read your subject line and message at a glance because they won’t have to scroll through a lot of content before they find what they’re looking for.

  • Use strong visual elements like graphics and photos. They add visual interest and make it easier for people to understand what your message is about.

  • Use simple bullet points or headings (with subheadings if necessary) so that readers can easily skim through the content of your message quickly

Click here to find 6 actionable email marketing tips for small businesses to maximize ROI.

3. Personalize your abandoned cart emails

Personalization is a key element of any email marketing campaign. You want to make sure that each email you send is relevant to your prospects, and that you're not just spamming them with offers for products or services they don't want.

Here are some best practices you can use to personalize your abandoned cart emails:

  • Add a greeting - When someone visits your website and leaves an empty shopping cart, it's a good indicator that they aren't quite ready to buy from you yet. People often leave their carts open because they're still researching products or considering the best way to purchase them. Adding a friendly "Hello" at the beginning of each abandoned cart email helps remind them why they visited in the first place, which can get customers back on track faster than ever before!

  • Include a personal touch - Many people will abandon their carts if they feel as though their emails are being treated as just another marketing piece instead of human contact. If possible, include something personal in each message that reminds recipients why they should care about whatever it is you have to say next

4. Make the call to action obvious

A good email marketing strategy for abandoned shopping carts is to make the call to action obvious. This means you can't just write "buy now" or "save this item" and expect people to click. You need to give them a reason to click, and that reason should be easy for them to understand.

For example, if someone is looking at a cart full of books, they're probably not going to buy them right away. Instead, they'll probably do some research on Amazon first — maybe find a better deal or learn more about the book they're interested in. So your call-to-action should be something like "Check out this awesome bargain." 

Also, make sure to use color-coding in your CTA boxes to help people know what action they need to take next. 

5. Offer a discount or an incentive

Offering a discount or an incentive is a great way to get people to come back to abandoned shopping carts and buy from your store. Offer a discount of 10% or more on your products, or offer an incentive to purchase the product before the end of the day. This can be anything from free shipping and handling on orders over $10 to a free gift with purchase. You might also consider offering a coupon for a future purchase if you have one in mind.


Abandoned shopping cart emails are a fantastic way to re-engage consumers who are leaving your site before they make it to the end of the checkout process. Therefore, the chance to win back even a portion of these visitors will be a welcome one.

Looking for the right tools and resources to get started? Let Parkyd Digital guide you all throughout to set up an effective abandoned cart email campaign! Reach out to our team of experienced and certified digital marketers in Toronto for a consultation. Get in touch right away!

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