We've all done it:

We see something we want from a store.

We add it to our cart, go to check out, and then BOOM -

Huge shipping cost.

And we go "Yeahhhhh, I don't want it THAT much."

And click out and move on with our lives.

There's a ton of reasons people abandon carts - distraction, indecision, price - and so having an abandoned cart email (or sequence of emails, if you want to get really fancy) can help to reclaim some of those sales you were about to lose anyway.

And no, it's not a waste of time - one 2022 article found that 10-18% of abandoned cart emails result in conversions!

What should these abandoned cart emails include?

• Acknowledge why people abandoned the cart. (There is one from a Catholic company focused on kids that I love that starts with "Kids pulled you away?" It's a great acknowledgement of your audience)​
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• Ideally, show people what they abandoned. (Not just "hey you left something in your cart!" but specifically WHAT they left, with a picture.)​
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• Be funny, if it fits your brand voice - humor is always more memorable!
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• Send multiple emails. (I find 2-3 to be the sweet spot.)​
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• Consider including a coupon code - you're about to lose the sale anyway, may as well see if money will help.

But now I have another tip, because I got an abandoned cart email the other day that was THE BEST ABANDONED CART EMAIL I'VE EVER GOTTEN.

Like seriously, I hit "Buy" within seconds of opening it.

It wasn't that long. It honestly didn't have a ton of marketing messaging to it. But it was crazy convincing.

Why? Because they offered free shipping.

It was BRILLIANT. Because although I don't have studies to back me up, I think the #1 reason people abandon their cart is because of shipping costs.

And listen, I get it - shipping costs are not your fault. You don't control them, and you're just as annoyed by them as your buyers are.

But shipping costs are a HUGE turnoff for buyers who are already on the fence about cost. You finally convince yourself to hit "buy" - but then the cost ends up being $5-$15+ more than you'd expected.

Bye-bye cart.

This abandoned cart strategy was brilliant because this company was about to lose my sale anyway. Instead of paying crazy amounts in advertising to try to reach new people, they knew I was already convinced - I just needed the extra nudge.

And instead of giving me a random coupon for 10% off, they gave me a coupon for free shipping because they know their customers so well that they knew exactly WHY I'd abandoned my cart.

And they were right.

I'd love to hear how it goes if you try this strategy!

And if you need help with your abandoned cart strategy, hit reply and let's talk! You all know I love everything email marketing, and no, it doesn't end at your welcome series. :)

For His greater glory,

Emily

Catholic Etsy alternative? I heard about this new Catholic marketplace last week and it looks like a great option to find Catholic small shops besides Etsy. I love the shop by vendor option! Shoppers and shop owners, go check out CatholicLights.com! Shop Catholic Lights

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