Abandoned Cart Reminders

There's nothing worse than a last-minute ditch on a purchase. According to a SaleCycle report, roughly 74% of carts were abandoned in 2021. But sometimes, those purchases can be saved with a well-timed reminder. Studies have shown that 44% of cart abandonment emails are opened, with a 28% CTR.

This workflow will illustrate how the VANS marketing team nails it with a drip campaign of 4 abandoned cart reminder emails.

Implementation

1. Create multiple segments for different product groups, if required.

2. Create a segment called "Abandoned Cart. " The contact will be added to the segment after 4 hours when the items are added to the cart. But the first email will be sent later.

3. Create Dynamic Email Templates to be able to change products, descriptions, incentives, etc., automatically. This will also allow the contacts to re-enter the workflow multiple times.

4. The first email should be sent as soon as possible, but not earlier than 24 hours after adding items to the cart. Let's avoid being too pushy.

• There should be very little pressure. Remind the customers that there's an item waiting in their cart, and address any possible issues they may have had in the check-out process. 
• Use a casual tone in your email. The last thing you want to do is barge into a potential customer's inbox with a bad attitude and an entitlement complex.

5. Your second email is the one with urgency. Please wait at least one day or two, and tell them their cart will soon expire. 

• Let people know if their item will likely sell out due to popularity.
• Set an alert showing how many others have the item in their cart.

 6. Send the third email two days after the previous one.

• People might have abandoned their shopping carts because they were unsure of their choice. But, they might be sold on similar items they missed the first time.
• Offer up accessories for the main item, or show different patterns or colors of the same product. 

7. The fourth email is optional, but if you do send one, it should be incentivized with a possible discount or coupon code.

• Send it two days after the previous one.
• Hold on to the coupon till the right moment. Don't offer discounts right out of the gate — you don't want your potential customer to wonder why you "need" to offer a discount if your reviews are so good.