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The good news is that even if someone leaves your online store during the checkout process you can still re-engage them with an abandoned cart email campaign. In this article we’ll look at some of the reasons why people abandon their online shopping carts, best practices for abandoned cart emails, and some templates you can use in your next marketing campaign. What is Abandoned Cart Emails Abandoned cart emails are sent to potential customers when they leave the website and still have items in their cart. Its purpose is to encourage visitors to return and complete their purchase. You must be able to identify who the shopper is and associate their identity with their email address before sending an abandonment email.

If they are already a registered customer and are logged in when adding items to their basket then this is simple to submit their email address as the first step in the checkout process. But this step can inadvertently lead to more abandoned carts by increasing friction and lowering conversion rates as we’ll see later. The ideal solution in many cases is to offer customers the option to create an account informing Email Marketing List them of all the benefits that come with it or to use guest checkout. You can’t send abandoned cart emails without the customer’s email address. While you can use retargeting ads to remind potential customers about your products, email can have a strong impact that's hard to ignore.



With the rise of ad blockers, emails may be more likely to reach your customers. Engage potential customers when they abandon their cart by sending them an email to remind them you're still there or to entice them with an offer. Why Shoppers Abandon Their Cart Before you can create an effective cart abandonment email strategy you need to first understand why your customers are abandoning their purchase. This allows you to give them a compelling reason to return and close the sale. There are many potential reasons why customers abandon a purchase at the last minute but some are more common than others. Annual additional costs such as shipping and taxes are the biggest cause of abandoned shopping carts accounting for nearly half of all abandoned shopping carts in the United States.