Cart abandonment campaigns: what are they?

On e-commerce websites, shoppers often abandon their carts 67% of the time. Therefore, providing limited-time discounts has emerged as the ideal strategy to move clients through the sales funnel and retrieve abandoned baskets. According to research, between 3% and 11% of orders are recovered by abandoned cart offers. Instant messages with discounts of between 5% and 10% are typically sufficient to observe a sizable increase in recovery rates.

We will discuss a few ideas for abandoned cart email campaigns based on actual use cases in this blog post. To give you a variety of samples of promotion conditions that you might provide to cart abandoners, we have attempted to choose offers that are distinct from one another. We sincerely hope these are useful to you as you plan your upcoming campaign!

Shinesty: 10% off the abandoned cart

American fashion company Shinesty is hard to describe, so I’ll simply leave their purpose statement:

“The Shinesty brand was developed with only one goal in mind: to make people stop taking themselves too seriously. We’re talking neon ski suits, the first Christmas suit, pre/post-coital party kimonos, ball hammock boxer underwear, denim-print swimsuits, and much, much more. Stay strange and keep shining.
With the direct, on-brand text of this cart abandonment email, Shinesty kills it. They are quite direct in their explanation of the offer and even acknowledge that they are tracking customer data in order to send it. Even a humorous graphic was created to help better explain the offer.

Guidelines for cart abandonment campaigns

Here are the most notable tendencies for cart recovery that we saw after reading through more than 30 abandoned cart email campaigns:

The majority of deals include a percentage-based discount that typically ranges from 10% to 20%.
Exclusions apply to the majority of offers, particularly when it comes to the redemption methods (online/offline only).
The majority of promotions have brief expiration dates (between 3 and 30 days).
Most promos necessitate entering a special promo code at the checkout.
The majority of emails include cross- or up-selling offers that are either customised for the customer or are merely “bestsellers.”
The most customised promotions provide discounts on recently seen items or simply on the items still in the cart at the time of abandonment. A discount on the entire cart, irrespective of the contents of the cart, is part of more broad offers.

The effectiveness of the email campaign and the possibility of recovering more carts are both significantly improved by compelling, on-brand language.
Additional restrictions, such as a minimum order amount or products not eligible for the deal, may apply to some promotional campaigns.