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Mar 15, 2021 | 7 min read
Email is the most effective way to reach visitors and convert them into customers. A report by Yes Lifecycle Marketing announced that:
browse abandon triggers with subject lines under 30 characters generated open rates of 35.5%, while those with subject lines over 30 characters drove open rates of 40.6%.”
There are four steps to a successful email campaign. We call this the OLA! method.
This blog post focuses on increasing the open rates for Abandoned Cart and Abandoned Product Browse Emails.
The abandoned cart email is the highest converting email campaign in your arsenal. It should drive >10% of your revenue.
They may be price shopping, but if you convince them to take another look, then you can increase the chances of getting your shoppers to come back. Encourage recipients to open emails, and you’ll increase the likelihood of purchase.
Ahhh the Pied Piper, playing such a magical tune that everyone wants to follow. You’re the piper now, so remember the PIPR strategy to increase your open rate.
In 2017, a report by Campaigner emphasized that personalization is the key to outreach, with 40% of respondents highlighting it as the sturdiest measure of success. The Yes Marketing Report, entitled “How Length and Personalization Impact Email Performance Across Message Type and Industry“, found that personalized subject lines increased open rates by 50%.
Non-personalized subject lines had open rates of 14.1% compared to 21.2% for email personalized with names and 22% for emails with another type of personalization.’
Assume that your target received 20 emails since the last time they discreetly snuck a look at their mobile inbox.
They’re about to delete 18 of them.
Your message needs to stand out. Combine technology and your audience understanding to catch their eye.
Are Emoji appropriate for your audience or products? If you’re going to use them, follow Constant Contact’s Best Practices for Using Emoji in Email Subject Lines.
Purchase friction is real. Your recipient has already seen the product. They didn’t buy it. Yet.
You’re not going to solve all of these with your subject line – but you can get the open with two words:
Incentive Included
Add those two words to your next subject line and watch the open rates soar. Vary them to suit your audience.
Note: you’ll need to follow up with an actual incentive in the email body. The value of your incentive to your audience will directly impact click through rates.
Shoppers don’t care about their cart. They weren’t buying a cart. They care about the products IN THEIR CART. Stop saying “you forgot your cart” and start reminding them of a product they’re interested in.
Here are some ACTUAL examples of abandoned cart emails and our analysis of each.
Subject Line: We’re still holding the Angus Queen Bed Gray for you. Act fast if you want it.
Why it works: It’s a simple email just stating the item and asking the shopper to “act fast”. It clearly describes the product and the color that the recipient was looking at. It adds a sense of urgency.
Subject Line: Lemme Teleport You Back To Your Cart. Free of Charge.
Why it works: Very informal and on brand for Chubbies. This abandoned cart email will stand out from other swim short companies, and resonate with their target audience. If your product and brand messaging has a specific tone to it, then make sure to leverage it in your abandoned cart emails.
Subject Line: Cute Puppies Want to Know…
Why it works: BalletBox is focused on a “cutesy” market for young girls. They use on-brand messaging that resonates with their audience. Plus, how can anyone say “no” to cute puppies?
Subject Line: -FNAME-, you want to make a deal?
Why it works: This abandoned cart email by Nomad uses personalization and an incentivized question to get shoppers to open. The body of the email then uses a discount code to drive the purchase.
Subject Line: You left items in your cart
If this is your first abandoned cart email and you’re just trying to get anything out there, then ok, this is fine. It’s about as simple as you can get, and that could be ok. You can do better.
Subject Line: Eek – something you like is almost sold out!
If this is your first abandoned cart email and you’re just trying to get anything out there, then ok, this is fine. It’s about as simple as you can get, and that could be ok. You can do better.
Subject Line: WHERE’D YOU GO?!
Why I hate it: Personally – I think the ALL CAPS approach is garbage. It’s not personalized, it has no incentive, and it doesn’t tell me anything about my product.
They do use a cute puppy in the email – but people have to get past the subject line first.
Practice makes perfect. A/B test your subject lines. Aim for a >40% open rate on your abandoned cart and abandoned product browse emails.
To learn more about email retargeting campaigns, head to our Email Retargeting page.
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