Cart abandonment problems? Email marketing strategies to help you stop losing sales

Cart abandonment is a frustrating challenge for anyone in eCommerce. That's why we’re sharing actionable strategies to help you recover abandoned carts and reclaim missed revenue.

But, before anything else, why do shoppers abandon their carts?

• Unexpected costs (e.g. high shipping fees, taxes, additional charges etc.)
• A complicated checkout process
• Account creation is required
• Website issues (e.g. lack of trustworthy payment services, incomplete product details, technical problems)
• Limited payment options

Shoppers also abandon their carts because they’re not yet ready to purchase, or sometimes due to unwanted distractions.

If you’re losing potential revenue due to cart abandonment, here are a few email marketing strategies to help:

1. Set up exit-intent pop-ups

Triggered when shoppers attempt to leave, they provide a last chance to re-engage potential customers, especially those who haven’t shared their contact details. These pop-ups also work for abandoned checkouts—just tailor them to the right stage for maximum impact.

Don’t get confused with these two triggers. The distinguishing factor lies in the exit step or stage—when this abandonment occurs.

Abandoned Cart Flow: a series of emails sent automatically when a shopper adds an item to their cart but leaves the site without completing the purchase.

Abandoned Checkout Flow: automated emails sent when a customer starts the checkout process but doesn't finalise the purchase.

2. Personalisation is key

Use dynamic content to tailor your messages based on:

• Browsing history
• Cart size
• Product preferences

For example, if a shopper left a pair of shoes in their cart, send an email showcasing how others have styled that pair of shoes with a personalised message.

Adding dynamic reviews of the abandoned item can also boost trust and reduce product hesitation.

3. A/B test your emails

Optimise your email performance by testing all these key elements (not at once) to find out what makes your audience convert.

• Timing: When to send
• Subject lines: What grabs your audience's attention
• Content: Copy, images, and CTAs
• Offers: Discounts or promotions

Focus on refining your checkout process, personalising messages, and using data to your advantage.

While no single tactic guarantees success, combining these strategies can reduce cart abandonment and drive real growth.

Until next time,

The Melusine Studio Team