Abandoned cart emails are crucial components of B2C email marketing campaigns, designed to re-engage prospective customers who would add items to their online shopping carts without going through to purchase and leaving the site. They serve as soft reminders for customers as to what they have left in their shopping carts and invite them to return and complete the purchase. How Abandoned Cart Emails Work: How and why they work, and best practices for your B2C campaigns.
1. How Abandoned Cart Emails Work
Here, the tracking system defines an action as cart abandonment when a customer logs onto an B2C Email Address List e-commerce website and puts some items into a virtual shopping cart but then leaves without paying. As a matter of fact, that can be because the e-commerce platform or marketing software tracked the user’s email address and browsing data to trigger a workflow of automated emails, personalized in purpose for bringing them back into the site for completion of their purchase.
Timing and Cadence: Cart abandonment emails can range from one to three emails in any given period of time, but the quintessential methodology would go something like this:
First email within an hour of abandonment-just a quick reminder
Second email within 24 hours-this would add urgency or incentive, such as a small discount
Final email within 48-72 hours-a last call with sometimes extra incentives or messaging around limited availability.
Each email has a direct link to the cart where he or she can complete the purchase without re-selecting the items. It would, on some platforms, visually indicate scarcity using countdown timers for when offers or items are limited.