{"id":14122,"date":"2020-10-07T15:30:26","date_gmt":"2020-10-07T20:30:26","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=14122"},"modified":"2026-01-21T03:14:33","modified_gmt":"2026-01-21T03:14:33","slug":"abandoned-cart-emails-using-psychological-principles-to-influence-customers-decisions","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/abandoned-cart-emails-using-psychological-principles-to-influence-customers-decisions\/","title":{"rendered":"Cart Abandonment Emails: Using Psychological Principles To Influence Customers\u2019 Decisions"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">How much do you hate seeing abandoned carts?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I don\u2019t like them either.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But they are inevitable&#8230;just like bounce rates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we conducted a research study on <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/shopping-cart-abandonment-rate-statistics-infographic\/?utm_source=Invesp+Marketing+Optimization+Insights&amp;utm_campaign=7cf6d8878c-EMAIL_CAMPAIGN_2020_02_19&amp;utm_medium=email&amp;utm_term=0_d943ed0f69-7cf6d8878c-87018665\"><span style=\"font-weight: 400;\">statistics of shopping cart abandonment rate<\/span><\/a><span style=\"font-weight: 400;\">, guess what we found?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Out of 100 people who add items to a cart, only 35 make a purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The rest abandon their carts. That\u2019s a whole lot of revenue down the drain. <\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, you can salvage that lost revenue using some of the best practices of abandoned cart emails.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But your abandoned cart email will <\/span><b>only<\/b><span style=\"font-weight: 400;\"> be powerful if you inject principles of <a href=\"https:\/\/www.invespcro.com\/blog\/principles-of-psychology-that-will-help-you-increase-your-conversion-rates\/\">behavioral psychology<\/a> into it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, neuroscience tells us that people buying decisions are psychological (people buy on emotion and justify with logic). So, addressing their concerns from the psychological realm is logical.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is exactly what we are going to do in this post. But first, let&#8217;s make sure you have a good framework:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Make sure to read our article on understanding <a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-abandonment-rates\/\">the different abandonment rates an e-commerce site suffers from<\/a>. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">You can also review <a href=\"https:\/\/www.invespcro.com\/blog\/e-commerce-shopping-cart-pagess\/\">detailed cart page best practices <\/a>based on an analysis of the top 200 e-commerce sites.\u00a0<\/span><\/li>\n<li>A <a href=\"https:\/\/www.invespcro.com\/blog\/decluttering-and-highlighting-incentives-increased-conversions-on-product-pages-cart-page\/\">case study showing how we improved cart conversion rate<\/a> by 17.75%.<\/li>\n<li>Best practices guide with <a href=\"https:\/\/www.invespcro.com\/blog\/cart-abandonment-strategy\/\">strategy and tactics on reducing cart page abandonment<\/a>.<\/li>\n<li>Understanding the <a href=\"https:\/\/www.invespcro.com\/blog\/6-reasons-why-visitors-are-leaving-your-e-commerce-website\/\">reasons why visitors leave and abandon your site<\/a><\/li>\n<li><span class=\"s1\">Using <a href=\"https:\/\/www.invespcro.com\/blog\/how-to-increase-your-conversion-rate-using-persuasion-at-every-stage-in-the-e-commerce-conversion-funnel\/\">Persuasion At Every Stage In The E-commerce Conversion Funnel<\/a><\/span><\/li>\n<li><a href=\"https:\/\/www.invespcro.com\/blog\/optimizing-conversion-funnels-where-should-you-start-first\/\">Optimizing ecommerce conversion funnels<\/a> including interviews with 4 CRO experts<\/li>\n<\/ul>\n<p>Retail competition is tough. Potential buyers who added an item to their cart can give you the nudge in sales that you need.\u00a0To help you convince and convert more people using abandoned cart emails, you should know how to apply the following psychological principles in your emails.<\/p>\n<p>Just remember, while I tried to cover some abandoned cart emails best practices , you should always test everything.<\/p>\n<h3><b>What is an Abandonment Cart Email?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">An abandoned cart email is an email sent to customers who add items to their shopping cart and leave the site without completing a purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Studies reveal that you can recover<\/span> <span style=\"font-weight: 400;\">around 10% of lost revenue<\/span> <span style=\"font-weight: 400;\">through abandoned cart emails.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another <\/span><a href=\"https:\/\/www.barilliance.com\/cart-abandonment-rate-statistics\/\"><span style=\"font-weight: 400;\">study<\/span><\/a><span style=\"font-weight: 400;\"> by Barrilliance concluded that shopping cart abandonments have been rising since 2016 but drop around holidays such as Cyber Monday.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what really makes a potential buyer leave a site without completing a purchase?\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that you have asked, let\u2019s take a look at the three most common reasons for shopping cart abandonment:\u00a0<\/span><\/p>\n<h4><b>Lack of trust<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Trust is probably the most scarce and valuable resource online, yet it&#8217;s the most important one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No one is willing to provide their credit card info on a site that doesn\u2019t indicate trustworthiness or have any trust seals. <\/span><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-14124\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/trust-.jpg\" alt=\"\" width=\"800\" height=\"645\" data-wp-pid=\"14124\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, there are tons of things you can do to <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/the-conversion-framework\/\"><span style=\"font-weight: 400;\">allay customers&#8217; concerns on the checkout page<\/span><\/a><span style=\"font-weight: 400;\">:\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">A generous return and privacy policy,\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Security badges,<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Secure lock icons,<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Add physical addresses that are easy to find. <\/span><\/li>\n<\/ul>\n<p>But with return policies, you have to position them in an area where they are easy to find \u2013 visitors need not search hard to find that kind of information.<\/p>\n<div class=\"blog_img\"><img decoding=\"async\" class=\"alignnone size-full wp-image-14125\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/cart.jpg\" alt=\"\" width=\"800\" height=\"712\" data-wp-pid=\"14125\" \/><\/div>\n<p><span style=\"font-weight: 400;\">Additionally, it would help if you considered <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/fears-uncertainties-and-doubts-reducing-visitor-anxieties-to-increase-conversions\/\"><span style=\"font-weight: 400;\">cognitive progression<\/span><\/a><span style=\"font-weight: 400;\">. If the item is expensive, requires time or resource investment, etc., you need to clarify the incentives to relieve some of the anxieties visitors may have.<\/span><\/p>\n<h4><b>Usability issues<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">The checkout design and flow have frequently been the sole cause for users abandoning their cart during the checkout flow. One bug on the checkout page can be a conversion killer that frustrates shoppers and makes them exit the site without purchasing.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-14126\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/sar.jpg\" alt=\"\" width=\"606\" height=\"284\" data-wp-pid=\"14126\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Everything that involves technology is bound to face technical issues at some point. Be sure to monitor your analytics and do usability testing on the checkout page to ensure there are no bugs.\u00a0<\/span><\/p>\n<h4><b>Unexpected Shipping Costs\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">We really can\u2019t talk about the causes of cart abandonment without mentioning the key suspect: shipping costs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of our research studies \u2013 <\/span><a href=\"https:\/\/www.invespcro.com\/blog\/free-shipping\/\"><span style=\"font-weight: 400;\">How Free Shipping Influences Online Buying Decisions<\/span><\/a> <span style=\"font-weight: 400;\">\u2013 discovered that 9 out of 10 consumers say free shipping is the topmost incentive to shop online and buy from retailers.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking at this conclusion from a different perspective, it\u2019s safe to say that not offering free shipping or having high shipping costs will result in 9 out of 10 prospects abandoning their cart.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most people abandon their carts because of unexpected shipping costs that increase their order costs. This is why many shoppers feel that shipping costs and handling charges need to be indicated earlier in the checkout process to make their decisions a bit earlier. <\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14127\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/thaza.jpg\" alt=\"\" width=\"1000\" height=\"602\" data-wp-pid=\"14127\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Some abandon their carts because their total purchase amount wouldn\u2019t reach the minimum amount that qualifies them for free shipping.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that you know the most common reasons people abandon their carts, the emails you send out should counter all of the above grievances. The best way of doing so is to sprinkle the principles of psychology in them.\u00a0<\/span><\/p>\n<h3>Start by evaluating your cart and checkout process<\/h3>\n<p>A site evaluation is the first step you should take when trying to understand how to fixed abandoned carts. Instead of trying to read the minds of your customers, I suggest two things:<\/p>\n<ol>\n<li>conduct an on-site poll asking visitors who are about to leave the site why they are leaving<\/li>\n<li>Prior to setting up an cart abandonment email sequences, get on the phone with some of the people who abandoned their carts and ask them why<\/li>\n<\/ol>\n<h3><b>Applying principles of Psychology and human behavior in abandoned cart emails<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It becomes easy to write effective abandoned cart emails if you understand how (and why) your targeted audience thinks and acts the way they do. Come to think of it, you can\u2019t convert customers using abandoned cart emails if you don\u2019t know what is compelling to them to buy from your online retail outlet.\u00a0 \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you start crafting your abandoned cart emails, I recommend that you take time to understand how people think and behave. In other words, I\u2019m saying take time to understand the principles of psychology and think about how you can apply them in your marketing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To help you convince and convert more people with your abandoned cart emails, you should know the following principles about psychology.\u00a0<\/span><\/p>\n<h4><b>Use social proof<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Need buyers to believe that there\u2019s value in the item they left in the cart? <\/span><span style=\"font-weight: 400;\">Provide evidence that other people have purchased and found value in that item. Many marketers know this principle, but it\u2019s also important to mention.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no denying that people are more likely to purchase an item that others are already purchasing (the <\/span><i><span style=\"font-weight: 400;\">me-too<\/span><\/i><span style=\"font-weight: 400;\"> effect).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another benefit of including social proof in your abandoned cart email is that it can help convey trustworthiness. Trust is one of the key elements in converting customers online. Providing a credit card number to an unknown business over the web is something that customers are not always prepared to do.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your offer, there are several different ways to demonstrate social proof to help increase sales. Some examples include:\u00a0<\/span><\/p>\n<p><b>Celebrity endorsements<\/b><span style=\"font-weight: 400;\">: I understand that this may not be practical for small eCommerce businesses, but it\u2019s worth adding to the list.<\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14128\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/b.jpg\" alt=\"\" width=\"1000\" height=\"644\" data-wp-pid=\"14128\" \/><\/p>\n<p><b>Number of Customers<\/b><span style=\"font-weight: 400;\">: Showcasing the number of people who bought from you is a recognized psychological phenomenon that triggers customers to think that others may be getting benefits they\u2019re not receiving.\u00a0<\/span><\/p>\n<p><b>Product reviews<\/b><span style=\"font-weight: 400;\">: <a href=\"https:\/\/www.invespcro.com\/blog\/the-importance-of-online-customer-reviews-infographic\/\">Customer reviews are a powerful weapon<\/a> in persuading shoppers to convert. This element of social proof reassures potential buyers that clicking through and purchasing an item is worth their time. Figleaves added users&#8217; reviews in their abandoned cart emails, resulting in<\/span> a\u00a0<span style=\"font-weight: 400;\">37.5% increase in conversions<\/span><span style=\"font-weight: 400;\">. Here are some examples of reviews in abandoned cart emails: <\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14129\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/reviews.jpg\" alt=\"\" width=\"1000\" height=\"647\" data-wp-pid=\"14129\" \/><\/p>\n<p><b>Testimonials<\/b><span style=\"font-weight: 400;\">: The testimonial from happy customers who already use an item goes a long way in persuading others to try it out. This reassures other visitors that they will find value in the product as well.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14130\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/include-.jpg\" alt=\"\" width=\"1000\" height=\"605\" data-wp-pid=\"14130\" \/><b>Awards<\/b><span style=\"font-weight: 400;\">: If your company has received awards, showcasing your achievements gives your business a new level of credibility that encourages people to click through the email campaign and check it out.<\/span><\/p>\n<p><b>Media mentions<\/b><span style=\"font-weight: 400;\">: if you are lucky enough to have had your store mentioned by well-known news publications and sites, then including that in your emails can convince customers to make a purchase. Press mentions have the same effect as awards; they give your business instant credibility and authority with your potential customers.<\/span><\/p>\n<h4><b>Scarcity and urgency<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Scarcity is one of the principles highlighted in Dr. Robert Cialdini\u2019s book, <\/span><a href=\"http:\/\/www.amazon.com\/Influence-Psychology-Persuasion-Business-Essentials\/dp\/006124189X\"><i><span style=\"font-weight: 400;\">Influence: The Psychology of Persuasion<\/span><\/i><\/a><span style=\"font-weight: 400;\">. The concept of scarcity is simple \u2013 customers tend to place a higher value on items that are in short supply. It&#8217;s basically a psychological principle tied to the law of supply and demand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Including the scarcity principle in your abandoned cart email sequence could result in a nice increase in sales. If your prospects believe that an item is about to run out or be out of stock, this can motivate them to take action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shakers\u2019 abandoned cart emails are a good example of a scarcity principle in action:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0 <\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-14131\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/shakers.jpg\" alt=\"\" width=\"680\" height=\"1011\" data-wp-pid=\"14131\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The above email message advises recipients to purchase an item they left on their carts, gets sold out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many variations of the scarcity principle. Sometimes it can be tied to the urgency principle. I mean, they both use <\/span><i><span style=\"font-weight: 400;\">fear of missing out <\/span><\/i><span style=\"font-weight: 400;\">(FOMO) as a motivator.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a look at Levi\u2019s abandoned cart email as an example:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14132\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/Levis-og.jpg\" alt=\"\" width=\"680\" height=\"681\" data-wp-pid=\"14132\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As you can see from the above image, Levi\u2019s gives a 25% discount offer that will expire in 48 hours. This creates a sense of urgency, and, on the other hand, it tells the customer that this offer won\u2019t be available forever.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But I have to warn you about this principle. How you word the scarcity principle in your emails is what will determine the effectiveness of your emails.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you approach the scarcity concept as if there <\/span><i><span style=\"font-weight: 400;\">used<\/span><\/i><span style=\"font-weight: 400;\"> to be a ton of a product or service, but they are running out, people might be too reluctant.\u00a0 But, if you approach it from the angle that the item is a limited edition, people must be very receptive.\u00a0<\/span><\/p>\n<h4><b>Loss Aversion<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">There is a thin line that separates loss aversion and the scarcity principle. The loss aversion and the scarcity principle might have the same shadow, but they are not the same. I had to say this to know that this section is not a bleed-off of the previous one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Loss aversion means pretty much exactly what it sounds like: when one has something, they will try by all means to avoid losing it. According to <\/span><a href=\"https:\/\/www.psychologytoday.com\/intl\/blog\/science-choice\/201803\/what-is-loss-aversion\"><span style=\"font-weight: 400;\">Psychology Today<\/span><\/a><span style=\"font-weight: 400;\">, people seem to value a loss more than an equivalent gain \u2013 we are afraid of $100 than we are happy of finding $100.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our loss aversion is a strong emotion and expression of fear. When you can word your abandoned cart emails in a way that makes someone feel the pain of not taking action (with loss aversion), you can convince them to buy immediately.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here is a perfect example of the loss aversion principle at play in an abandoned cart email:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14133\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/sumo.png\" alt=\"\" width=\"582\" height=\"599\" data-wp-pid=\"14133\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The above Sumo email is not about promoting the product&#8217;s benefits; those three bullet points make you feel <\/span><b>the pain of missing out<\/b><span style=\"font-weight: 400;\"> on what the item offers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you send a series of abandoned cart emails, make sure you don\u2019t use loss aversion more than once. If you bombard your customers with a pile of loss aversion emails, this principle won\u2019t be effective, and your customers won\u2019t believe you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a paper called <\/span><span style=\"font-weight: 400;\">The Boundaries of Loss Aversion<\/span><span style=\"font-weight: 400;\">, Novemsky and Kahneman point out that loss aversion only works when people believe there\u2019s something to lose.\u00a0<\/span><\/p>\n<h4><b>Paradox of Choice\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">In his 2004 book, <\/span><a href=\"https:\/\/www.amazon.com\/Paradox-Choice-More-Less-Revised-ebook\/dp\/B000TDGGVU\"><span style=\"font-weight: 400;\">The Paradox of Choice<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Barry Schwartz argues that eliminating consumer choices can greatly reduce anxiety for shoppers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this context, shining the spotlight on a single item is much more effective than adding multiple items to your abandoned cart emails. I mean, it\u2019s much easier (and requires less mental investment) to consider two options and make a quick decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Everlane\u2019s abandoned cart email is a great example of how to leverage the paradox of choice by limiting customers\u2019 options:\u00a0<\/span><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14134\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/everlane-.png\" alt=\"\" width=\"680\" height=\"1053\" data-wp-pid=\"14134\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Look at how they present one product and shine the spotlight on it in their emails. This gives them more room to communicate the unique selling proposition of that one item.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, let\u2019s say a customer left 20 items in their cart; what can you do?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That happens most of the time, but it still doesn\u2019t make sense to present all of those products at once, as that might dilute the effectiveness of your emails. Presenting two or three options is understandable \u2013most eCommerce stores <\/span><a href=\"https:\/\/www.asics.com\/us\/en-us\/\"><span style=\"font-weight: 400;\">Asics<\/span><\/a><span style=\"font-weight: 400;\"> do that:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14135\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/asics-og-.jpg\" alt=\"\" width=\"800\" height=\"678\" data-wp-pid=\"14135\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But in a situation where the customers left many items in their cart, here\u2019s what you can do:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Break up your abandoned cart emails into a series, each with its own subject line.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only present your best selling\/highest-rated product in their cart \u2013if it converted for many of your previous customers, it has a higher chance of selling.\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Yes, the idea behind cart abandonment emails is to remind users about products they placed on their carts, but the main goal is to convince them to purchase. It becomes difficult to do so if you present many choices.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My dear friend, choices are great, sure, but too many choices will cause decision paralysis within your target buyers.\u00a0<\/span><\/p>\n<h4><b>Personalization<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Personalization in cart abandonment emails induces higher customer engagement rates and reduces cart abandonment rates by 10%-30%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If personalization has the power to reduce the cart abandonment rate on your site, imagine what it can do when used in your emails?\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, you\u2019re right&#8230;it can help drive growth and long-term customer value.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nowadays, when we talk about personalization in email marketing, we refer to customization that goes beyond addressing customers by their names on subject lines.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now the bar is set at <\/span><span style=\"font-weight: 400;\">deeply understanding the stage at which customers are on in the buyers\u2019 journey and then <\/span><span style=\"font-weight: 400;\">offering distinct web and mobile experiences for each customer that you send the email to.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Seth Godin says:\u00a0<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">\u201c[Personalization] is a chance to <\/span><\/i><b><i>differentiate at a human scale<\/i><\/b><i><span style=\"font-weight: 400;\">, to use behavior as the most important clue about what people want and more important, what they need.\u201d<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Basically, when we talk about personalizing cart abandonment emails, we are really talking about customizing the type of content used in each email to each customer. This can be done by:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Addressing the issue that caused the customer to abandon their cart,<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Considering known shopping habits,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Stage of the journey,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">And whether they are a first-time or returning visitor.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s break it down a little further:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For price-sensitive, first-time visitors \u2013 offer a discount<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For those who abandoned due to shipping costs \u2013 offer free shipping<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For those who wanted an out-of-stock product \u2013 suggest sending them a &#8220;back in stock&#8221; email<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For those who abandoned due to confusion \u2013 suggest helping them with their process<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Need an example of a cart abandoned email that is customized to offer help to customers who might have abandoned their carts due to confusion? Look no further than this <\/span><a href=\"https:\/\/ugmonk.com\/\"><span style=\"font-weight: 400;\">UGMonk<\/span><\/a><span style=\"font-weight: 400;\"> abandoned cart email:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14136\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/UGmonk-1.png\" alt=\"\" width=\"680\" height=\"762\" data-wp-pid=\"14136\" \/><\/div>\n<p><span style=\"font-weight: 400;\">They make it seem like the owner and designer of the company is reaching out directly to answer any questions that customers might have.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Need an example of a cart abandonment email that is customized for first-time customers who are price sensitive? Take a look at <\/span><a href=\"https:\/\/reallygoodemails.com\/pinterest\"><span style=\"font-weight: 400;\">Pinterest<\/span><\/a><span style=\"font-weight: 400;\">\u2019s email:\u00a0<\/span><\/p>\n<div class=\"blog_img\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-14137\" src=\"https:\/\/www.invespcro.com\/blog\/images\/blog-images\/pinterest.png\" alt=\"\" width=\"680\" height=\"899\" data-wp-pid=\"14137\" \/><\/div>\n<p><span style=\"font-weight: 400;\">The most important thing before you even think about personalization is to know what your customers need. Once you obtain that knowledge, then you can serve them the right message at the right time and drive business results.<\/span><\/p>\n<h3>Automation to set up your abandoned cart emails<\/h3>\n<p>I see this too often. Retailers trying to recover abandoned carts and instead of crafting the right letter, so they invest more time in figuring out which automation software they should use.<\/p>\n<p>Do you want to know what is the best software tool for this type of automation?<\/p>\n<p>It does not matter.<\/p>\n<p>They are all about the same! You just need to figure out a way to tag the customer with identifiable information (<a><span id=\"t_380159\" class=\"mTopic\">email address of the buyer<\/span><\/a>) and the items they have in the cart. You can even implement abandoned cart emails using custom code or any of the available marketing automation tools.<\/p>\n<h4><b>Conclusion<\/b><\/h4>\n<p>Face-to-face interactions are the basis for much of our personal fulfillment as humans \u2013 but in this increasingly email-based world, using psychological principles to write abandoned cart emails can get you the desired outcome. Your customers receive hundreds of emails daily. Without using the psychological triggers we mentioned in this post, it will be difficult for you to convince customers to purchase.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 11<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>How much do you hate seeing abandoned carts?\u00a0 I don\u2019t like them either.\u00a0 But they are inevitable&#8230;just like bounce rates.\u00a0 When we conducted a research study on statistics of shopping cart abandonment rate, guess what we found?\u00a0 Out of 100 people who add items to a cart, only 35 make a purchase.\u00a0 The rest abandon [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":14123,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,11,35],"tags":[],"class_list":["post-14122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-ecommerce","category-sales-marketing"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14122","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=14122"}],"version-history":[{"count":1,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14122\/revisions"}],"predecessor-version":[{"id":100541,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/14122\/revisions\/100541"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/14123"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=14122"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=14122"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=14122"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}