Top Tips For Basket Abandonment Emails


1. Timing

The timing of a cart recovery email is essential and careful consideration is required when deciding upon when is best for the customer to receive the email. It depends on the nature of your business, but it’s highly recommended to send the first email within an hour of them leaving your site, and if necessary an additional email a couple of days following that.

2. Incentives/ Discounts

Discounts can be a great way to incentivise customers to complete the purchase. If a discount seems appropriate try testing discounts vs. nondiscounts within your email to find the right solution for your business. Make sure your discount codes are unique to each customer to prevent it ending up on a variety of voucher code websites.

3. Call To Actions/ Contact Details

Make it easy for the customer to return to their basket with big, clear call to action buttons. High contrasting colours are useful here to grab the customers attention with copy such as “complete your purchase” or “return to basket”.

Don’t forget to clearly display your company’s contact details as well, customers may have abandoned their basket because they required some assistance.

4. Branding And Product Display

Include your company name in the From Line and make sure your branding is clear within your email with your logo prominently displayed as this may be the first time the customer has heard from you. Clearly display the product/ products with a clear link to their basket so they can be sure what they are returning to purchase.

5. Messaging

The key thing is to make sure you keep your messaging clear and simple with minimal clutter to eliminate the chance of any confusion. Make sure that your messaging is friendly and not forceful, see it as a gentle reminder that you are informing the customer that they haven’t gone through with the purchase. Terms such as “Did you forget something?” or “We’ve saved your basket for you” work well, or even the use of clever puns to grab the attention of the recipient.