Abandoned cart messages play a pivotal role in nudging non-committal shoppers back to their carts.
These gentle reminders can transform mere interest into a successful purchase. I want to offer you some templates for abandoned cart messages, tailored for skincare brands to entice would-be customers to complete their purchase and become your next biggest brand fan!
Why Your Skincare Brand Needs Abandoned Cart Follow Up
Increase sales
An abandoned cart email template is designed to persuade customers to return to the
checkout page and finalise the purchase, boosting conversion rates for your skincare ecommerce business.
Provide personalised shopping experiences
By tailoring content to the specific items left in the customer's cart, including product images, you create a personalised experience that can enhance the customer journey.
Promote special offers and incentives
By offering free shipping or providing a discount code, you can address objections such as unexpected shipping costs. These incentives can motivate customers to complete their purchase.
Build brand image
Thoughtfully crafted abandoned cart emails can reinforce your ecommerce store's brand image, showing attentiveness to the customer's experience.
Integrate with other brand marketing efforts
Abandoned cart emails can be one component of a multi-channel marketing campaign. This might include using social media, retargeting ads, SMS, and other channels to reach lost customers in different ways, reminding them of the abandoned cart and reinforcing the message.
Bottom line: Recovering lost sales with a personalised cart abandonment email has the potential to turn your cart abandoners into raving fans of your skincare products!
Abandoned Cart Email Templates for Skincare Products
Below I've included a range of abandoned cart email examples to choose from. It's a smart idea to AB test an abandoned cart message to see which option performs better.
📧 Email Template 1: Friendly Reminder
Subject Line: Forgot Something? Your Skincare Favorites are Waiting!
Hi [Customer's Name],
It looks like you left some items in your cart. We saved them just for you. Complete your purchase now and give your skin the love it deserves.
Enjoy free shipping on all orders over [amount]. Hurry, healthy skin awaits!
[Button: Return to Cart]
📧 Email Template 2: Incentive to Buy
Subject Line: Surprise! Get [X%] Off the Products in Your Cart
Dear [Customer's Name],
We noticed you left some products in your cart. How about a special [X%] discount to make your decision easier?
Use code: SAVE[X] at checkout.
This exclusive offer expires in 48 hours, so don't wait!
[Button: Complete your purchase]
Happy shopping!
📧 Email Template 3: Highlighting Benefits
Subject Line: Treat Yourself to Radiant Skin - Your Cart Awaits!
Hi [Customer's Name],
We noticed you left some amazing skincare products in your cart. At [Brand Name], we believe in natural beauty and carefully craft our products to suit your unique skincare needs.
Why choose [Brand Name]?
Cruelty-free and eco-friendly
Suitable for all skin types
Expertly formulated with natural ingredients
Complete your purchase and embark on a journey to radiant, beautiful skin.
[Button: Finish Checkout]
📧 Email Template 4: Product Recommendation
Subject Line: [Customer's Name], Complete Your Routine with These Picks!
Hello [Customer's Name],
Your cart at [Brand Name] is full of promise! Along with the items you've chosen, we've picked some complimentary products that would be perfect for your skincare routine.
[Insert images and details of recommended products]
Healthy skin starts here.
[Button: Complete My Routine]
📧 Email Template 5: Last Chance Reminder with Free Gift
Subject Line: Last Chance! Your Cart + A FREE Gift Inside
Dear [Customer's Name],
Time is ticking, and your selected skincare products are waiting. As a special treat, we're adding a FREE [product name] with your purchase.
[Insert images and details of products in cart]
Complete your purchase in the next 24 hours to grab your exclusive gift.
[CTA Button: Claim My Gift]
📧 Email Template 7: Customer Testimonial
Adding customer testimonials as social proof may be the nudge an uncertain buyer needs to hit the purchase button.
Subject line: We Saved Your Cart - See What Others Are Saying!
Dear [Customer's Name],
We noticed that you left some items in your cart, and we wanted to make sure you didn't miss out on something you might love. Before you make your decision, here's what one of our satisfied customers had to say about the [Product Name]:
"I was hesitant at first, but once I tried [Product Name], I was completely blown away by the quality and performance. It's now a must-have in my daily routine!"
- Jane D., Satisfied Customer
We believe in our products and want you to experience them too. That's why we're offering you a special 10% discount if you complete your purchase within the next 24 hours.
[CTA Button: Complete Your Purchase Now]
📧 Email Template 8: Customer Support
Subject Line: Need Help with Your Cart, [Customer's Name]?
Hi [Customer's Name],
We noticed you left some items in your cart at [Brand Name]. Is there anything you're unsure about? We're here to help!
Whether it's product details, shipping information, or skincare advice, just reply to this email, and our experts will assist you.
Your path to perfect skin is just a click away.
[CTA Button: Get Assistance]
Best Practices for Abandoned Cart Emails
Subject Line
Write and attention-grabbing subject line and personalise it, if possible, to increase engagement.
Personalisation
Address your customer by name and include the specific abandoned items they left behind. Personal touches can make the abandoned cart email campaign feel more relevant, engaging, and on brand.
Visual Appeal
Include high-quality images of the abandoned products in the shopping bag. Visuals can rekindle the interest that initially led the shopping cart abandoners to add the items to the basket.
Clear Call to Action (CTA)
Include a prominent and straightforward clear call to action like "Return to Basket" or
"Complete Your Purchase." Make it easy for the customer to complete checkout.
Incentives and Offers
Consider offering a time-limited discount or free shipping to incentivise the purchase. Ensure that any offers align with your brand and don't diminish perceived value.
Urgency and Scarcity
Use language that creates a sense of urgency ("limited time offer") or scarcity ("only a few items left") to motivate immediate action.
Customer Support
Offer assistance by including contact information or links to FAQs. Let the customers know you're there to help if they have questions or concerns, an essential part of cart abandonment campaigns.
Product Recommendations
Including suggestions for related or complementary products might re engage potential customers if they had reservations about their initial choices.
Mobile-Friendly Design
Ensure that the email is optimised for mobile devices, as many users may check email on their phones or tablets, thus addressing the broader target audience.
Legal Compliance
Make sure to comply with email marketing regulations using appropriate email marketing tools and provide a clear way for recipients to opt-out of future cart recovery campaigns.
Testing and Analysis
Utilise A/B testing to find what works best for your audience and continually optimise your cart abandonment emails for better performance.
Timing
Consider the timing of the message for abandoned shopping carts, sending the first email ideally within a few hours of abandonment, followed by one or two more emails at strategically timed intervals.
Brand Voice Consistency
Ensure that the email reflects your brand's voice and ethos, staying on brand and reinforcing brand image.
By incorporating these best practices in practices abandoned cart emails, you can create more effective reminders that resonate with your customers and motivate them to complete their purchases, significantly reducing the shopping cart abandonment rate.
Do I Need to Offer Discounts or Free Shipping?
While not mandatory, offering incentives like discounts or free shipping can significantly increase the chances of converting an abandoned cart into a sale. Here's a closer look at how and why these incentives can be beneficial:
Attracting Cost-Sensitive Customers: Many customers abandon their shopping carts due to unexpected costs, such as shipping fees. By offering free shipping, you remove this barrier and appeal to cost-sensitive shoppers.
Creating a Sense of Value: Discounts and special offers can create a perception of value and exclusivity. A well-timed discount code or limited-time offer can provide the motivation a potential customer needs to complete their purchase.
Enhancing Customer Experience: Free shipping and discounts can contribute to a positive customer experience by simplifying the checkout process and eliminating hidden costs. This can build trust and increase customer satisfaction.
Abandoned Cart Email Sequence: How Many Emails Should I send?
Common practice is to send a series of 2-3 cart abandonment emails. Here's a general outline that you can adapt to fit your brand.
First Email (within 1-2 hours after abandonment) | This email is sent shortly after the customer abandons the cart. It's often gentle and more of a reminder, possibly inquiring if they encountered any problems during the checkout process. |
Second Email (24 hours after abandonment) | If the first email doesn't prompt a purchase, the second email can offer a limited-time incentive, such as a discount or free shipping. Including more information about the products and possibly customer testimonials can help at this stage. |
Third Email (72 hours after abandonment) | The final email in the series can create a sense of urgency, emphasising that the cart will soon be cleared or that the special offer is about to expire. It might also include links to customer support or FAQs in case the customer has any unresolved questions or concerns. |
How Do I Handle Customers Who Repeatedly Abandon Carts?
Customers who repeatedly abandon carts can be both a challenge and an opportunity. Understanding why these potential customers are hesitant to finalise their purchases can be key to converting these abandoned carts into sales. Here's a comprehensive approach:
Segmenting Customers: You may want to classify these cart abandoners into different segments based on their shopping behaviour, the products they've shown interest in, and how often they've abandoned their shopping carts.
Analysing Behaviour: Try to analyse why these specific customers might be abandoning their carts. Is it the price? Unexpected shipping costs? Or something else? Collecting this data can provide valuable insights.
Tailoring Messages and Offers: Based on your understanding of their objections, you can create personalised messages or offers, including abandoned cart email templates. This might include special discount codes or offers that address specific objections such as offering free shipping.
Utilising Email Marketing Tools: Many eCommerce business owners find success in using email marketing tools like ConvertKit to manage and automate this process.
ConvertKit can offer features that allow for easy segmentation and automation, helping you streamline the abandoned cart email sequence making it an effective strategy for your eCommerce store.
Monitoring and Adjusting Strategy: Keep a close eye on how these tailored messages are performing. Are the customers responding? Are they converting? Recovering lost sales is possible by continuously monitoring and adjusting your abandoned cart email strategy.
Building Relationships: Remember, the ultimate goal is not just to make a one-time sale but to build a long-term relationship with the customer. By showing that you understand their needs and are willing to cater to them, you not only increase the likelihood of converting a sale but also foster loyalty. Utilise customer testimonials if available.
Engaging with Offers and Incentives: Consider providing a clear call to action with compelling incentives like a coupon code or free shipping to entice customers to complete their purchase.
By taking these steps, you can transform what might seem like a challenge into an opportunity. With the right tools and a thoughtful approach, you can understand the specific needs and objections of customers who repeatedly abandon carts in your online store.
Here's to recovering lost customers!
Hello👋 I'm Elesha, The Skincare Writer.
I've created content for skincare brands since 2017 helping busy brand owners stay on top of their content creation.
My services include blog articles, email copy, social media captions, skincare product descriptions, and content strategy.
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