Email isn’t only about newsletters and advertising campaigns. Email also offers the opportunity to send micro communications to your customers.
Take abandoned cart emails, for example. If someone gets all the way to the point of putting products in their cart while they are online shopping, they are just one step away from completing the purchase. They have already moved through most of the customer buying journey, but for whatever reason, they failed to pull the trigger.
Through email we are capable of reaching out to these people to nudge them back toward the purchase. Like a friendly little sheepdog nudging a wayward sheep back on track.
Brief:
Brand: Perfume Company
Goal: Recover lost sales with a balance of urgency and warmth.
One sequence with a company with a lot of personality. A second sequence for more of a high-end, mature company.
Creative, Lover Archetype Brand:
EMAIL 1- SEND 4 HOURS AFTER CHECKOUT INITIATED:
Subject line: Not ready to commit yet, [name]? We get that.
Preview Text: Let’s hook you up with your forgotten items.
Header image: sensual, curvy perfume bottle still in a shopping cart'
Body:
Hey [name],
Not ready to commit just yet?
Or are you…
Click here if it’s a full-bodied YES.
(Finish Checkout button)
If not, that’s okay. We’re here for you when you’re ready.
Your Cart Awaits button
EMAIL 2- SEND 20 HOURS AFTER CART ABANDONED:
Subject line: [Name], Still waiting for you…
Preview text: Do you still want this perfume?
Body:
Hey [name],
We’ve been waiting in case you came back for these, but we won’t be able to hold on to them for much longer…..
Return to your cart to take them home!
[hyperlink]
(Image of items in their cart and a customer review)
Finish Checkout button to cart
OPTIONAL EMAIL 3- 48 HOURS LATER
Subject line: [Name], TBH I’m just feeling kind of abandoned rn…
Preview text: Sneaky deal when you complete purchase.
Header image: Perfume bottle conspicuously alone on a shelf
Hey [name],
We just found this [insert freebie or discount code] that would go perfectly with this bottle in your cart.
It’s all yours if you buy now!
Be quick though! In a couple hours, we will put your items back on the shelf for someone else.
[hyperlink to cart]
(Image of item from the cart and a customer review)
Return to your cart to take me home!
Finish Checkout button to cart
High-End, Ruler Archetype Brand
EMAIL 1- SEND 4 HOURS AFTER CHECKOUT INITIATED:
Subject line: [name], you forgot these in your cart
Preview Text: Your new favorite scent is still here waiting for you.
[name],
We noticed you didn’t finish your purchase.
Our perfumes are made at such a high quality, we can only keep a limited amount in stock at a time, and we don’t want you to miss out!
Do you have any questions about our products? If so, reply to this email and let me know.
If not, your bottle is still waiting for you at the link below.
[hyperlink]
Warm Wishes,
Samantha Rockwell
Department of Customer Service
(Images of specific items left in the cart)
Finish Checkout button
EMAIL 2- SEND 20 HOURS AFTER CART ABANDONED:
Subject line: [Name], ____________
Preview text: Exclusive offer just for you!
Email body
[Name],
I’m afraid this is as long as we can hold your cart for you.
We don’t usually do this, but we’d like to offer you free shipping for the next two hours.
I’ve generated this code just for you, so keep it between us.
Enter FREESHIP4796 at checkout.
In two hours both the code and your cart will expire, so act quickly!
Your cart awaits: (hyperlink to cart)
Warm Wishes,
Samantha Rockwell
Department of Customer Service
(Image link of an image from the cart and a customer review)
Finish Checkout button to cart