Best Practices for Using Marketing Automation to Send Abandoned Cart Notifications

Best Practices for Using Marketing Automation to Send Abandoned Cart Notifications

While the marketing automation platform demonstrates tremendous sales potential, the functionalities alone will not substitute for an idea to entice the customer to return to the website and finish the deal. Therefore, the process of retrieving abandoned cart necessitates the development of several scenarios based on actual user behaviour. How can you entice a visitor to return to your website?

On an average smartphone user in US receive around 46 app push notifications per day

Read on to know more

The fundamentals of abandoned cart message creation

To recover abandoned shopping carts efficiently, one must follow the correct automation principles and adhere to the most critical guidelines that will get us closer to success.

Points to remember:

  • Each message must have a CTA, a vital call to action designed to entice consumers to return to the site.
  • A/B testing is critical for evaluating messages and their variants.
  • Personalization: We may involve the user in the process by personalizing the notification by their name and their hobbies and purchasing history.
  • Limited messages: Remember that you should not send too many messages via push notifications and emails. Hence, two communications should be enough to recover shopping carts. For instance, the first soon after the site was abandoned cart, and the second 24 hours later.

“Abandoned cart notification has developed into one of these critical signals for all ecommerce firms. To begin, it recoups a sizable percentage of sales, and however, customers’ expectations of receiving them are growing.”

How to Restore Customer Satisfaction

Follow the guidelines

Sending a single email in response to a cart abandonment is preferable to sending none. You are on the correct track with two messages, and however, three is our guiding principle.

Reminder 1: Remind the customer of the contents of their shopping basket. “Did you forget something?” is a mild prod. Demonstrate the item (more on this later). It’s a non-intrusive nudging technique that has the potential to convert.

Reminder 2: Provide relevant suggestion: Persuade them to complete their transaction. “You loved this product,” we’re saying here. “Now, let’s get it into your home!” With this reminder, you can add a sense of urgency. Perhaps a limited quantity? Or perhaps another time factor will benefit your cause, such as “You don’t want to be caught without gloves when the first major snowstorm occurs, do you?”

Reminder 3: Attract people with rewards. “The deal is almost over” or “Here’s a bonus.” Suggestions that others will scoop up the products are encouraged. This may not always imply a discount on the price, and free shipping on purchases over a specific amount or free returns within 30 days might be as attractive.

Discounted price reminder

The reason to leave the site is frequently unknown, it is worthwhile to offer a special incentive to the potential consumer. The comeback must simply be worthwhile. This might be a free delivery option or a promotional voucher for future purchases in this situation. Certainly, failure to finish an order can happen due to a variety of factors, including exorbitant charges, the requirement to form an account, and a lengthy delivery time. Additionally, it is worthwhile to reinforce the message by emphasizing the possibility of earning a discount for completing a certain action, such as enrolling in to push notifications or newsletters. Indeed, this is an efficient technique for increasing customer loyalty. In this situation, the website layer will function flawlessly, specifically a banner on the site that attracts the user’s attention.

abandonded cart

Create a sense of urgency and scarcity

The urgency concept is another technique for increasing an online store’s conversion rate. Because a potential consumer may require additional time to decide, nothing prevents us from telling them through push notification of the temporary reserve of the product. Therefore, we may also send the user another notice immediately before the booking time expires. Abandoned shopping carts can be reclaimed by employing the scarcity principle, which entails telling a potential consumer of a limited quantity of items. Ultimately, this will stimulate an immediate transaction completion.

Learn how appICE can help you in creating relevant notification

Include a prominent call to action button in abandoned cart message 

Calls to action (CTAs) that are bold and beautiful are intended to capture the shopper’s attention and direct them toward the desired action. The action is quite self-explanatory with cart abandonment emails:

  1. Complete the purchase.

2. Simplify their task.

Add a bold and easy-to-see CTA near the product image. The text on the button should read something along the lines of “Continue shopping” or “Buy it now.”

Follow appropriate timing

When should you send abandoned cart emails?

We recommend that the initial message be delivered one hour after desertion as a starting point. Take advantage of the opportunity while it is still available. If you wait too long, the individual who added the item to their cart will lose the purchasing urge that triggered the addition.

It’s a matter of condensing the timeline without being excessively pushy:

  1. Send the second communication. After twelve hours
  2. Communicate with the third party Within 24 hours

Also Read: The Complete Guide to Marketing Automation Software for the eCommerce Industry


When a cart abandonment email campaign is not in place, you may waste significant money. While setting up these emails requires some time and effort, the added revenue they earn more than compensates. Continue testing your campaigns as you implement these abandoned-cart email best practices. Therefore, customer expectations change over time, and testing ensures that your emails are not only opened, but also encourage shoppers to return and complete a purchase.


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