Freelance Web Writer

$18 billion in revenue is lost each year from abandoned carts in e-commerce, because the cart abandonment rate is 78.4%. With 91% of social media users abandoning their carts, and social media being a significant traffic source for most e-commerce health and wellness brands, I reviewed abandoned cart flows from top brands and compared them to other industry examples.

Your brand can use a range of strategies from direct discounts to engaging customer support queries, emphasizing personalized experiences and reassuring value. Today, we are analyzing abandoned cart email examples that can help increase your ROI.

Why have an abandon cart flow?

Nearly 88% of online shopping carts are abandoned before the customer completes a sale. Abandon carts campaigns have 3x the rate of that of a regular campaign. Focus on one strategy per email and personalizing the email with phrases.

Each abandon cart email attempts to address specific barriers to completing a purchase, such as cost concerns or the need for additional product information, and uses a clear and engaging call to action to encourage customers to return to their carts and complete their purchases.

Get them back to the cart

A UPS study found 57% of shoppers will abandon your cart to compare your health and wellness products to others. Conducting research to understand why your customers abandon their carts, using Google Analytics, surveys, and other tools, is crucial to craft compelling return messaging.

Do your research to discover why people abandon their carts and then write the messaging to have them return. Use Google analytics, surveys, and other tools to get insight.

For example, Peloton uses their catchy headline “Time to bring it home” and highlights a discounted price, showing the value customers will get by completing their purchase. They also invites customers to book a test class, enhancing the personalized feel of the email.

Health and Wellness Company’s USPs

The rule of one governs every decision you make about your messaging. The “rule of one” should guide all messaging decisions:

One Reader

Tailor your messages to one ideal customer segment most likely to convert. For this health and wellness brand, the target audience is millennials, primarily women, dealing with daily stress and seeking balance.

One Offer

They offer subscriptions and one-time purchases of vegan wellness gummies fortified with vitamins to relieve stress and enhance daily wellness routines.

One Promise

Their industry-best 100% Lifetime Guarantee gives customers peace of mind by ensuring satisfaction and reduced purchase risk.

One Big Idea

Vegan wellness gummies are marketed as the perfect solution for alleviating daily stress, whether from social pressures, looming deadlines, or everyday life challenges.

A strong health and wellness brand is built on clarity and consistency. The rule of one ensures your messaging is precise, compelling, and tailored to the right audience. A focused brand is a powerful brand.

By applying the rule of one, health and wellness companies can create messaging that connects, converts, and fosters long-term customer loyalty.

Email Tone and Structure

Use friendly, organic, and personable language. The subject line should instantly grab attention, referencing the abandoned product and conveying urgency in a brand-appropriate manner.

Email Content Strategy

• Subject Lines: Your subject line needs to instantly grab the recipient’s attention by using a friendly tone, referencing the item they left in their cart, and creating a sense of urgency.
• Preview Text: acts as a secondary hook that supports your subject line by offering additional context and enticing the recipient to open the email. cohesive message that maximizes the chances of customer engagement.
• Body Copy: Focus on persuasive, concise, and benefit-driven messaging. Illustrate how the product improves the customer’s life.
• Hooks & Subheadings: Use concise, action-oriented hooks.
• Call to Action (CTA): Match your CTA to your headline, maintaining message consistency. Encourage customers to “Return to Cart” with low-friction, personalized language.

Subject lines

While there is a broad range of effective subject lines, it’s crucial to stay true to your brand voice andavoid coming across as too pushy or salesy. Incorporating an emoji can add a touch of personality, helping to create catchy headlines that pique interest and encourage clicks, all while aligning with customer expectations.

Message matching is key to ensuring the content delivered in your email aligns seamlessly with what the subject line promises. This consistency builds trust and sets the stage for effective engagement.

Persuasive elements such as benefits-driven copy, compelling language, and social proof should be strategically integrated to encourage customers to return to their cart and complete their purchase.

Additionally, expectation matching is crucial to maintaining a cohesive customer experience. The content of your emails should align with previous interactions, ensuring a smooth and consistent journey that meets customer expectations and encourages them to follow through on their intended purchase. By keeping your messaging in sync, you reinforce your brand’s reliability and value.

Email Copy

Use a casual tone to paint a vivid picture of what life will be like once the recipient receives the item they left in their cart. Showcase your brand’s personality, making the email relatable and engaging. Highlight the product they abandoned in a way that emphasizes its value and how it can enhance their daily life, creating a compelling narrative that resonates with the customer.

Abandon Cart Flow Conclusion

These strategies reflect a blend of psychological understanding, clear communication, and a touch of creativity to recover potential sales effectively.

Sending multiple abandoned cart emails increases orders by up to 69%. Don’t let potential revenue slip away, consistently remind customers to complete their purchase using persuasive, data-driven messaging. It’ll amplify your product’s value.

Discover your messaging opportunities today.