Ultimate 14 Tips for Cart Recovery Emails

Last post we discussed cart abandonment email timing and strategies, and as promised, today we’re going to examine the content of recovery emails, using examples from the Internet Retailer 500.

Dell

Dell blends a bit of urgency with a helpful, customer service oriented message. The headline “Your saved cart is about to expire” coupled with the screenshot of the checkout gives the gist of the message without the need to read any text. The copy expresses a “quick and easy” message, promising it won’t take too much time to take care of, and the customer can get “right back to work.”

Dell also links directly to the saved cart, and offers a click to call option which can track the conversion back to the email. My only concern is the click to call button and checkout graphic are more prominent than the white “Retrieve Your Saved Cart” button. Ideally the graphic would also be linked in case the recipient assumes it’s clickable.

Additional links to Subscription Center, Dell Financing, Resource Center and Services & Warranties do not compete with the main calls to action, but are still clearly visible. Links to manage email preferences, unsubscribe option and privacy policy are all easy to spot.

Dell could take it to the next level by personalizing its cart recovery emails with a first name when possible, and testing short and long copy/instructions.

HSN

HSN also creates urgency with the line “our inventory sells out quickly” – but the email has a more company-centric tone than customer-centric. The emphasis is more on “order today” than concern for the customer – something Dell did well.

Points for personalizing the message, making the call to action clear and including a phone number and email link for customer service. Read more at www.getelastic.com