Abandon Cart: An order in which an online customer checks the products they wish to purchase and reaches the online cart page, but leaves the cart page without completing payment (can be confirmed through log analysis)

​The ultimate goal of online marketing is to increase the purchase conversion rate. Abandoned card email marketing is a commonly used method to increase the purchase conversion rate. Let’s find out how overseas companies effectively use Abandoned card emails through cases!

▲ The e-commerce purchase funnel will be shocking if you see it for the first time.

In Korea, KakaoTalk and SMS are widely used as customer management channels, but email is still the most used in English-speaking countries. Email can be said to be the beginning and end of online business. That is why the market for email marketing services (ESPs) such as MailChimp and GetResponse is growing for more efficient email management.

Sending Abandon Cart Recovery Mail

Now, let's take a look at a real-life example of how to convert an incomplete order into a completed payment via email.

• hellomerch.com : Merchandise platform for musicians, creators, and brands

▲ HelloMuch's Abandon Cart Recovery Email

HelloMuch, which uses Shopify, is a platform that produces and distributes merchandise products for bands and brands. The Abandon Card mail uses the basic form provided by Shopify.

• fab.com : A curated gift and lifestyle shop with a focus on design

▲ fab's Abandon Cart Recovery Mail

While maintaining the tone and manner of the Fab site, the email content uses the copy “Smile, it’s still for sale” to encourage purchase completion. Since beds are a high-involvement product, it is noticeable that a customer phone number has been added so that inquiries can be made immediately.

• Fiftythree.com : Design Solutions Services

▲ Abandon Cart Recovery Mail from Fiftythree.com

As a design solutions company, Abandon Cart also follows the tone and manner of the site.

• doggyloot.com : Pet supplies sales site

▲ Abandon Cart Recovery Mail from Dogirut

I'm sending a message to hurry up and complete the purchase before the dog gets disappointed. It's funny that you use the expression Lots of licks at the end of the email from the dog's perspective.

Provide discount coupons for recovery

In order to convert Abandon Cart into a purchase, it is better to provide actual benefits to customers rather than just general messages. The most common method is to provide discount coupons.

​Limited time offers or more personalized messages can be a great help in increasing the purchase conversion rate. In fact, shopping malls send out emails with discount coupons attached when the first visitor’s order is processed in the Abandoned Cart, leading them to make their first order (payment completion). This is a very useful way to attract visitors to become customers.

• hellonomad.com : Outdoor concept digital gadget site

▲ Hello Nomad.com's Abandon Cart Recovery Mail

Hello Nomad.com is increasing purchase conversion by offering a 15% discount coupon called "NOMAD15DEAL" that can be used within 48 hours in the Abandon Cart mail.

• URBAN OUTFITTERS : Casual fashion brand Urban Outfitters

▲ Urban Outfitters' Abandon Cart Recovery Mail

Urban Outfitters is encouraging people to complete their purchases with the message, “Get Them Before They're gone! Shop.”

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If you join a competitor or an overseas site you want to benchmark and directly order and experience the shopping mall operation process, you can learn simple expressions used in English-speaking countries. If you set a benchmarking day once or twice a month and share data and experiences with your team members, it will be of great help in operating your shopping mall.