How to Set Up Abandoned Cart Emails on Shopify to Recover Lost Sales

Abandoned carts are a common issue for online stores, and Shopify provides a fantastic solution to help you win back these potential customers: abandoned cart emails. On average, around 70% of online shopping carts are abandoned before checkout, but with the right strategy, you can recover many of these lost sales. In this post, we'll guide you through how to set up abandoned cart emails on Shopify, ensuring you capture these valuable opportunities.

Why Are Abandoned Cart Emails Important?

Abandoned cart emails are automated messages sent to customers who leave your site without completing their purchase. These reminders help nudge shoppers back to complete their transaction, often leading to an increase in conversion rates.

They work because:

• They remind the customer about products they may have forgotten about.
• They resolve potential concerns, such as shipping costs, payment options, or product details.
• They create urgency, particularly when paired with limited-time discounts.

By setting up abandoned cart emails, you're effectively re-engaging customers who were close to making a purchase but needed that extra push.

Steps to Set Up Abandoned Cart Emails on Shopify

Shopify makes it easy to configure abandoned cart emails directly from your admin dashboard. Here’s a step-by-step guide on how to set it up:

1. Navigate to Your Shopify Settings

First, log in to your Shopify store admin panel. From your dashboard, click on Settings in the lower-left corner, and then select Checkout from the list of options.

2. Enable Abandoned Checkout Emails

Once in the Checkout settings, scroll down to the section titled Abandoned checkouts. Here, you’ll find an option that says Send abandoned checkout emails automatically. Tick this box to enable the feature.

3. Set the Timing for Your Email

Next, choose the timing for when the email should be sent after the customer has abandoned their cart. Shopify provides a few options:

• 1 hour after the cart is abandoned
• 6 hours after
• 10 hours after
• 24 hours after

For most stores, sending an email 1-6 hours after abandonment tends to strike the right balance – it’s still fresh in the customer’s mind, but not so soon that it feels intrusive. Test different timings to see what works best for your audience.

4. Customise Your Abandoned Cart Email

Shopify automatically generates an abandoned cart email, but customising it to match your brand voice and style is a good idea. To do this:

• Go to Settings > Notifications in your Shopify dashboard.
• Scroll down to Abandoned checkout and click Customise.

You’ll be taken to an email template editor where you can personalise the content. Consider adding:

• A friendly reminder: Gently remind the customer about the products they left behind.
• Product images and descriptions: Visual elements help jog their memory.
• Discount codes or special offers: If it fits your strategy, offering a discount (e.g., 10% off if they complete their purchase) can entice them back.
• Clear call-to-action buttons: Ensure it’s easy for customers to return to their cart with a prominent “Complete your purchase” button.

5. Test Your Email

Once you’ve customised your email, it’s always worth testing it to ensure everything looks and works as expected. Shopify allows you to send a test email to yourself – use this to check for any formatting issues or errors before going live.

6. Monitor Your Results

After your abandoned cart emails are up and running, it's essential to keep an eye on their performance. Shopify's analytics provide insights into how many abandoned cart emails have been sent, how many have been opened, and how many have led to recovered sales. You can find this data under Analytics in your Shopify admin panel.

If you're not seeing the results you'd like, consider tweaking your email content, offering different incentives, or adjusting the send time.

Tips for Maximising Abandoned Cart Recovery

While setting up abandoned cart emails is straightforward, there are several additional strategies you can use to boost your recovery rates:

1. Segment Your Audience: If possible, send tailored abandoned cart emails based on customer behaviour. For example, repeat customers might respond better to loyalty incentives, while new customers might be enticed by a first-time discount.
2. Include Testimonials or Reviews: Incorporate social proof in your emails by showcasing product reviews or customer testimonials. This can build trust and persuade customers to complete their purchase.
3. Optimise for Mobile: Ensure your emails are mobile-friendly, as many users browse and shop from their phones. A cluttered or slow-loading email could cause potential buyers to abandon again.
4. Offer Free Shipping: High shipping costs are one of the most common reasons for cart abandonment. Offering free shipping, either in the email or through a code, can be a game-changer.

Conclusion

Abandoned cart emails are an essential tool in any Shopify store’s marketing arsenal. By setting them up and optimising your approach, you can significantly increase your chances of recovering lost sales and boosting your overall revenue. With Shopify's built-in functionality, it's easy to get started, and with a few tweaks and tests, you can fine-tune your emails to maximise their effectiveness.

Now that you know how to set up abandoned cart emails, it’s time to get started and turn those abandoned carts into completed purchases!