In this month’s email case study, we will review the Indochino cart recovery email. Indochino is an online provider of made to measure clothing for men, including suits, shirts, and accessories. The cart recovery email is sent when a customer has added items to the cart and has left the site without completing checkout. Typically, a customer would have to be logged in to the store, or would have had filled the email field on the checkout page to receive this email.
The goal of the email is to remind customers of the products in their cart and that these are saved for them to easily complete the purchase. According to a report, almost 67% of carts are abandoned on average. The cart abandonment recovery email aims to recapture some of this lost revenue.
In this post, we break down the Indochino cart recovery email to see what was good, what was bad, and what gets the clicks.
1. Clear call to action
One of the first things that is noticeable in the email is the copy informing the customer what the email is about. The call to action to view the cart follows this copy to take the customer to exactly where they can go to continue their purchase. Another important thing is that the call to action is located at the top of the email before any other content to make the navigation quick and easy.
2. Product images
Another major part of the email are the big product images to show what is included in the cart. This not only serves as a reminder about the products, but also showcases the products as they would be used. In this instance, a model is wearing the suit and the vest so that customers can easily visualize what the end state of the products would look like.
In the second half of the email, a few recommendations are shown based on the products in the cart. This is a form of cross-selling, where customers can see other items that can complement products they are currently considering. This can give customers an idea of what other items are in the store they can consider purchasing, and grow your average order values.
4. Shipping policy
Another “nudge” to customers towards completing their purchase is the clearly stated shipping policy. In this case, there is free international shipping on orders over $150. This creates a little extra value in the mind of customers as they don’t have to worry about shipping cost. Even if it was clear on the website, including it in the email is a great reminder of what they can expect by shopping with Indochino.
1. Lack of personalization
One of the things that’s lacking in this email is personalization. This email was triggered when I was logged into the store, so they would know my name. Adding the known customer name at the beginning of the email, and adding a personal signature at the end of the email can help humanize it a bit. This can help make it feel more like a conversation rather than being mechanistic.
2. Outdated copyright year
This email has an older year in the copyright text. This is equivalent to having a typo in the email, and signal a lack of care for this particular email set as the year has not been updated. Having errors even in these small details can negatively affect your brand.
3. No product prices
Prices are a major thing missing from this email. Prices can help quickly give customers a frame of reference about the amount of money they would need to spend. This applies to products in the cart, as well as the recommended products. Without prices, it is harder to make a decision about whether or not you would want to continue shopping or complete the purchase. Customers would have to go to the cart or the store to find this information, which is an unnecessary extra step.
The big product images got us to click as they clearly show what the products look like. In this case, a person is modelling the suit and the vest which gives customers an overview of what the final product would look like when worn.
Depending on the nature of your products, you can display images to showcase the use case. This can connect better with customers as they can picture using the product. You can learn more about product photography in this post.
The cart recovery email is an important part of eCommerce email strategy. These emails can directly impact revenue as the emails are marketing to people who have already completed majority of their customer journey. These customers have added items to their carts and have left before completing checkout. The emails help nudge these customers to complete the transaction.
You can use plugins and services like Jilt for WooCommerce by SkyVerge to enable cart recovery emails on your store. The service allows you to create, personalize, and manage cart recovery emails. You can also view analytics for these emails to see exactly how much revenue you have recovered.
Do you currently use cart abandonment recovery emails? Are there other tips store owners should keep in mind when it comes to these emails? Please share in the comments below.