47% of email recipients open emails based on the subject line & 69% of email recipients report email as spam based solely on the subject line (Invesp).
With so many companies and advertisers trying to get consumers’ attention, your email’s subject line is key to getting opened and read. It’s your first impression, and the first piece of copy that is guaranteed to be read, or at least be scanned by your abandoning customers as they check their mailbox and decide what email to read or not.
Subject lines should be operational and descriptive of the content of your email. Whether you choose to use something straight-forward “You left something in your cart”, create urgency “Your cart is about to expire”, or use some humor “Your cart is collecting dust”, make sure the reader knows exactly what the benefit of opening the email is.
As a rule go for sense over sensational:
Your headline needs to be clear and catchy as it sets the tone for the rest of the email and is your second and last touchpoints to convince your customer to read your email, so be sure to get your point across.
I know we are building an email remarketing solution to bring back abandoning customers to your site and get conversions, but by going for a hard sell tone in your email copy, you risk alienating your customers.
Instead, use more of a helpful tone by highlighting how you’re trying to help your customers and improve their experience. In fact, to comply with CAN SPAM regulations all reengagement emails must be “transactional” in nature, or in other words, operational emails, coming to inform the customer about something and improving the experience. So, it’s important to not come across as selling something or your email might be flagged as commercial, and thus as Spam.
So, when writing your email, go for clear, to the point and informational, with short sharp sentences.
This will make your email more engaging and drive more conversions.
The content of your email should also be personalized and segmented based on your abandoning customers’ interests and onsite behavior. We will cover this aspect in our following blog post, on how to personalize your solution.
Any good Email Remarketing campaign should include a product feed capture, showing in the body of the email the products the customer had in his cart on abandonment. A picture of the product, its name, quantity and price should be included in this feed, making it easier for customers to pick up where they left off, especially if their cart is no longer populated with the items they had put in it.
This really should be part of any Email remarketing campaign as Product Feed campaigns have higher click and conversion rates than generic emails and provide a more targeted & personalized experience.
And If you use a product feed, make sure that you can rebuild more than one item when your abandoning customer’s cart contains multiple ones.