logo-blue
SIGN IN

How to Master Your Cart Abandonment Email Series with Mailchimp

 

Mailchimp is a leading marketing automation platform that specializes in email marketing. With paid and freemium options, Mailchimp’s a popular service to automate email marketing efforts, including subscription lists, content templates, and abandoned cart emails.

Save time by leveraging their email marketing tools to help you run an efficient abandoned cart email campaign. Let them do most of the work while you focus on designing great emails and improving your products. We’ll teach you how to master cart abandonment using Mailchimp by covering the following:

  • What are abandoned cart emails?
  • How to create a single abandoned cart email using Mailchimp
  • How to create an abandoned cart email series using Mailchimp

To make the most of your time, Mailchimp comes with templates and built-in best practices that help your abandoned cart emails perform better – recovering you more money. Let’s take a look.

What are abandoned cart emails?

Abandoned cart emails are emails used to recapture sales that were abandoned during the shopping cart or checkout phases. These emails connect customers to their abandoned items and bring them back to the checkout process to complete the sale. Abandoned cart emails can be used to recover lost sales and recoup revenue.

To get the most, you need to create your abandoned carts with best practices in mind. Follow suggested timing and frequency, analyzing the performance of your campaign and consistently fine-tuning to improve recovery rates.

How to create a single abandoned cart email using Mailchimp

Mailchimp offers a single abandoned cart email as a default on most plans. This can easily be set up and customized, including timing, content, and design. To perfect this abandoned cart email for best results, we have a breakdown of things to consider, how to set up, and more.

In some cases, one email is not enough to recover an abandoned sale. Most abandoned cart email strategies use an abandoned cart email series, which involves multiple email messages being sent that are scheduled based on delays from when the cart was abandoned. This provides a more guided recovery strategy. Skip ahead to learn how to set up an abandoned cart email series.

Things to consider before starting

Abandoned cart emails are available to users that have connected a supported ecommerce store or custom API 3.0 integration. You can check if your site fits these qualifications by checking the Features list under the Connected Sites page.

You are only able to have one abandoned cart email per connected store. This means if you have multiple stores, you can create one abandoned cart email per store. While the default limits you to one abandoned cart email, you can add an abandoned cart email series as well.

If you are using Mailchimp for your abandoned cart recovery emails, you should disable any other automated abandoned cart emails. Other emails will be redundant and annoy the customer more than help recover the sale.

How to set up your single abandoned cart email

To set up a single abandoned cart email, follow the steps below:

  1. In the account dashboard, click on the “Automate” drop-down menu and select “Email.”

Screenshot of Mailchimp dashboard with automate drop-down open and ‘email’ button highlighted

  1. From the “Create an Automation” menu, select the E-Commerce tab.

Screenshot of Create an Automation menu with E-commerce tab highlighted

  1. Click “Turn on an abandoned cart email.”
  2. Select the store you wish to set the abandoned cart email up for, and then click “Begin.”

Screenshot of Mailchimp Connected Sites page with Ecommerce integration options listed

Confirm settings in checklist

Updating your abandoned cart email is made simple with a checklist of the abandoned cart email settings. Review the settings, make any necessary changes, and then confirm before proceeding. Here, you can alter things like the name, email address, subject line, and time delay for sending.

For the single abandoned cart email, you are able to set a delay of 1 hour, 6 hours, or 24 hours for the message to be sent. To alter the time delay of the abandoned cart email, follow the below steps:

  1. From the checklist page, select “Edit Recipients.”

Screenshot of the checklist page with Edit Recipients highlighted

  1. From the Abandoned Cart Notification page, click on the “hours” drop-down menu. Select the delay you want.

Screenshot of Abandoned Cart Notification page with drop-down menu open and delay highlighted

  1. Click “Save” to lock in your selection.

Screenshot of Abandoned Cart Notification page with Save button highlightedYou’ve now set up your abandoned cart email so that it will be automated, choosing the customized delivery options for the emails your customers receive. From here, you can customize the design, layout, and style of your abandoned cart emails.

Design your customized abandoned cart email

Abandoned cart emails are designed much the same here as they are in the Campaign Builder. It is essential that these emails pull customers’ cart information from your connected store. To have this information included, select an abandoned cart template. You can also use a drag-and-drop template. Be sure to include the Cart content block so that the abandoned cart email will populate the product and customer information accurately.

The included abandoned cart templates come designed with a placeholder for a logo. These are set up to automatically display your default brand logo. Learn how to set this up and see the available options.

  1. From the content section on the abandoned cart email checklist, select “Design Email.”

Screenshot of abandoned cart email checklist page with Design Email button highlighted

  1. You will proceed to the Template stage of the Email Designer process. Choose your template by clicking the template you would like to use.

Screenshot of Template step with a template selected

  1. You will then proceed to the Design stage of the Email Designer process. Here, you can design your email campaign. You are able to preview your design here before confirming so you know how the email will display when sent to customers.

Screenshot of email being designed through design page

  1. Once you are happy with the design, click “Save and Continue”. This will save your changes and return you to the checklist page.

Screenshot with completed design and Save and Continue button highlighted

  1. Once you’re happy with the abandoned cart email settings you’ve chosen, you can click “Start Sending.” This will initiate your abandoned cart email campaign.

Screenshot of completed settings with Start Sending button highlightedThis will start your abandoned cart email campaign, so that customers that abandon their shopping cart will receive abandoned cart emails.

How to create an abandoned cart email series using Mailchimp

In some cases, a single abandoned cart email isn’t enough. Best practices suggest a three-email sequence, with an email being sent one to four hours, one day, and one week after abandonment. Mailchimp supports an abandoned cart email series to gain more traction with customers and recover more sales.

To help you set up your abandoned cart email sequence, we’ve broken down things to consider and individual steps to follow.

Things to consider before starting

Base plans include a single abandoned cart email, which you can set up with the instructions above. Automated email series are only available on specific plans. To determine which features are included with your plan, see the Mailchimp pricing page. If you don’t have a plan that supports abandoned cart email series and you think you could benefit from additional abandoned cart emails, consider upgrading your plan.

It is also important to note that the abandoned cart series is only available to customers that connect a supported ecommerce store or custom API 3.0 integration. You can find out if your store can use this automation by checking the connected sites page. Simply click the name of the integration you would like to use and verify on the Features list.

Each connected ecommerce store is limited to one abandoned cart series. For those managing multiple ecommerce stores, you are able to create an abandoned cart email sequence for each individual store you manage.

To avoid annoying and pushing your customers too much, make sure that you turn off any other automated abandoned cart emails (not using Mailchimp) so that you are not overwhelming and pestering customers. It is also important to note that customers that provide an email address but do not opt-in to receive marketing emails will be added to your Mailchimp audience as non-subscribed content. These customers will only get the first email in the abandoned cart sequence for compliance reasons.

How to set up your abandoned cart email series

Automating your abandoned cart series can help save you time and effort on recovery efforts. This means you can focus on designing, analyzing, and making adjustments to the emails themselves rather than manually operate the recovery efforts.

Here are the basic steps to set up an abandoned cart email series:

  1. From your account dashboard, select the “Automate” drop-down menu and click “Email.”

Screenshot of Mailchimp dashboard with Automate drop-down and Email button highlighted

  1. From the “Create an Automation” menu, select the “E-Commerce” tab.

Screenshot of Mailchimp dashboard with Ecommerce button highlighted

  1. Select “Turn on abandoned cart email.”
  2. Select the “Email series” tab.
  3. Input a campaign name, choose an ecommerce store, and click “Begin.”

This will initiate the abandoned cart email series, so that customers will receive automated emails that recover abandoned carts. From here, you can design the layout, format, and content of the emails in your abandoned cart sequence.

Add emails to the sequence

From the Emails step in the Automation Builder, you can add additional emails to your automation sequence. You can then customize the content, design, and settings of each email separately.

The default abandoned cart series has three emails, but emails can be both removed and added to the sequence. You can also adjust the settings for the emails, including the timing of delivery and the content of each. The standard setup comes with an email sent an hour, one day, and three days after the subscriber has abandoned their cart.

Design your abandoned cart email series

The look, layout, and appearance of the abandoned cart emails in your series will have a big impact on their success rate. Design your abandoned cart emails, and refine the design over time to make them better.

Below are the basic steps for designing an abandoned cart email:

  1. Select “Design Email” on the abandoned cart email you wish to design.
  2. From the “Setup” step, complete the form field sections. Enter a name for the email, a subject line, copy text, and a delivered-from email so customers can reply. This will customize the contents of this specific abandoned cart email in the sequence.
  3. Once you’ve made your selections, click “Next” to proceed.
  4. From the template stage, pick the template you wish to use. The abandoned cart email templates included come with a placeholder for a business logo and a dynamic content box that populates the abandoned item in the email for the customer.

After selecting a new template, you will need to add the Cart content block so dynamic content is included in the email.

  1. On the design stage, you can customize the abandoned cart email campaign.
  2. Once done, click “Save and Return.” This will bring you back to the automation timeline, so you can alter other emails in the series.
  3. From the Emails stage of the process of the Automation Builder, you can adjust the settings of your abandoned cart email series. You can make changes to the triggers, scheduling, delays, segmentation, and activities that lead to automated abandoned cart emails and improve your abandoned cart email campaign.

Confirm and initiate the abandoned cart email series

Once you’ve set up the delivery, timing, and design of your abandoned cart series, you can review and initiate the sequence for customers using your ecommerce store. Review the checklist to ensure you’ve completed all the steps and your abandoned cart emails contain all the necessary information and the campaign is perfected.

From here, you can preview and test the emails in your sequence. You can preview the email so that you are confident all of the content is displayed properly, and that no links are broken. It’s important to make sure there are no errors in the sequence, or you’ll fail to recapture sales. You can use the link checker to identify if there are broken links, without needing to click each one individually. You can also send a test email to ensure that it delivers and functions right.

If you want to alter a section of the automation process, click “Resolve” or “Edit.” Once you’ve checked and confirmed the campaign, you are ready to initiate the abandoned cart campaign. Click “Start Workflow” to start sending automated abandoned cart emails to customers.

Perfecting your abandoned cart email series is an ideal way to recover lost sales and increase revenue. Learn how to create an abandoned cart email using best practices to recover conversions.

Limit the need for abandoned cart emails by perfecting your shopping cart and checkout experience to reduce abandonment in the first place. Bolt’s checkout experience comes optimized to give customers an efficient, streamlined checkout. Our system uses a high-quality fraud management system that identifies fraud and stops it in its tracks. Give customers the security they deserve and use a system designed to help you approve more valid orders.

Bolt Team February 20

If you enjoyed this post, share it.

Want to see a 5-minute demo?