Author: Chris Pearson, Partner & Email Marketing Specialist at 3BM
Otherwise known as nootropics.
The first “nootropic” was developed back in the 1960’s as a memory and learning enhancer.
Piracetam was eventually found to have what’s called oxidative glycolysis–to display positive effects on cerebral circulation (among many other things).
What’s also interesting is that the word nootropic means:
What’s this snooze-fest of a history lesson have to do with this email breakdown, today?
Your abandoned cart–and how you’re losing upwards of 70% of your “ready to buy” shoppers to distractions, missing wallet syndrome, and committal acquittal.
The brand we’re sharing today has a great start on their abandoned cart flow:
Rules: The Email Muse
Each week, I venture through the marketing wilderness to find highly-effective ecommerce sales emails… and I shine a light on what made them work.
My goal with this weekly tangle with the email muse is to teach you strategies and tactics you can use with your emails.
Where do I find these magical electronic pieces of mail? My inbox, mostly, since I’m signed up to lists that I want to be on. I also take suggestions from readers who have a stellar email they’d like to share.
Did you get an email recently that made you smile, your eyes tear up, or flat out gut punched you? I want to see it.
Forward the email to me at (chris at threebeaconmarketing dot com) with a brief note about what you liked about it. If I choose to break it down, I’ll give you a shoutout and link back to your site.
And no forwarding me your own emails. That’s the only rule.
Let’s get started.
Subject Line: Direct Offer + Benefit
Remember, this is an abandoned cart email:
To get the click, Keto Brainz uses a direct offer + benefit.
This entices the reader to reconsider their decision to not yet buy. It also pulls the back into WHY they started shopping in the first place. The main BIG BENEFIT of Keto Brainz products is being able to “power through your day.”
Who isn’t mentally overclocked these days?
The From Line
For an Abandoned Cart Email, you want the least amount of friction to get the click:
Here, Keto Brainz sticks with the standard “brand name” for their from name.
While this is considered “standard practice” in ecommerce, something they could test is putting Mollee’s name as the from name.
Mollee is a/the founder of Keto Brainz, and she’s an autodidact. She has an interesting story on why she got into the nootropic game.
Mollee is who the customers will connect and resonate with as they shop the Keto Brainz brand.
Also, Mollee’s story would probably do wonders for Keto Brainz welcome series, too.
Remember, people buy on emotion, and then later justify their emotions with logic.
While a from name is something seemingly simple, it can be the difference between getting the click or getting the “I’ll read that later” scroll.
Brand Logo + Why Keto Brainz Is in Your Inbox
For an abandoned cart email, I’d remove the brand logo:
One of Keto Brainz strengths in this email is their directness.
They don’t waste time getting to the point and getting the reader “on track” to take action.
People get distracted, can’t find their wallet, or simply aren’t sure if they should buy… yet.
All of these reasons (and more) can be the difference between getting a sale and getting a skip.
Abandoned carts are where you win the “conversion game” in email.
Opening Paragraph: Cart Expiration Reminder
Here’s how to get to the point and add urgency:
Keto Brainz increases the urgency for this email, here. They tell the customer that their cart will expire soon, which means they’ll miss out on the product(s) they added.
One thing I would do here to ratchet up the urgency even higher?
Put a number of days until the cart expires. This way, the customer knows they have tow days or 48 hours to make a decision before the products are “re shelved” for other committed customers.
In any case, the urgency is added to the mix here, which will increase their conversions because of these emails.
Releasing the Pressure
This email is solid. I’d wager it’s performing well for the brand.
However, I’d test this email against one that does not use this paragraph.
While it can feel good to “release the pressure” from your customer’s decision to buy or not to buy, it will gut your sales numbers.
Because making a decision inherently adds pressure to the decider.
It’s our job as the sender to reveal the pressure to the customers, and then show how they can relieve the pressure through making the purchase.
If we release this pressure, the urgency, scarcity, and energy toward making the purchase dissipates, leaving the customer with an “out” that does not involve spending money.
Granted, this may seem manipulative, but it’s a real, honest part of life that many people don’t want to or like to acknowledge.
Our goal is not to force action, but to direct the momentum of the customer toward the best decision for them.
And if you believe in your products, then the customer who can benefit from your products SHOULD buy from you.
Help them feel the pressure, see the path forward, and take action (aka buy your product).
This is how you serve your customers through your products.
In this section, too, there is a “free shipping” code for the customer.
This is the 5% the subject line teased.
However, the 5% may get “lost in translation,” since people aren’t going to do the math on how much shipping actually costs.
This may be a great place to say, “Hey, here’s that 5% we mentioned. It’s shipping! Shipping costs people 5 – 15% of their order, so we thought we’d give it to you for free. This way you can give our products a try.”
“Reason why” copy is powerful when you add new information.
Product(s) in Cart
Here’s the product that was abandoned.
You have the Image (linked), product name (linked), quantity, and price.
Why does this information matter?
Each piece of info in this product block/feed reminds the customer what they were shopping and why.
We want to get the customer back into the mindset they were in when they added the item to the cart.
If we can do that, then we can increase our chances of converting thim into a customer instead of losing them back to the internet.
Keeping Things Personal
The last piece of this email reminds the customer that they can ask questions.
So many brands miss this one tiny piece in their abandoned cart email flows.
Why does this matter?
It keeps things personal, as if the emails are coming from a brand that cares.
Consumers care who they buy from now more than ever.
Keeping things personal helps build relationships and earn trust.
What You Learned
That was a monster of a breakdown.
Glad you stuck it out with me.
Here’s the tl;dr of what you learned today:
- Use a direct offer + benefit to increase clickthrough on email subject lines
- Use a personal name instead of brand name to get more clickthrough on subject lines
- Remind the user WHY you’re in their inbox so they’ll read the rest of the email
- Add urgency to increase pressure to take action, now.
- Offer a release for this “action pressure” through purchasing your products
- Free Shipping is a great way to convert shoppers into completed purchases
- Use dynamic product blocks to remind customer WHY they added product to cart
- Keep things personal with a “CTA to reply” to the emails you send. 0