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However, everything you do seems to be having very little impact. From perfecting each ad campaign to tweaking your product descriptions, only to get a 0. Your efforts and the hours you put in seem to be in vain. Why are there so many people adding items to their cart but the majority of them never actually purchase anything? You wait and wait, thinking they will come back the next day to finish their order. A week later nothing. Even in , shopping cart abandonment is one of the leading causes of revenue loss for ecommerce businesses. After analyzing 37 different ecommerce stores, studies showed that the average shopping cart abandonment rate was This means for every completed shopping cart transaction, there are two shopping carts being abandoned. If you generate a million dollars a year in revenue, you could have missed out on nearly half a million dollars in abandoned orders! We looked at the top performing Magento ecommerce stores using MageMail as their abandoned cart software and picked out the best performing emails that are getting them great results. In our analysis of Magento ecommerce stores, ranging from as small as customers to stores up to 65, customers, from clothing retailers to robotic toys, we sought the key components to what makes a great abandoned cart email. Abandoned cart emails are reminders to customers who have added items to their shopping cart but did not finish the transaction. Why do people abandon their shopping cart? Here are some common issues, listed by Baymard Institute . This email by DiveStock is simple and gets the message across. According to a Q4 Salecycle study , Abandoned cart emails are a must if you want to increase existing revenues. Every abandoned cart email must provide a way for the customer to get back to their shopping cart and continue where they left off, or at the very least remind them of what they were purchasing. Your customers may need some time to think about a purchase and after a few hours, they might decide that they do want to buy it. An email sent a few hours, or a day after abandonment is a great way to remind them of products and why they wanted it in the first place. However, sometimes they never truly abandoned their cart in the first place. The easiest way to get those customers back is by preserving their shopping cart and sending them a link that lets them continue where they left off before. The message is very clean and simple. It uses only two short sentences along with enlarged images of their abandoned products. So far we have seen very simple email copy, which has been giving the stores massive results. Like what youre reading? Next, we can look at some more complex ways to dramatically improve our abandoned cart emails. A simple way to get around this is by offering them free shipping. No Minimum. Use code at checkout. The free shipping offer does just that written in capital letters , followed by the code and large call to action button at the bottom. Another way we can get around the problem of visitors abandoning their cart due to the final price being higher than expected is by offering a discount. From our analysis of the top performing abandoned cart emails, the majority of them offered a discount predominantly in their second abandoned cart email. Another simple, but a highly effective example of email copy. This is their last email in their three-email abandoned cart funnel. In a typical email funnel, we would typically see the following trend. The sales revenue goes down dramatically for every email sent. However, for Swag Jeweller, we see the following trend. The added discount made sales revenue from email 3 greater than email 2. From analyzing the top performers, all customers except one used a percentage discount code. This strategy is great as it entices first time buyers. It also encourages them to be returning customers as they will see the store as being trustworthy and happy to repurchase in the future. This is the power of scarcity. They only use one abandoned cart email, but as you can see, one is all they need. The number of abandoned cart emails within the funnel ranged from one to four emails. Even though some stores are having great results with one email, two to three emails work best according to our data. Discounts should be introduced in these emails to give prospects more of an incentive to purchase. Four emails were rarely used in the funnel. The revenue generated on the fourth email was either zero or close to it, and not to risk looking spammy and lose subscribers, we recommend sticking with a maximum of three emails. Any more than four email seems overkill and overly spammy, with a risk of leading to unsubscribers. Only two stores analyzed offered no discounts in their first email. The latest and most popular time at which the first abandoned cart email sent out was 24 hours after abandonment, and the most immediate ones were 1 hour later.