Shopping basket abandonment reminders are an important lever for winning back lost customers in e-commerce. Many online shops struggle with the challenge of potential buyers leaving items in their shopping basket but not completing the purchase. A targeted shopping basket abandonment reminder can help to reduce these abandoned purchases and reactivate lost sales opportunities.
Why customers abandon the shopping cart - insight into behaviour
Cancelling a shopping basket is a widespread phenomenon. There can be many reasons for this: Distraction, unexpected additional costs, complicated payment processes or simply the desire to think again in peace.
A classic example from the electronics industry is Ela, who selects a smartphone charging cable but is distracted while travelling and later forgets about the purchase. In this case, a simple shopping basket cancellation reminder by email can provide the impetus to complete the purchase after all[1].
In the fashion industry, too, customers often add products to their shopping basket in order to compare offers or postpone their purchase decision. Especially with higher-priced items, the cooling-off period is often longer. A well-formulated reminder that reminds them of the items in the shopping basket without pressure can help here.
In the lifestyle and household sector, retailers report that unclear shipping costs or an overly complex checkout process cause many customers to abandon their shopping basket. Targeted shopping basket abandonment reminders combined with transparent communication of conditions are recommended here[4][6].
Shopping basket cancellation reminder: How to reach customers effectively
A shopping basket cancellation reminder should be formulated in a friendly and factual manner. For example, products that have remained in the shopping basket can be listed again with a picture and short description so that the customer can quickly recognise their selection. A clearly visible call to action („Return to shopping basket“) is also important.
In the electronics segment, reminders without a discount are often used, as customers are more likely to cancel due to lack of time and want to complete the purchase later[1]. In fashion retail, on the other hand, small incentives such as a discount code or free shipping can additionally increase the willingness to buy[3].
Many retailers of household goods also rely on a combination of reminder emails and simplified checkout to reduce the shopping basket abandonment rate. A smooth ordering process thus becomes a supporting component to make the reminder effective and improve conversion rates[7].
BEST PRACTICE with one customer (name hidden due to NDA contract) The client from the fashion sector was able to increase the return rate of its customers by 20 % thanks to a time-controlled shopping basket abandonment reminder and personalised offers. In particular, the focussed use of reminders without aggressive discounts ensured a sustainable increase in sales and a positive customer experience.
Legal framework and best practices
Legal permissibility is important when implementing shopping basket cancellation reminders. As a rule, emails may be sent to existing customers without explicit consent if the offer advertises similar products or services and the user has not objected to this[10].
The situation is different for new customers: Here, prior express consent is usually required. In addition, each email must contain a clear option to object so that customers can unsubscribe from the reminders. If you observe these requirements, you create a good basis for legally compliant reminders.
In food retail, it is often observed that customers react sensitively to too frequent reminders. We therefore recommend a cautious frequency of shopping basket abandonment reminders that is tailored to purchasing behaviour.
In the cosmetics industry, a friendly approach paired with personalised product recommendations is a success factor. This makes customers feel that they are being taken seriously and leads them to a pleasant conclusion.
Tips for the successful implementation of shopping basket cancellation reminders
To use the shopping basket cancellation reminder effectively, we recommend the following impulses:
- Automate reminders as promptly as possible - ideally within a few hours of cancellation.
- Use clear subject lines that arouse interest and convey direct added value.
- Focus on personalised content with product images and incentives such as free shipping.
- Optimise the ordering process to minimise technical or UX hurdles that lead to abandonment.
- Test different variants of the email texts to find out which approach works best for your customers.
BEST PRACTICE with one customer (name hidden due to NDA contract) A retailer in the household appliances sector was able to reduce shopping cart abandonment by 15 % through a combination of optimised checkout processes and legally protected shopping cart abandonment reminders. iROI Coaching supported the customer step by step in the implementation and evaluation of the measures.
BEST PRACTICE with one customer (name hidden due to NDA contract) In the sporting goods area, shopping basket abandonment reminders were specifically linked to seasonal offers. This significantly increased the return behaviour of customers, as the reminders were designed to meet their needs and thus helped them to complete their purchase.
My analysis
Shopping basket abandonment reminders are a proven method for winning lost customers back to the online shop. It offers supportive guidance by gently reminding users of abandoned products and guiding them in their decision-making process. A careful balance of timing, language and legal protection is crucial here. iROI-Coaching positions itself as a competent partner that accompanies and optimises the implementation of such projects with practical impulses and individual support.
Further links from the text above:
[1] Example shopping basket reminder email - uptain
[3] Abandoned shopping basket email: Winning back customers - Mailchimp
[4] Are shopping basket abandonment emails legally permissible? - WKO
[6] Common reasons for shopping basket cancellations in e-commerce - The Story
[5] Revival of cancelled shopping carts - SMSMode
[10] GDPR: What to consider with shopping basket abandonment emails - uptain
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Deutsch 
English (UK)