• by Ray Schultz , September 17, 2018

Free shipping is the leading turnaround device in cart abandonment emails, according to a new infographic by Campaigner.

Among consumers, 93% say they would be motivated to buy by a free shipping offer. But 28% ask for a seamless checkout process.

The study states that are 69.3% of online shopping carts are abandoned prior to purchase.

A prompt response is essential when sending cart abandonment emails. Send within three hours and you get a 40% open rate and a 20% clickthrough rate.

Mike Austin, CEO of Fresh Relevance, recently claimed that cart abandonment emails pull between a 5% and 20% conversion rate. 

There are the leading causes of cart abandonment, according to Campaigner:

• Just browsing
• Shipping issues
• High prices 
• Buy in store
• Payment issues 
• Lengthy checkout 

In response, Campaigner recommends these best practices when sending abandonment emails:

• Get the timing right.
• Use high-converting subject lines 
• Include the abandoned product
• Include a big, easy-to-ready Call To Action button
• Use persuasive copy
• Provide top-quality customer support information

Campaigner defines cart abandonment as any time a shopper starts to fill out a registration form but doesn’t complete the purchase.

The firm cites BayMArd and Fit Small Business as sources.