You can use abandoned cart tags to create engaging email experiences that help recover lost revenue from customers who left items in their shopping carts. These dynamic tags enable you to automatically include personalized product information, pricing, and direct links back to customers' carts, which typically leads to better recovery rates than generic reminder emails. When properly configured in your email templates, abandoned cart campaigns can substantially improve conversion rates and drive better campaign results.
Abandoned cart emails with personalized product tags help streamline the customer journey by removing friction from the purchase process, making it easier for customers to complete their transactions while maximizing email marketing ROI from your e-commerce integration.
Marketing Cloud enables you to add a predefined set of abandoned cart tags to your emails, so you can send timely reminders to users to check the items they have abandoned in their shopping carts.
A shopping cart is considered abandoned when a customer adds products to their cart but doesn't proceed to checkout. In such a scenario, sending an email reminder is the best option for getting the customer’s attention to complete their ongoing purchase. An email embedded with an abandoned cart tag can fulfill this task.
These tags can be inserted in an email template's newsletter headings, product catalogs, action buttons, etc., thereby informing users about the products they have left unattended and the necessary steps they can take before checkout.
To learn more about how to send abandoned cart emails to your Neto, Shopify, and ClickBank contacts, read our Sending Abandoned Cart Email article.
Also, to learn how to send such emails to third-party contacts, read our Abandoned Cart REST API Integration article.
The following is a screenshot of the WYSIWYG content editor with the Abandoned Cart Tags drop-down highlighted:
Below is the list of predefined abandoned cart tags:
- {{abandoned_items_array...}}: The tag displays the item information (product name, pricing / SKU details, etc.) in a series of data structures laid out consecutively.
- {{abandoned_items...}}: The tag displays the item information in an HTML preview list format, showcasing the product image and its description, quantity, and pricing details.
- {{restore_cart_url...}}: The tag redirects users to the store's item checklist page from which users can modify their cart items before checkout. They can be inserted as a link via text or by an action button.
Here’s what the email preview may look like:
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