In the world of Australian e-commerce, few things are as frustrating as seeing a potential customer fill their cart with your products only to leave right before clicking 'checkout'. This is known as cart abandonment, and globally, it happens to about 70% of all online shopping carts.
An abandoned cart email sequence is your most powerful tool for recovering these lost sales. It’s an automated series of messages sent to shoppers who left items behind, gently nudging them back to complete their purchase. For a small business in Brisbane or beyond, setting this up is like hiring a 24/7 sales assistant who never sleeps. Let’s dive into how you can build a high-converting sequence today.
Prerequisites: What You’ll Need
Before we start, ensure you have the following ready:- An e-commerce platform (e.g., Shopify, WooCommerce, or BigCommerce).
- An Email Service Provider (ESP) that integrates with your store (e.g., Klaviyo, Mailchimp, or Omnisend).
- High-quality product images.
- Your Australian Business Number (ABN) and physical address (required for Australian anti-spam law compliance).
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Step 1: Connect Your Store to Your Email Platform
First, your email software needs to 'talk' to your online store. If you are using Shopify, this is usually as simple as installing the Klaviyo or Mailchimp app from the Shopify App Store. What you should see: A dashboard confirmation that says "Data Syncing" or "Integration Active." You should see your recent customer list and product catalogue appearing within your email tool.Step 2: Create the Automation Trigger
Navigate to the 'Automations' or 'Flows' section of your email platform. You want to create a new flow triggered by an action. Select the trigger: "Started Checkout".Pro Tip: Ensure you filter this so it only sends to people who have not placed an order since starting the checkout. You don't want to nag someone who actually finished their purchase!
Step 3: Set the Timing for Email #1 (The Gentle Nudge)
Timing is everything. For the first email, we recommend a delay of 1 to 2 hours after the cart was abandoned. Why? The products are still fresh in their mind, and they might have just been interrupted by a phone call or a child. Sending it too soon (like 5 minutes) feels creepy; sending it too late (24 hours) means they’ve likely moved on to a competitor.Step 4: Write a Compelling Subject Line
Your subject line determines if the email even gets opened. Avoid being pushy.- Good: "Did you forget something?"
- Better: "Your [Product Name] is waiting for you!"
- Local Flavour: "Still thinking about it? Free shipping available for Brisbane locals!"
Step 5: Design the Email Content
Keep Email #1 simple and helpful.- Dynamic Cart Block: Use a 'drag and drop' element that automatically shows the specific items they left in their cart.
- Low-Pressure Copy: Say something like, "We noticed you left some items in your cart. We’ve saved them for you!"
- Clear CTA (Call to Action): Use a big, bright button that says "Return to My Cart" or "Complete My Order."
Step 6: Set the Timing for Email #2 (The Social Proof)
If they didn't buy after the first email, wait 24 hours before sending the second one.At this stage, the customer might be hesitating because they aren't sure if your product is right for them. This is the perfect time to introduce 'Social Proof'—reviews, testimonials, or user-generated content.
Step 7: Address Objections in Email #2
Instead of just showing the cart again, add a section featuring a 5-star review from a happy customer. Mention your returns policy or Australian warranty to build trust. Common Mistake: Don't offer a discount yet! Many shoppers will buy at full price if you just remind them why your product is great.Step 8: Set the Timing for Email #3 (The Final Offer)
Wait 48 to 72 hours after the initial abandonment for the third and final email. This is your 'last chance' message. To give them a reason to act now, you can offer a small incentive, such as 10% off or free shipping.Step 9: Create Scarcity and Urgency
In Email #3, use language that suggests the cart won't be held forever.- Subject Line: "10% off your cart – expiring soon!"
- Copy: "We can't hold these items forever. Use code COMEBACK10 at checkout to save 10% on your order."
Step 10: Ensure Spam Act Compliance
Under the Australian Spam Act 2003, you must make it easy for people to opt-out.- Ensure there is a clear Unsubscribe link in the footer of every email.
- Include your physical business address and ABN.
- Ensure you have 'implied consent' (they started a checkout and provided an email).
Step 11: Test the Entire Flow
Before going live, use the 'Preview' or 'Test' function. Send the emails to your own inbox. Check:- Do the buttons link correctly to the checkout page?
- Does the discount code actually work?
- Does the layout look good on a mobile phone? (Most Australians shop on their phones!)
Step 12: Go Live and Monitor
Hit the 'Publish' or 'Live' button. Monitor your results after 30 days. Look for the 'Recovered Revenue' metric in your dashboard.---
Pro Tips for Success
- Personalise: Use the customer’s first name in the subject line (e.g., "Hey Sarah, your cart is waiting").
- Keep it On-Brand: Use your brand colours, fonts, and tone of voice. If your brand is fun and quirky, make your emails fun too.
- Mobile Optimisation: Ensure your buttons are large enough to be tapped easily with a thumb.
Common Mistakes to Avoid
- Offering Discounts Too Early: This trains customers to abandon their carts just to get a coupon code.
- Too Many Emails: Don't send more than 3 or 4 emails. Anything more is considered spammy and will hurt your brand reputation.
- Broken Links: Always double-check that the "Return to Cart" button actually takes them back to their specific cart, not just your homepage.
Troubleshooting
- Emails aren't sending: Check if your integration is active and ensure the trigger (Started Checkout) is correctly mapped to your store's API.
- Low Open Rates: Your subject lines might be too boring or your emails are landing in the 'Promotions' tab. Try testing a different subject line.
- Low Click Rates: Your 'Call to Action' button might be too far down the page. Move it 'above the fold' so it's visible without scrolling.
Next Steps
Once your abandoned cart sequence is running, you're already ahead of many competitors. Your next step should be looking at a Welcome Series for new subscribers or a Post-Purchase Follow-up to encourage repeat business.Need help setting up your e-commerce automations or want a professional audit of your email strategy? The team at Local Marketing Group is here to help Brisbane businesses grow. Contact us today to get started.