According to a recent report, the total dollar amount of abandoned carts during black Friday weekend in 2021 was $6.4 billion. While that number may seem staggering, there are a few things you can do to increase your sales and avoid being a part of that statistic.

Our number one recommendation: Abandoned cart email flows.

The best email marketing platform for Shopify clients, hands down is Klaviyo.

What is an abandoned cart email flow?

Abandoned cart email flows are a series of automated emails that are sent to customers who have added items to their cart, but have not completed the purchase. These emails remind the customer that they have items in their cart and encourage them to complete the purchase.

While abandoned cart email flows are useful all year round, they can be especially effective during black Friday weekend when people are bombarded with marketing messages from all different retailers. A well-crafted abandoned cart email flow can help you stand out from the noise and increase your sales this Black Friday weekend.

Our top 4 tactics to convert abandoned carts to sales.

1. Personalize Your Abandoned Cart Emails

One of the best ways to increase sales with abandoned cart email flows is to personalize your emails. When you personalize your emails, you make them relevant to the individual recipient, which increases the likelihood that they will take action.

There are a few different ways you can personalize your emails. One way is to include the customer’s first name in the subject line or in the body of the email.

Another higher-converting way is to include information about what items are in their cart. For example, “You left these items in your cart” or “You’re just one click away from securing these great deals.”

2. Create a Sense of urgency

Another way to increase sales with abandoned cart email flows is to create a sense of urgency.

You can do this by including phrases like “act now,” “limited time only,” or “while supplies last.” Creating a sense of urgency will prompt customers to take action and complete their purchase before it’s too late.

Our favorite way to create urgency in the checkout process is to send an email with the subject: Your Cart is About to Expire OR Sale Ends Soon, Check Out Now. This is the ultimate way to create that urgency for the user to take action.

3. Offer a discount

Including a discount in your abandoned cart email flow is another great way to increase sales this Black Friday weekend. When you offer a discount, you provide an incentive for customers to complete their purchases. Just be sure not to offer too much of a discount or you’ll end up eating into your profits.

The WhatArmy team advocates for a forked flow here. Send out a reminder email within 4 hours of cart abandonment.

For any carts that do not convert from that send a second email, here’s where you’ll fork your flow. Have one flow that utilizes the sense of urgency mentioned above for most carts. Then you’ll set up the other side of the fork for carts with a total dollar value above some dollar amount (that makes sense for your business), to offer a discount.

For example, if the user has a cart over $250 then you will send them a 10% off coupon to use at checkout that is good for 12 hours. So here you’re providing a discount AND

Empty heading

creating urgency. Double Winner!

Empty heading

Empty heading

4. Use attractive images

Finally, make sure your emails are visually appealing by including attractive images. People are more likely to engage with an email if it includes an image that catches their eye.

So, whether it’s an image of the product they left in their cart or an image of someone using that product, make sure your emails include attractive visuals that will grab attention and encourage people to take action.

If you have a successful store, you’re likely spending money on great pictures as you know great pictures separate the winners from the losers.

Black Friday is one of the busiest shopping weekends of the year and also one of the biggest opportunities for retailers to increase sales. If you want to avoid being part of the $6 billion statistic and increase your sales this Black Friday weekend, consider using abandoned cart email flows. By personalizing your emails, creating a sense of urgency, offering a discount, and using attractive visuals, you can craft an email flow that will help you stand out from all the noise and boost your top and bottom line this holiday season.

‍