For this abandonment email for a dog food brand, I focused on creating an engaging and effective experience that would encourage the customer to complete their purchase.
Here are the steps I took:
Sense of Urgency:
To avoid missed opportunities, I mentioned that the cart is about to expire, creating a subtle but effective urgency that encourages the reader to complete their purchase quickly.
Hook with an Intriguing Line:
I used the line “You dug something up” to grab attention. It’s playful and directly connects to the idea of a dog (which is the target audience) “digging” for something, and it’s a lighthearted way to acknowledge the cart abandonment.
Bright Colors for Psychological Impact:
I chose to use bright colors in the design of the email. Research shows that bright colors can draw attention, especially when paired with urgency. This helps to visually highlight important areas of the email, such as the CTAs (calls to action), and encourages the reader to act quickly.
Multiple CTAs:
I included several strategically placed CTAs throughout the email. This not only increases the chances of conversion by providing multiple opportunities for the reader to take action, but also allows for flexibility depending on where the reader’s attention is. Each CTA encourages the reader to complete their order, explore why dogs love the food, and even view the full product range.
Tone of the Email:
The tone of the email is friendly, inviting, and a little playful to match the brand’s voice. By using language like “Woofingly Yours,” I aim to build a connection with the pet owner while keeping the email warm and approachable.
Emotional Connection with the Brand:
The email emphasizes the care and quality of the dog food, reinforcing the idea that this food is specifically crafted with love and for the well-being of their dog. This adds an emotional layer, ensuring the customer feels like they are doing something good for their pet, which encourages action.