Think back to the last small appliance you bought. Where did you “shop” for it (reviewing your options, checking different products and prices), and where did you end up buying it?

Have you ever left an item in an online shopping cart, then been convinced to go through with the purchase based on the seller’s follow-up communication? I know I have—because the email either reminded me of an item that I didn’t complete the checkout process for or, more likely, gave me an incentive like free shipping or a discount. 

This is true for many others; in fact, cart abandonment emails have a greater than 10% purchase rate according to Campaign Monitor. We covered the reasons why it’s crucial to have a strategy in place in part I of our Abandoned Cart Email Strategy series. In this follow-up post, we’ll take a look at some examples to break down what works, what doesn’t, and what other incentives you might encounter during the online browsing process.

After the U.S. Women’s National Team won the 2019 World Cup, Nike did this:

If you’ve ever been a kid with a dream (or, ahem, a curly-haired little soccer player with a poster of Michelle Akers on her wall), that spot is a tearjerker. We were all riding high after that win—despite the controversy over goals scored, celebration moves, and the ongoing fight for pay equality—no brand more so than Nike, the reigning champ of provocative sports advertising.