1. An Added To Cart flow is different from an Abandoned Cart flow. One targets customers who add products to cart while the other targets shoppers who start checkout. Every e-commerce brand should have both.
2. A strong Added To Cart flow drives revenue through converting more shoppers into customers, increasing your lead conversion rate and reducing your top-of-funnel cost-per-acquisition (CPA)
3. Start by creating an Added To Cart Flow with 2 emails sent over 36 hours
4. Your Add To Cart emails should always have a clear, bold header and a dynamic content block featuring the products they have in their cart.
5. Other elements to have in your add to cart emails are testimonials, product recommendations or content about what makes your brand unique.
The Added To Cart flow is one of the automated email flows that most e-commerce brands don't set up...and lose out of tens of thousands of dollars in revenue each month. Chances are you're already familiar with the Abandoned Cart flow, but the Added To Cart flow is different.
Unlike the Abandoned Cart flow that kicks into gear once a shopper initiates the checkout process, the Added To Cart flow sends emails when a shopper adds an item to their cart but doesn't even start the checkout process.
See the difference? Without an Added To Cart Flow, you're missing out out on all the shoppers who have showed a clear interest in specific products (by adding them to their cart), but may be hesitant about their choices, uncertain about your brand or simply forgot about their cart.
A strong Klaviyo Added To Cart flow can drive more shoppers to their first purchase & lower your cost per acquisition (CPA). It strengthens your average revenue per lead and per website visitor while also boosting your average order value (AOV).
If you're launching a new e-commerce store, you should build your Added To Cart flow before launch. So in blog post, we're giving you the "Zero-To-Launch" approach to launching a high-performing Added To Cart Flow – no fluff, be confident in its performance & one you can optimize later with A/B testing.
Check out our DTC Flow Foundations Guide to learn how to build an Added To Cart to get more interested shoppers to complete their purchase by learning:
- The customer mindset of cart abandoners & strategies to encourage customers to complete their purchase
- The essential components of creating high-converting Add To Cart emails
- How to set up delays, triggers, and filters to target shoppers at the right time
- The A/B tests to optimize your Add To Cart emails
The Added To Cart Flow Klaviyo Setup
Start by setting up the "Added To Cart" event in Klaviyo which will be your flow trigger.
Next, set up the flow & add emails and time delays. A typical Add To Cart Flow should have 2 emails, sent over 24-36 hours.
Crafting the Perfect Added To Cart Emails
When it comes to creating your Add To Cart emails, remember this: you're reaching out to customers who are already warm—they've signalled their intention to buy – you just need to drive them towards completing their purchase.
Start with a strong subject line that gets your email getting opened in a crowded inbox. Make it appealing, make it stand out, but keep it true to your brand. Start with these tried and tested subject lines for added to cart emails & A/B test later:
- "You left these behind!"
- "Your cart is waiting."
Once a subscriber opens your email, have a strong header that is clear, bold, and drives them to action. Create a sense of urgency—maybe hint at the possibility of stock running out or remind them of a welcome offer discount they haven't yet claimed. Make sure you also have an eye-catching "Start Checkout" call-to-action (CTA) button) in your header.
Lastly, remind customers of the products they added to cart with a dynamic content block. Klaviyo's "added to cart" block dynamically shows the customer the product names, images, and prices of the items they've added to their cart. And of course, make sure there's another CTA button directly under this dynamic content block to sandwich the customer's product selections between two actionable and enticing prompts. This arrangement nudges the customer to click through and start their checkout process.
Added To Cart Series Email Templates
There are a few different types of emails you can send in the rest of your added to cart flow with email wireframe templates from Backbone:
- "Basic Reminder" Template: This simple added to cart email reminds shoppers of the products they added to their cart
- "What Makes Us Different" Template: An added to cart email that emphasizes your unique selling proposition to differentiate your brand and drive conversions
- "Product Recommendations" Template: This add to cart email recommends other products the shopper might like and be more compelled to complete their purchase on
- "Social Proof" Template: This add to cart email leverages customer reviews & testimonials to build trust with your shoppers to convert
Add To Cart Email Examples
There are a few different examples of Klaviyo added to cart emails designed by the Longplay team to inspire you!
And there you have it! If you take away one thing from this blog post, let it be this: simplicity is key. Focus on implementing the best possible version of your Added To Cart Flow before launching your e-commerce brand, or as quickly as possible if you're already up and running.
The last thing you want is to miss out on potential revenue from interested shoppers. It's okay to launch your flow and then optimize and A/B test later. Dive in and start building your Added To Cart Flow today!