In a recent conversation on Twitter, I asked the question: Do you know any WooCommerce store owners who have never implemented an abandoned cart email? If yes, why?
The responses I received were enlightening, pointing out a variety of reasons—ranging from a lack of time and knowledge to bad plugin experiences.
While abandoned cart emails are a staple of modern e-commerce, many WooCommerce store owners still fail to set them up. In this post, I’ll explore the reasons behind this hesitation and offer solutions to overcome these barriers.
The Power of Abandoned Cart Emails
Let’s start by defining why abandoned cart emails are so important. Simply put, they can significantly increase revenue by reminding potential customers of their abandoned carts and encouraging them to complete the purchase.
According to various studies, abandoned cart recovery emails have an average open rate of around 45%, with conversion rates ranging from 10% to 15%. This means that for every 100 customers who abandon their cart, you could potentially recover 10–15 sales simply by sending a reminder email.
However, despite the effectiveness of these emails, many WooCommerce store owners fail to implement them. So why is this the case?
Lack of Knowledge: A Common Barrier
The most common reason cited by store owners for not using abandoned cart emails is a lack of knowledge. As Dirk mentioned, “We do this by default now.” However, for many store owners, setting up abandoned cart emails might seem complicated, and they don’t know where to start.
WooCommerce itself doesn’t come with built-in abandoned cart functionality, which means store owners have to rely on plugins or external services to get this feature. If you’re not familiar with these tools or have never set them up before, the process can feel overwhelming.
What You Can Do
If this sounds familiar, don’t worry! There are many easy-to-use plugins and services designed to automate abandoned cart recovery.
For those who prefer to use third-party tools, Mailchimp offers an excellent option for abandoned cart emails. Kent pointed out that “Mailchimp’s version is at least ‘decent’”. Mailchimp integrates well with WooCommerce and offers automated workflows, including cart abandonment emails that you can easily customize.
Budget Concerns: Finding the Right Balance
Another reason why some store owners avoid implementing abandoned cart emails is budget constraints. Many abandoned cart email plugins or third-party services require a paid plan to unlock all the features. Store owners may worry about the cost, especially when their store is still growing and revenue is inconsistent.
While there are free options available, these often come with limited functionality. For example, you may only be able to send a single follow-up email or lack customization options.
What You Can Do
If budget is a concern, look for free plugins that offer a good balance of features and affordability. Some of these, for example, may have a free version that allows you to send automated emails after a cart is abandoned.
As your store grows and you see a return on your abandoned cart email efforts, you can consider upgrading to a paid plan for more advanced features.
Alternatively, you can start with a basic tool that offers free email templates and then invest in more robust tools as your budget allows.
Poor Plugin Quality: A Major Turnoff
Another issue that prevents some store owners from using abandoned cart emails is bad plugin experiences. Kent’s comment about “most plugins for this being crap” points to a common frustration in the WooCommerce ecosystem: many plugins are either unreliable, difficult to use, or don’t offer the customization options store owners need.
Poorly designed plugins can result in missed emails, broken workflows, or a frustrating user experience. This is why some store owners are hesitant to implement abandoned cart emails, as they worry that the plugins will create more problems than they solve.
What You Can Do
To avoid this, do your research before installing any abandoned cart plugin. Look for highly-rated plugins with positive reviews from other WooCommerce store owners. I’ve covered some of them in this post.
These plugins are well-maintained and trusted by many WooCommerce store owners. They also come with extensive documentation, which can help you avoid setup issues and ensure a smooth implementation process.
Lack of Time: Setting Up Email Campaigns
Time is always a challenge for busy store owners, and setting up abandoned cart emails can seem like one more task on an already overloaded to-do list. However, automating the process is the key to overcoming this barrier.
Once you’ve installed the appropriate plugin, the actual setup time is minimal. Most plugins allow you to set up automatic email reminders, customize email templates, and schedule follow-up emails with just a few clicks.
What You Can Do
To save time, consider using pre-built templates provided by many abandoned cart email plugins. These templates are optimized for conversions, so you don’t need to spend hours creating your emails from scratch. After the initial setup, the emails will run automatically, freeing up your time to focus on other aspects of your business.
Conclusion: Overcoming the Barriers
The reality is that abandoned cart emails are an essential tool for any WooCommerce store owner, and they don’t have to be complicated or expensive to implement. By using the right tools, even store owners with limited knowledge, budgets, or time can set up automated workflows that recover lost sales and increase their revenue.
If you’re still hesitant about implementing abandoned cart emails, consider starting small with a free plugin or service. As your store grows, you can scale your efforts with more advanced features.
Remember, even the most basic abandoned cart email is better than no email at all. It’s time to start recovering those lost sales!
