Cart Abandonment Sequence for Breweries Email Guide
Why Cart Abandonment Sequence Emails Fail for Breweries (And How to Fix Them)
A customer fills their online cart with your latest hazy IPA, a branded t-shirt, and tickets to your next tasting event. Then, they vanish.
That's not a lost sale; it's a forgotten opportunity. Many breweries see potential customers add items to their cart, only to disappear before checkout.
A single notification isn't enough to bring them back. Your audience needs a gentle nudge, a reminder of what they're missing, and perhaps a little incentive, strategically, over several days.
That's what a cart abandonment sequence does. It reminds them of their chosen brews, addresses potential hesitations, and creates a compelling reason to complete their purchase.
It's about re-engaging those almost-customers, turning curious browsers into dedicated patrons of your craft. The templates below are designed to do just that.
They're structured to move your audience from 'almost bought' to 'cheers!' without sounding pushy or desperate.
The Complete 3-Email Cart Abandonment Sequence for Breweries
As a brewery, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Oops
Remind them they left items behind
Hi [First Name],
Your online cart is looking a little lonely. It looks like you left some delicious craft beers, merchandise, or event tickets behind at [YOUR BREWERY NAME]'s online store.
No worries, it happens. We saved everything for you.
Just click here to pick up right where you left off and complete your order.
Best, [YOUR NAME]
This email uses the Zeigarnik effect. By reminding the customer of an incomplete task (their abandoned cart), it creates a psychological need to finish what they started. The light, non-accusatory tone keeps the interaction positive and encourages completion.
The Reason
Address common checkout concerns
Hi [First Name],
We noticed you didn't quite finish your order yesterday. Sometimes, life gets in the way, or a question pops up during checkout.
Was there anything that stopped you from completing your purchase? Perhaps you had a question about shipping costs for your beer, delivery times, or payment options.
We want to make sure your experience is as smooth as our stout. Our team is here to help if you ran into any snags or just need a quick answer.
Just reply to this email, and we'll get back to you.
Best, [YOUR NAME]
This email demonstrates empathy and proactively addresses potential objections, which is a key principle of persuasive communication. By opening a dialogue, it lowers perceived risk and builds trust, making the customer feel heard and valued.
The Rescue
Offer help or incentive to complete purchase
Hi [First Name],
Those IPAs and stouts you picked out are still waiting for you. We know how good it feels to finally get your hands on a fresh delivery from [YOUR BREWERY NAME].
Don't miss out on enjoying your selections. As a little thank you for being a valued part of our brewery community, we'd like to offer you a special treat to complete your order.
Use code [DISCOUNT CODE] at checkout for [X]% off your entire order. This offer is valid for the next [X] hours only.
Best, [YOUR NAME]
This email applies the principle of scarcity and reciprocity. The time-sensitive incentive creates urgency, while the discount acts as a gift, invoking a desire in the customer to reciprocate by completing their purchase. It provides a final, compelling push.
4 Cart Abandonment Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Not personalizing cart reminders for specific brewery items. | Reference specific items left in the cart, like 'that limited release sour' or 'the brewery tour tickets', to make the reminder more engaging and less generic. |
✕ Only sending one generic reminder email after abandonment. | Implement a short, strategic sequence of 2-3 emails. A single email can easily be missed, but a sequence allows for different angles and messages to resonate over time. |
✕ Failing to address common brewery-specific checkout concerns. | Proactively address questions about shipping costs for heavy beer cases, local pickup options, or age verification requirements directly in your second email to remove friction. |
✕ Offering a discount too early in the abandonment sequence. | Reserve incentives like discounts for the final email in the sequence. Offering it too soon can train customers to abandon carts just to get a deal, devaluing your products. |
Cart Abandonment Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Oops
Remind them they left items behind
The Reason
Address common checkout concerns
The Rescue
Offer help or incentive to complete purchase
Time-sensitive. Send the first email within 1 hour.
Customize Cart Abandonment Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple two-email sequence: a 'forgotten cart' reminder and a 'help us help you' email to gather feedback.
- Ensure your online store's shipping rules are crystal clear, especially for local delivery versus national shipping, to reduce last-minute surprises at checkout.
- Use a basic email marketing tool that integrates with your e-commerce platform to automate these essential reminders without manual effort.
Intermediate Practitioners
- Segment your cart abandonment emails based on the value of the items in the cart, offering different incentives for higher-value abandoned orders.
- A/B test different subject lines and call-to-action buttons to see what resonates best with your specific customer base.
- Consider adding a social proof element, like a glowing customer review about a specific beer, into your second or third abandonment email.
Advanced Professionals
- Implement dynamic content in your abandonment emails, showcasing related products or personalized recommendations based on the customer's browsing history.
- Integrate your cart abandonment data with your CRM to identify repeat abandoners and create hyper-targeted re-engagement campaigns outside of email.
- Use SMS reminders for high-value abandoned carts, but ensure you have explicit consent and offer clear opt-out options.
Industry Specialists
- Emphasize the limited availability or unique nature of abandoned specialty beers in your follow-up emails to create a sense of urgency and exclusivity.
- For subscription box abandonments, highlight the ongoing benefits and the curated experience they're missing, rather than just the initial purchase.
- Consider a personalized outreach from a 'brewery ambassador' for very high-value abandoned carts, offering direct assistance or a unique incentive.
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