Cart Closer Sequence for Breweries Email Guide
Why Cart Closer Sequence Emails Fail for Breweries (And How to Fix Them)
A customer adds your limited-edition stout to their cart, clicks away, and you never see them again. Many breweries find that a significant portion of potential sales never cross the finish line.
A customer adds your award-winning IPA, your seasonal sour, or a branded glass to their cart, but then, for reasons unknown, they disappear. A well-crafted cart closer sequence isn't just a reminder; it's a strategic conversation that addresses doubts, highlights value, and gently nudges them back to complete their order.
It's about recovering lost sales and building stronger customer relationships. The templates below are designed for breweries, helping you re-engage hesitant buyers and secure those crucial sales without sounding pushy or desperate.
The Complete 3-Email Cart Closer 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 Reminder
Gently remind them they left something behind
Hi [First Name],
We noticed you almost made a great decision at [YOUR BREWERY'S NAME] recently. It looks like you left some fantastic brews or merchandise behind in your cart.
Perhaps you got distracted, or maybe the doorbell rang while you were deciding. Whatever the reason, your [THE BEER YOU CHOSE] is still waiting for you.
Don't miss out on the chance to enjoy a fresh taste of [YOUR BREWERY'S NAME] right at home. Ready to complete your order?
Just click here to pick up where you left off: [YOUR WEBSITE LINK]
Best, [YOUR NAME]
This email uses the psychological principle of 'mere exposure effect' and 'endowment effect'. By gently reminding them of what they almost owned, it triggers a mild sense of loss if they don't complete the purchase, without being aggressive. It's a simple, non-pressured nudge.
The Objection Buster
Address the likely reason they hesitated
Hi [First Name],
Sometimes, a great beer is just a few clicks away, but something holds us back from clicking 'complete order.' We understand you might have had questions or concerns. Is it about shipping?
Delivery times? Or perhaps you're wondering about our freshness guarantee?
We're here to help clarify any doubts. Many of our customers ask about [COMMON OBJECTION, e.g., shipping costs, delivery speed].
We want to assure you that we strive to make getting your favorite [YOUR BREWERY'S NAME] beers as easy and affordable as possible. You can find answers to common questions here: [LINK TO FAQ OR SHIPPING POLICY] If you have any other questions, simply reply to this email.
We're happy to chat.
Best, [YOUR NAME]
This email uses the 'anticipation of needs' and 'reassurance' principles. By proactively addressing common objections, it removes mental barriers. It shows empathy and a willingness to help, building trust rather than pushing for a sale.
The Incentive
Offer a small bonus or discount to close the sale
Hi [First Name],
We really want you to experience the brews you almost purchased from [YOUR BREWERY'S NAME]. To make it a little easier to complete your order, we'd like to offer you a special incentive.
For a limited time, enjoy [X% OFF YOUR ORDER / FREE SHIPPING / A BONUS ITEM] when you complete your purchase. This offer is only valid for the next [48 HOURS / 24 HOURS] and expires on [DATE].
It's our way of saying thanks for considering [YOUR BREWERY'S NAME] for your next craft beer experience. Don't let these delicious beers pass you by.
Click below to apply your offer and finish your order now: [YOUR WEBSITE LINK WITH DISCOUNT CODE / AUTO-APPLIED DISCOUNT]
Best, [YOUR NAME]
This email employs 'scarcity' and 'reciprocity'. The limited-time offer creates urgency and perceived value, encouraging immediate action. The 'gift' of a discount or bonus item triggers a feeling of obligation in some, making them more likely to complete the purchase.
4 Cart Closer Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending only a single, generic cart reminder email. | Implement a multi-step sequence that addresses different psychological stages, from a gentle reminder to objection handling and incentive. |
✕ Using generic or uninspired subject lines like 'Your cart is waiting.' | Craft curiosity-driven subject lines specific to the brewery experience, hinting at deliciousness or exclusive offers. |
✕ Failing to address common reasons why brewery customers abandon their carts. | Dedicate an email to proactively answering FAQs about shipping, freshness, local pickup, or ingredient transparency. |
✕ Offering the same, immediate discount to every abandoned cart. | Layer incentives, starting with a no-discount reminder, then addressing objections, and finally offering a small, time-sensitive bonus if needed. |
Cart Closer Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Reminder
Gently remind them they left something behind
The Objection Buster
Address the likely reason they hesitated
The Incentive
Offer a small bonus or discount to close the sale
Send within 1-24 hours of cart abandonment for best results.
Customize Cart Closer Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on clear, simple language. Avoid overly technical beer terms.
- Emphasize the ease of ordering and the convenience of home delivery.
- Start with a gentle reminder, and only introduce incentives in later emails if needed.
Intermediate Practitioners
- A/B test different subject lines and call-to-action phrases to improve engagement.
- Segment cart abandoners based on the type of beer or value of their cart for tailored messaging.
- Consider integrating personalized recommendations based on their browsing history or past purchases.
Advanced Professionals
- Implement dynamic content in emails that specifically references the exact beers or merchandise left in the cart.
- Analyze conversion funnels to pinpoint specific drop-off points and customize email content to address those exact stages.
- Experiment with exit-intent pop-ups on the cart page that trigger a unique first email in the sequence.
Industry Specialists
- Highlight unique tasting notes, limited-edition releases, or awards for the specific beers in the abandoned cart.
- Use high-quality imagery of the brewery, the brewing process, or the specific beers to evoke desire.
- Offer exclusive content like a 'brewer's note' or pairing suggestions for the items in their cart as an incentive.
Ready to Save Hours?
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