Cart Abandonment Sequence for Course Creators Email Guide
Why Cart Abandonment Sequence Emails Fail for Course Creators (And How to Fix Them)
Your student was ready to enroll. They clicked 'add to cart', maybe even started typing their credit card.
Then, nothing. You've probably noticed it before: a potential student adds your course to their cart on Teachable, Kajabi, or Thinkific, then vanishes.
The enrollment never completes. It feels like a missed opportunity, but it doesn't have to be.
Most course creators just let these carts sit, hoping the student returns. But a strategically designed cart abandonment sequence can gently nudge them back, address their hesitations, and guide them to completion.
It’s about understanding why they hesitated and offering the right support at the right time. The emails below are crafted to do exactly that.
They're designed to re-engage, reassure, and convert those 'almost' students into successful enrollments.
The Complete 3-Email Cart Abandonment Sequence for Course Creators
As a course creator, 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],
It looks like you started the enrollment process for [YOUR COURSE NAME] but didn't quite finish. No worries at all, it happens!
Sometimes life just gets in the way, or a tab gets accidentally closed. Your course, along with any bonuses you selected, is still waiting for you.
Many course creators find that the initial steps are the hardest part of launching. Getting started with your own student success journey should be easy.
If you intended to enroll, you can pick up right where you left off by clicking here: [LINK TO CART] If you had any issues or simply changed your mind, let me know. I'm here to help.
Best, [YOUR NAME]
This email uses the 'mere exposure effect' by gently reminding the prospect of their previous intent. It's non-accusatory, positioning you as helpful rather than pushy. The 'it happens' line normalizes the action, reducing any potential guilt or embarrassment, and encourages them to complete the purchase by removing friction.
The Reason
Address common checkout concerns
Hi [First Name],
I noticed you were looking at [YOUR COURSE NAME] recently, but didn't complete your enrollment. Sometimes, there's a specific question or a small hesitation that prevents someone from moving forward.
Maybe you're wondering if the modules fit your schedule, if the content is truly relevant to your specific needs, or if it's the right investment for your course creation business right now. I want to make sure you have all the information you need to make a confident decision.
Is there anything specific that stopped you from completing your purchase? If you have any questions about the curriculum, the expected time commitment, or how this course will impact your student success and completion rates, just hit reply.
I'm happy to clarify anything.
Best, [YOUR NAME]
This email uses a 'curiosity gap' in the subject line and then directly addresses potential objections without assuming what they are. It opens a dialogue, allowing the prospect to voice their concerns. This creates a perception of empathy and support, building trust and providing an opportunity to overcome specific barriers to enrollment.
The Rescue
Offer help or incentive to complete purchase
Hi [First Name],
Your enrollment for [YOUR COURSE NAME] is still incomplete. I understand that making an investment in your education, especially building or scaling your course, is a significant decision.
You want to be sure it's the right path for your business and your students. To help you take that final step, I'd like to offer a small incentive: use code [CODE] at checkout for [X]% off your enrollment.
This offer is valid for the next 48 hours only. Alternatively, if you'd prefer to chat through any remaining questions before deciding, you can book a quick call with me here: [LINK TO CALENDAR] Don't let this opportunity to finally [ACHIEVE COURSE OUTCOME] pass you by.
Your future students are waiting.
Best, [YOUR NAME]
This email employs 'urgency' and 'scarcity' with a time-limited incentive to create a clear call to action. It also offers an alternative path (a call) for those who prefer personal interaction, catering to different decision-making styles. By reiterating the core benefit, it reminds the prospect of the transformation they desire, linking the purchase to their ultimate goal.
4 Cart Abandonment Sequence Mistakes Course Creators Make
| Don't Do This | Do This Instead |
|---|---|
✕ Ignoring abandoned carts entirely, assuming the prospect wasn't serious. | Implement an automated cart abandonment sequence. Even a simple 3-email series can significantly boost your enrollment recovery. |
✕ Sending generic, unhelpful reminders that don't address specific course creator concerns. | Tailor your emails to the unique pain points of course creators, such as student success, content creation time, or platform integration (Teachable, Kajabi). |
✕ Failing to offer a clear path for support or answering common questions about the course. | Include direct contact information, a link to an FAQ, or even an option to book a quick clarification call within your abandonment emails. |
✕ Over-selling or using aggressive tactics in follow-up emails, which can alienate potential students. | Maintain a helpful, empathetic, and problem-solving tone. Focus on the transformation and benefits, not just the features of your modules. |
Cart Abandonment Sequence Timing Guide for Course Creators
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 Course Creator Specialty
Adapt these templates for your specific industry.
Video Course Creators
- In your abandonment emails, include a short, compelling video clip (even 30 seconds) from one of your course modules or a student testimonial.
- Highlight the professional production quality or unique visual learning experience your video course offers.
- Remind them how your video content makes complex topics easier to understand and apply for better student completion rates.
Membership Site Creators
- Emphasize the ongoing community aspect and peer support they're missing by not joining your membership.
- Remind them of the consistent flow of fresh content, live Q&As, or exclusive resources available only to members.
- Frame the abandonment as missing out on continuous learning and networking opportunities, not just a single course.
Cohort-Based Course Creators
- Stress the limited-time nature of the cohort. Remind them that spots fill up and the next live session might be months away.
- Highlight the value of live interaction, direct feedback from you, and the accountability that comes with a cohort structure.
- Emphasize the unique learning journey and the shared experience with a specific group of fellow course creators.
Self-Paced Course Creators
- Reassure them about the flexibility. Remind them that they can start and complete the course modules entirely on their own schedule.
- Highlight the comprehensive nature of the content and the lifetime access they receive, ensuring they can revisit it anytime.
- Focus on the immediate access to all materials upon enrollment, allowing them to begin their student success journey right away.
Ready to Save Hours?
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