If you think 19th-Century marketing scare tactics work. They don't.

This was in my inbox this morning from a great platform (Appsumo). A very creative example of cool and engaging email copy.

I was browsing an app I was interested in yesterday, didn't go to the cart, I just left. Now comes the brilliant part; how Appsumo followed up in a creative, non-intrusive, and very engaging way:

The top part is an animated message "Someone said you were looking for me?"

- it's personable
- it's cute and puts a smile on my face
- it's not pushy or obnoxious with "last chance, don't miss out...' BS
- The Call to Action (CTA) is just brilliant and 'gentle' - "in only a short time, I'll be the one disappearing."

LESSON:
When you think of an 'abandoned cart' type of marketing automation, don't think of it as "oh no, we lost a sale."

BE THE CUSTOMER.

Just because I was on that page doesn't mean I was ready to buy. You have a right to follow up but don't use 19th-century scare tactics (they don't work anyway) - everyone does, we’re numb to it and this approach is not effective.

Use 'abandoned cart" as an opportunity (I already showed interest and spent time on your page so don't sell me) to connect by creating value instead:

• Hey, just checking because I saw that you were interested in xxxx. We're all busy and get distracted. Can I answer any questions about xxx?

• We're here if you want to explore this app further and the benefits that it provides.