Creating the Best Abandoned Cart Email for Your Retail Venture

best abandoned cart email

All eCommerce retailers experience customers abandoning their carts before completing a transaction. It’s common for shoppers to change their minds midway through the checkout process. Although abandoned carts are frequent, they’re also costly for businesses. Many retailers use various omnichannel marketing strategies to recoup the losses from abandoned carts and lure shoppers back to complete a purchase. A strong abandoned cart strategy is essential for all marketing plans, including emails and other retargeting tactics. The best abandoned cart emails, which are timely and persuasive, can improve a retailer’s chances of successfully recovering a customer and securing more sales.

Robust abandoned cart recovery strategies aim to re-engage and persuade potential customers to return and complete their purchases. One integral aspect of these strategies is using omnichannel marketing techniques, a holistic approach that leverages multiple touchpoints to reach customers.

Of course, besides all other channels, email marketing is a cornerstone of abandoned cart recovery and still reigns supreme. Timely and persuasive abandoned cart emails play a pivotal role in increasing the chances of converting potential customers into actual buyers.

What is an abandoned cart email?


Abandoned cart emails are an integral aspect of the eCommerce world, serving as a potent tool to recover potentially lost sales. These emails represent notifications dispatched to online shoppers who, for various reasons, have navigated away from a retailer’s website without finalizing their intended purchase. Their primary objective is to rekindle the shopper’s interest and persuade them to return to the website, ultimately completing the transaction they started. They are persuasive and sent to drive customers back to the website to complete their transactions.

One of the noteworthy features of the best abandoned cart email is its often automated nature. Automation is a fundamental component of these strategies, designed to re-engage prospective customers promptly. These emails are typically triggered when a shopper abandons the cart or after a predetermined duration, such as a few hours or a day. This timeliness is crucial, as it ensures that the shopper’s intent to purchase remains fresh. Automated abandoned cart emails may contain a dynamic link to the abandoned items or serve as a simple reminder with generic yet actionable language to make them even more appealing.

Important cart abandonment statistics

  • The average cart abandonment rate is over 70% (Baymard Institute).
  • On average, eCommerce retailers lose $18 billion due to abandoned shopping carts (Dynamic Yield).
  • Beauty and personal care products see the highest cart abandonment, at more than 83% (Dynamic Yield).
  • Most people abandon their carts because of additional charges, including sales tax and shipping fees (Baymard Institute).
  • A quarter of shoppers will abandon their carts if they have to create an account to complete their transaction (Baymard Institute).
  • 82% of mobile transactions see cart abandonment before checkout (Statista).

Why sending abandoned cart emails is important

Email marketing has proven a highly effective strategy for re-engaging shoppers who have abandoned their carts during the online shopping journey. One striking statistic that underlines its potency is that, on average, approximately 40% of customers will open and engage with an abandoned cart email. This impressive open rate underscores the significance of this communication method in recovering potential sales.

The best abandoned cart email strategy serves as a critical tool in helping retailers reclaim a significant portion of the revenue they annually lose to cart abandonment. This issue represents a substantial financial drain for businesses, as potential customers who navigate away from their filled carts mean missed opportunities. Abandoned cart emails are designed to bridge the gap between a lost sale and a converted customer.

Abandoned cart email campaigns address a range of common reasons behind cart abandonment and act as a tailored response to this challenge. They are a targeted and strategic means of re-engaging hesitant customers and meeting their needs and concerns.

What makes the best abandoned cart email stand out is the ability to connect with the customer on a personal level. A personalized automated abandoned cart email has a knack for understanding and empathizing with the shopper’s wishes and uncertainties.

Why customers abandon their carts


Shoppers might abandon their carts due to distractions, doubts about the product or its pricing, unexpected shipping costs, or even technical glitches during checkout. In general, there are many reasons that customers abandon their carts, but the following are the most common

  • High costs, including sales tax, shipping charges, and other fees
  • Requirement for creating an account
  • Slow delivery time
  • Complicated checkout process
  • Concerns about the protection of personal data
  • Not being able to see the total cost without going through the checkout process
  • Bad return policy

Retailers can address some of these concerns by making the checkout process effortless for the customers. However, abandoned cart emails go a step further, whether by reassuring customers about their security or by offering discounts to help cover the fees customers may be concerned about.

Abandoned cart email best practices

Some abandoned cart emails are more successful than others. The best abandoned cart emails follow standard practices. eCommerce retailers can follow these tips to increase their conversion rates and recover more sales. 


The top abandoned cart emails are personalized to the recipient. Personalization can boost open rates by 50%. Retailers can easily personalize their abandoned cart emails by including images of abandoned items with specific subject lines and descriptions, urging customers to complete their purchases. 

Pairing images of specific items left in the cart with a dynamic call to action (CTA) that appeals to the customer’s fear of missing out (FOMO) is more compelling than a generic email. This personal touch goes a long way in demonstrating to the customer that their engagement is valued and that the retailer is ready to assist them in completing their purchase.

Compelling subject lines

There is an art to writing the perfect subject line. A well-crafted subject line beats the spam filter and entices the customer to open the message. The best subject lines for abandoned cart emails are short and include actionable language. They also add a personal touch, such as the customer’s name and a special offer if applicable.

Clear CTA

The best abandoned cart email makes it easy for customers to return to the website to complete their purchase. The CTA should be front and center, with language such as “Finish My Purchase” or “Take Advantage of My 20% Discount.” It should also include a link that drives the customer back to their shopping cart to help him complete the purchase straightforward and hassle-free.

Urgency and scarcity

By creating a sense of urgency, retailers make returning to the checkout process seem more critical. Some ways to do so include setting a time limit on special discounts and letting the customer know there’s a limited supply of their item. Letting customers know that their item may not be available much longer can help spur action, while a limited-time discount may alleviate their concerns about the cost.

Incentives and offers

Incentives and offers are one of the best ways to encourage cost-conscious customers to finish the checkout process. In an abandoned cart email, a retailer can offer an outstanding discount code, free shipping, or some other type of offer that will allow customers to save money and introduce them to the brand. Offering incentives is also an opportunity to cross-sell or upsell. Retailers can suggest complementary merchandise and promote it using the special offer.

Creating the best abandoned cart email template

A retailer doesn’t need to craft a brand-new abandoned cart message for every customer. Instead, this process easily incorporates an automated workflow triggered by user activity. Nevertheless, here are some tips on how to develop a successful template. 

Craft a captivating and relevant subject line


Start with the right subject line. Retailers creating abandoned cart email templates should understand their audiences and write subject lines that appeal to their needs. Think about what would motivate someone to abandon their cart and draft a personalized subject line with action-oriented language. The best subject lines for abandoned cart emails are short and inspire readers to take action. 

Personalize the greeting

Customers are more likely to shop with brands that offer a personalized experience like a personalized email, so an abandoned cart email should follow suit. To write the best abandoned cart email, include a customized greeting, populating the customer’s name and adding specific details about their abandoned cart. The email not only speaks directly to the customer but also reminds them about what they were looking at when they abandoned their cart.

Reminder of abandoned items

The greeting isn’t the only way to remind customers about the items they’ve abandoned. Some retailers will mention the item in the body of the email and then include a link to the specific product page. If the item has limited stock, retailers may use this information to create a sense of urgency: “Act now before this product sells out.” The best abandoned cart emails jog a customer’s memory and remind them why they wanted to complete the purchase in the first place.

Reiteration of the value proposition

Think of an abandoned cart email as another avenue for selling the brand. Most retailers tout the benefits of their products or services in their initial marketing efforts, but they may not reiterate these benefits in an abandoned cart email. Use this opportunity to remind potential customers why they were interested in the brand in the first place.



A strong CTA spurs the customer into action. Language such as “Act Now” or “Finish Your Purchase” can drive traffic to a retailer’s website. The CTA should be prominent, and it should be easy for the customer to find and click. Make sure to test all links before sending the email.

Customer support information

Let customers know where to turn if they need help. Recipients who can’t find any customer service information might not trust the email. They may feel that they’ll be stuck with a faulty or defective product. Make customers feel more secure about their purchases by offering prominent contact information.

Create a hype that requires an immediate response

The best abandoned cart emails appeal to a customer’s sense of urgency, especially in rare, exclusive items. Offering a limited-time discount, free shipping, or some other incentive is a great way to do so. Letting a potential customer know that there is a time limit on their free shipping offer or 20% discount gives them a reason to complete their purchase as soon as possible. If the customer abandoned a limited-time item or one that is low in stock, include this information in the abandoned cart email to leverage the customer’s FOMO.

Signature and closing

Don’t leave a customer hanging without saying goodbye. Use the closing lines to add more personalization. Thank the customer for their business or reiterate the company’s unique value proposition in this section. Add contact information here as well to close the email out on a helpful note.

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The sequence to follow for abandoned cart emails

Companies that create the best abandoned cart emails often contact a customer more than once and get their attention. The sequence is pretty straightforward but feel free to experiment and create a workflow that will accommodate you and your customers.


Send the first email a few hours after the customer fails to complete their purchase. The message should contain information about the item they left in their cart along with a CTA to finish the transaction. This email allows retailers to recapture people who may have been too busy to complete their purchase or who were on the verge of finishing the checkout process but then got distracted. 


After a few days, retailers should send a follow-up email. This email reinforces the initial message, reminding the customer to go back and complete their transaction. This is a good time to remind customers about limited inventory or sales that may be coming to a close. 


Retailers should save the incentives for customers who still haven’t completed their purchases after being contacted a couple of times. Discounts and special offers are good ways to motivate those who still haven’t completed the checkout process, but by waiting until later in the cart recovery process, retailers can make sure they aren’t leaving money on the table when they don’t have to. 

Final attempt

After a few weeks, retailers may choose to send a final offer to customers who have abandoned their carts. They can remind customers about their items and try to get to the root of the problem. The best abandoned cart emails may not always convert customers, but they give retailers a chance to get feedback. Sending a short survey as part of the final attempt can provide the retailer with valuable information, which it can later use to improve the checkout process. 

Best abandoned cart email examples

The best abandoned cart email is not only about reminding customers; it’s also about reiterating the unique value proposition that the retailer offers. One way to achieve this is by creating eye-catching limited-time campaigns so retailers can further enhance their ability to recapture customers on the verge of disconnecting completely. Take a look at these examples of successful abandoned cart emails by known brands for some additional inspiration. 

Casper: Come back to bed


Casper sells mattresses and other bedding products directly to consumers. It also has one of the top abandoned cart email strategies. Casper starts its email with a cheeky and memorable subject line that plays into the company’s brand. It also includes a testimonial, offering social proof regarding the product’s benefits, along with one CTA to return to the cart and another one to read more reviews.

Prose: Ready when you are

Cosmetics company Prose offers customized shampoo, conditioner, and other beauty products. The company’s abandoned cart emails are based around its value proposition, with products tailored to each customer’s hair concerns. The CTA is simple and easy to find, and Prose also includes a review in its emails.


Houzz uses some of the best abandoned cart email tactics in its messages. It sends a reminder of what the customer left in their cart, along with a clear CTA to finish the purchase. The company also encourages cross-sales with product recommendations. Houzz will also follow up with reminders when its merchandise goes on sale. 

Blue Mercury: You have great taste

Blue Mercury appeals to the customer’s vanity. The company compliments the customer on their selection and guides them back to their cart with the click of a button. The email is short and sweet, containing a CTA and a photo of the item the customer left in their cart. It also offers links with helpful information, including the company’s blog. 

Best abandoned cart email tips

As the phenomenon of cart abandonment remains a common occurrence among online shoppers, retailers find themselves in need of a robust strategy to recapture these potential customers. Email marketing emerges as a powerful and efficient means of encouraging these shoppers to return to the retailer’s website and complete their abandoned transactions.

The crux of a successful abandoned cart email lies in its capacity to serve as a gentle yet persuasive reminder, coupled with actionable language and a crystal-clear call to action. Any retailer interested in using email to recapture customers who’ve abandoned their carts should follow these tips. 

Answer the question: Why?

Effective emails speak directly to the recipient. Retailers can do this by getting to know their customers and answering why they should be shopping with the brand. In the Prose example above, the company uses an abandoned cart email to remind potential customers that all of its products are custom-made. Prose also adds real customer reviews to back up its value proposition. 

Segment customers

Dividing customers into segments based on how they’ve previously interacted with the brand makes it easier for retailers to personalize their messages. The best abandoned cart emails speak to the customer’s circumstances. New customers may respond better to a discount, while loyal customers may appreciate personalized product recommendations based on what they’ve already bought. 

Don’t bombard

Abandoned cart email series offer subtle reminders enticing shoppers to finish their transactions. However, it’s important to strike a balance. Sending too many emails might make customers unsubscribe from the email list.

Optimize the message for mobile devices

Since mobile shoppers abandon their carts at a higher rate, abandoned cart emails should be optimized to appeal to these shoppers. Retailers should test their abandoned cart emails on mobile devices to make sure they’re clear and readable. They should also test the links and their checkout process on these devices. 

Sealing the deal: Converting abandoned carts into loyal customers

Since most online shoppers end up with abandoned carts, retailers need a strategy to recapture them. Email can be an effective way to encourage people to return to the website and finish the checkout process. The best abandoned cart emails serve as a reminder with actionable language and a clear call to action.  Once recipients take advantage of these offers and complete their purchase, retailers can use personalization and segmentation techniques to turn them into loyal customers. 

Once recipients of these emails are enticed to take advantage of the offers and successfully complete their purchases, retailers can employ advanced personalization and segmentation techniques to transform these one-time shoppers into loyal, repeat customers. This personalized approach fosters a sense of appreciation and recognition among customers, making them more likely to return for future purchases.

For retailers seeking to fine-tune and optimize their abandoned cart email campaigns, utilizing omnichannel customer engagement strategies and a platform like ContactPigeon proves to be invaluable. ContactPigeon offers the capability to test these email campaigns and measure their effectiveness, allowing retailers to make data-driven adjustments to maximize their chances of recovering more sales.

In a competitive eCommerce landscape, missing out on potential sales is a luxury no retailer can afford. Therefore, the imperative message is clear: reach out to our trained specialists today to unlock the full potential of your email marketing strategy and boost your bottom line.

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