You’ve done everything possible to bring potential customers to your site via expensive paid ad campaigns. You have ticked every pointer in your conversion rate optimization checklist. You have meticulously run A/B testing on every element of your site.
Yet, about 70% of your customers will most likely abandon their cart leading to a huge lost opportunity. Abandoned carts have caused ecommerce stores to lose over $ 18 Billion in potential revenue, annually. How do you salvage the situation and give your acquisition efforts a fighting chance? You send effective abandoned cart recovery emails.
Your abandoned cart email is the fine line between you winning and losing a conversion. In this article, we will cover approaches to abandoned cart recovery emails, templates, and 12 abandoned cart email examples. Let’s begin.
What is an Abandoned Cart Recovery Email?
Abandoned cart emails are emails sent to potential customers who have added items to their e-commerce shopping cart but quit the website without checking out. These messages serve as a reminder of the products they have left behind and encourage customers to return to complete their purchases.
What is the Sequence of Abandoned Cart Emails?
On average, people receive 120+ emails per day. Hence it is important to create an email nurturing sequence that is sent to potential customers at timely intervals.
Abandoned Cart Recovery Email #1- Sent to remind customers about their carts.
Trigger this email within 60 minutes after the customer drops off from your store. Don't send this email within 10 minutes as it may be likely the customer is anyway planning to return. An email in such cases may make your brand sound desperate.
Abandoned Cart Recovery Email #1- Sent to give customers a strong reason to complete their purchase.
Trigger this email 24 hours after the customer drops off from your store. Some of the reasons they may complete their purchases are extra discounts, limited inventory, social proof, and extra customer support. Some DTC brands have found success in convincing customers with personalized copy that brings out the brand voice, nudging customers to reconsider.
Abandoned Cart Recovery Email #3- Sent to remind customers of deadlines for discounts and special offers sent in email #2.
Trigger this email 3 days after the customer drops off from the purchase flow. Use effective subject lines to create a sense of urgency and scarcity. This is your last chance to recover customers who have abandoned their carts.
Abandoned Cart Recovery Email Structure
Abandoned cart emails are crucial for increasing your Shopify store’s conversion rate. There might be a variety of approaches to writing an abandonment cart recovery email, but the basic structure remains the same. Let’s quickly review it.
Catchy subject line
Preview text that teases
Introductory message
Summary of cart items
Images of cart items
Reason to reconsider
Call to action button
Social proof, trust badges
Closing text
Abandoned Cart Email Templates
Now that we’ve covered the structure, let’s look at certain approaches you can take with the content in your abandoned cart email template. We usually advise clients to A/B test these approaches and shortlist 2-3 which work best for their brands.
1. Reminders
In this approach, content focuses on just reminding potential customers of their abandoned carts. The email summarizes the cart content and nudges the recipient to take action.
Sample Email Templates:
Template #1
Subject: Did You Forget Something?
Body Copy: Hi [Customer Name], your cart is full and ready to go. Come back and finish your order now! [Link to cart]
Template #2
Subject: Here’s a Little Reminder. You Left Something
Body Copy: We noticed you left some items behind. Come back to complete your purchase anytime! [Link to cart]
Template #3
Subject: Your Favorite Items are Still in Your Cart
Body Copy: Don’t miss out on the items you love. Complete your purchase now! [Link to cart]
2. Special Discounts
In this approach, the email incentivizes potential customers to complete their purchase by giving them additional discounts and offers. It's advised to put a time limit on these offers to create a sense of urgency.
Sample Email Templates:
Template #1
Subject: Special Offer Just for You: 10% Off Your Cart!
Body Copy: Use code SAVE10 at checkout to enjoy 10% off your purchase. Complete your order today! [Link to cart]
Template #2
Subject: 🎉 Get 15% Off Your Cart Before It’s Too Late!
Body Copy: We’ve reserved 15% off for you! Valid for the next 24 hours. Use the code CART15 and finish your purchase now. [Link to cart]
Template #3
Subject: Your Discount is Waiting: Save 20% on Your Cart!
Body Copy: Apply code DISCOUNT20 at checkout to get 20% off. Don’t miss out, shop now! [Link to cart]
Template #4
Subject: A Little Something Extra: $5 Off Your Order
Body Copy: Complete your purchase with code FINISH5 and save $5. Shop now! [Link to cart]
Template #5
Subject: 10% Off Your Cart! Finish Your Order Today!
Body Copy: We’ve saved you 10%! Use code LASTCHANCE10 to complete your purchase. [Link to cart]
3. Urgency & Scarcity
In this approach, the content carries a tone of urgency & conveys scarcity. It makes potential customers feel like they are losing an opportunity if they don’t act quickly.
Sample Email Templates:
Template #1
Subject: Items in Your Cart Are Selling Out Fast!
Body Copy: Hey [Customer Name], your favorite items are flying off the shelves. Complete your purchase now before they're gone for good! [Link to cart]
Template #2
Subject: Your Cart Is About to Expire.
Body Copy: Hurry! The items in your cart are still available, but not for long. Finish your order now to make them yours. [Link to cart]
Template #3
Subject: Limited Stock Alert! Don’t Miss Out!
Body Copy: Your selected items are running low on stock. Complete your purchase now to ensure you don’t miss out. [Link to cart]
Template #4
Subject: Only 4 left! Checkout Before Stockout.
Body Copy: Here’s what we have in stock
[Item Name & Image]
Quantity Left- 4
Complete your checkout before there’s a stock out. [Link to cart]
Template #5
Subject: ⏳ Your Cart is Waiting... But Not for Long!
Body Copy: Hi [Customer Name], the items you love are still in your cart. Act fast before they're sold out! [Link to cart]
4. Personalized
In this approach, the content carries a tone of urgency & conveys scarcity. It makes potential customers feel like they are losing an opportunity if they don’t act quickly.
Sample Email Templates:
Template #1
Subject: [Customer Name], Your Cart is Waiting…..
Body Copy: Hi [Customer Name], we saved your items for you. Complete your purchase now: [Link to cart]
Template #2
Subject: Hey [Customer Name], Do you need some help?
Body Copy: [Customer Name], Your cart items are still available. Let us know if you need more help. Don’t miss out, finish your order today: [Link to cart]
Template #3
Subject: [Customer Name], We have a special something just for you
Body Copy: Hey [Customer Name], We have a special discount, just for you. Complete your purchase now to save 20% on your order. The offer expires in 24 hours: [Link to cart]
Template #4
Subject: Hey [Customer Name], Your Cart is About to Expire!
Body Copy: Complete your purchase now before your cart items are gone! [Link to cart]
5. Social Proof
In this approach, we share social proof & positive reviews to encourage customers who have abandoned their carts to return to purchase them.
Sample Email Templates:
Template #1
Subject: Customers Loved What They Purchased
Body Copy: Still having doubts about your cart items? Here’s what customers had to say about them:
[Review 1]
[Review 2]
Complete your checkout now, so that we can get these to you soon.
[Link to cart]
Template #2
Subject: Others are Loving These Items Too!
Body Copy: Your cart items are among the most wish-listed products! Don’t miss out, complete your purchase before they run out of stock. [Link to cart]
Template #3
Subject: 🌟 Bestsellers in Your Cart! Finish Your Order Now
Body Copy: These popular items are still in your cart. Complete your purchase before they’re gone! [Link to cart]
Template #4
Subject: Join Hundreds of Happy Customers!
Body Copy: Your cart items have received rave reviews.
249 customers have given [insert item name] 4.3 stars.
We urge you to give it a shot. Complete your purchase today so that we can ship it at the earliest! [Link to cart]
Template #5
Subject: Don’t Miss Out on Our Most Popular Items!
Body Copy: The items in your cart are customer favorites. Finish your order now! [Link to cart]
6. Friendly Style
Use this approach, only if it resonates with your brand personality. This works well for brands that exude friendliness and approachability.
Sample Email Templates:
Template #1
Subject: We Miss You! Come Back to Your Cart
Body Copy: Hi [Customer Name], we noticed you left some items behind. We miss you! Come back and shop now: [Link to cart]
Template #2
Subject: It’s Not the Same Without You!
Body Copy: Your cart is waiting, [Customer Name]. We’d love to see you complete your purchase! [Link to cart]
Template #3
Subject: Why Did You Leave Us?
Body Copy: Just a few clicks away from your favorite items! Come back and complete your order: [Link to cart]
7. Quirky Copy
This approach is an extension of the friendly copy approach. Here the goal is to achieve high open rates via quirky copy that doubles as clickbait. Once again, use this method only if it aligns with your brand.
Sample Email Templates:
Template #1
Subject: Your New Outfit is Ready... But You're Not! 👗
Body Copy: Hey [Customer Name], Your new clothes are sitting in the cart, wondering what happened! Are you playing hard to get, or did you just get distracted by a cute cat video? 😸 No worries, your perfect look is still waiting for you. Don’t leave your future style hanging! [Link to cart]
P.S. Your closet is called—it’s hungry for new clothes. 😏
Template #2
Subject: Your Cart’s Been Lifting All the Weights. Spot It 💪
Body Copy: Hi [Customer Name],
Your cart’s been lifting all the weight. Those supplements you added? They’re still in your cart.
Come back and finish your order before your cart drops them all.
[Link to cart]
P.S. Your gains are just a click away. 💯
Template #3
Subject: Snack Attack! Your Cart is Holding Some for You 🍟
Body: Hey [Customer Name], You’ve picked out some seriously tasty treats, but they’re stuck waiting for you to hit the checkout button! Don’t leave your snacks hanging—they’re getting impatient! [Link to cart]
P.S. Hurry before your cart starts snacking on itself. 🍫
Template #4
Subject: I need to have some pillow talk with you💤
Body: Hi [Customer Name],Shhhh…time for some pillow talk. Your dream pillow is sitting in your cart, all fluffed up and ready for a nap—but it needs you to complete the checkout first! 🛏️ Come back and make your bedtime even dreamier.[Link to cart]
P.S. Sweet dreams are just a click away! 😴
Template #5
Subject: Bow wow bow wow wow wow 🐾
Body: Hey [Customer Name], Your furry friend is giving you the look. You know the one—those puppy eyes are wondering why their favorite food is still sitting in the cart. 🐕 Come back and complete your order so that you can get these treats to your pets, soonest. [Link to cart]
Abandoned Cart Email Examples
Now that we've covered the basics of abandoned cart recovery emails, let's dive into some examples. In this section, you'll find popular and unique abandoned cart email examples. Use these for inspiration as you craft your own new batch of abandoned cart emails.
1.Quirky Play on Copy- Wandrd
Subject Line: Bag Abandoned, Adventure Pending……
Preview Text: Don’t let it slip away—- return now
In this abandoned cart email example, luggage brand Wandrd takes a quirky approach with its copy. The subject line cleverly plays on the word “bag,” referring to both their product and the shopping bag, creating a lighthearted feel. It’s not pushy and instead focuses on the ultimate purpose of buying their product: adventure.
Inside the email, the abandoned cart is described as an “unclaimed adventure,” keeping the tone fun and adventurous. There’s a clear call-to-action button leading customers back to their cart. While it would have been nice to see images of the cart items to help jog the customer’s memory, Wandrd uses the space to showcase another item the customer had previously browsed, positioning it as a recommendation. This choice likely reflects their belief that featuring a browsed item would be a stronger hook than focusing solely on abandoned products.
2. Contest/Sweepstakes - Burrow
Subject Line: Your Cart Will Go On
Preview Text: Save your cart and win
Burrow’s subject line is not the only winner. While ‘your cart will go on’ has our heart, their unique sweepstakes approach, takes the prize. The brand created an abandoned cart email campaign where customers had to simply save their cart, to enter the lottery. An offbeat way to drive the customer back to their cart. Take note.
3. To-The-Point with Countdown Timer - JUSTFAB
Subject Line: re: The Items in Your Bag
Preview Text: Checkout before your bag expires in……….
JustFab, a popular shoe brand, strikes the perfect balance between authority and a conversational tone in its messaging. Take their subject line, “re: The Items in Your Bag,” for example. It’s one of those rare abandon cart email examples where the line is attention-grabbing without being overly loud. It makes it feel like the brand is simply picking up a conversation that was left off. This email also uses a countdown timer to create a sense of urgency, even without offering a discount—the timer applies strictly to the cart. There are no distracting product recommendations images either; the focus remains solely on the items left behind and a clear 'return to bag' call-to-action.
4. Free Shipping Approach - Jansport
Subject Line: This is your sign. Free Shipping & returns
Preview Text: Don’t worry, we saved your cart
We selected this abandoned cart email example because it uses free shipping & returns as a hook. The subject line highlights this while the body copy clarifies it for orders above $ 50. The brand also suggests products based on browsing history and their bestsellers.
5. ‘Discount Expired’ - Hip Hop Bling
Subject Line: Your Discount Expired…..
Preview Text: We can’t help but notice that you let ……
While this abandoned cart recovery email might have a bit more text than we prefer, we appreciate the strategy behind it. Hip Hop Bling grabs attention with a subject line that declares the customer’s discount has expired, creating a sense of alarm. It’s an unusual and almost clickbaity tactic, but it’s effective. The brand then offers a higher discount within the email, easing any concern the subject line may have caused. It’s an offbeat approach that works.
Side note: If you want to learn how to upsell or cross-sell products, read our blog on how to do this during checkout.
6. Social Lingo - Buddy Love
Subject Line: This call is for you …….📞
Preview Text: Don’t miss out on 💖! Here's 15% off.
Buddy Love, a contemporary fast fashion brand known for its trendy outfits, stays true to its social persona with a cart abandonment recovery email that plays on current social lingo. The subject line is packed with emojis, making it eye-catching and fun. Inside, the email uses playful wordplay to call out to customers about their abandoned carts. To sweeten the deal, they offer a 15% discount as an incentive to complete the purchase. This conversational tone helps Buddy Love stand out from more typical, transactional emails.
7. Customer Support - Breck’s Gifts
Subject Line: We are so happy you stopped by.
Preview Text: Can we be of any assistance?
This email example from Brecks Gift showcases an effective approach that leads with customer support. It's a strategy worth trying, especially if your product requires deeper customer involvement. This approach is particularly effective for technology, gadgets, equipment, gifts, and higher-priced items.
8. Leverage Excitement - Kut from the Kloth
Subject Line: New Denim Is Waiting
Preview Text: You’re Almost There!
New clothes are exciting and Kut capitalizes on this exact sentiment. The subject line and body copy of their abandoned cart email highlights this as ‘new denims are waiting’. It creates anticipation and immediately transports the potential customer to a zone where they can imagine enjoying their shopping. Works well for any fashion product. E.g. ‘new shoes are waiting’, ‘your new jacket is here’ etc.
9. Friendly Approach- Spellbinders
Subject Line: You’ve Got Great Taste 😍
Preview Text: We saved your cart for you
Spellbinders, a brand specializing in paper-based art, takes a friendly approach in their abandoned cart recovery emails. You'll notice that images of the cart items are prominently displayed alongside a clear call-to-action button. The abandoned cart email design is filled with visuals, which might feel overwhelming for other types of products, but it’s spot on for Spellbinders' target audience. These customers are visually impressionable, so the colorful imagery perfectly aligns with their interests and expectations.
10. Clean and Crisp - Gimme
Subject Line: Your cart is waiting for you!
Preview Text: Don't worry, we saved your cart for you.
Gimme’s email stood out for us, because of its clean minimalist design. The layout is soothing to the eyes and doesn't distract us away from the purpose. The brand has taken a reminder approach where they gently nudge the customers towards their cart. Both the CTA buttons lead to the cart. The product recommendations don't overpower the main purpose of the email.
11. Personalized - Omaha Steaks
Subject Line: Carol, Don’t Forget Your Omaha Steaks are Still Here
Preview Text: Open before it's too late
Omaha Steak’s abandoned cart email goes the personal route, by addressing the customer by their name in the subject line. In the email body, the brand highlights that the products are in high demand and creates a sense of urgency & scarcity. It ends the email with a showcase of the cart products and a clear CTA button.
12. Free Shipping - The Pyramid Collection
Subject Line: Full Cart? Shipping on Us!
Preview Text: Free shipping, 24 Hours only.
The Pyramid Collection provides another good example of using free shipping to entice customers in a cart abandonment email. The brand makes it clear that this offer is only valid if customers click on the email link, encouraging them to act immediately rather than waiting to revisit their cart later.
Conclusion
To wrap things up, abandoned cart recovery emails are an essential tool for re-engaging customers and boosting sales. By experimenting with different styles—from quirky and playful to informative and supportive—you can discover the approach that best fits your brand and resonates with your customers. Whether you're creating urgency, offering special discounts, or personalizing your content, the right strategy can significantly impact recovering lost sales. Use the examples and templates shared in this blog as inspiration to craft compelling abandoned cart emails that effectively encourage customers to complete their purchases. The key is to find the right balance between being persuasive and staying true to your brand's authentic voice.
FAQ
What is a CTA for an abandoned cart email?
A CTA, or Call to Action, in an abandoned cart email is a prompt or button that encourages the recipient to take a specific action—usually to return to their online shopping cart and complete their purchase. The CTA is a crucial element because it directs the customer back to their cart, making the checkout process quick and easy. Common examples of CTAs in abandoned cart emails include phrases like:
"Complete Your Purchase"
"Return to Cart"
"Finish Your Order"
"Claim Your Items"
"Get it Before It's Gone"
Effective CTAs are clear, direct, and often accompanied by visually appealing buttons that stand out in the email, making it easy for the customer to understand what to do next.
What is the difference between an abandoned cart email and an abandoned checkout email?
An abandoned cart email targets customers who added items to their online shopping cart but didn’t proceed to checkout. Its purpose is to remind them of their interest, encouraging them to return and continue shopping. These emails typically include product images, personalized messages, and CTAs to view the cart.
An abandoned checkout email targets customers who started the checkout process but didn’t complete the purchase. These emails focus on urging customers to finish their order, addressing any concerns they may have, and often offer incentives. The tone is more urgent, encouraging immediate action to finalize the purchase.
Is it legal to send abandoned cart emails?
Yes, sending abandoned cart emails is generally legal, but certain guidelines must be followed:
Consent: Recipients must have opted in to receive marketing emails, usually during account creation, newsletter sign-up, or checkout.
Compliance with Privacy Laws: Follow GDPR for EU customers, which requires explicit consent and a clear unsubscribe option. For U.S. customers, comply with the CAN-SPAM Act by providing an opt-out method, a valid address, and ensuring emails aren't deceptive.
Unsubscribe Option: Include a clear way for recipients to opt out of future emails.
Transparency: Inform customers how their email will be used.
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High customer satisfaction (over 500 five-star reviews)
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Extensive experience in e-commerce solutions, Strong portfolio with significant GMV generated High customer satisfaction (over 500 five-star reviewd
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020 7479 090
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About Pony
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