An abandoned cart is a recurring nightmare for ecommerce businesses. One of the biggest leaks in their sales and marketing funnel is online shoppers who add products to their cart but then abandon them at the checkout page. This is problematic because businesses spend a lot of money to attract customers, gain their attention, and bring them to their carts, and all of that effort goes in vain if the shoppers abandon their carts last minute.
This article covers everything you need to know about abandoned cart emails, including when to send them and how to set them up. You will also get inspiration from 12 real-world examples of brands using abandoned cart emails.
What is an abandoned cart email?
An abandoned cart email is a triggered email sent to re-engage customers who added items to the shopping cart but left without completing the purchase. These emails aim to remind customers about the items in their shopping cart and nudge them towards completing the transaction.
But why should you send abandoned cart emails? Let's find out.
Why should you send abandoned cart emails?
The global average cart abandonment rate for ecommerce stands at 69.8%, meaning 3 out of 4 people come to your site, add items to their cart, and then leave without taking action. That's a huge loss of revenue for an ecommerce store.
An abandoned cart signifies that the user who added items to their cart on your website is a warm lead. This means that the buying intent of the user is higher but the user abandoned the cart for some reason and might just need a nudge to complete the purchase. Abandonment cart emails give them that soft push or nudge to complete the transaction.
So, abandonment cart emails must be a part of your marketing strategy because:
They can recover revenue by re-engaging lost customers.
They reduce the initial hesitation of a potential customer by offering one-time offers.
Compared to other forms of marketing, abandoned cart emails are relatively low-cost and highly effective.
Once the automation is set up, they can run on autopilot without any manual intervention.
Why do people abandon shopping carts?
There are many reasons why users tend to abandon shopping carts. Baymard Institute, an independent web UX research institute, asked the U.S. audience about the reason for abandonment (other than the "I was just browsing" option). The top three reasons that came forward are:
High shipping cost
Need to create an account to complete the purchase
The delivery period is too long
Here is the graph with a full analysis of the reasons behind cart abandonment.
When should you send cart recovery emails?
Sometimes, a single abandoned cart email might not do the trick even though you send it at the perfect time. In such cases, you should create a series of emails for cart recovery and space them out over a reasonable interval to nudge recipients until they complete the purchase.
Timing plays a huge role in cart recovery. An abandonment cart email sent after a month of abandoning the cart won't work as users might have bought the product from other brands or simply forgotten about it. On the other hand, multiple abandoned cart emails every few hours would come across as spam.
Here's a good example of a multi-series cart recovery sequence:
Email 1: Reminder within a few hours of the customer abandoning the cart.
Email 2: Follow-up email sent between 24-48 hours of cart abandonment.
Email 3: Incentive-based email after 72 hours of cart abandonment to lure the customer into making the purchase.
Best practices to win back customers
To maximize the effectiveness of abandoned cart emails, it's important to follow best practices that ensure you’re engaging customers. Let’s take a look at them.
1. Use personalization
Personalization includes speaking to your customers directly using their names and referring to specific items that the customer left behind. Your emails should also have session regeneration links so your customer can easily return to their specific items.
2. Add product recommendations
Sometimes, customers abandon carts because they didn't find what they were looking for. In such cases, showing the same product in the cart might not entice them to take action.
The solution?
Recommend them similar products or popular items from the same category. This will give them options to choose from, and they might get something they like more than the item in their online shopping cart.
3. Make it responsive
More than 70% of people read their email on mobile devices. So ensure that the email is mobile-friendly. You must also test to make sure that your cart recovery emails are adaptive to multiple screen sizes, devices, and browsers.
4. Run A/B tests
A/B testing helps you get data-driven insights on what resonates most with your customers. Even if you are getting good results, A/B testing your emails can improve your abandonment cart email strategy,
5. Be creative in your copywriting
All the best practices mentioned above won't work if the recipient does not open and read your emails. Here are some additional tips you should follow when you’re writing the copy of your emails.
Grab attention with the subject line: The subject line of an abandoned cart email is the first opportunity to grab a customer’s attention and entice them to open the message. A compelling, curiosity-driven subject line can significantly increase open rates. Personalization, urgency, or a hint of the product left behind can create the right motivation to click through.
Keep the email body clear: You should focus only on getting the user to complete the pending transaction. To do this, create a simple email with a clear agenda, address their cart abandonment, list the items they missed, give them the link to complete the purchase and any incentive you're offering.
Keep your abandoned checkout emails straightforward. Your goal should be to make the checkout process as simple as possible, so there is no need for long emails here.
- Brandon Matis, Owner of Luxor Marketing
Write actional CTA copies: Your email CTA will be the last nudge to propel them in that direction. Be clear about what action the CTA will lead them to. Also, make CTA more specific and actionable.
Try to sound more human-like. Instead of saying "Buy now" or "Shop Now", make it more personal with something like "Grab your favorite t-shirt" or "Give me my 20% off”.
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Proven subject line framework to get higher opens
6. Use images for appeal and recall
Visuals are an integral part of engaging shopping cart recovery emails. For starters, there should be an image of products users left in their cart to remind them what they left behind.
You can also consider adding images of items from similar categories for them to browse as an alternative.
The images should be put in the most prominent position and must evoke one emotional reaction: "Yes! I want this."
7. Gain trust with testimonials
Sometimes, users leave the cart because they don't trust the checkout process, product quality, or your brand.
Social proof goes a long way in helping customers determine whether they should go ahead with the checkout process. So adding testimonials related to the product they added, ratings and customer reviews, social media mentions, or any other user-generated content (UGC) will eliminate their skepticism.
8. Offer time-sensitive discounts
Incentives work because customers feel they get what they want, and that too at a bargain. That sense of instant gratification compels the action and boosts sales. Inform the user about the item's limited-time price drop, discount codes, coupon codes, etc. creating a sense of urgency.
You can create an exclusive time-sensitive offer for first-time buyers to make them feel special. As they are new to your brand, make sure to mention that the offer is exclusively for them. This can make them buy from you again.
Shipping cost is a very common reason customers leave before completing their purchase—a one-time free shipping offer is a great way to give them a nudge to place their first order. Keeping it at the end of your automation with engagement filters will help target engaged subscribers that are still on the fence about purchasing.
- Belle Murray, Senior strategist at SmartBug Media
9. Use interactive emails
Interactive emails remove cart abandonment by letting users complete the action in their inbox itself. Interactive elements like carousels, accordions, sliders, puzzles, etc., help in making users’ journeys effortless, valuable, and less time-consuming.
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12 best abandoned cart email examples in 2024
Here are 12 creative abandoned cart email examples for 2024, including real-world strategies, that can inspire your own abandoned cart recovery campaigns:
1. Better Brand
Subject line: You deserve something Better
Why we liked this:
Better Brand’s approach is a perfect example of an abandoned cart email. The headline is aspirational, making the recipient want to buy the item. The body has a clever copy that is short, connects with the headline, and lists down all the reasons why there is nothing to regret from the purchase. Moreover, its aesthetic use of images and brand colors makes the email design pleasing to the eyes.
2. Grove Collaborative
Subject line: Where'd you go?
Why we liked this:
Simplicity brings clarity. Grove does a great job of making the intention of their abandoned cart email clear. All three CTAs are actionable (“Complete Your Order”, “See Our Standards”, “Explore all Glove has to offer”). Even the image is hyperlinked to their page. On top of free shipping, it offers a free starter kit. One thing that could have improved this email even further is first name personalization.
3. Le Tote
Subject line: Still thinking it over?
Why we liked this:
Le Tote’s abandoned cart email says more with less. It follows the rule of one: one creative headline, one image, and one CTA. The image of workplace sweaters that you see is actually a GIF. It piles up the sweaters one by one on top of each other, making the email unignorable.
4. Hims
Subject line: The hard truth, and nothing but the truthth
Why we liked this:
Hims is a brand for men that provides support for sexual health, skincare, mental health, and hair care. Addressing the common stigmas around medication for sexual health in their email is a great approach because it could be a major reason for the recipient to abandon the cart at the last moment. Their email does not follow the conventional structure, but it does its work. It has short, informal copies in the email body written with a warm tone (“Future you thank you”). The images match the tone of the email, and all of them are hyperlinked to their online store.
5. Rael
Subject line: We noticed you, noticing us. 😉
Why we liked this:
Rael’s products are designed to cater to various needs- whether for menstrual care, intimate health, or skin care. This cart recovery email maintains a friendly, encouraging, and approachable tone, which aligns with Rael’s branding as a women’s wellness brand focused on clean, organic, and empowering products.
A simple and clear CTA, "Shop now", directs them back to the cart with minimal friction. There’s also an option to explore more products, giving the recipient a way to re-engage without feeling rushed into a purchase.
6. Codecademy
Codecademy urges its customers with a two-email abandonment sequence to finish purchasing the pro membership.
- The first email is sent after 2 days of abandonment.
Subject line: Don't forget your Pro membership
Why we liked this:
The subject line is a great reminder to complete the pro membership purchase. The email design is simple, and headlines further compel them to start their pro membership.
The copy is concise and removes the objection by clarifying that there is only one setup users need to take to enjoy the many benefits Codecademy has to offer.
- The second email is sent 4 days after the abandonment.
Subject line: Dive in deep for less
Why we liked this:
The subject line points towards a possible discount in the email, making users open it and see that they are offering 15% OFF. This can entice customers willing to buy but couldn't due to high prices or budgetary constraints.
They have maintained the brand consistently by using the same structure as their first email, which helps recipients recognize the email.
However, the background and CTA colors offset the design, as both seem too similar to each other.
7. Whiskey Loot
Subject line: Your cart is sobering up
Why we liked this:
Whiskey Loot's cart recovery email focuses on values over the sale. The email design is clean and minimal, but at first, glance seems too text-heavy for an abandonment email. But that's what makes it stand out, as it breaks the typical abandoned email barriers.
The text displays the value of their product and is easy to digest points with relevant emojis. Then comes the image of the product.
In the end, they are reducing friction in the decision process by mentioning FAQs and answering them. The emails end with a creative and clear CTA button that gives a feeling of instant gratification.
8. 23andMe
Subject line: Your DNA kit is waiting for you
Why we liked this:
Even without having an image, this email by 23andMe makes a good abandonment email as it accomplishes three things:
It's short, so the user's attention is not divided, and the recipient can make the decision easily.
The email copy highlights the value of having the kit from 23andMe.
The email coloring and design are consistent with the brand.
9. Fantastic services
Subject line: You've left a 5-star service in your car!
Why we liked this:
Fantastic services's cart abandonment email made it to this list because of its intriguing subject line that enforces the credibility of its services. Besides, the reviews are placed at the top to grab instant attention.
It adds a touch of personalization by greeting users with their first names. Not only this, they target the recipient's pain point ("home chores can be a pain") and let them know they can help resolve that.
After the CTA, which is made distinct using a contrasting color, they also offer the reasons for choosing their services.
10. Ugmonk
Subject line: Offering you my personal email
Why we liked this:
Ugmonk sends this text only by cart recovery email, and it works because the copy is personalized, and it seems like someone took the time and effort to write this, especially for the reader. It evokes that instant connection, making it a different yet successful cart abandonment email.
The P.S. text also reduces friction as sometimes the recipient might forget what they added to the cart. So, adding a link to view the cart is helpful.
11. Thredup
Subject line: Your cart is expiring
Why we liked this:
Everything about this email by Thredup made us smile, from the headline to the wordplay in the CTA ("It's meant to be"). And let's not forget about the product image playing a major role in this email.
And even if the recipient doesn't find it funny and playful, they had to cover all the bases by adding 30% off to entice them to click the CTA button and accept their proposal.
Way forward
Abandoned cart emails are a powerful tool for boosting conversions and recovering lost sales. By understanding the "what," "why," and "how" of these emails, along with knowing when to send them, businesses can craft effective campaigns that resonate with customers and drive action. Following best practices can make a significant difference in the success of these emails. The 12 real-world examples shared highlight a variety of approaches that can be tailored to different industries and customer segments. With the right strategy and execution, abandoned cart emails can not only recover potential revenue but also improve overall customer engagement and loyalty.
