Abandoned cart email

Abandoned cart email

You can get profit from sending cart abandonment emails to customers who haven’t finished. “If you’re serious about increasing sales, abandoned cart emails are a crucial component of any email marketing plan.”

According to a study by SaleCycle, abandoned cart emails have an average open rate of 41.18% and a click-through rate of 29.9% of their purchases, regardless of whether you sell to consumers or other businesses

This means that for every 100 abandoned cart emails sent, 41 people will open the email and 30 of those people will click on the link to the checkout page.


Table of Content


Abandoned Cart email

“Abandoned cart email is a friendly reminder sent to customers who have added items to their shopping cart but have not yet completed their purchase. The email typically includes a list of the items left in the cart, a link to the checkout page, and a call to action button encouraging the customer to finish his/her purchases.”


“A way to recover lost business and convert a reluctant prospect into a client is by sending abandoned cart emails. Don’t worry if you think you’ve lost a consumer since they didn’t click “Check out now.”

Abandoned checkout emails can assist you in securing the customer’s business if one of the numerous reasons they leave the checkout page is simply time.”

Abandoned Cart Email Templates 

Every email marketing solution will have templates you may use to design your abandoned cart emails. Templates are available in programmes like Squarespace, Wix, or HubSpot to assist you in getting started. For instance, you may utilise a pre-made template for the layout and alter the text, graphics, and overall look.

Abandoned cart emails contain pretty clear messaging. Below is an amazing outline of basic structure.

  • Craft a Compelling Subject Line
  • Personalize the Email Content
  • Create a Sense of Urgency
  • Showcase Social Proof and Trust Signals
  • Include Clear Call-to-Action Buttons
  • Offer Incentives and Discounts
  • Send a Series of Follow-Up Emails
  • Monitor and Analyze Results

Craft a Compelling Subject Line

The subject line is the first thing customers see in their inbox, so make it attention-grabbing and compelling. Use personalization by including the customer’s name or mentioning the abandoned items. For example, “Hey [Customer Name], Your Cart Awaits!” or “Don’t Miss Out on Your Abandoned Items – Get 10% Off!” A strong subject line increases the chances of customers opening your email and engaging with the content.

Personalize the Email Content

Personalization is key to creating effective abandoned cart emails. Use the customer’s name and reference the specific items they left in their cart. Remind them of the benefits or features of those items and consider offering personalized discounts or incentives to encourage them to complete their purchase. By making the email content highly relevant and tailored to each customer, you increase the likelihood of winning them back.

Create a Sense of Urgency

Incorporate a sense of urgency in your email content to motivate customers to take action. Highlight limited-time offers, low stock availability, or expiring discounts to create a fear of missing out (FOMO). Phrases like “Limited Time Offer,” “Act Now,” or “Don’t Miss Out” can create a sense of urgency and prompt customers to act promptly.

Showcase Social Proof and Trust Signals

Build trust and credibility by showcasing social proof and trust signals in your abandoned cart emails. Include customer reviews, testimonials, or endorsements to assure customers of the quality and value of your products. Display security badges or seals to reinforce the safety of their transaction. By instilling trust, you alleviate any concerns customers may have and increase their confidence in completing the purchase.

Include Clear Call-to-Action Buttons

Your abandoned cart email should have clear and prominent call-to-action (CTA) buttons that lead customers back to their carts. Use action-oriented language such as “Complete Your Purchase,” “Get Your Items Now,” or “Claim Your Discount.” Ensure that the CTA buttons stand out visually and are easy to click on both desktop and mobile devices. A well-designed and persuasive CTA increases the likelihood of customers clicking through and completing their purchase.

Offer Incentives and Discounts

To entice customers to return to their abandoned carts, consider offering incentives or discounts. Offer a percentage off their total purchase, free shipping, or a limited-time promotion. Communicate these offers clearly in your abandoned cart email, emphasizing the benefits they will receive by completing their purchase. Incentives and discounts can be powerful motivators to drive conversions.

Send a Series of Follow-Up Emails

A single abandoned cart email may not be enough to win back all customers. Create a series of follow-up emails to stay top of mind and encourage customers to return to their carts. Send reminder emails at strategic intervals, highlighting the benefits of completing their purchase or offering additional incentives. Gradually increase the sense of urgency in subsequent emails to further motivate customers. A well-planned email series helps maximize your chances of recovering abandoned purchases.

Monitor and Analyze Results

Track the performance of your abandoned cart email campaign using analytics tools. Monitor metrics such as open rates, click-through rates, and conversion rates. Analyze the results to identify areas for improvement and refine your future campaigns. Pay attention to customer feedback and adjust your strategies accordingly. Regular monitoring and analysis ensure that your abandoned cart emails stay effective and drive results.

“Although using this structure for a single abandoned cart email is helpful, you may want to think about using a drip campaign for your cart recovery emails. A sequence of automated emails makes up a drip campaign.”

Author Profile

Deepak Kashyap
Deepak Kashyap
A CX expert, keynote speaker, and author, Deepak Kashyap has over 25+ years of experience. His talks on the subject are published on most prestigious forums, and his books have helped to spread awareness about how improving customer experiences can boost sales. Deepak is a prominent speaker who shares his expert opinion about customer experience.

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