An abandoned cart is a recurring nightmare for ecommerce stores - one of the biggest leaks in their sales and marketing funnel is shoppers who add products to their cart but then abandon them at the checkout page.
This is especially hard to swallow because businesses spend a lot of money to attract customers, gain their attention, and bring them to their carts.
This article covers everything you need to know about abandoned cart email, recovery strategies, creating your cart abandonment plan, and lots of examples.
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.
Abandoned cart emails work because the person intends to buy specific items by adding them to their cart. As the consumer is close to completing the purchase, these emails work perfectly to give that little push they need to buy.
But, if they were there to buy, why didn't they complete the purchase then and there only? Well, there are ample reasons behind such action. Let's discuss them first before moving forward.
Why do people abandon the shopping carts
There are many reasons why users tend to abandon shopping carts, ranging from non-trusting the ecommerce provider to simply becoming distracted.
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: 48%
- Need to create an account to complete the purchase: 24%
- Delivery period too long: 22%
Here is the graph with a full analysis of the reason behind cart abandonment:
Why you should 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 leave without taking action. That's a huge loss of revenue for an ecommerce store.
After a user adds items to their cart on your website, they become a warm lead. The buying intent is higher, and abandonment emails give them a soft push to complete the transaction.
So, abandonment cart emails must be a part of your marketing strategy because:
- they can recover revenue by re-engaging your customers
- they reduce the initial hesitance of a potential customer by offering one-time offers and can make them a loyal customer
- they don't need any repetitive human effort to send since it's automated and gets triggered by the user's actions
Klaviyo's 2024 email benchmark report reveals that abandoned cart flows generate 30x more revenue per recipient than other email campaigns. So, by starting these campaigns, not only will you recover lost revenue, but you can also outperform your competitors.
How to create abandoned cart emails that convert
An abandoned cart email sequence that gives good results when it:
- reminds the user that they left an unattended item in their shopping cart,
- convinces them that it is the right purchase for them in a friendly tone; and
- nudges them to complete the transaction quickly by offering a time-sensitive discount
You can achieve all of the above by following the best practices listed below:
Use personalization
Personalization includes speaking to your customers directly using their names and referring to items the specific customer left behind. Your emails should also have session regeneration links so your customer can easily return to their specific items.
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 a similar category. This will give them options to choose from, and they might get something they like more than the item in their cart.
Make it responsive
More than 70% of people read their email on mobile devices. This means that it is crucial to make sure that your cart recovery emails are adaptive to multiple screens. So test your emails before sending them and ensure that the email copy and CTAs are friendly to mobile screens.
Run A/B tests
Sometimes, even after all the optimization, you might not see the results. In such a scenario, it's best to test your emails rather than relying on guesswork.
A/B testing helps you get data-driven insights that resonate most with your customers. Even if you are getting good results, A/B testing your emails can improve your abandonment care email strategy by identifying which elements resonate most with the customers.
Be creative in your copywriting
All the best practices mentioned above won't work if the recipient does not open and read your email. You can stand out in their inbox by following these fundamental mental models while writing your email.
1. Grab attention with the subject line
Subject lines like "Is your Wi-Fi okay?", "The price dropped for something in your cart" and "Still thinking over it?" are good. But they are so overused that they have become generic and don't stand out in the inbox.
Instead, we recommend you think from first principles by putting yourself in your potential buyer's shoes and coming up with ideas that resonate with them. Here are a few of our suggestions to improve your open rate:
| Ideas | Examples |
|---|---|
| Remind them: Yes, sometimes all they need is a gentle reminder. | |
| Create FOMO: People take action to avoid FOMO | |
| Help them decide: Ask if they have any questions | |
| Complement them: Who doesn't like to feel good about their choice? | |
| Give them undeniable offers: Mention offers they can't resist |
2. Keep the email body clear
Keep your abandoned checkout emails straightforward. Your goal should be to make the checkout process as simple as possible, so no need for long emails here.
Brandon Matis, Owner of Luxor Marketing
As Brandon said, focus only on getting the user to complete the pending transaction. To do this, the email needs to be as simple and clear as possible. This can be achieved by adding:
- a heading that addresses their cart abandonment
- pricing details of the item left in the cart
- brand logo and brand colors
To craft a great copy and layout of the email, a good idea is to remember that these emails are to nudge users to complete what they started. So keep the email concise and consistent with the tone of your brand.
3. 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 let them remember what they left behind.
As mentioned above, 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."
4. 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.
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5. 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.
But remember that all users are not the same. Some users abandon the cart because they see unexpected shipping costs in the check out. You need to consider whether to give a 10% off or free shipping. Consider A/B testing and see what works best.
You can create an exclusive 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
6. Nudge with clear CTAs
After going through the heading, copy, image of the abandoned item, and discount, the recipient would have made a decision about whether they should buy the product. Your email CTA will be the last nudge to propel them in that direction.
Be clear about what actions they should take even though they know you'll want them to purchase it to 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".
When you should send cart recovery emails?
Sometimes, a single marketing email might not improve your conversion rate 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 as an abandonment email after a month won't work as users might have bought the product from other brands or simply forgot about it.
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 to lure the customer into making the purchase
The benefit of setting an email automation is it allows you to target the recipient at the right time based on pre-set triggers. Each email keeps reminding users about the purchase and increases their chances of conversion.
At Mailmodo, we offer automated email sequences where you can define the number of emails to send that will get triggered based on the conditions you have set.
Put revenue on auto-pilot with pre-built journeys
12 best abandoned cart email examples in 2024
Learn from these cart abandonment email examples and get that lost-revenue back:
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 truth
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 thanks you.”). The images match with 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
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 thanks you.”). The images match with the tone of the email, and all of them are hyperlinked to their online store.
6. Codecademy
Codecademy udges its customers with a two-email abandonment sequence to finish purchasing the pro membership.
Th 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. Fantasic services
Subject line: You've left a 5-star service in your car!
Why we liked this
Fantasic 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 a 30% off to entice them to click the CTA button and accept their proposal.
Way forward
Cart abandonment campaigns are one of the best ingredients in your email marketing to generate higher revenue. And when you combine it with SMS marketing, it can get you significant returns.
Why? Primarily because SMS is even more accessible than emails, and you can reach out to customers even when they're offline. Check out our guide on SMS marketing and see how you can leverage it to boost sales by re-engaging your customers.
