Ever had that heart-sinking moment when you check your e-commerce dashboard only to find a slew of abandoned carts staring back at you?
It's enough to make even the most seasoned marketer break into a cold sweat. But fret not, because you're not alone.
Abandoned carts can feel like missed opportunities slipping through your fingers. You've put in the hard work to attract these customers, but for some reason, they've hit the brakes right before completing their purchase.
It's enough to make you wonder what went wrong and how you can fix it.
That's where we come in.
In this blog post, we're arming you with the tools and techniques you need to craft compelling abandoned cart emails that not only capture your customers' attention but also drive them back to complete their purchase.
No fluff, no guesswork—just proven strategies and real-world examples to help you reclaim those lost sales and boost your bottom line.
So grab a cup of coffee (or your beverage of choice), and let's dive into the world of abandoned cart emails. It's time to turn those abandoned carts into conversions and watch your revenue soar.
Let's get started! 🛒✉️
Best Practices and Examples of Abandoned Cart Emails to Rescue Lost Sales
- What is an abandoned cart email?
- When to send an abandoned cart email
- Best Abandoned Cart Email Examples
- Abandoned Cart Email Best Practices
- Highlight the items left behind in the cart
- Get the right timing
- Optimize the emails for mobile
- Offer help
- Personalize your abandoned cart emails
- Integrate social proof
- Frequently Asked Questions (FAQ)
- What do you write in an abandoned cart email?
- What are abandoned cart email flows?
- What is the best practice for abandoned cart email timing?
What is an abandoned cart email?
Abandoned cart emails are automated messages sent by companies when a shopper adds items to their online shopping cart but doesn't complete the checkout process.
When to send an abandoned cart email
It's best to send an abandoned cart email within 24 hours after the cart is abandoned. Testing different timing strategies is crucial to finding what works best for your audience and products.
Best Abandoned Cart Email Examples
Now, let's dive into some prime examples of effective abandoned cart emails. These examples demonstrate how savvy e-commerce brands engage customers who've left items in their carts, striking the right balance between professionalism and approachability.
Semaine
Subject: It looks like you left something behind...
Preheader: Buy now. Your period will thank you.
Semaine’s abandoned cart email is all about solving the prospective customer’s pain point (cramps, bloating, and fatigue). It sounds compassionate (“...we want to help”) and friendly and doesn’t feel like a sales push.
Semaine also features quotes from rave reviews, indicating the reviewer’s first name and last name’s initial, as well as their location. This adds persuasiveness because they sound like real people.
Lastly, Semaine concludes the email by offering to answer questions through three different channels. Not everyone is comfortable with direct chat with customer support so offering alternatives is a great gesture.
Flow
Subject: Forgetting something?
Preheader: Take 15% off your cart.
Flow creates a visually pleasing and dynamic abandoned cart email that uses a GIF and charming illustrations to pique attention.
The subject line emphasizes that this email is a reminder to pick up where the shopper left off. The copy is friendly (“hey baby”) which is encouraging, as is the 15 percent discount code they’re giving away.
The CTA buttons are well spaced out and the quirky icons at the end give even more reasons to complete the checkout.
Flow proves that having fun with an abandoned cart email can still be persuasive and professional.
Marine Layer
Subject: Your cart misses you
Preheader: (So does your mom. Call her.)
Marine Layer’s abandoned cart email is deceptively simple but has the makings of a great email, starting off with an eye-catching subject line and a preheader that pokes fun by giving the recipient advice.
Inside the email, the abandoned item is prominently displayed. The space is clutter-free, with just the name of the item, a picture, and the price.
The copy is just as engaging as the subject line and makes it seem like the shopper’s closet is crying out for the item.
The CTA is a simple black button that says “Take me back” and right below are social media icons that link to the company’s social accounts.
Overall, it’s a succinct and charming email, short and to the point, that lets the clothing do the talking and isn’t pushy with the sale.
Tonymoly
Subject: We saved your cart for you! ✨
Preheader: You don't want to forget about these 💗
This abandoned cart email from the cosmetic brand Tonymoly packs a ton of visual appeal and guides the reader’s eye naturally down the email body.
They use emojis both in the subject and preheader, which adds whimsy, and the copy sounds like they’re someone dropping by the shopper’s inbox casually to remind them of their cart.
The headline “We noticed you left something behind” is light but drives home the point.
There’s also plenty of white space in the email combined with the airy blue that the brand uses for the CTA buttons, making the layout easy on the eyes yet on-brand.
They are generous with the CTAs, leaving lots of opportunities for the reader to click through.
And at the bottom, they recommend other items the customer might be interested in, which makes it more likely for the reader to visit the website and pick up where they left off.
Caraway
Subject: Forget Something? 🍳
Personalization matters, as the cookware brand Caraway’s lost checkout email exemplifies.
The subject is a question that provokes curiosity and persuades the reader to click to find out what they’ve forgotten.
Above the fold, the Caraway logo and tagline convey the brand’s mission at a glance. The email begins by addressing the shopper by name, a personalized touch that makes the reader feel more connected.
The copy is a play on kitchen scenarios (“Do you smell that? We thought you may have left your stovetop burner on…) but keeps it short, opting to bring the focus on the items left in the shopper’s cart.
And below, they conclude with a reassuring message: they’re holding on to the items until the customer is ready to return.
The copy “Just a few more clicks and you’ll be on your way to cleaner cooking.” also hints that checkout is quick, targeting prospective customers who are already interested but can’t spare plenty of time to place an order.
Schoolyard Snacks
Subject: About your order …
Preheader: ❗ Important Information ❗
Schoolyard Snacks’ lost checkout email conveys urgency without putting too much pressure on the shopper.
Their email is written in the first person (“I saw that you were checking out some of our low-carb, keto-approved snacks”) which feels personalized and that they went out of their way to connect.
They also compliment the shopper’s good taste in products and encourage them to buy by giving a satisfaction guarantee and free shipping. Sometimes, free shipping is all it takes to persuade someone to purchase so never underestimate this move.
The fear of missing out is an emotion this email taps into (“...we’ve already sold out several times this year”). It makes the reader feel like they need to grab their chance before it’s gone.
Lastly, a picture of the founders and a short background story is included at the bottom of the email, a great approach especially for small businesses who want to give a unique touch to their campaigns.
Bark Box
Subject: Your Dog sent us regarding those free toys you left behind 😬
The tongue-in-cheek subject line of this abandoned cart email from Bark Box will stop any dog lover in their tracks.
A surprise waits for the reader inside because the brand is giving a free upgrade to their box (two times the treats and toys).
A big picture of a dog playing with their owner adds appeal while multiple illustrations keep the layout interesting. However, they keep the rest of the design simple.
Bark Box uses three different CTAs in this short email, which multiplies the chances of conversion easily.
Lastly, the email ends by promoting their “Happy Team”, who can help customize the order for the shopper. As always, offering assistance goes a long way and can be the push that makes the prospective customer return to their cart.
Abandoned Cart Email Best Practices to Win Back Lost Sales
Highlight the items left in the cart
At the risk of sounding obvious, make sure you visually present the abandoned contents in the shopper’s cart.
People tend to forget what they were looking at and a picture is a great way to remind them of why they had their eyes on the product they left behind.
Make sure that the images are high-quality and include descriptive product names and descriptions to persuade the shopper to get back to shopping.
Get the right timing
Be prompt when sending abandoned cart emails.
Timing is crucial for this kind of email flow because the more recent the visit, the more likely you can convert the prospective customer.
The ideal time is a few hours or within 24 hours after the shopper leaves behind their cart. You can experiment with different send times to find what works best for your ecommerce store.
Optimize emails for mobile
The emails you send should also be designed with a mobile viewing experience in mind because most people check their mobile phone more often than a desktop device.
Make sure you have CTAs scattered around the email so the reader doesn’t have to scroll too long to find a clickthrough link.
Offer help
Don’t forget to give your assistance to shoppers who are still unsure or need more information or guidance.
An easy way to do this is to include multiple channels where they can reach you, such as an email address, a live chat link, social media handles, and a phone number.
Being proactive in giving support to customers will help eliminate roadblocks that keep a potential sale from happening.
Personalize your abandoned cart emails
Personalization matters, especially in abandoned cart emails.
To do this, address the shopper by name to add a personal touch.
Tailor the content of the email based on their shopping history or what items they left in the cart. Add suggested products or bestsellers to pique their interest.
Integrate social proof
Social proof is every marketer’s best weapon for turning hesitations into successful sales. It dispels doubt and establishes your brand’s credibility.
Ways to do this in abandoned cart emails are numerous but to start, you can insert customer reviews, press mentions, and certifications and awards earned.
Be creative and try to remove your prospective customer’s doubts.
Frequently Asked Questions
What do you write in an abandoned cart email?
In an abandoned cart email, you want to remind the customer about the items they left behind, create a sense of urgency to prompt action, and provide a clear call-to-action for them to complete their purchase.
Keep it simple, personalize when possible, and offer discounts or free shipping incentives to sweeten the deal.
Don't forget to keep the tone friendly yet professional to maintain a positive brand image.
What are abandoned cart email flows?
Abandoned cart email flows are sequences of automated emails sent to customers who abandon their online shopping carts.
These flows typically include a series of reminder emails sent over a few days, each designed to reengage the customer and encourage them to complete their purchase.
What is the best practice for abandoned cart email timing?
Ideally, you should send out an abandoned cart email within a few hours after a customer abandons their cart. Then, you can send follow-up emails days later.
Reignite lost sales with excellent abandoned cart emails
Time to wrap up our discussion on crafting effective abandoned cart emails.
It's about understanding your audience, addressing abandoned cart issues, and delivering actionable solutions. Stay focused, adaptable, and customer-centric to turn abandoned carts into revenue opportunities.
Here's to your success in e-commerce!
