When shopping online, I abandoned my shopping cart several times for various reasons. Couldn’t make a decision. Waited for a voucher. Was pulled away for something more urgent.
But in most cases, the abandoned cart email always piques my interest and motivates me to go back to complete the purchases.
Average worldwide Cart abandonment rate is now at 74.61%. As if that wasn’t enough, the luxury and jewelry e-commerce industry recorded the highest rate at 83.19% in November 2024. In short, companies lose a lot of money due to this purchasing behavior.
But guess what I discovered too? You can get your money back by sending cart abandonment emails to everyone who hasn’t completed their purchase yet.
Whether you’re selling to consumers or other businesses, these emails actually work. Accordingly KlaviyoCart abandonment emails generate more engagement and sales than any other type of email.
Would you like to know more about this type of email? Then this guide is perfect for you. I did a lot of research and will share with you 18 examples for inspiration, 12 best practices you should know, and abandoned cart email templates to get you started.
Table of contents
What is an abandoned cart email?
An abandoned cart email is an email sent to customers who have almost made a purchase to encourage them to complete their transaction. Abandoned cart emails can be triggered by shoppers leaving the final checkout page, adding an item to their cart, or abandoning the purchase process at any time.
Abandoned cart emails are a way to convert lost business and convert a hesitant prospect into a customer.
If you feel like you’ve lost your customer’s business because they don’t click “Checkout Now,” have no fear. Customers abandon the checkout page for many reasons and abandoned checkout emails can help you finally win their business.
But what tools can you use to send abandoned cart emails? For non-email marketers, this question may seem difficult to answer. But don’t worry! Below I have identified the tools you need.
- Ecommerce Point of Sale Software: First, you need a point of sale software that can detect when users abandon their shopping cart. Most tools offer this feature and some have a built-in email tool for sending abandoned cart emails.
- Ecommerce Website Builder: If you are a new retailer, you may benefit from switching to a dedicated ecommerce website builder. These types of website builders come with point-of-sale software and attribution reporting and help you send abandoned checkout emails to customers.
- Email Marketing Service: Of course, you need an email marketing tool to send the emails to your contact database. Most point of sale software and website builders can integrate with email marketing tools and vice versa.
Bonus tool: Try one AI email writer so that your emails are written and sent faster.
Now that you know the tools you need, let me introduce you to some abandoned cart email templates.
Abandoned cart email templates
I was excited to find out that you can create abandoned cart emails in any format using available templates Email marketing tool. Tools like Squarespace, Wixor HubSpot have templates to help you get started.
While you can use a pre-made template for the layout, I recommend customizing the message, images, and design.
Here is a sample template from our marketing kit:
Download HubSpot’s abandoned email template
Messaging in abandoned cart emails is fairly simple. Below is an overview of the basic structure:
- Chic subject line
- Introductory text
- Items remaining in cart
- Offer or discount
- Checkout button or call-to-action (CTA)
- Reviews or social proof
- Final text
While this overview is helpful when sending an abandoned cart email, consider a drip campaign for your cart recovery emails. A drip campaign is a series of automated emails.
Now let’s take a look at the 18 best examples I found to inspire you.
Best Abandoned Cart Email Examples
1. prose
Subject line: Your formulas are up to date
The above email was sent to me by hair care company Prose after I left the website before completing my transaction.
This email ticks several boxes: it uses a catchy tagline (“Great(er) hair ahead”) as a friendly reminder to visit the site again, it includes an enticing CTA that encourages people to “build your routine.” , and she offers a discount to add urgency. Combined with a friendly tone and clear graphics, this email is pretty compelling.
What I like: The “Build Your Routine” CTA is unique and on-brand, extending the personalized customer experience that began when I first visited the site. When writing your abandoned cart emails, try to build on your established branding to create a seamless CX.
2. Sonos
Subject Line: Circle Back
This email from Sonos uses unique and engaging copy to entice customers to complete their purchase. This includes a beautiful product image and incentives such as:
- Free shipping on every order.
- Shop now, pay later.
- Try it for 45 days.
Several unique CTAs like “Take another look,” “Return to cart,” and “Shop now” encourage customers to complete their purchase at any time in the email. And if you have any questions or need help, include their phone number and live chat. At the end of the email you will also find links to some of their product categories so you can continue shopping and browsing.
What I like: This abandoned cart email is a great example and I like it for many reasons. First, they offer not one, but three attractive incentives to address the reasons why shoppers abandon their carts. They also provide opportunities to connect with them and learn how Sonos is reducing their impact on the environment.
All of these elements help Sonos build trust and encourage recipients to complete their purchase quickly and without hesitation.
Depending on the type of product you sell, your abandoned cart emails should both entice and inform the recipient.
3. Peel
Subject line: Still thinking about it?
The best element of the Peel abandoned cart email is the free shipping offer. Not only do they encourage customers to purchase what’s in their cart, but they also incentivize shoppers to add more items to their cart and complete the checkout process.
This is a classic and effective layout for an abandoned cart email: intro text, items in cart, CTA, questions, and footer.
What I like: Peel includes copy that conveys urgency to shoppers, such as “Don’t wait too long!” and “Order today!”, but they don’t include it as a headline. This strikes the right balance between casual (“Are you still thinking about that?”) and urgency.
I also like that the founders’ signatures are at the bottom, which makes the company seem more friendly and smaller. This is a good move for smaller companies whose CEOs are heavily involved in the day-to-day operations of the company.
4. Away
Subject line: Back in stock: The Bigger Carry-On
Short, sweet and to the point: Luggage brand Away has an abandoned cart email that informs customers that they can still complete their purchase.
It includes an introductory text (“Back in Stock”), a CTA (“Shop Now”), purchase benefits (“Free Shipping over $100”, “Free Returns”), and a closing text with further navigation paths (“New Arrivals”, “Case “ etc.).
With this email, customers are not distracted by unnecessary information and can focus on the action Away wants – completing the purchase.
What I like: Away not only encourages recipients to purchase an abandoned item, but also offers other purchasing options, such as: B. exploring new products and other categories. No matter which link the user clicks on, they inevitably end up on a checkout page.
When you include links in your emails, make sure they lead to a purchase.
5. Dyson
Subject line: Items in your shopping cart at dyson.com
In this example, I think Dyson does several things well:
- They use clear text that is helpful and fun to read. For example, “All is not lost” and “We have saved the contents” let the customer know that Dyson wants to be helpful.
- They contain an image of the product and list the item that is still in the customer’s shopping cart.
- They convey a sense of urgency. The text “Your cart for this promotion has been saved, but the offer is valid for a limited time only” conveys a sense of the importance of this purchase.
- They contain two CTA buttons. This allows customers on mobile devices to see a CTA button even when they scroll down. These buttons make it easy to complete your purchase at any touchpoint.
Overall, this email contains all the right elements while also featuring a sleek, clean design that makes it easy to read.
What I like: Dyson addresses a common fear among online shoppers: losing the contents of their shopping cart and forgetting what they wanted to buy. That alone might make the recipient feel like they should check back before all is lost. Avoiding pain is sometimes a stronger motivator than obtaining benefit.
When crafting your abandoned cart emails, you can use a similar psychological trick.
6. Virgin Atlantic
Subject line: You’re almost there
In this example, Virgin Atlantic uses engaging copy and three CTA buttons to encourage customers to complete their purchase. The personalized intro text “Smiles Davis, you’re so close…” makes customers feel like they are being addressed directly while reminding them how close they are to the journey.
This email also includes flight information so they have everything they need to make the purchase. If you write your own abandoned cart emails, this is a good example as it removes any hurdles for the customer.
What I like: I like how personalized this email is, right down to the flight locations. It also contains a picture of the destination, which indirectly increases the recipient’s desire to fly. When sending abandoned cart emails, you can include an image of the customer’s “goal” – a happier self, a new product on their shelf, or some other positive outcome.
7. Ugmonk
Subject line: I offer you my personal email address
Ugmonk uses a different approach to the abandoned cart email.
They focus solely on personalization and give the impression that the owner and designer are reaching out directly to the person to answer any questions.
Additionally, they include two inline CTAs so the customer can complete the purchase immediately if they want. This is a simple approach that your target audience may prefer.
What I like: This email feels more like a message from a friend than a company, making it feel less like a “sales game” and more like a “get to know you” game. I particularly like the signature of the company’s CEO and the way he expresses his passion for design. If your business is small or sells a niche product, consider a friendly, no-frills approach like this.
8. Falling
Subject line: Smiles Davis, still interested in the Massdrop x MiTo SA Pulse Custom Keycap Set?
Drop’s abandoned cart email is a good example due to its use of images and text. Drop creates urgency in bold text “ends in 19 days.”
After creating urgency and providing their CTA, they also add other items the customer might be interested in based on the contents of their cart.
This is a good strategy to get the customer to browse their website for other items they may want and hopefully complete a purchase.
What I like: Drop conveys a sense of urgency but is not intrusive and includes various product images to attract potential buyers. I particularly like the expanded catalog below the fold, which includes additional items the recipient may want to consider.
9. Google
Subject line: The Google Wifi in your shopping cart is quickly running out
In my opinion, this is a perfect example of an abandoned cart email because it has all the elements: great copy, clear CTA, personalization by showing the customer’s cart, and urgency.
Customers are addressed with texts like “Going, going, (almost) gone” and “Our popular items sell out quickly.” They also feel compelled to complete their purchase so as not to miss anything.
What I like: This email closes with a CTA to answer questions and subscribe to their product updates. Here too, Google makes it a priority to ensure that the customer feels like they don’t want to miss anything.
10. Chatter’s Salon
Subject line: Don’t miss it! Get it before it’s gone…
In the abandoned cart email, Chatters Salon conveys a sense of urgency with the phrase “Get the item before it’s gone.” It’s in their subject line. And once you open the email, you’ll see a larger version in all caps.
The “Complete Checkout” CTA is also effective. To further encourage customers to complete their purchases quickly, they offer free shipping on orders over $75 and the irresistible option to make four interest-free payments.
What I like: I love the elegant design, sense of urgency, convenient payment plan, and free shipping on orders over $75. All important elements are there. By doing this, I believe recipients will be motivated to complete their purchase quickly. And buy even more to enjoy free shipping.
11. Casper
Subject line: Did you forget something?
What I love about this example is that Casper uses social proof. Word of mouth and reviews are becoming increasingly important in the world of marketing. If users don’t complete a purchase, it might be because they haven’t completed their search yet.
Casper’s abandoned cart email makes it easier for the customer to pick up where they left off in their research. Additionally, it includes concise text and clear CTA buttons that entice the customer to continue purchasing.
What I like: Casper’s email is short, simple and effective – and contains a clear call to action that can’t be missed. But I particularly like the second call-to-action: “Read more reviews.” Someone who has been hesitant to complete their purchase may have done so because they aren’t sure if Casper is “worth it.” Reading more reviews is key to convincing this type of buyer.
12. Stetson
Subject line: Still thinking about it?
The Stetson email has a simple, straightforward design with a beautiful product image. A sense of urgency is created with the text “Check out the Bozeman outdoor hat while supplies last” and an effective “Shop Now” CTA button.
They also offer free shipping on purchases over $175 and a navigation menu at the top for those who want to continue browsing and shopping.
What I like: I’m impressed that this email is short and sweet yet ticks all the boxes – from the subject line to the product image to the sense of urgency to free shipping on purchases over $175.
Pro tip: This type of free shipping is better than none because it can encourage people to buy more to qualify for it. If your company can’t offer free shipping on every single purchase, consider this type instead.
13. Moschino
Subject line: You left something behind
The end of Moschino’s email is unique as it contains information about secure payments and easy returns. For clothing eCommerce companies, these are some of the top reasons why customers don’t want to make an online purchase.
With the cart abandonment email, Moschino tries to dispel any doubts and eliminate any reason for hesitation. They also list the items in the shopping cart and use clear CTAs.
What I like: Moschino’s email is highly on-brand, right down to the images, font, and colors. Additionally, as previously mentioned, it includes notes that their payments are secure and their returns are simple and straightforward – a concern a potential buyer might have since Moschino’s offerings tend to be on the pricier side.
If you sell luxury goods, you might consider a similar approach.
14. Haoma
Subject line: Any questions?
Haoma is a luxury skincare brand that knows its customers may be hesitant to splurge. Therefore, users will not be sent an abandoned cart email asking them to complete their order, but will be encouraged to ask for help if needed.
The button below seals the deal by prompting users to add the item back to their cart. This technique is useful if the visitor is just browsing your website or has removed the item from the cart before checking out.
What I like: If you run a luxury brand, there are several steps you can take to reassure buyers that they are making the right choice. You can provide assurances about returns and safe transactions, like Moschino does above, and give them a second chance to learn more about their potential purchase.
These steps can sometimes be more effective at driving purchases than including a “Buy Now” CTA.
15. Luno
Subject line: Your Luno air mattress order
Luno’s cart abandonment email requires multiple steps to attract hesitant buyers. It reminds them of a fun activity they could participate in (“Are you going camping soon?”), tells them how it will benefit them (“You’re just one step away from camping comfortably”), and includes a gentle nudge with a time restriction (“We will keep the equipment you left behind for 24 hours”). The unmissable CTA seals the deal.
What I like: Luno’s careful and targeted copywriting makes this one of the most effective abandoned cart email examples I’ve ever seen. When creating your own email, pay attention to the text – it can sometimes play a bigger role than images or other elements.
16. Le Puzzle
Subject line: Are you missing a puzzle?
This abandoned cart email from Le Puzz hits just the right tone: it’s peppy, inviting, and exploratory, but not pushy. The “Shop Puzzles” call-to-action gives the recipient the opportunity to browse through additional options if they no longer want their previous choice.
I think this is an excellent technique for brands where users can quickly change their mind about their choice, which can result in cart abandonment. Prompting them to browse the catalog again is a great way to win back this type of lead.
What I like: Le Puzz’s playful brand voice and bright brand colors play a big role in the abandoned cart email. From his cheerful “Hello again!” to his whimsical “We found a lost puzzle. Could it be yours?” The company embodies the entertaining experience of solving one of its puzzles.
If you sell a specific product, you may want to take a similar approach and bring the product experience to life with your copy and colors.
17. Alex Mill
Subject Line: Get 15% off!
This email from Alex Mill uses a simple and clean design to convey a compelling discount offer that’s hard to miss. The subject line “Get 15% off” is enough to get recipients to open the email.
The text “Good news: We have saved your selection” and “You will receive it with a 15% discount” encourages the customer to quickly secure the discount and complete their purchase.
Beautiful images of the items viewed by the customer are displayed and more than one CTA button makes it easier for customers to complete their purchase at any time.
What I like: I love that Alex Mill addresses his customers’ reasons for cart abandonment in this email. In addition to the discount, they also offer free shipping and free and easy returns. For those who wish to continue shopping, links to shop for men’s and women’s clothing are available. And customers who have any questions are encouraged to contact them or check out the FAQ page.
This strategy can work for you too if you take the time to understand your customers.
18. Dollar Shave Club
Subject line: Where did you go?
This example from Dollar Shave Club does a great job with its interesting and engaging copy, as well as the beautiful image of its monthly box and its contents. The subject line asks a simple question: “Where did you go?” to pique interest.
As soon as you open the email, you can’t miss the bold text “We guarantee you’ll love us.” Plus the reasons why they are so safe:
- The first box will arrive in 3-5 business days
- Free Shipping
- Stock up on razors every month or two
- 100% Satisfaction Guarantee
What I like: In this abandoned cart email, Dollar Shave Club reminds customers that they have nothing to lose after completing their purchase. And I love it because it’s effective. The delivery time is clearly stated. They also offer free shipping and are happy to refund you if you are not 100% satisfied.
Since there is nothing to lose, I am sure that most interested parties will not hesitate to complete their purchase.
Best practices for abandoned cart emails
Next, I’ll share with you 12 key best practices to consider when planning your abandoned cart emails.
1. Send an abandoned cart email sequence.
Rather than just sending a single email, a series of emails works much better for abandoned cart emails. The emails are also known as the abandoned cart flow and could be structured as follows:
- Email 1. Cart reminder (sent a few hours after cart abandonment).
- Email 2. Follow-up (sent a few days later).
- Email 3. Promotional discount (sent a few days after the second email).
Accordingly Klaviyos Benchmark Report 2024Abandoned shopping cart flow runs:
- The highest sales and conversion rates of any automated process.
- High engagement across all e-commerce industries.
Also, according to OmnisendTheir merchants who sent only one cart abandonment email received 14.76 orders, while those who used the three email strategy received a total of 24.94 orders.
I also found that you can experiment with a different email sequence and frequency to find what works best for you. For example, you might want to send four to six emails over a period of time and review your results.
Pro tip: I would recommend considering your business goals, your product line, your industry, and everything you know about your target audience when deciding on your email sequence.
Want to create your copy faster and increase your productivity? I would suggest giving it a try AI email writer from Drift Kings Media.
2. Choose the right time.
Send cart abandonment emails within hours of a customer abandoning their cart. This is because your customer may still want to purchase shortly after leaving the website. A timely reminder can regain their attention and help them complete their purchase.
For example, if you work in a company like ZapposIf someone doesn’t complete their purchase, you might send an abandoned cart email three to five hours after they leave your site without completing the purchase.
I think you should at least send the first abandoned cart email within 24 hours. However, it’s important to test when your customers are most likely to respond to this email. And make sure you choose the right time for your customers.
Analyze customer behavior.
I recommend you use tools like Google Analytics or HubSpot for insights into customer behavior. And use metrics like:
- How much time do they spend on your website?
- Usual cart abandonment times.
- Peak operating times.
This data can help you choose the best time to send your email. Read here to learn how to do it Create and analyze abandoned cart data with HubSpot.
Test different broadcast times.
Test different shipping times depending on your business goals, products, industry, and audience. In fact, I would recommend you test specific times of the day or days of the week.
If you wait too long, your customer may lose interest or look for a competitor for the same product. However, if you hit send at the wrong time, your customer may feel overwhelmed or ignore your email. Both will make it difficult for you to win back that sale.
Use behavioral triggers for timing.
I discovered that marketing automation tools like HubSpot can be used to do this Add workflows and set up triggers for specific customer behaviors.
Useful triggers can include returning to your site, re-adding items to the cart, or spending a certain amount of time on the site. Then use these triggers to send automated follow-up emails.
For example, this Discogs email doesn’t have a fancy design, but it does inform the owner of this abandoned cart that they missed the item in their cart. At the same time, it offers a quick link to find the product again and complete the purchase.
3. Personalize, personalize, personalize.
Personalize your abandoned cart emails to customers with real-time information, such as:
- Customer name
- Items left in your shopping cart
- Product images
- Prices
This personalization can persuade them to complete the purchase since they have already expressed interest by adding it to the cart. It’s also a reminder of the specific items they may still want to purchase.
Jordan Pritikinwho formerly worked as a marketing director at HubSpot, offers this advice: “When writing an abandoned cart email, personalization is key.”
Pritkin continues: “What product or service was actually abandoned? What are the value propositions that resonate most with the person you are sending to? Why did she originally object to the purchase and how can you as a company help dispel these objections? The more personal your abandoned cart email is, the more likely it is to be successful.”
As you personalize your abandoned cart email sequences, I recommend keeping these tools and tips in mind.
Use customer segments to target customers.
While you may not be able to send unique emails to every customer, I’ve learned that useful customer segments can help you create personal emails.
Use a CRM to segment customers by demographics, purchase history, browsing behavior and more.
Use dynamic content and other tools.
I also discovered that tools like Smart content rules And dynamic content can help you personalize your abandoned cart emails and landing pages.
You can update pages across your site or display unique content for your customer segments. These tools make it easier to add unique images, prices, and product suggestions to your emails.
Create personalized offers.
Once you have the segments and tools you need to customize your emails, I recommend you think carefully about the content of your abandoned cart emails.
Developing concrete offers for customers HubSpot email marketing tools can help you create, personalize and optimize your emails.
discounts, Free Shippingand limited-time promotions could be of interest to anyone, but my results show that these tactics are more effective when tailored to specific customer interests and needs.
Ideally, your offers should address previous purchases, abandoned items, or segment pain points, like this example from ThredUp:
4. Add a CTA to continue shopping.
Your abandoned cart email should encourage customers to complete their purchase. For example, the CTA could be something like “Buy Now” or “Continue Order.”
Creating a CTA that takes them straight to checkout will save your customers time. This also makes it easier to rate their items and encourages them even more to complete the purchase.
How to create an effective CTA for your abandoned cart email:
Add a clear value proposition.
Your email should highlight the value your customer would receive by completing the purchase. I would recommend putting this value at the top of your email to motivate them to complete their order, like the following offer from Full Leaf Co.
Check out these CTA examples for more inspiration.
Create urgency or scarcity.
Mention limited inventory or add a time-sensitive offer to create a sense of urgency in your CTA. I’ve found that this gives your customer a compelling reason to take action.
HubSpot customers: Provide personalized CTAs HubSpot’s CTA builder.
5. Pay attention to your copywriting.
Another thing I learned is that your copy should be concise, succinct and persuasive. Good copy is interesting enough to entice someone to buy. It should also be friendly and reflect your brand’s voice.
Copywriting can have a big impact on cart abandonment if you:
Make scanning easier.
Your text should be to the point and easy to read. Break the text into short paragraphs or bullet points to make it easier to read.
It is also a good idea to use good email design to create scannable cart abandonment emails.
Images should be attractive and exciting, but also support or reinforce the message of your specific email. Product images directly from abandoned carts can be particularly effective, like this abandoned cart email example from Columbia:
HubSpot customers: Check out the knowledge base Learn how to add an abandoned cart product or module to your email Here.
Focus on customer pain points.
It’s important to keep the copy concise, but it must contain relevant solutions to specific customer problems. While highlighting the value and benefits, I encourage you to show how this purchase solves a problem or fills a need.
6. Include an enticing subject line.
Your subject line should be interesting enough to get people to open the email.
For example, using discounts, humor, or questions could intrigue the customer enough to click on it. If you want to add a promotional offer, your subject line could be something like “20% off all purchases.”
Go local.
If your business operates in certain regions, consider customizing the subject line with local references. Localization allows an immediate connection to be established.
Create urgency.
Try including limited offers like “Limited Time Offer” or “Only 2 left in stock” directly in your subject lines. This can motivate your customers to open the email and act quickly.
Subject Line: Last day for 15% off your order 🌤
Add intrigue.
Try abandoned cart subject lines that pique curiosity with questions, teasing language, or surprising statements. For example: “You can’t decide? We have saved your shopping cart for you.”
Test for catchy subject lines.
It’s difficult to write compelling subject lines, but I’ve found that tools like it CoSchedule’s email subject line tester or SendCheckIt can help you create powerful subject lines for more email opens and conversions.
7. Consider adding social proof.
My results also show that you can use reviews, UGC, and testimonials to strengthen your email branding. This tactic can also increase cravings for abandoned products that customers have left in their shopping carts.
Offer social proof from customers.
I would recommend adding customer feedback, images, reviews, or testimonials to your copy. This can help you build interest, trust and credibility. It can also address any concerns your customer may have about completing their purchase.
Pro tip: I recommend tools like HubSpot, Yotpoor Trustpilotwhich allows you to collect and manage customer reviews.
Add social proof from industry experts or influencers.
Quotes or recommendations from reputable sources are attractive additions to abandoned cart emails. These authority opinions can influence a customer’s decision to complete their purchase.
Check this out Influencer Marketing Guide to get started.
Showcase UGC.
User-generated content (UGC) can include customer photos, videos, or social media posts. As your customers share their experiences with your products, find a way to include them in your email to add urgency and authenticity.
I also noticed that tools like SHADE or Social native can help you collect and curate UGC.
For inspiration, check out this UGC example:
Highlight rankings.
Add product reviews or rankings of popular brands to your abandoned cart emails. I’ve found that star ratings, satisfaction scores or product rankings quickly show customers the quality and popularity of your brand. This confirms their initial emotional impulse to buy and may lead them to complete the sale.
8. Share more product options.
To rekindle their interest and help customers shop faster, I would recommend sharing more options related to the items left in their cart.
I know this can be difficult as you don’t want to overwhelm them with too many choices. But what if these related options were the better choice and they didn’t even know you had them? I have heard stories from people around me who have experienced something similar.
So take a look at the items still in your shopping cart and share:
- Similar items and options that basically do the same thing.
- The same item in different colors, designs, patterns, etc.
- A cheaper option of the same item.
- A more expensive option of the same item with more features.
- Complementary accessories you may find useful.
Alternatively, you can also include a product quiz in your cart abandonment email. Ask questions to find out what the customer really needs or is looking for. And use their answers to recommend products that might be a good fit.
9. Enter your contact details.
I also found that when your contact information is included in your cart abandonment emails, you can encourage customers to contact us with questions, comments, complaints, and other valuable feedback.
These include, for example:
- A live chat link.
- An email address.
- A phone number.
If you do it right, you can convince your customers that you and your team are always ready and available to take care of their needs.
10. Ask for feedback.
I think it’s important to find out why your customers abandon their cart instead of making assumptions. According to the Baymard InstitutePeople abandon their shopping carts for the following reasons:
- I’m just browsing and not ready to buy yet.
- The additional costs such as shipping, taxes, fees, etc. are too high.
- The shop wants me to create an account.
- I don’t trust the website with my credit card information.
- Delivery is too slow.
- The ordering process is too complicated or too long.
- I cannot see or calculate the total cost of the order in advance.
- The return policy is not satisfactory.
- Payment methods are not enough.
- The website had errors or crashed.
- Credit card was declined.
Of course, there’s not much you can do about people who aren’t willing to buy. But have you noticed that all of the other reasons are customer problems that you can fix?
In your email, I would recommend asking in a friendly tone what happened, why they left without completing the purchase, and how you can help. You can encourage them to call you or respond to your email. Maybe you can even add a survey to your email.
With this valuable feedback, you can address the causes of cart abandonment, provide your customers with a great experience, and make more money.
11. Optimize for mobile devices.
Because it’s so convenient, more and more people are shopping online using mobile devices. Accordingly Statista:
- Mobile e-commerce sales reached $2.2 trillion in 2023 and now account for 60% of all e-commerce sales worldwide.
- Mobile e-commerce sales increased from 56% in 2018 and are expected to reach 62% by 2027.
And I found that out in the area too 77% of shopping cart abandonments occurs on mobile devices, compared to 68% on desktop.
The truth is, if your emails aren’t mobile friendly, they won’t display properly on mobile devices. And I’ve seen emails like this before on my tablet. Not only do they look strange, they are difficult to read and engage with.
They also provide a terrible user experience that can frustrate and annoy people and even cause them to unsubscribe.
Therefore, it’s a good idea to optimize your cart abandonment emails for mobile.
For easy mobile engagement, make sure CTA buttons are mobile-friendly and easy to see and click.
Pro tip: To improve the mobile experience, I recommend you limit the number of clicks from CTA to checkout completion. And I would also recommend you to check your emails on different devices before sending.
12. A/B test your email to find out what is most effective.
There are many different approaches to the abandoned cart email. However, I would suggest A/B testing different variations to see what works for your audience.
Do you prefer personalized emails? Discounts? Humorous text? It’s important to find out.
Test different email elements.
I highly recommend trying different placements and types of social proof in your abandoned cart emails. Or try email variants with shorter or longer texts, bullet points or paragraphs, or multimedia content such as videos or GIFs.
You can also A/B test different placements and messages of your CTAs in your abandoned cart emails. Experiment with button colors, sizes, and text to optimize CTAs for click-through rates.
Make the most of email testing tools.
I also found out that tools like HubSpot’s A/B testing feature or Split test automation can help you set up and measure subject line testing. While tools like Hotjar can give you insights into user behavior.
Analyze your test results.
Here’s something else I discovered. Don’t just run A/B tests based on your first impressions. Instead, analyze test variants and results. Then measure the impact on your email KPIs like:
- Opening prices.
- Click rates.
- Conversion rates.
- Impact on different audience segments or buyer personas.
Then, use your analysis to refine your abandoned cart email strategy.
Important NOTE: To get useful A/B testing results, test only one part of your abandoned cart email template at a time. For example, if you test your subject line, your CTA, and your email image at the same time, you won’t know which part of your email was the key to success.
Here is one free A/B testing kit This includes a guide, a significance calculator and a tracking template for targeted A/B testing.
Create abandoned cart emails that convert
With great copywriting and branding, you can earn your customers’ trust, convince them to complete their purchases, make up for lost sales, and make more money. To help you accomplish all of this, I’ve shared everything you need to know to create and send effective abandoned cart emails.
In fact, I’m really amazed at the many email templates and other tools available for this. And I’m also impressed that most of them are free.
As an email enthusiast, I learned a lot while working on this article and putting together the email examples. I hope they inspire you as you craft your cart abandonment emails.
Editor’s Note: This article was published in September 2019 and has been extensively updated.