Abandoned cart emails: Practices & Examples 

abandoned cart emails
Key Takeaways
  • Unexpected costs such as high shipping fees can lead to cart abandonment. Transparent pricing is essential to retain customers and build trust.
  • A complicated checkout process with multiple steps and confusing navigation contributes to cart abandonment.
  • Streamlining the checkout process can enhance the user experience and reduce abandonment.
  • Slow website performance, including slow-loading pages or technical glitches, frustrates customers and may lead to cart abandonment.

Imagine you’re shopping online, adding items to your cart, but then you get distracted or change your mind.  

That happens to many people, and it’s called cart abandonment.  

But did you know that online stores can actually reach out to you and remind you about those forgotten items?  

These reminders, known as abandonment cart emails, have some amazing benefits for both customers and businesses.  

In this article, we’ll explore how these emails can help you save money, discover great deals, and even improve your shopping experience.  

Get ready to learn how to create effective cart abandonment email campaigns that will make a real difference in your online shopping journey. 


Common reasons for abandoned cart emails

Common reasons for abandoned cart emails

1. Unexpected costs 

High shipping fees or additional charges that are added during the checkout process can significantly impact the final cost of the purchase.

When customers encounter unexpected costs, such as inflated shipping fees, taxes, or handling charges, it creates a negative experience and can lead to cart abandonment.

Transparency in pricing is crucial to retain customers and build trust. 

2. Complicated checkout process 

A complicated and cumbersome checkout process is a major contributor to cart abandonment.

When customers encounter multiple steps, excessive form fields, or confusing navigation, it adds friction to the purchase process.

Streamlining the checkout process by reducing the number of steps, simplifying form fields, and providing progress indicators can enhance the user experience and reduce cart abandonment

3. Lack of trust 

Security and privacy concerns are paramount in the minds of online shoppers.

Requiring customers to provide sensitive information, such as credit card details, without assurances of a secure checkout process can make them hesitant to proceed with the purchase.

Displaying trust badges, using secure payment gateways, and prominently communicating data protection measures can help alleviate concerns and build trust. 

4. Price comparison 

With the vast availability of online shopping options, customers tend to compare prices across different websites before making a purchase.

If they find the same product at a lower price or better deal elsewhere, they may abandon their cart on one site and complete the purchase elsewhere.

Offering competitive prices, price matching guarantees, or emphasizing unique value propositions can help mitigate the impact of price comparison and reduce cart abandonment. 

5. Lack of guest checkout option 

Requiring customers to create an account or log in before completing a purchase can be a barrier to conversion.

While creating an account may have long-term benefits for businesses, it adds an additional step and increases the time required to complete the transaction.

Providing a guest checkout option allows customers to make a purchase quickly and conveniently without the need for registration, reducing friction and minimizing cart abandonment. 

6. Limited payment options 

Restricting payment options to only a few methods can lead to cart abandonment.

Customers have diverse preferences when it comes to payment, and offering a variety of options, such as credit cards, PayPal, digital wallets, or installment plans, accommodates their preferences and improves the chances of conversion. 

7. Lack of mobile optimization 

As mobile shopping grows, a need for mobile optimization can result in cart abandonment.

Suppose the online store needs to be mobile-friendly, with a responsive design and easy navigation. In that case, customers may find completing their purchases on their mobile devices challenging, leading to abandonment.

8. Insufficient product information 

Inadequate or unclear product information can leave customers with doubts and uncertainties.

Detailed descriptions, high-quality product images, sizing charts, customer reviews, and answers to frequently asked questions (FAQs) contribute to an informed purchase decision.

Failing to provide comprehensive product information may cause customers to abandon their carts in search of more reliable details. 

9. Slow website performance 

Slow-loading pages, timeouts, or technical glitches during checkout frustrate customers and may cause them to abandon their carts.

Optimizing website speed, ensuring robust server infrastructure, and conducting regular performance testing can help prevent technical issues that contribute to cart abandonment. 

10. Lack of personalized offers 

Customers appreciate personalized experiences and tailored offers.

Suppose an online store fails to offer personalized recommendations, discounts, or incentives based on the customer’s browsing or purchase history.

In that case, they may feel less engaged and more likely to abandon their carts.

How to measure your online store’s abandoned cart rate 

measure your online store’s abandoned cart rate 

1. Calculate the abandonment rate 

To calculate the abandonment rate, divide the number of completed purchases by the number of shopping carts created.

Subtract the result from 1 and multiply the final value by 100 to obtain the abandonment rate percentage.

For example, if there were 100 shopping carts created and 70 completed purchases, the abandonment rate would be (1 – (70/100)) * 100 = 30%. 

2. Use analytics tools 

Leverage e-commerce analytics tools such as Google Analytics or specialized e-commerce platforms that offer built-in tracking and measurement of cart abandonment rates.

These tools provide valuable insights into user behavior, conversion funnels, and the points in the checkout process where customers abandon their carts.

By tracking and monitoring these metrics, businesses can identify patterns and trends and make informed decisions to reduce cart abandonment. 

3. Segment abandonment data 

Analyzing cart abandonment rates based on various segments can provide deeper insights and highlight specific areas for improvement.

Segment the abandonment data by traffic sources (organic search, paid ads, social media), devices (desktop, mobile), or product categories.

By examining the abandonment rates for each segment, businesses can identify potential issues or opportunities and tailor their strategies accordingly.

For example, if the mobile abandonment rate is higher than desktop, it may indicate the need to optimize the mobile checkout experience. 

4. Track cart abandonment events 

Implementing event tracking on your website allows you to capture specific actions that lead to cart abandonment.

By tracking events such as “Add to Cart,” “Proceed to Checkout,” and “Abandoned Cart,” you can gain insights into the conversion funnel and identify the exact stage at which customers abandon their carts.

This information can be used to optimize that particular stage, address pain points, and improve the overall checkout process. 

5. Monitor conversion funnels 

A conversion funnel visualizes the customer journey from landing on the website to completing a purchase.

By monitoring the conversion funnel, businesses can identify the steps or pages where customers drop off most frequently.

This data can help pinpoint areas of friction or confusion that contribute to cart abandonment.

Optimizing these specific steps or pages can streamline the checkout process and increase the chances of conversion. 

6. Benchmark against industry standards 

It is helpful to benchmark your cart abandonment rate against industry averages or standards.

Research industry reports or consult e-commerce benchmarks to gain insights into the typical cart abandonment rates in your sector.

This comparison can provide a context for evaluating your own performance and setting realistic goals for improvement. 

7. Continuously test and optimize 

Measuring cart abandonment is an ongoing process, and it is crucial to continuously test and optimize various elements of the checkout process.

Experiment with different strategies, such as optimizing the layout, simplifying form fields, reducing distractions, or implementing trust signals, and monitor the impact on cart abandonment rates.

A data-driven approach allows businesses to identify what works best for their specific audience and continuously improve their conversion rates. 

Abandoned cart email best practices

Abandoned cart email best practices

1. Timely and personalized emails 

Send the first abandoned cart email promptly, preferably within a few hours of abandonment.

Personalize the email by addressing the customer by name and reminding them of the specific items they left behind.

This personal touch helps re-engage the customer and increases the chances of a conversion. 

2. Clear call-to-action 

Make it easy for customers to return to their abandoned carts by including prominent and clickable call-to-action (CTA) button or link in the email.

The CTA should directly lead customers back to their carts, eliminating any additional steps or confusion.

A clear and visually appealing CTA encourages swift action and completion of the purchase. 

3. Incentives and discounts 

To entice customers to return and complete their purchase, offer them a time-limited discount or incentive.

This could be a percentage off the total order, free shipping, or a free gift.

The sense of urgency created by a time limit adds an element of exclusivity and motivates customers to take immediate action. 

4. Social proof and reviews

Incorporate social proof elements in your abandoned cart emails to build trust and reinforce the customer’s interest in the items they left behind.

Include testimonials, reviews, ratings, or user-generated content related to the products in the cart.

Positive feedback from other customers adds credibility and increases confidence, making customers more likely to proceed with the purchase. 

5. Follow-up sequence 

Implement a series of well-timed reminder emails as part of a follow-up sequence.

The goal is to maintain engagement and gently nudge customers to return to their abandoned carts.

Send reminder emails at strategic intervals, such as 24 hours, 48 hours, and 72 hours after abandonment.

In each email, provide additional incentives, such as a further discount or a limited-time offer, to increase the chances of conversion.

Vary the content and messaging in each follow-up email to keep the communication fresh and relevant. 

6. Personalized product recommendations 

Take advantage of customer data and purchase history to offer personalized product recommendations in your abandoned cart emails.

Analyze the customer’s browsing and purchase behavior to suggest complementary or similar products that they might be interested in.

This personalization not only increases the chances of recovering the abandoned cart but also enhances the overall shopping experience for the customer. 

7. Optimized email design 

Pay attention to the design and layout of your abandoned cart emails. Keep the design clean, visually appealing, and consistent with your brand’s aesthetic.

Use compelling images of the abandoned products, clear and concise copy, and a mobile-responsive design to ensure that the email renders well across different devices and screen sizes. 

8. A/B testing 

Continuously test and refine your abandoned cart email campaigns through A/B testing.

Experiment with different subject lines, email copy, CTAs, incentives, and timing to identify the most effective combinations.

A/B testing allows you to gather data-driven insights and optimize your emails for higher open rates, click-through rates, and conversions. 

9. Segmentation and personalization 

Segment your customer base based on various factors, such as browsing behavior, purchase history, or customer demographics.

This segmentation allows you to tailor your abandoned cart emails more precisely, delivering relevant content and offers to specific customer segments.

The more personalized and targeted the emails, the higher the likelihood of recapturing abandoned carts. 

10. Email automation 

Implement email automation to streamline and scale your abandoned cart email campaigns.

Set up triggers and workflows that automatically send the emails based on predefined conditions, such as a customer adding items to the cart and then leaving the website.

Automation ensures timely delivery of emails without requiring manual intervention, saving time and effort.  

Abandoned cart emails examples

Abandoned cart emails examples

1. Reminder email

Subject: “Complete your purchase and enjoy free shipping!”

“Hi [Customer Name],

We noticed that you left something behind in your cart. Don’t miss out on your selected items! Complete your purchase now and enjoy free shipping on your order. We can’t wait to see you back at our online store. 

Click here to return to your cart and finalize your purchase. 

Thank you for considering our products! 

Best regards,

[Your Company]” 

2. Discount email

Subject: “Special offer: 10% discount on your abandoned cart items!”

“Hey there, 

We wanted to give you an exclusive offer as a valued customer. Complete your purchase of the items in your abandoned cart and enjoy a 10% discount! This is a limited-time offer, so don’t wait too long. 

Click here to go back to your cart and use the discount at checkout. 

We appreciate your interest in our products and hope to see you soon! 

Warm regards,

[Your Company]” 

3. Product recommendations email

Subject: “Discover more options based on your abandoned cart!”

“Hello [Customer Name], 

We noticed that you were interested in the following items. Based on your abandoned cart, we’ve curated some additional recommendations that we think you’ll love. Take another look and find the perfect products for you! 

[Product Image 1] [Product Description]

[Product Image 2] [Product Description]

[Product Image 3] [Product Description] 

Click here to explore these recommendations and complete your purchase. 

Thank you for considering our products! If you have any questions, feel free to reach out to our customer support team. 

Best regards,

[Your Company]” 

4. Urgency email

Subject: “Limited stock alert: Complete your purchase now!”

“Hey [Customer Name], 

We wanted to inform you that the items in your cart are selling out fast! Don’t miss out on owning them. Complete your purchase now to secure these popular products before they’re gone.

Click here to return to your cart and finalize your purchase. 

If you need any assistance or have questions about your cart, feel free to reach out to our friendly customer support team. 

Thanks for considering our products! 

Best regards,

[Your Company]” 

5. Social proof email

Subject: “Hear what others have to say about your abandoned cart items!”

“Hi [Customer Name], 

We wanted to share some feedback from other customers who purchased the items you left in your cart. Their positive reviews and ratings speak for themselves! Take a look at what they had to say: 

[Customer Review 1]

[Customer Review 2]

[Customer Review 3] 

These products have been loved by many, and we believe you’ll be delighted too. Don’t miss out on the chance to experience them yourself! 

Click here to return to your cart and complete your purchase. 

If you have any questions or need assistance, please don’t hesitate to reach out to us. 

Warm regards,

[Your Company]” 

6. Free gift email

Subject: “Claim your free gift with your abandoned cart purchase!”

“Hello [Customer Name], 

We appreciate your interest in our products! To show our gratitude, we would like to offer you a special free gift with your abandoned cart purchase. We believe it’s the perfect addition to enhance your experience. 

Complete your purchase now to claim your free gift and enjoy your selected items. Click here to return to your cart and finalize your order. 

Thank you for considering our products! We’re here to assist you if you have any questions or need further assistance. 

Best regards,

[Your Company]” 

How to automate abandoned cart emails 

Abandonment cart email

1. Integration with an e-commerce platform 

Choose an e-commerce platform that offers built-in abandoned cart email automation functionality.

These platforms often provide seamless integration with your online store, allowing you to set up and manage automated email campaigns directly within the platform.

Alternatively, you can integrate a dedicated email marketing service with your store to automate abandoned cart emails. 

2. Set up triggers 

Configure triggers that automatically send abandoned cart emails when a customer abandons their cart.

Determine the timing for each email based on your target audience and their typical behavior.

For example, you might send the first email a few hours after abandonment, followed by subsequent emails at specific intervals.

Define the content of each email, such as reminders, incentives, or personalized recommendations, to maximize engagement and encourage conversion.  

3. Personalization and dynamic content 

Make use of merge tags or variables to personalize the abandoned cart emails. Include the customer’s name, the items left in their cart, and other relevant details to create a personalized experience.

Dynamic content allows you to customize the email content based on specific customer attributes or behavior, providing more targeted and relevant messaging. 

4. Email sequences 

Create a series of automated emails as part of an email sequence.

Craft each email with different content and offers to engage the customer over time.

For example, the first email could be a gentle reminder, the second email could include a limited-time discount, and the third email could showcase related products or highlight customer reviews.

The email sequence aims to keep the customer engaged and increase the chances of conversion by providing valuable incentives and information. 

5. Test and optimize 

Continuously monitor and analyze the performance of your abandoned cart email campaigns.

Test different elements such as subject lines, email content, call-to-action buttons, and timing to optimize their effectiveness.

Conduct A/B testing to compare the performance of different versions of emails and identify the most successful approaches.

Use the insights gained from testing to refine your email strategy, improve open rates, click-through rates, and ultimately increase conversion rates.  


Cart abandonment emails might seem like a small thing, but they can make a big impact on your online shopping experience.  

They help you save money by reminding you about forgotten items and even offering exclusive discounts.  

These emails also give businesses a chance to understand your preferences better and provide personalized recommendations.  

So, the next time you abandon your cart, keep an eye on your inbox because you might receive a helpful reminder that leads you back to those items you loved.  

Embrace the benefits of cart abandonment emails and enjoy a more rewarding and tailored online shopping experience. 

About the Author

Riyanshi Chaplot

Riyanshi is an enthusiastic content creator and SEO strategist at Salesmate who curates information on marketing, sales, and customer experience. She loves to explore new places and meet new people when she is not working.

View All Posts