Abandoned carts are a headache for every ecommerce business. But here’s the good news: they’re also a huge opportunity. With the right strategy, you can turn those almost-sales into actual revenue. Let’s break down how to create abandoned cart emails that work.
Why Abandoned Cart Emails Are a Game-Changer
70% of online carts are abandoned. That’s a lot of potential sales left on the table.
Abandoned cart emails have an average open rate of 45%. That’s way higher than most marketing emails.
50% of customers who click on an abandoned cart email end up making a purchase.
In short, if you’re not sending abandoned cart emails, you’re leaving money on the table.
5 Tips for High-Converting Abandoned Cart Emails
1. Send the Email Quickly
Timing is everything. The sooner you send the email, the better. Ideally, send it within 1-2 hours of the cart being abandoned. This keeps your brand fresh in the customer’s mind and increases the chances of them returning to complete the purchase.
2. Use a Catchy Subject Line
Your subject line needs to grab attention. Try something like:
“Did You Forget Something?”
“Your Cart is Waiting!”
“Complete Your Purchase and Save 10%!”
Keep it short, urgent, and benefit-driven.
3. Showcase the Abandoned Items
Include clear images of the products left in the cart, along with their names, prices, and a direct link to checkout. This reminds the customer what they’re missing and makes it easy for them to pick up where they left off.
4. Add a Sense of Urgency
Create FOMO (fear of missing out) by adding urgency. For example:
“Your cart will expire in 24 hours!”
“Only 3 left in stock—complete your purchase now!”
“Sale ends tonight—don’t miss out!”
Urgency pushes customers to act fast.
5. Offer an Incentive
Sometimes, all it takes is a little nudge. Offer a discount, free shipping, or a small gift to sweeten the deal. For example:
“Here’s 10% off to complete your purchase!”
“Free shipping if you order in the next 2 hours!”
Just be careful not to overuse incentives, or customers might start abandoning carts on purpose to get a discount.
Real-Life Examples That Work
Here are some abandoned cart email examples that crushed it:
“You Left Something Behind!”
This email included a clear image of the abandoned product, a direct link to checkout, and a subtle reminder of free shipping. Result? A 40% conversion rate.
“Your Cart is Expiring Soon!”
This email used urgency by stating that the cart would expire in 24 hours. It also included a 10% discount code. Result? A 35% increase in recovered sales.
“We Saved Your Favorites!”
This email was personalised with the customer’s name and showcased the abandoned items with a “Complete Your Purchase” button. Result? A 50% open rate and 25% click-through rate.
Common Mistakes to Avoid
Sending the Email Too Late
If you wait too long, the customer might lose interest or buy from a competitor. Send the email within hours, not days.
Being Too Pushy
Avoid phrases like “Why didn’t you buy?” or “You missed out!” These can come across as aggressive and turn customers off.
Ignoring Mobile Users
Over 60% of emails are opened on mobile devices. Make sure your email is mobile-friendly, with large buttons and easy-to-read text.
How to Automate Your Abandoned Cart Emails
Automation is your best friend when it comes to abandoned cart emails. Most email marketing platforms (like Klaviyo, Mailchimp, or Shopify Email) allow you to set up automated workflows. Here’s how to do it:
Set Up a Trigger
The trigger is the abandoned cart event. When a customer adds items to their cart but doesn’t check out within a set time (e.g., 1 hour), the workflow starts.
Create a Series of Emails
Don’t rely on just one email. Create a sequence of 2-3 emails to maximise your chances of recovery. For example:
Email 1: Sent 1 hour after abandonment (friendly reminder).
Email 2: Sent 24 hours later (add urgency or an incentive).
Email 3: Sent 48 hours later (last chance to complete the purchase).
Test and Optimise
Continuously test different subject lines, designs, and incentives to see what works best for your audience. If you’re struggling to set up or optimise your abandoned cart emails, it might be time to call in the experts. An Email Marketing Agency can help you design high-converting emails, set up automation workflows, and analyse your results to maximise ROI. Sometimes, a little professional help can make all the difference.
Now, go recover those carts and boost your sales!