Abandoned carts are common in online shopping—over 70% of carts are left behind. No matter how appealing your products or website, many shoppers won’t complete their purchases. Fortunately, abandoned cart emails offer a powerful way to recover lost sales.
Let’s explore why shoppers abandon carts, how to create effective cart recovery emails, and what best practices can increase conversions.
What Is an Abandoned Cart Email?
An abandoned cart SMS is an automated text message delivered to shoppers who add items to their cart but don’t finish checking out. These SMS messages act as reminders, encouraging customers to return and complete their purchase. You can send a one-time message or create a series of follow-up texts.
Since shoppers who add items to their carts show strong buying intent, targeting them through SMS marketing can yield high returns. Even if they don’t purchase immediately, you can retarget them later with personalized text offers.
Note: These SMS messages rely on first-party data—information shared willingly by the user—so they remain privacy-compliant.
Why Do Shoppers Abandon Their Carts?
Understanding the reasons behind cart abandonment helps you craft better emails. Here are the most common causes:
- High Shipping Fees: Unexpected costs at checkout often discourage buyers. To counter this, consider free shipping thresholds or include shipping in your product pricing. You can also offer free shipping in your email as an incentive.
- Slow Delivery Estimates: Today’s shoppers expect speed. If your shipping estimate feels too slow, they might buy elsewhere. Offer faster shipping options—or promote express delivery in your cart emails.
- Lack of Trust: With fraud on the rise, shoppers avoid sites that don’t look secure. Adding trust badges, secure payment options, and privacy statements can reduce hesitation.
- Unsatisfactory Return Policy: A complicated or unclear return process drives people away. Instead, offer a smooth return experience and highlight it in your cart email to reassure hesitant buyers.
- Limited Payment Methods: If someone doesn’t see their preferred payment method, they’ll likely abandon the cart. Support multiple options like credit cards, wallets, or BNPL services to reduce friction.
Key Components of an Effective Cart Recovery Email
Design your email with these essential elements to recapture attention, rebuild interest, and drive conversions:
Attention-Grabbing Subject Line
Your subject line is your first impression—and possibly your only chance to be noticed in a crowded inbox. Personalization is key here; mentioning the shopper’s name or product left behind can instantly create relevance.
For example: “Still thinking it over? Your backpack awaits.”
Additionally, incorporating urgency (“Hurry! Your cart is about to expire”) or curiosity (“Did you forget something?”) encourages higher open rates. Use A/B testing to find which tone—friendly, witty, or direct—resonates best with your audience.
Clear Product Details
Include the product name, thumbnail image, price, and any essential specifications. This visual reminder reinforces what caught their interest in the first place.
Ensure that the layout is clean, mobile-friendly, and highlights key selling points like colors, variants, or features.
If your platform allows, show the exact combination the shopper selected (e.g., size and color of a T-shirt). The goal is to make the email feel like a seamless extension of their shopping experience.
Smart Personalization
Go beyond just inserting names—use customer data to create highly relevant content. Include previously viewed products, complementary items, or even categories they browsed.
For high-value carts, offer special discounts or bundle suggestions to encourage checkout.
If a user frequently buys skincare, for instance, remind them of loyalty points or suggest items they’ve purchased before.
This level of tailored messaging builds trust and makes the shopper feel understood, not just targeted.
Strong Call-to-Action (CTA)
Your CTA should be bold, action-oriented, and easy to find—ideally above the fold and repeated at the end of the email.
Text like “Finish Your Purchase”, “Return to Cart”, or “Complete My Order” tells the user exactly what to do.
Make the button visually distinct using a contrasting color that aligns with your brand.
Consider adding subtle urgency: “Your items are almost gone!” or “Reserve now before they sell out.”
Offers and Discounts
A small incentive can push shoppers to take action, especially if it addresses a known objection like price.
Offer limited-time discounts, free shipping, or exclusive perks to sweeten the deal.
*: “Complete your purchase today and get 10% off!”
However, be careful not to devalue your products—test segmenting only high-intent shoppers or high-ticket carts for discount offers.
Social Proof
Show potential buyers that others trust your brand. Including star ratings, quick review snippets, or even customer photos can reduce hesitation.
Statements like “4.8/5 stars from over 1,200 customers” or quotes such as “So comfy! I wear them every day” lend authenticity.
You can also highlight user-generated content from social media to make the proof feel more real and relatable.
This is especially useful for new visitors who may be unsure about making a purchase from your site.
Create Urgency
Use urgency techniques like countdown timers, limited stock messages, or expiring offers to motivate quick action.
Phrases like “Only 3 left in stock”, “Your cart will expire in 12 hours”, or “Flash sale ends at midnight” can drive conversions.
You can embed real-time countdown timers in your emails using many email marketing tools to make this even more compelling.
Urgency works best when it feels authentic, not forced or overly gimmicky.
Product Recommendations
If a shopper is still undecided, help guide them by offering similar or complementary product options.
Use AI-driven recommendations or bestsellers from the same category to keep them engaged with your catalog.
A line like “Still unsure? You might love these too” can encourage exploration.
This not only increases the chances of a sale but can also boost average order value by showing relevant add-ons.
12 Best Practices for Abandoned Cart Emails (with Examples)
Understand Why Shoppers Abandon Carts
Before you can fix the problem, you need to know why it’s happening. Customers abandon carts for many reasons—high shipping fees, confusing checkout processes, lack of trust, or simply getting distracted. Tools like heatmaps, session recordings, or exit-intent surveys can reveal where and why users drop off. By identifying these friction points, you can tailor your abandoned cart emails to address specific concerns, making your messaging more effective and relevant.
Personalize Based on Behavior
Generic emails won’t cut it anymore. Shoppers expect personalized experiences that reflect their interests and behaviors. Use data like cart value, products viewed, and past purchase history to create emails that speak directly to each shopper. You can suggest similar products, offer targeted discounts, or highlight items they were eyeing. This level of personalization not only makes your emails more engaging but also increases the chances of bringing the customer back to complete the purchase.
Write Standout Subject Lines
Your subject line is your first (and sometimes only) chance to grab attention in a crowded inbox. A great subject line should be short, relevant, and emotionally compelling. You can use urgency (“Only a few left!”), curiosity (“Did you forget something?”), or even humor, depending on your brand tone. What matters most is that it resonates with your audience and encourages them to open the email. Without a strong subject line, even the best-designed email might go unseen.
Match the Email Copy to Your Brand Voice
The tone and language in your email should feel like a natural extension of your brand. Whether your style is casual and fun or professional and refined, maintaining consistency across communication builds trust. Your abandoned cart email is a chance to reinforce your brand identity while gently nudging the shopper. Keep the message helpful and friendly—like a reminder from a friend, not a pushy sales pitch. This human touch can make all the difference in how the message is received.
Include High-Quality Product Images
A picture is worth a thousand words—and in eCommerce, it could also be worth a sale. Including large, clear images of the exact products the customer left behind helps rekindle interest. High-quality visuals remind them of what they liked and make the email visually appealing. Bonus points if the images show the product in use or offer different angles. Strong visuals can reduce hesitation and push the customer toward a buying decision.
Use Social Proof to Build Trust
When a shopper is on the fence, knowing that others had a good experience can push them to act. Including star ratings, customer reviews, or testimonials in your cart recovery emails adds credibility and reassurance. People trust peer recommendations more than branded messages. Use quotes that highlight product quality, customer satisfaction, or shipping speed. This builds trust and gives your customer one more reason to click that “Complete Purchase” button.
Offer Targeted Discounts
A small incentive can go a long way in converting an abandoned cart. However, not every shopper or product needs a discount. Instead, offer promotions strategically, such as to users with high cart values, or first-time buyers. Personalized or time-limited discounts (e.g., “Save 10% if you complete your order in 2 hours”) create urgency and encourage action. Be cautious, though—overusing discounts can condition customers to wait for deals every time.
Consider Free Shipping as an Alternative
High shipping costs are one of the biggest reasons shoppers abandon their carts. If offering sitewide discounts isn’t sustainable for your business, free shipping is a compelling alternative. It feels like a bonus to the shopper, even if the product price stays the same. You can offer it for a limited time or on orders above a certain amount. Highlighting “Free Shipping” clearly in the email gives shoppers one less reason to walk away.
Create Strong, Clear CTAs
Once a shopper opens your email, your goal is to make it as easy as possible for them to return to their cart. That’s where a well-crafted call-to-action (CTA) comes in. Use direct, action-focused text like “Complete My Order,” “Return to Cart,” or “Finish Checkout.” Your CTA button should be large, visually distinct, and mobile-friendly. Avoid cluttering the email with too many links or choices—guide the user to a single, clear next step.
Send a Series of Emails (Not Just One)
Recovery doesn’t happen with one email. A well-timed series helps re-engage the customer across their decision-making journey. Start with a friendly reminder within a few hours of abandonment. Follow up with an incentive after 24–48 hours, and then send a final email suggesting related products or urging them to act before a deal expires. Spacing out the messages gives the shopper time while keeping your brand top of mind without being annoying.
Time It Right
Timing can make or break your email’s effectiveness. Sending too soon might seem intrusive, while waiting too long can lead to lost interest. Ideally, the first email should go out 2–4 hours after cart abandonment, when the shopper still remembers what they were doing. Follow-ups should be spaced appropriately to maintain engagement without feeling spammy. A/B test your sending times to find the sweet spot that converts best for your audience.
Add SMS for a Multi-Channel Flow
Sometimes an email isn’t enough. Adding SMS to your cart recovery strategy lets you reach shoppers quickly and directly, especially when they’re on the go. Send a short, polite message reminding them about their cart, ideally within 24–48 hours of abandonment. Be sure to only text users who have opted in, and keep your message simple with a clear link to their cart. Used sparingly, SMS can be the perfect nudge that leads to conversion.
Final Thoughts
Abandoned cart emails, when done right, are more than just reminders—they’re opportunities to re-engage high-intent shoppers, boost conversions, and build long-term customer loyalty. By understanding why shoppers abandon carts, personalizing your message, using compelling visuals and CTAs, and incorporating incentives or SMS, you can recover lost revenue and create a smoother buying experience.
As you implement these best practices, remember to test and optimize regularly. What works for one audience may not work for another. Still, with a strategic, data-driven approach, your abandoned cart emails can become one of your most effective revenue recovery tools.
FAQ’s
How many abandoned cart emails should I send before stopping?
It’s best to send 2–3 emails in a cart recovery sequence. Start with a gentle reminder within a few hours, follow up the next day with an incentive (like a discount or free shipping), and wrap it up with product suggestions or urgency. After that, if there’s no response, it’s respectful to stop.
Will sending too many emails annoy my customers?
Yes, it can. That’s why timing and content matter. Stick to a thoughtful email sequence—don’t spam. If the messages are personalized, useful, and well-spaced, most shoppers will appreciate the reminder rather than get irritated.
What if someone abandoned their cart on purpose—should I still email them?
Absolutely. People abandon carts for many reasons, not always intentionally. Maybe they got distracted or needed more time. A helpful email might be the nudge they need. And if they truly changed their mind, they can simply ignore it.
Do I need to offer a discount in every abandoned cart email?
Not at all. While discounts can work, overusing them may hurt your margins or train customers to wait for deals. Try using product reminders, social proof, or free shipping offers first. Save discounts for high-value carts or final emails in your sequence.
Can I still send abandoned cart emails without violating privacy rules?
Yes—if you’re using first-party data (like email addresses collected directly from shoppers), and you follow proper data privacy practices. Just make sure your customers have opted in to receive emails. Always offer a clear unsubscribe option to stay compliant.