7 Powerful Abandoned Cart Email Examples To Help You Recover Sales
A customer browses your online store, adds their finds to the cart, and on the checkout page… they bounce.
In true Halloween fashion, you’ve been ghosted, amigo.
Maybe they're not happy with the delivery options. Maybe they were expecting better discounts. Maybe they're sleep-shopping and their phone's fallen on their face while scrolling.
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An abandoned shopping cart is a major ouchie for ecommerce businesses.
The Baymard Institute reports that ecommerce stores lose $260 billion annually in recoverable sales because of cart abandonment. (For scale, NASA's annual budget is around $25 billion. You could fund NASA for a decade with $260 billion.)
The point is—shopping cart abandonment is expensive.
But it’s not all doom and gloom. You need to defibrillate these almost-customers by sending a targeted marketing missile—an abandoned cart email sequence.
And if you’re short on inspiration, this guide is for you—plentiful cart abandonment email examples for you to sink your teeth into.
What is a Cart Recovery Email?
A cart recovery email, or an abandoned cart email, is an automated follow-up message sent to customers who abandon their online shopping cart during the checkout process.
It's a friendly reminder to return and complete the purchase, often including incentives like discounts or free shipping.
Why is an abandoned cart email strategy important for ecommerce businesses?
The average shopping cart abandonment rate is 69.99%, which means that only three out of 10 customers who fill their shopping carts follow through and make a purchase.
That’s a lot of dough slipping away.
However, according to Klaviyo’s 2024 Benchmark Report, the open rate for cart abandonment emails is 41.18%, outperforming the 21% rate of typical marketing emails.
This makes abandoned cart emails a key tactic in marketing campaigns to recover lost sales and increase conversion rates.
Real-life example:
In my experience with the custom lanyard business, I’ve found that abandoned cart emails can significantly boost recovery rates.
For example, we implemented a series of targeted emails aimed at customers who left lanyards in their carts.
In one campaign, we saw a recovery rate of 30%, which translated into an additional $1,500 in sales over two weeks.
Our inspiration for these emails came from brands like Amazon and Shopify, which excel at remarketing.
The Anatomy of a Perfect Cart Abandonment Email
A cart abandonment email is a rescue mission for the abandoned items left behind in the digital wilderness of your online store.
It's a chance to rekindle the spark of interest and guide your customer back to the checkout finish line.
To succeed, your cart recovery email needs to be a compelling blend of three things: a friendly reminder, a gentle nudge, and a persuasive offer.
Use this blueprint to create emails that grab your customers' attention and drive conversions. Let’s test drive this for a fictitious ecommerce store, “Zoomies and Chews.”
Start with an interesting subject line
This is your one shot to catch the shopper's eye and get them to open the email. A good email subject line should be one, or a combination of these:
- Intriguing: “Did your dog eat your shopping list?”
- Clear and concise: “You left items in your cart at Zoomies and Chews!”
- Personalized: “Becca, did you forget something for Zeus?”
- Using a sense of urgency (cautiously): “Don't miss out! Your cart is expiring.”
Also, email subject lines with emojis have a higher open rate. So, don't be afraid to sprinkle some in! ✨️
Invest in the preview text
Your preview text needs to add value, not just repeat the subject line.
If your email subject line is “Did your dog eat your shopping list?”, your preview text could be “We saved your cart! Those chew toys and squeaky toys are waiting for you.”
- Complementary information. Treat it like a sneak peek of your email. Just a little taste of what's in store, no spoilers.
- Keep it concise. Make every word count—stick to 90 characters for the preview.
- Highlight the incentive. If you've got a discount or free shipping, let people know in the preview. “Left something behind? Free shipping is on us!”
Include engaging visuals
Add some images to your emails so they stick in people's minds. Opt for high-quality images or videos of the abandoned items to showcase their unique features and benefits.
David Zhang, CEO of Kate Backdrops says:
Initially, we send a friendly nudge within a few hours of the cart being abandoned, emphasizing the value and benefits of the items left behind.
Following this, we incorporate dynamic visuals, possibly with backdrops related to the buyer's initial interest, making it relatable and engaging.
Here, you need to show AND tell.
Write a clear call-to-action (CTA)
The CTA is where you directly tell the customer what you want them to do: return to their cart and finish buying.
To make your CTA as effective as possible:
- Use action-oriented language. Go for verbs that push for action for a clear CTA. For example, “Get Your Zoomies On!”
- Make it stand out visually. Design your CTA button to be easily noticeable and attention-grabbing. Try using bold fonts, contrasting colors, and white space.
- Link directly to the cart. Don't make the customer look around for their cart. The CTA button needs to link to their shopping cart.
- Consider button size and placement. Check that the button is big and easy to tap, especially on phones, and put it in a noticeable spot in the email.
Use social proof
Let's be honest, nobody actually enjoys getting more emails. The average person sees 10,000 ads a day.
The power of social proof comes from its ability to access our innate herd mentality. When potential customers see other people happily buying and using your products, they think, “Hey, maybe I should join in too!” (How else can we explain JUULs, really?)
This isn’t manipulation—it’s reassurance.
Most people are naturally risk-averse. Good reviews make us less anxious and more willing to dive in.
There are a few different ways you can add social proof to your cart abandonment emails:
- Customer testimonials. Include positive reviews or testimonials from other customers.
- Star ratings. Show the average star rating for the products in the customer's cart.
- Social media mentions. If you have a strong social media presence, you can include mentions or shares from other users.
- Number of sales. If you have a popular product, you can mention how many people have already purchased it.
Offer an incentive (optional but recommended)
Do you know the number one cause of abandoned shopping carts? The extra costs on the checkout page—think shipping, taxes, and other fees.
Offer a little treat to reward customers for their return:
- Free shipping. Everyone loves free shipping. Getting rid of a potential barrier to buying helps make the overall cost more appealing. For our brand, we might include this in our email copy: “Don't worry about shipping costs! We'll deliver your pup's new goodies right to your doorstep for free.”
- Percentage discount. Offer a discount code or coupon code on their order, such as 10% or 15% off. This could be what convinces them to buy it.
- Small gift with purchase. Include a small gift with their order. It's a nice touch that'll make customers feel special.
- Limited time offers. Create a sense of urgency by making the offer time-limited.
Wondering how the pros do it? These ecommerce email marketing examples will show you what killer campaigns look like.
How to Automate Your Abandoned Cart Email Campaigns
Who has the time to chase down every runaway shopping cart? Let marketing automation help you get back those lost sales effortlessly.
Here's the breakdown:
Step 1: Choose the right tools
Imagine marketing automation software as a shopping assistant that nudges customers about abandoned items and suggests personalized product recommendations to seal the deal.
Here are your options:
- Basic abandoned cart features. You can find basic abandoned cart email templates on platforms like Shopify. They’re basically digital Post-its to jog customers' memory about what they left behind.
- Comprehensive email marketing platforms. Platforms like Mailchimp, ActiveCampaign, and GetResponse step up their game with advanced features. Everything's covered: segmentation, email design, and automation workflows.
- Dedicated cart abandonment software. CartStack and Rejoiner are completely focused on cart recovery. They're gonna pull out all the stops—emails, SMS, push notifications—to win those customers back.
Need help writing a killer email for abandoned carts? Get the tools you need to create eye-catching emails, segment your audience, and automate your campaigns.
Here are our top 10 picks for the best email marketing software:
Every minute you wait is another potential sale slipping away. Don't let those abandoned carts languish in the digital dustbin.
These 10 cart abandonment software picks can help you recover those lost sales before it's too late:
Step 2: Set up email triggers
Your emails' sending schedules are determined by triggers. They're like the invisible hand guiding your abandoned cart email strategy.
- Time delay: Send the first email after a set time (e.g., one hour after abandonment).
- Exit intent: Trigger a pop-up when a customer is about to leave your site.
- Specific product abandoned: Send tailored emails based on the abandoned product.
Step 3: Design your email sequence
This is the multi-step persuasion tactic of your email marketing strategy. A sequence of 3–5 emails is usually the sweet spot. And each email has a specific purpose:
- Email 1: A gentle reminder with images of the abandoned items.
- Email 2: Social proof and testimonials to build trust.
- Email 3: An incentive like a discount code or free shipping.
- Email 4 (optional): A last reminder with a sense of urgency.
Step 4: Track results and optimize
Keep an eye on how your email sequence is doing:
- Open rates: Are people opening your emails?
- Click-through rates: Are they clicking on your CTA?
- Conversion rates: Are they completing their purchases?
- Recovered revenue: How much revenue are you recovering?
Take advantage of this data to improve your email communication. Experiment with different elements through A/B testing to find out which one performs the best.
Your email list should be a cash machine. These top ecommerce email marketing courses show you how to make it happen.
7 Best Abandoned Cart Email Examples
I won’t lie. I’ve abandoned my fair share of shopping carts. But these brands—most from my own inbox—have mastered the art of the cart recovery email.
So, prepare to be amazed (or at least mildly amused).
1. MyMuse
MyMuse is a hugely successful Indian sexual wellness brand with over 150,000 customers a month.
I abandoned my cart three days ago and got a personalized abandoned cart email sequence in 72 hours:
- Email 1 subject line: “Hi Brinda, complete your order in 2 clicks”
- Email 2 subject line: “💋One click is all it takes for 15% off”
- Email 3 subject line: “Hullooooo anyone there? ⌛”
What MyMuse does well:
MyMuse isn't shy. They've got a bold personality, and it shines through in their abandoned cart emails.
The colors are bold, the email copy is playful, and there's a refreshing touch of irreverence that makes them stand out from the usual email marketing campaigns.
Note how they leverage the power of the personalized email by using my name, acknowledging my (pretend) forgetfulness with good humor, and gradually sweetening the deal with each email.
- The first email is simply a friendly forgotten cart reminder.
- The second email ups the ante with a tempting discount and a playful wink (that kiss emoji).
- And the third email clearly acknowledges boundaries: “We don’t want to be clingy.”
MyMuse is great at building a sense of FOMO (fear of missing out) without being pushy with a limited time coupon code, and they use social proof in the form of customer reviews to build trust and credibility.
Plus, they offer customer support within all three emails with an emphasis on their quick response rate—all great indicators of a brand that truly cares.
This series of emails checks all the boxes for abandoned cart email best practices—from email design to email copy to social proof.
2. Half Magic
Half Magic is a Millennial and Gen Z-focused makeup popularized by the hit TV show, Euphoria. They don’t ship to India (yet), so I had to abandon my cart.
But here’s what they sent me to sweeten the deal in their follow-up email:
Email subject line: “How does 15% OFF sound to you?”
What Half Magic does well:
The call to action is clear: “COMPLETE CHECKOUT.”
Not once, but reiterated twice at different placements. And just in case you had a momentary lapse of memory, they remind you of the abandoned items with the official product images and their cost.
Subtle urgency, without the pressure.
The email copy, “You are so close to the makeup of your dreams,” is aspirational and encouraging—paired beautifully with the sleek email design.
No guilt trips, no bombardment of offers, just a touch of magic guiding you back to your cart.
3. ASOS
ASOS is perhaps one of England’s foremost online retailers, with an enormous website collection from some of the most well-known brands. Their email marketing is pretty impressive, too.
I’ve swiped my credit card at their digital register more often than I’d like to admit.
Email subject line: “Hey, you forgot something…”
What ASOS does well:
ASOS keeps it refreshingly simple. No dramatic pronouncements or desperate pleas, just a straightforward “These yours?”
The email itself echoes this minimalist vibe.
A clean design, a clear message (“Got distracted? We've all been there.”), and the abandoned items are clearly displayed. They know the products are the real stars of the show, and they let them shine.
The “TAKE ME BACK” CTA button is bold and impossible to miss, guiding you back to your cart with zero fuss.
And just in case you're feeling indecisive, they subtly remind you of all the other amazing brands they offer.
4. Meow Meow Tweet
Can a cat convince you to complete your purchase? Meow Meow Tweet seems to think so. (And no, they aren't a cat food company. Clever, right?)
Email subject line: The cat's in your bag!
What Meow Meow Tweet does well:
The email itself is charmingly simple. “You're just a few purrs away” is especially delightful.
A cute image of a cat nestled in a box sets the tone, while the copy empathizes with the common distractions of daily life (“Maybe you got up to get a snack. Or to give your cat a few chin scratches.”).
It's a subtle way of saying, “We get it, life happens,” without any judgment or pressure.
The call to action, “COMPLETE CHECKOUT,” is clear and concise, and the button is prominently displayed in a warm, inviting color.
Notice how they also have a clear “Unsubscribe” button at the bottom of the email—giving you complete control of your inbox without being desperate or too salesy.
5. The White Willow
As someone currently nestled amongst a pile of The White Willow pillows, I can confirm their comfort is undeniable. And their email marketing game? Equally effective.
Email subject line: “This is perfect for you”
What The White Willow does well:
It starts with a headline that screams credibility: “3,00,000+ CUSTOMERS PROVE WE HELP YOU LIVE A LIFE WITH MORE COMFORT.” (Note: That number's no typo, it's 300k in the Indian numbering system.)
That's a lot of happy sleepers! And then, the personalization kicks in. They remember the exact pillow I was browsing and gently suggest I “upgrade my life” by adding it to my cart.
They effectively make use of two kinds of social proof: customer reviews and press coverage.
The “Verified Customer” badge adds a nice touch of authenticity, and the subtle name-dropping of publications like Forbes and YourStory adds credibility.
6. Fabletics
Sometimes, simplicity is best.
Fabletics takes a straightforward approach with their abandoned cart email, focusing on a personalized subject line, bold visuals, and a clear call to action.
Email subject line: “Brinda, got your eye on something?”
What Fabletics does well:
The “SHOP NOW” buttons underneath each product image are impossible to miss. Big, bold, and ready to whisk you back to the checkout.
It's quick and easy, helping you get back to your shopping. Their messaging is on-brand—no frills, no fuss, just a straightforward reminder and a bold call to action.
7. Who Gives A Crap
Yes, you guessed right. Who Gives A Crap indeed sells toilet paper. But eco-friendly toilet paper—that’s their environmental mission.
Their reminder emails are not only hilarious but also reinforce their social mission. Every message strengthens customer loyalty and motivates action.
And I agree.
Email subject line: “Our copywriter had a baby”
What Who Gives A Crap does well:
It's refreshingly honest, self-aware, and downright hilarious.
It throws out the marketing rule book and embraces a “we're all just winging it” approach that's both disarming and endearing.
No fancy marketing jargon, no hyperbolic claims, just pure, unadulterated honesty. They even acknowledge that their products are “good” (not “amazing” or “life-changing,” just good).
The humor continues as they explain that the email “pretty much writes itself” because their copywriter is on parental leave. It's a relatable scenario that adds a human touch to the brand, making them seem more like a group of friends than a faceless corporation.
The call to action is simple and direct: “Stock up here!” No pressure, no urgency, just a friendly suggestion.
Don't Let Those Carts Ghost You
Ready to reclaim your revenue and conquer cart abandonment? Start by analyzing your own emails.
Are they engaging? Persuasive? Do they reflect your brand personality?
Take inspiration from the examples we've explored and start optimizing your cart recovery strategy today.
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Cart Abandonment Email Examples FAQs
Have more questions? We thought so. 😉
Where can I find more abandoned cart email templates?
You’re in luck! You can find tons of templates to customize for your abandoned cart emails.
- Several websites offer free and paid email templates that you can download and customize. Some popular options include Beefree, Unlayer, and Stripo.
- Check out inspirational galleries. Like Really Good Emails, Milled, and Milky Mail’s Email Stash.
- Find pre-made templates for abandoned cart emails on most email marketing platforms. Some popular options include Mailchimp, Klaviyo, and ActiveCampaign.
What are some common mistakes to avoid?
The cart abandonment email examples we’ve covered above avoid these common pitfalls:
- Being too pushy or salesy: Keep your tone friendly and helpful.
- Not including a clear call to action: Make it easy for customers to return to their cart.
- Not optimizing for mobile: Make sure your emails look good on all devices.
