Abandoned cart emails are a powerful tool in e-commerce that can help you recover sales lost when potential buyers leave your website without completing a purchase. These emails serve as reminders, nudging customers to revisit their carts and complete their transactions, and they can significantly improve your overall sales figures.
In this guide, we’ll explore 15 inspiring abandoned cart email examples, each demonstrating effective techniques that you can apply to your email marketing campaigns. From personalised messaging and limited-time offers to discount-driven approaches, you’ll see how different email styles can cater to diverse customer needs and boost conversion rates.
Table of Contents
What Is An Abandoned Cart Email?
An abandoned cart email is a follow-up message sent to customers who add items to their online shopping cart but leave the site without completing the purchase. Its primary goal is to remind these potential buyers of their unfinished shopping journey, encouraging them to return and complete the transaction.
Great abandoned cart emails typically include a strong call to action, making it easy for customers to pick up right where they left off. With high open and engagement rates, these emails are known for their effectiveness in recovering lost sales.
The process is fully automated and triggered by user behavior at checkout. Once a customer abandons their cart, the email is sent without any manual effort.
15 Examples of Abandoned Cart Emails
1) Peel
- Unique Approach: Peel combines minimalist design with a sense of responsibility, stating that the brand is holding the items for the customer.
- Visuals and Design: Simple and clean with a focus on the items in the cart.
- CTA and Messaging: The email invites the user to complete the purchase with the added bonus of free shipping.
- Timing and Frequency: A single reminder email, keeping the message direct and to the point.
2) The North Face
- Unique Approach: This email uses creative visuals like a climber to guide the user’s focus towards the product.
- Visuals and Design: The imagery of a climber enhances the visual appeal and ties into the outdoor adventure theme.
- CTA and Messaging: The copy subtly hints that completing the purchase will help the customer ‘conquer’ their shopping journey.
- Timing and Frequency: A single, well-timed follow-up email.
3) NARS Cosmetics
- Unique Approach: NARS uses engaging GIFs and vibrant colours to immediately capture attention.
- Visuals and Design: The GIFs paired with vibrant colours make the email stand out.
- CTA and Messaging: The call-to-action encourages users to finish their purchase with a direct, action-driven message.
- Timing and Frequency: Multiple reminder emails to maintain urgency.
4) SHEIN
- Unique Approach: SHEIN uses a discount code as an incentive to encourage users to return and complete their purchase.
- Visuals and Design: The email is visually appealing, showcasing product images clearly.
- CTA and Messaging: A clear call to action with a discount offer to prompt users to act.
- Timing and Frequency: A reminder email with a time-sensitive discount offer.
5) Dyson
- Unique Approach: Dyson’s email includes an image of the abandoned item, making it easy for users to recall their interest.
- Visuals and Design: Clean design with the product image highlighted.
- CTA and Messaging: The email encourages users to complete their purchase with a simple CTA.
- Timing and Frequency: One reminder email sent at a strategic time.
6) Cufflinks
- Unique Approach: The email includes a coupon code to incentivize the customer to complete their purchase.
- Visuals and Design: The design focuses on the product with a headline that encourages action.
- CTA and Messaging: The CTA drives urgency with the use of a coupon code.
- Timing and Frequency: A one-time reminder email with a clear incentive.
7) Mango
- Unique Approach: Mango keeps the email straightforward with a focus on urgency.
- Visuals and Design: A clean design with product details and availability highlighted.
- CTA and Messaging: The messaging urges users to act quickly as items may run out of stock.
- Timing and Frequency: A single, urgency-driven reminder email.
8) Amazon
- Unique Approach: Amazon’s email is simple and direct, reminding users of their abandoned cart without being pushy.
- Visuals and Design: Clean design with only the relevant product images.
- CTA and Messaging: A straightforward, non-pushy message encouraging the user to complete the purchase.
- Timing and Frequency: A single, minimal follow-up email.
9) Google Store
- Unique Approach: Google uses urgency, stating that products are selling out quickly.
- Visuals and Design: Simple, on-brand design with urgency conveyed through text and design.
- CTA and Messaging: The messaging encourages customers to act fast with a “going, going, (almost) gone” message.
- Timing and Frequency: A timely reminder email with urgency to prompt immediate action.
10) Adidas
- Unique Approach: Adidas adds humour to its email, suggesting weak Wi-Fi was the reason the cart was abandoned.
- Visuals and Design: A large product image along with witty text.
- CTA and Messaging: The CTA allows users to either complete their checkout or customise their purchase.
- Timing and Frequency: A well-timed follow-up with a humourous, engaging tone.
11) Society6
- Unique Approach: Society6 uses a limited-time reservation approach, creating urgency with a countdown timer.
- Visuals and Design: A minimalist design with a timer to enhance urgency.
- CTA and Messaging: The email emphasises limited-time availability, urging users to complete their purchase.
- Timing and Frequency: A one-time reminder email with a time-sensitive reservation.
12) Puma
- Unique Approach: Puma uses bold design and contrasting colours to create urgency.
- Visuals and Design: The email’s geometric design and bold colours are used to attract attention.
- CTA and Messaging: A strong, urgent call to action encouraging users to act quickly before the products run out.
- Timing and Frequency: One email sent with urgency built into the design.
13) Casper
- Unique Approach: Casper’s email includes customer reviews to provide social proof and encourage trust.
- Visuals and Design: Simple design with clear product images and customer reviews.
- CTA and Messaging: The CTA encourages users to complete their purchase, backed by positive reviews.
- Timing and Frequency: A single email with a focus on reassuring customers with social proof.
14) Drop
- Unique Approach: Drop uses urgency with a countdown timer, pushing users to act quickly.
- Visuals and Design: Bold text and countdown create a sense of urgency.
- CTA and Messaging: The email encourages users to act fast before the deal ends.
- Timing and Frequency: One reminder email with a countdown to drive urgency.
15) Ugmonk
- Unique Approach: The email is highly personalised, as if the owner is speaking directly to the customer.
- Visuals and Design: A simple, text-heavy design with personalised touches.
- CTA and Messaging: The CTA provides easy access to the cart, making the purchasing process seamless.
- Timing and Frequency: A helpful, straightforward reminder email with no pressure.
Abandoned Cart Email Best Practices
1. A Well-Crafted Subject Line
The subject line is your first chance to catch the customer’s attention, so making it stand out is essential. A simple, direct approach often works best. Subject lines like “Forgot something?” or “Your cart misses you!” immediately engage the reader by reminding them of their abandoned purchase. Personalising the subject line with the customer’s name or the specific product can make it even more appealing and increase open rates. Keeping it short—under 50 characters—ensures it stays impactful and easy to read at a glance.
2. Give a Clear Call to Action
Your call to action (CTA) should be as clear and visible as possible, guiding the customer toward completing their purchase. Phrases like “Complete your purchase” or “Get it before it’s gone!” provide a direct prompt to take action. A bright, contrasting colour for the CTA button can help it stand out, making it easy for the customer to spot immediately. Position it prominently near the top of the email to ensure they see it without having to scroll.
3. Make Your Copy Shine
The body of your email should feel friendly, personal, and aligned with your brand’s voice. Aim to keep the message brief yet impactful—focus on rekindling the customer’s interest by highlighting why they wanted the product in the first place. Remind them of the unique benefits of the item, and if possible, address any concerns they might have subtly. By building a connection through thoughtful, conversational language, you can make it more likely they’ll return to their cart.
4. Show Your Product
A visual reminder of the product can often reignite the customer’s interest. Include high-quality images of the abandoned item directly in the email to capture their attention. Alongside the image, consider a short line highlighting a key benefit of the product, reinforcing why it’s a worthwhile purchase. If the customer might be uncertain about the item, showing similar products could keep their interest alive and encourage them to explore other options.
5. Create Catchy Graphics
Appealing visuals make an email memorable and engaging, so consider adding graphics that align with your brand’s style—whether it’s playful, elegant, or minimalistic. Adding small touches like GIFs or icons can create a dynamic feel without overloading the email. Aim to keep the visuals focused on drawing attention to the CTA or any special offer. This way, the email remains visually engaging without distracting from the main action you want the customer to take.
6. Create a Sense of Urgency
Urgency is one of the most effective ways to prompt quick action. No one likes the thought of missing out, so phrases like “Limited time offer” or “Hurry, items in your cart are running out!” can motivate customers to complete their purchase. You could also include a deadline for any discounts or free shipping offers to create an even stronger sense of urgency. Adding a countdown timer is another way to make the email feel immediate and time-sensitive.
7. Feature Alternatives
If a customer left something behind, it could be because they’re not fully convinced about the item. Including similar products in the email gives them alternatives to consider. Display items from the same category or with similar styles, which might better meet their preferences. Make sure the suggested alternatives are reasonably close in price or offer similar benefits to what they initially added to their cart, increasing the likelihood they’ll find something appealing.
8. Address Potential Objections
Sometimes, customers hesitate to complete a purchase because they’re unsure about certain details, like return policies or shipping costs. Adding a short section that addresses these potential objections can make them feel more comfortable proceeding. For example, a line like “Free returns within 30 days” or “Fast shipping available” can ease concerns. Consider linking to a FAQ page or customer support, allowing them to find answers to any further questions.
9. Use Reviews and Social Proof
Social proof can play a powerful role in building trust, especially for hesitant customers. Consider adding a few positive reviews or a star rating for the abandoned item. Including brief testimonials or photos from happy customers makes the email feel more genuine and relatable. Choose concise quotes that highlight the product’s best qualities, helping the customer feel reassured about their potential purchase.
10. Offer a Coupon, but Only at the Right Moment
Offering a discount can motivate customers, but it’s essential to use this tactic strategically. Rather than including a coupon in the first email, consider offering it in the second or third reminder if the customer hasn’t responded. This approach can create a sense of exclusivity, making the offer feel like a special gesture. A line like “Get 10% off if you complete your order today!” can encourage them to act quickly, knowing they’re receiving a unique benefit.
11. Optimise for Mobile
Most people will check their emails on their phones, so make sure your design is mobile-friendly. A responsive layout adapts seamlessly to smaller screens, making it easy for customers to view and interact with your email. Lightweight images also help with faster loading times, ensuring a smooth experience for mobile users. Before sending the email, test it on multiple devices to confirm it looks polished and functions well across platforms.
12. Keep It Simple with One Call to Action
A single, clear CTA focuses on the main action you want the customer to take—completing their purchase. Including only one CTA prevents overwhelming them with too many choices and helps keep the email clutter-free. Focus on essential details, such as the product image, a brief reminder, and the CTA. This straightforward approach makes the customer more likely to follow through and finalise their purchase.
How to Start Sending Abandoned Cart Emails?
- Choose an Email Marketing Platform
Select an email marketing platform that supports automated email campaigns. Make sure the platform offers features for creating, sending, and tracking abandoned cart emails to streamline your process. - Set Up Automation
Once you’ve chosen your platform, set up automation to trigger abandoned cart emails. This ensures emails are sent automatically when a customer leaves the site without completing their purchase. Automation improves efficiency by sending timely reminders without manual effort. - Define Email Triggers
Decide when the email should be sent. Common triggers include sending the first reminder after 1 hour of abandonment, with follow-up emails sent over the next 24–72 hours. Tailor the timing based on customer behaviour and your product type to optimise effectiveness. - Customise Email Templates
Customise your email templates to match your brand’s voice and design. Most platforms provide easy-to-use templates that allow you to personalise content with customer names and details about the abandoned products. Make sure the email feels personalised and relevant to the customer. - Track Performance
Monitor the performance of your abandoned cart emails using the analytics provided by your email platform. Focus on key metrics like open rates, click-through rates, and conversion rates to evaluate how well your emails are performing and identify areas for improvement.
Abandon cart email templates
1. The “Oops! You Left Behind Something in Your Cart” Reminder
This friendly reminder is a gentle nudge to help customers pick up where they left off in their shopping journey. It’s casual and approachable, perfect for reconnecting with customers who may have gotten distracted.
Subject: Oops, you left something behind!
Hey [Customer’s Name],
It looks like you left behind some items in your cart. You’ve added $[total cost] worth of goodies, and they’re still waiting for you.
If you’re ready to complete your purchase, click the button below:
[Complete My Purchase]
If you have any questions, we’re here to help.
Best,
[Your Name]
2. The Incentive Offer Reminder
This email taps into the power of incentives, offering customers a special discount to encourage them to complete their purchases. It’s a great way to rekindle interest with an added perk.
Subject: Here’s a special offer just for you!
Hey [Customer’s Name],
Thanks for visiting our store! It looks like you left some items behind in your cart.
As a thank-you for coming back, we’re offering you a [mention discount] discount on your order. Don’t miss out on this exclusive offer!
Complete your order now and save:
[Complete My Purchase]
If you have any questions, just reply to this email!
Sincerely,
[Your Name]
3. The Limited Time Deal Reminder
Urgency can often lead to action, and this template plays on that by emphasising the time-sensitive nature of the offer or items in the cart. It’s perfect for customers who may be hesitant about completing their purchase.
Subject: Don’t miss out—your cart is waiting!
Hey [Customer’s Name],
We noticed you’ve left some items in your cart, but the [mention offer] on [mention items] won’t last forever!
Don’t miss your chance to grab them before they’re gone. Complete your purchase now and take advantage of the limited-time offer:
[Complete My Purchase]
If you have any questions, feel free to reach out.
Happy shopping,
[Your Name]
4. The Social Proof Reminder
Customers love to know they’re making the right choice. This template uses social proof to encourage them to revisit their cart by highlighting popular or highly-rated products they’ve shown interest in.
Subject: Great choice! Your cart is waiting.
Hey [Customer’s Name],
It looks like you’ve picked out some amazing items! These are some of our bestsellers:
- [Product 1]: Loved by 500+ customers
- [Product 2]: Rated 4.8/5 by happy shoppers
Don’t miss out—complete your order before they sell out!
[Complete My Purchase]
If you need assistance, our support team is happy to help.
Best,
[Your Name]
5. The Free Shipping Reminder
This email reminds customers of an added benefit—free shipping—motivating them to complete their purchase without worrying about extra delivery costs.
Subject: Free shipping on your cart!
Hey [Customer’s Name],
Your cart is eligible for FREE shipping—no extra cost to get your items delivered straight to your door!
Click below to complete your purchase and enjoy this exclusive offer:
[Complete My Purchase]
Let us know if you have any questions or need help with your order.
Sincerely,
[Your Name]
These templates cover a range of tones and incentives, helping you engage different types of customers and increase your chances of recovering abandoned carts.
Frequently Asked Questions (FAQ’s):
1. Do abandoned cart emails work?
Yes, abandoned cart emails are highly effective in helping businesses recover lost sales. By reminding customers about their unfinished purchases, these emails often prompt them to return and complete the transaction.
2. What should I write in an abandoned cart email?
When writing an abandoned cart email, aim for a friendly, helpful tone encouraging the customer to return and complete their purchase. Start with a catchy subject line, then include a reminder about the item they left behind, perhaps along with product benefits or limited-time offers. A clear call to action, like “Complete Your Purchase,” should stand out visually. Consider personalising the email with the customer’s name and using images of the abandoned item to make it more engaging.
3. Can I send abandoned cart emails?
Yes, you can send abandoned cart emails, provided your business has obtained permission to email customers. Ensure customers have opted into marketing or transactional emails during checkout or account registration.
4. How many emails does an abandoned cart email order have?
An abandoned cart email sequence generally consists of two to three emails. The first email can be sent within a few hours of cart abandonment, acting as a gentle reminder. The second email, sent a day or two later, might offer additional incentives or alternatives. If the customer remains inactive, a final email with a special offer, such as a discount or free shipping, can encourage them to complete the purchase.
5. How long should I wait before sending an abandoned cart email?
For the best results, send the first abandoned cart email after 1 hour of the cart abandonment. This timeframe strikes a balance—it’s close enough to the initial shopping session to remind customers while still giving them space. Follow up with additional emails after 24 hours and then again within a few days if they haven’t responded. Experiment with different timing strategies to see what works best for your customer base.
