According to a study by Cloudways, abandon cart emails have an average open rate of 45%, and can result in up to 15% of potential customers returning to their cart and completing their purchase.
If you’re an ecommerce store, SaaS business, or marketplace, it’s a no-brainer to include abandon cart emails as a part of your marketing strategy.
These emails can be triggered when a customer navigates away from your website or closes the browser without completing the checkout process — assuming you’ve collected their email during the checkout process.
Sometimes, a simple reminder to a potential customer to complete their purchase can be enough to close the sale. While other times, your emails may need to include coupons or testimonials to help close the sale.
Through trial and error, testing different strategies and techniques, we’ve put together a list of abandon cart email templates you can use to recover lost sales and increase your revenue.
But first, what makes a great abandoned cart email?
As mentioned earlier, sometimes a simple email reminder is all you need to recover an abandoned cart. But other times, you need to be strategic and follow a few best practices.
Let’s go over them.
Timing is crucial when it comes to sending abandon cart emails as it can impact the chances of recovering a potential customer.
Sending an email too soon after someone bounces from your checkout page could come off as too pushy or desperate and could potentially turn a customer off.
But sending an email too late can also make a potential customer forget why they even needed your products or services, making them lose interest.
The key is to find an optimal time to send these emails. And what we’ve noticed is that cart abandonment emails should be sent no later than 24 hours after someone has bounced.
Depending on the email platform you’re using to send these emails, you can experiment with timing using different groups of people. But as a rule of thumb, make sure to send an email no later than 24 hours after the cart has been abandoned.
If your subject line is not compelling enough for someone to click, your email will never get viewed. And if your email is never viewed, you don’t have a chance of recovering a lost cart.
This is why the subject line of your email is probably the most important aspect of your email.
For the highest chance of getting a click, you want to make sure your subject line is personalized. Ideally, you know your customer’s first name and the product they almost purchased.
Here are a few subject line ideas:
These are just a few examples of abandon cart email subject lines. You definitely want to A/B test here and get creative with it.
You could also experiment with emojis in your subject lines as they can help with open rates. But it is important to be mindful of web accessibility best practices as e-readers may have a hard time picking up on emojis.
Your call to action (CTA) should be clear, compelling, and easy for a customer to go back to their cart.
Depending on the platform you use to send your emails, ideally, you want to have a large button that people can click on. If you’re an online store, there are tons of great ecommerce apps for Shopify and other ecommerce platforms that can help you do this.
Here are a few examples of call to action texts you can use:
Again, these are just a few examples. You’ll want to experiment to see what works best for your type of audience and product(s).
The goal here is to encourage people to go back to their online shopping carts, and sometimes that may require an extra nudge by offering something like a small discount or free shipping.
Segmenting your email list into different cohorts of people can be an effective way to increase the revenue of your abandoned cart emails.
For example, you may want to send a different style of email to someone who just added one product to their cart as opposed to someone who added many items.
Or, you could segment based on abandoned cart value.
For example, an abandoned cart valued at $50 may just need an extra reminder. But an abandoned cart valued at $500 may need a personal touch with an extra offer like free shipping or a discount code.
It could also be the opposite in that the larger the value, the fewer “goodies” you need to give away. This all depends on the type of audience you have and the products and services you are selling. So make sure to test and experiment.
Lastly, you want to make sure all of your email designs are optimized for mobile. Chances are, a potential customer could have browsed your website on their computer and abandoned their cart. But then they may open their email on their phone and continue their purchase from there.
This is why it’s important to optimize, not just your emails, but your entire website for mobile. This means making it frictionless for customers to complete a purchase. Things like Apple Pay or Google Pay are key for making it easy to complete a purchase on the go.
Here are a few abandoned cart email templates:
Okay, let’s dive a bit deeper into each one.
As mentioned earlier, sometimes all you really need is a simple reminder email telling your potential customer that they forgot to finish their purchase.
If you have a large volume of abandoned carts, you may be surprised to see how much of a lift this simple email could have on your overall conversion rates.
Here’s a general template you can use:
Subject line: [First Name], don’t forget about your cart!
Hey [First Name],
We noticed that you left some items in your cart. We wanted to remind you that they're still waiting for you, and we would love for you to complete your purchase.
Here's a quick reminder of what you left behind:
[CTA Button]
Don't miss out on these great products! Return to your cart now and complete your purchase.
If you have any questions or need help, please don't hesitate to contact us. We're here to help.
Happy Shopping,
[Your Name]
If you want to find more email marketing templates be sure to download our free templates!
If you really want to boost the conversion rates of your shopping cart abandonment emails, one powerful tactic you can use is to offer a discount or coupon code.
Sometimes, price is the only deciding factor. And if it is in this case, a discount, or even a free shipping option, can do the trick.
Here’s an example of a customer incentive email:
Hey [First Name],
We noticed you haven’t completed the order for [product] yet.
No worries if you’re still thinking about it, but before someone else grabs it, I wanted to make sure you don’t miss out.
In fact, if you order in the next hour, I’ll give you an extra [insert discount] off your ENTIRE order.
And remember, we offer a [insert number of days] return so if you decide it’s not what you were looking for, you’ll get your money back.
[CTA Button]
The discount is only valid for the next [length of the offer].
Happy Shopping,
[Your Name]
In some cases, bundling complementary products together, and offering a bundle discount, can encourage customers to recover their abandoned shopping carts.
Not only that, this is a great strategy to also increase your average order value (AOV) of each cart!
Here’s an example of a template you can use:
Hey [First Name],
We noticed that you left some items in your cart. We wanted to remind you that they're still waiting for you and we would love for you to complete your purchase.
Here's a quick reminder of what you left behind:
[List of items in cart]
To help you make the most of your purchase, we've put together a special bundle deal just for you. By purchasing [item(s) suggested for cross-sell], you'll receive an additional [discount or special offer].
Don't miss out on this great opportunity! Return to your cart now and complete your purchase.
[CTA Button]
The discount is only valid for the next [length of the offer].
Happy Shopping,
[Your Name]
Make sure to mention how the items suggested for cross-sell complement or enhance the items in the cart. Also, make sure that the bundle deal or cross-sell offer is relevant to the products or services the customer initially abandoned.
Most people that are hesitant to buy something often don’t follow through because there’s some element of legitimacy that is missing.
When someone has doubts if a product is actually designed for them, or if the website they’re buying from is legit or not, there’s a good chance they’ll bounce.
This is why social proof is so important. Showcasing customer testimonials in your cart recovery emails can have a powerful impact on getting that sale.
Here’s a template you can use:
Subject line: See what others are saying about [product]
Hey [First Name],
We noticed that you left some items in your cart on our website and we wanted to remind you that they're still waiting for you.
Here's a quick reminder of what you left behind:
[List of items in cart]
We know that making a purchase can be a big decision, so we wanted to share some of the great things our customers are saying about [item(s) left in cart]:
[Include customer testimonials or reviews here]
Don't miss out on the opportunity to own a product that's loved by so many. Return to your cart now and complete your purchase.
If you have any questions or need help, please don't hesitate to contact us. We're here to help.
Happy Shopping,
[Your Name]
Staying top of mind is key to getting people to purchase from your brand. This is why we mentioned earlier that it’s important to send your abandoned cart recovery emails within 24 hours of detecting a lost cart.
One way to help improve conversion rates of your abandoned cart email strategy is to add a sense of urgency. This can be done best when you’re providing something extra like a discount or free shipping.
Here’s an example:
Subject line: [First Name], we’re almost out!
Hey [First Name],
We noticed you haven’t completed the order for [product] yet.
No worries if you’re still thinking about it, but before someone else grabs it, I wanted to make sure you don’t miss out.
Here's a quick reminder of what you left behind:
[List of items in cart]
We wanted to let you know that we only have a limited stock of [item(s) left in cart] and they're selling fast.
If you want to make sure you get your hands on these products, we recommend you complete your purchase as soon as possible.
[CTA Button]
And remember, we offer a [insert number of days] return so if you decide it’s not what you were looking for, you’ll get your money back.
Happy Shopping,
[Your Name]
It’s important to note that customers can see right through fake urgency. So make sure whatever tactic you use, whether it’s limited stock or a discount code, that it’s genuine and real.
The emails that get the best open rates are the ones that feel genuine and personalized to their sender.
Customers want to feel special and not just a part of some large spam email campaign.
To improve the conversion rates of your recovery emails, it’s important to not be too transactional and focus on giving a personal touch.
Here’s an example of how that could look like:
Subject line: I have something for you, [First Name]
Hey [First Name],
I noticed you left some items in your cart on our website, and I wanted to personally reach out and see if there's anything I can do to help.
Here's a quick reminder of what you left behind:
[List of items in cart]
I understand that there may be many reasons why you haven't completed your purchase yet, but if it helps, I was able to get our customer support team to give you a discount code for X% off. The code does expire in 24 hours.
[Redeem Discount]
Hopefully that helps! If you have any specific questions about our products, feel free to respond to this email, and I’ll get back to you as soon as I can.
Best,
[Your Name]
Try using “I” instead of “We” and sign off with a real name instead of your company name.
If your initial abandoned cart email doesn’t work, then it probably means that the customer truly did not need your products or services at that given time.
But if that same customer comes back, days, weeks, or even months later, you could trigger an event that sends them a “we miss you” email.
This will only work if you’re using a robust email platform like Klayvio or Attentive.
Here’s an example of what you could send:
Subject line: We miss you, [First Name]
Dear [Customer Name],
We noticed that it's been a while since you've visited our website, and we wanted to reach out and see how you're doing.
We know that you left some items in your cart the last time you were here, and we wanted to remind you that they're still waiting for you.
Here's a quick reminder of what you left behind:
[List of items in cart]
We've been thinking about you, and we really miss having you as our customer.
As a token of our appreciation, we wanted to give you a discount code for X%. The code expires in 30 days.
[Redeem Discount]
If you have any questions or need help, please don't hesitate to contact us. We're here to help.
Thank you for choosing our store, and we look forward to serving you again soon.
Best,
[Your Company Name]
By using a "we miss you" approach, you show your customers that you value them. This, in turn, increases brand loyalty and makes your customers feel special. This approach also works better if you offer a special bundle or coupon code.
Sometimes, people may bounce off your website if the item they want is out of stock. If you’ve successfully captured their email beforehand, you can send a follow-up email when your products are back in stock.
Here’s what that could look like:
Subject line: [Product Name], is back in stock!
Hey [First Name],
We just wanted to let you know that [Product Name] is back in stock!
We know how difficult it can be to find the products you want, especially when they're out of stock. We're glad to be able to offer you these products again and hope that you'll take the opportunity to complete your purchase.
This will likely go out of stock again, so make sure to complete your purchase sooner than later (we can’t promise when we’ll be back in stock again).
If it helps, you can use the link below to get free shipping as well (only valid for the next 24 hours).
[CTA Button]
If you have any questions or need help, please don't hesitate to contact us. We're here to help.
Happy Shopping,
[Your Name]
As mentioned earlier, some of the best abandoned cart email examples offer some sort of incentive. With the rise of Amazon Prime and fast shipping, having a free shipping option is almost expected.
If you’re a DTC brand, then customers are more likely okay with paying for shipping. Regardless, if you asked someone if they would rather pay for shipping or have free shipping, with no effect on shipping time, they’ll probably pick the latter.
Here’s an example of what you could send:
Subject line: Free shipping on all orders for the next 48 hours
Hey [First Name],
I noticed you left some items in your cart on our website, and I wanted to personally reach out and see if there's anything I can do to help.
Here's a quick reminder of what you left behind:
[List of items in cart]
I understand that there may be many reasons why you haven't completed your purchase yet, but if it helps, I was able to get you free shipping for the next 48 hours.
Use code: [FreeShippingCode] during checkout to redeem your free shipping.
Hopefully that helps! If you have any specific questions about our products, feel free to respond to this email and I’ll get back to you as soon as I can.
[Go To Cart]
Best,
[Your Name]
We mentioned earlier how powerful a sense of urgency can be. If you don’t want to offer discounts or free shipping when tactic you can use in your cart reminder emails is to mention that the product or service your customer abandoned is only going to be online for a limited time.
This can create a sense of urgency as your potential customer will realize that it’s not a product or service they can come back to when they want.
It could be that the product is going fast and will be out of stock soon or that it’s a limited item that will never come back once it’s gone.
Here’s an example of what you could use:
Subject line: [First Name], it’s going to be gone...
Hey [First Name],
I just want to reach out because I saw that you recently left some items in your cart on our website.
We wanted to let you know that the specific item(s) you picked are only available for a limited time.
Once they’re gone, they’re gone.
Here's a quick reminder of what you left behind:
[List of items in cart]
This is your chance to get these products before they're gone forever. We have limited stock available, so don't miss out on this opportunity.
If it helps, you can use code [Discount Code] for X% off your purchase (only valid for the next 24 hours).
[Return to Cart]
If you have any questions or need help, please don't hesitate to contact us. We're here to help.
Happy Shopping,
[Company Name]
Letting customers know that items will only be available for a limited time can is a brilliant strategy because it creates fomo (fear of missing out).
However, you do want to make sure that your email is genuine. Don’t lie to your customers, it will hurt your brand in the long term. Only use this tactic if an item is actually going to be gone once you run out of stock.
In conclusion, the key to successful abandon cart email campaigns for ecommerce businesses, SaaS companies, marketplaces, or any transactional business is to have a well-thought-out strategy in place.
Given that the cart abandonment rate is almost 70% among online retailers, sending these emails can be crucial.
We went over 10 different templates you can use, but it’s not just limited to those examples.
In fact, you’ll most likely get the most ROI out of your abandoned cart email sequences if you mix and match different templates.
Try offering a discount and free shipping. Or. offer free shipping only with a bundle. Or, provide social proof with a discount.
The sky’s the limit to what templates you can generate.
It’s also important to note that you should try to include visuals and pictures in your emails to bring attention to abandoned items in customers' carts.
The use of effective copywriting, personalized product recommendations and attention-grabbing subject lines will make the customer feel valued and encourage them to return to their cart.
Abandoned cart email templates are an effective way to increase sales and improve customer retention, but it's important to remember that it's not just about the template but also about the email copy and the timing of the email. With the right approach, you can effectively recover lost sales and increase their bottom line.
And if you’re struggling to keep up with customer service emails and inquiries, be sure to book a free demo with Chatdesk to see what we can do for your business!
