The Best Cart Abandonment Emails to Help You Recover Lost Sales

Cart abandonment is one of the biggest challenges for e-commerce businesses. Statistics show that approximately 70% of shopping carts are abandoned before the customer completes the purchase. This represents a significant loss of potential revenue for these businesses. However, the good news is that cart abandonment emails can help you recover some of those lost sales. In this article, we will discuss the best cart abandonment emails that can help you recover lost sales and increase your conversion rates.

Why Cart Abandonment Emails are Important

When a customer adds products to their cart but does not complete the purchase, it is important to reach out to them according to the standard eCommerce practice. Cart abandonment emails are a powerful way to inform customers about their incomplete purchases and encourage them to come back and complete the transaction. They allow you to connect with your customers and offer them a personalized shopping experience.

One of the main benefits of cart abandonment emails is that they can help increase your conversion rates. By reminding customers of the items they left in their cart, you can encourage them to complete the purchase and ultimately increase your sales. Additionally, these emails can also help you identify any issues or obstacles that may be preventing customers from completing their purchases.

Another advantage of cart abandonment emails is that they can be automated, saving you time and effort. Once you set up the email sequence, you can sit back and let the system do the work for you. This means that you can focus on other aspects of your business while still ensuring that you are reaching out to potential customers and maximizing your sales opportunities.

The Psychology Behind Cart Abandonment

Cart abandonment is a common and complex issue, and there are several reasons why it happens. Customers may change their minds at any point during the purchasing process, just before checkout. It could be due to a lack of trust, high shipping costs, or complicated checkout processes. Understanding these reasons can help you design a cart abandonment email that resonates with your target audience and encourages them to complete the purchase.

Another reason for cart abandonment is the presence of distractions during the checkout process. Customers may get distracted by pop-up ads, social media notifications, or phone calls, causing them to abandon their cart. To combat this, it’s important to create a distraction-free checkout process that guides the customer towards completing their purchase. This can include removing unnecessary form fields, simplifying the checkout process, and minimizing external links or ads on the checkout page.

How to Craft an Effective Cart Abandonment Email

Writing a successful cart abandonment email requires the right messaging, tone, and design. You need to provide value and ensure that the email captures your customer’s attention. A good email should include a catchy subject line, clear call-to-action (CTA), personalized content that highlights the benefits of the product they left behind, and features that make the customer feel taken care of or motivated to complete the purchase. A/B testing and segmenting customers by their behavior or preferences can help you achieve better results.

It’s also important to consider the timing of your cart abandonment email. Sending the email too soon after the customer leaves their cart may come across as pushy, while waiting too long may cause the customer to lose interest. Finding the right balance can be achieved by analyzing your customer’s behavior and understanding their purchase journey. Additionally, including a sense of urgency in your email, such as a limited-time offer or low stock alert, can encourage the customer to complete their purchase sooner rather than later.

Best Practices for Writing Compelling Subject Lines

The subject line of your cart abandonment email is the first thing that your customer will see when they look at their inbox. It needs to be compelling and attention-catching, yet straightforward and relevant to the content within the email. Avoid patronizing or spammy phrases, and use language that resonates with your target audience. Experiment with different subject lines, emojis, and included items to see what works best for your customer base.

One effective way to create a compelling subject line is to use personalization. Include the customer’s name or reference their previous purchase history to make the email feel more tailored to their interests. However, be careful not to overdo it and come across as creepy or invasive.

Another important factor to consider is the length of your subject line. Keep it short and sweet, ideally under 50 characters, to ensure that it displays properly on both desktop and mobile devices. Use action-oriented verbs and urgent language to create a sense of urgency and encourage the customer to open the email and complete their purchase.

Personalization Techniques to Increase Open Rates and Responses

Personalization techniques like the use of the recipient’s name or purchase history can help increase open rates and conversions. Customers are more likely to respond to messages that are tailored to their specific needs and preferences. Use information about their cart, search history, purchase history, preferences, or any other data that you have to create a personalized and engaging email. Adding a personalized touch will make your customer feel appreciated and valued.

Another effective personalization technique is to segment your email list based on customer behavior or demographics. By dividing your list into smaller groups, you can send targeted messages that are more relevant to each group. For example, you can send different messages to customers who have made a purchase in the last 30 days versus those who haven’t made a purchase in a while. You can also send different messages to customers based on their age, gender, location, or interests.

Finally, it’s important to test and optimize your personalized emails to ensure that they are effective. You can use A/B testing to compare different subject lines, email designs, or calls to action. You can also track metrics like open rates, click-through rates, and conversions to see which emails are performing well and which ones need improvement. By continually refining your personalization techniques, you can increase the effectiveness of your email campaigns and drive more sales and engagement.

Timing is Everything: When to Send a Cart Abandonment Email

The timing of your cart abandonment email can make all the difference between recovery and complete loss. Send the email promptly, preferably within the first few hours of the customer abandoning their cart. If you wait too long, they may forget or lose interest in the product. Timing also relates to the customer or contextual information, such as during holiday or sale seasons, or when a customer is browsing through a particular category.

The Importance of a Strong Call-to-Action (CTA)

The call-to-action (CTA) is a critical part of your cart abandonment email. It is the primary goal of the email, urging the customer to complete the purchase. Use persuasive language and an attractive design that reflects your brand’s voice. Place the CTA button prominently, preferably above the fold, making it clear and straightforward to understand. Remove any other distractions that could deter the customer from taking action. Remember to avoid aggressive tactics and give the recipient the freedom to choose.

Implementing A/B Testing for Optimal Results

A/B testing is a valuable technique that allows you to compare two different versions of your cart abandonment email to identify what works best. Create different versions of the email using different subject lines, CTAs, designs, copy, or any other components, and send them to different segments of your customer base. Analyze the results to determine which version performs best and incorporate those elements into future emails.

How to Measure the Success of Your Cart Abandonment Campaigns

Like any other marketing activity, it is essential to track and measure the success of your cart abandonment email campaigns. Use metrics like open and click-through rates, conversion rates, revenue per email, customer retention, or average order value to evaluate the effectiveness of your strategies. Use the data to optimize your strategies and make data-driven decisions about your campaigns.

Common Mistakes to Avoid When Crafting Cart Abandonment Emails

Cart abandonment emails are not guaranteed to work, and there are several mistakes that e-commerce businesses make when designing them. These mistakes include using spammy subject lines, being too pushy or desperate in the copy, using irrelevant copy and designs, or not offering enough value or incentives to the customer. Avoiding these mistakes can help your email campaigns achieve better results overall.

Case Studies: Examples of Successful Cart Abandonment Campaigns

Case studies provide powerful insights into how other businesses have achieved success with cart abandonment emails. Look for examples of e-commerce businesses in your industry and find out what strategies they used to improve their conversions. Analyze their approach and see how it can be adapted to suit your business needs.

Tips for Creating a Sense of Urgency in Your Emails

Urgency is a great motivator for customers to complete the purchase. You can create a sense of urgency in your cart abandonment emails by adding time-sensitive offers, mentioning low stock or limited availability, or using countdown timers to encourage customers to act fast. However, avoid false urgency or overuse of this technique.

Using Incentives and Discounts to Encourage Conversions

Incentives and discounts can provide the extra push needed to convince customers to complete the purchase. Use them sparingly and strategically, focusing on incentives that appeal to your customer’s interests and needs. Use dynamic incentives to ensure that customers receive an offer that may trigger their motivation.

Integrating Social Proof in Your Cart Abandonment Emails

Social proof can help build trust and credibility with your customers. Use testimonials, reviews, ratings, or user-generated content in your cart abandonment emails to show customers that others have trusted and purchased from you before. Use social proof in moderation and strategically by aligning them with the product category or attributes.

Addressing Customer Concerns and Objections in Your Emails

Customer concerns and objections can inhibit purchase decisions. Address these concerns and objections logically in your cart abandonment emails. Provide answers to frequently asked questions, describe your return policies, warranties, or guarantees, and use reassuring language that makes customers feel comfortable and confident about completing the purchase.

How to Follow Up with Customers Who Don’t Respond to Your Initial Email

Follow-up emails are an excellent way to encourage customers who have not responded to your initial cart abandonment email. Use a polite and friendly tone, and offer additional incentives or personalized information that may encourage the customer to complete the purchase. Use a multi-stage follow-up approach to achieve the optimal results.

Using Retargeting Ads in Conjunction with Cart Abandonment Emails

Retargeting ads are an effective way to reinforce your cart abandonment email messages. Use them to remind customers of their incomplete purchases while they are on other websites, social media platforms, or search engines. Use formats that align with your brand’s identity and messaging and target relevant segments of your customer base.


Cart abandonment is one of the most challenging obstacles that e-commerce businesses face today, but with the right strategies, you can recover lost sales and increase your conversion rates. Crafting effective cart abandonment emails requires careful consideration of the timing, messaging, and design of your emails. Experiment with different techniques, test and measure your results, and use the insights gained to create campaigns that resonate with your customers and drive them towards making a purchase. With the tips provided in this article on the best cart abandonment emails, you can improve your chances of recovering lost sales and boost your business’ revenue.

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