Must-Have Cart Abandonment Email Templates For Ecommerce Businesses 


Cart abandonment is a pressing issue for most e-commerce businesses. According to statistics, 69% of online shoppers leave without completing an order. However, if the shopping cart abandonment email campaigns are opened, 21% of them are clicked on and 50% of the abandoners engaging with them convert. Businesses that use abandoned cart emails regain between 3% and 14% lost sales.

So, this means you have an opportunity to win over most of your lost customers and revenue by putting in efforts and creating that perfect email. To make things easier for you, we are sharing a few cart abandonment email templates that you can use right away! Read on. 

P.S: Want to start email marketing for your brand. Here is a detailed guide email marketing for you.

What Are Abandoned Cart Emails? 

Abandoned cart emails are sent to customers who have added products to their carts but have not checked out or made the purchase. Through these emails, e-commerce businesses remind their customers what they left behind and encourage them to complete the purchase. There are many examples of companies highlighting coupon codes or discounts with abandoned cart emails to get people back on the checkout page. 

Abandoned Cart Email Tips & Best Practices

The main motive of writing an abandoned cart email is to make abandoners think about completing the purchase and making it easy for them to buy. You have a list of buyers with high intent of purchase, and all you need to do is to send them a message that they convert. 

Whether you send one email or plan a drip campaign, here are some tips on what should be included in your cart abandonment emails to recover lost sales: 

  1. Personalization – The abandoned cart emails should be personalized to the person you are sending to by including the product items they left in the cart. You can address them by name and ask them to complete the purchase by displaying a good photo of the product they intended to buy. 
  1. Compelling subject lines – Subject lines are the first things that a person notices. It should be compelling enough to get people to open the mail. For instance, adding discounts you are offering on the product chosen by the customer or questioning them about the purchase can intrigue them to open the mail. 
  1. Short email copy – The email copy should be clear and to the point. Great email copywriting has the power to entice someone to complete their purchase. (You will see some examples below).
  1. Prominent CTA Button – Make it easy for the shoppers to go back to their abandoned cart with a clear CTA. If possible, give the buyers the ability to return to their place in an abandoned cart (by auto-filling the billing information) so that they experience less friction during the checkout process.
  2. Consider timing & frequency  – The best time to send abandoned cart emails is within the first hour of the cart abandonment. This is the time when the intent of the person to buy your product is too high. Therefore, you should make the most out of the opportunity and send out cart recovery email. You can send 3-4 emails after cart abandonment. Sending more than 5 emails can irritate your customer and also, your emails can end up landing in the spam folder.
  3. Social proof – Adding social proof i.e. reviews and customer testimonials in your abandoned cart emails can help you create a sense of FOMO (fear of missing out) amongst your buyers. It can tempt people to purchase your products (like others did). 

According to Omnisend, a series of emails works 63% better than a single email for abandoned cart emails. Therefore, we recommend you create a series of automated emails or a sequence. 

Pro tip: Make sure that your email tool integrates with eCommerce platforms such as Shopify or WooCommerce to streamline your abandoned cart email strategy like a pro!

Ready-to-Use Abandoned Cart Email Sequence Templates

Want templates that you can use for your abandoned cart email sequence? Here are 3 email templates that you can use right away in your campaigns. You will just need to customize them according to your brand.  

1.First email: The friendly cart reminder email 

To be sent: 30 mins to 1 hour after cart abandonment

What to include: The purpose of this email is to simply remind someone about his shopping cart. Therefore, include the images of the product and a prominent CTA. The copy of this email should be short and engaging. The messaging should be such that it encourages people to buy. 

Subject line: You left something in the cart!

Dear [Name of the customer],

Your shopping cart still has something inside. 

[Image of the product with price]

CTA – View my order


[Name of your company representative]

Real-world example:


2. Second email: The urgent cart reminder email 

To be sent: 24 hours after the first email

What to include: In this email, try to create sense of urgency by giving a time limit. Again, the CTA has to be prominently displayed. 

Subject line: Going, Going…Gone

Dear [Name of the customer],

Looks like you left something in the cart!

Just wanted to let you know that our popular items sell out fast!

CTA – View your cart

[Image of the product with price]

Have any questions? Give us a call at [your customer care number]


[Name of your company representative]

Real-world example:


3. Third email: The final attempt cart abandoned email with an offering

To be sent: 24 hours after the second email 

What to include: This is the final reminder email for the potential buyer to complete the purchase. You can lure them by giving them a discount coupon, etc. (Don’t offer discount until the last email in your series)

Subject line: Just for you: XX% off

Dear [Name of the customer],

Your items are still waiting for you in the cart!

Take XX% off! Enter code [nbhvdbsb] at checkout.

CTA – Take another peek?

[Image of the product with price]

CTA – View my cart


[Name of your company representative]

Real-world example:


Some Abandoned Cart Email Examples From E-commerce Businesses 

Here are some examples to make you understand the anatomy of a well-crafted abandoned cart email. You can use these as inspiration and then tweak the templates shared in the section above. 

1.Target – Target is offering a discount on the products in the customer’s cart. The email clearly mentions “New price alert” to draw the recipient’s attention. In case this doesn’t lure them, it has also included some of their similar top picks to bring the customer back on their website. 


2. Jack Wills – Jack Wills uses a lot of images in their abandoned cart emails and adds incentives to increase the likelihood of a customer coming back to the abandoned cart. The tone of their email is very casual, right from the subject line that reads “ Don’t worry we’ve got you”. Also, they use a lot of CTAs for returning to the cart or viewing new options.  


3. Brooklinen – Brooklinen has used online reviews posted by other shoppers to show the recipient that products in the abandoned cart are worth purchasing. Also, this ecommerce store has offered free shipping and a discount coupon to entice the recipient to complete the purchase.


Say Goodbye To Cart Abandonment Issues

There can be different ways to approach the cart abandoned email campaigns. We suggest A/B testing different variations to see what works best for your business. Does your target audience prefer personalized emails? Discounts? A coupon code? It’s important to find out what they look for during online shopping. Sending emails at the right time can help you bring your lost customers back.  Download ready-to-use abandoned cart email sequence templates here.

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