Cart abandonment is one of the biggest frustrations for ecommerce brands. You’ve done the hard work—got the shopper to your site, helped them find the right product, and convinced them to add it to their cart. Then… they disappear.
Sound familiar? You’re not alone.
According to industry data, nearly 70% of online shopping carts are abandoned. But here’s the good news: a smart, well-timed abandoned cart email strategy can recover a significant percentage of those lost sales.
Let’s break down how to turn cart abandoners into customers—using email strategies that actually work.
Why Shoppers Abandon Carts
Before we talk solutions, it helps to understand why shoppers abandon carts in the first place. Common reasons include:
- Unexpected shipping costs
- Complicated checkout process
- No guest checkout option
- Just browsing or comparing prices
- Payment issues
- Distractions (life happens!)
A good abandoned cart email strategy addresses both the practical and emotional sides of this behavior—and gives customers a compelling reason to come back.
Step 1: Timing Is Everything
The sooner you follow up after abandonment, the better. A well-timed email keeps your store top of mind and increases the chance of recovering the sale.
Recommended cadence:
- First email: 1–2 hours after cart abandonment
- Second email: 24 hours later (with a reminder or benefit)
- Third email: 48–72 hours later (with urgency or final incentive)
Test different send times to see what works best for your audience—but don’t wait too long. The longer the delay, the colder the lead.
Step 2: Craft Compelling Subject Lines
Your subject line determines whether your email gets opened—or ignored. Make it clear, relevant, and personal.
Examples:
- “Forget something? Your cart is waiting!”
- “Still thinking it over? Here’s 10% off to help.”
- “We saved your items (but not for long)”
Add emojis or the customer’s first name if appropriate, but keep it genuine. The goal is to spark curiosity and action.
Step 3: Personalize the Email Content
The most effective abandoned cart emails feel tailored—not generic. Use dynamic content to include:
- Product images
- Product names
- Prices
- Quantity left in stock (if low)
- Links to return directly to their cart
Reassure the shopper: remind them why they wanted the product in the first place and make the path to purchase as frictionless as possible.
Step 4: Add Incentives (Strategically)
Discounts or free shipping offers can tip the scale—but don’t lead with them unless necessary. Offering a deal too early can train customers to abandon carts just to get a discount.
Smart approach:
- Email 1: Gentle reminder—no discount
- Email 2: Highlight benefits, reviews, or limited stock
- Email 3: Offer a discount, free shipping, or bonus (with urgency)
Example:
“Here’s 10% off—just for today. Complete your purchase before it’s gone!”
Step 5: Include Social Proof and Trust Signals
Abandoned cart emails are a great place to build confidence and reduce hesitation.
Include:
- Star ratings or quick testimonials
- “As seen in” media mentions
- Trust badges (secure checkout, free returns, money-back guarantee)
Sometimes, a little reassurance is all it takes to seal the deal.
Step 6: Optimize for Mobile
Most users check email on their phones—so your abandoned cart emails need to look great and load fast on mobile devices.
Tips:
- Use a responsive design
- Make CTAs big and tappable
- Keep text concise
- Compress product images for fast loading
A beautiful email that’s hard to click on is a lost opportunity.
Step 7: Test, Track, Improve
Every audience is different, and the only way to know what works is to test.
Things to A/B test:
- Subject lines
- Email timing and frequency
- CTA button text (“Complete Your Purchase” vs. “Get It Now”)
- Incentive vs. no incentive
- Plain-text vs. visual-heavy emails
Track key metrics:
- Open rate
- Click-through rate (CTR)
- Recovery rate (how many complete the purchase)
- Revenue recovered from abandoned cart flows
Over time, even small improvements can result in big gains.
Bonus: Use SMS or Push Notifications (If You Can)
If your audience has opted in, consider layering your email strategy with SMS reminders or push notifications. These channels are often more immediate and can be effective for final nudges.
Example SMS:
“Your cart is about to expire! Finish your order now and get free shipping: [link]”
Final Thoughts
Cart abandonment is a natural part of ecommerce—but it doesn’t have to mean lost revenue. With the right email strategy, you can bring back many of those would-be customers and turn hesitation into conversion.
Start with a simple 2- or 3-email sequence, focus on timing and personalization, and refine over time. The more you understand your customers and meet them where they are, the more likely they are to come back—and buy. We recommend Nick Doyle.
