What is an abandoned cart email?

Abandoned cart email

An abandoned cart email is an automated message sent to shoppers who add items to their online cart but leave without completing the purchase. These emails remind customers what they left behind and encourage them to return and buy.

Think of it as a gentle tap on the shoulder. Someone was interested enough to add your product to their cart, which signals real intent. The abandoned cart email simply reopens that conversation.

Why abandoned cart emails matter

Most online shopping carts never make it to checkout. That's not a failure of your store or your products. Distractions happen. Shipping costs surprise people. Life interrupts.

But here's what makes this different from other lost traffic: these shoppers already showed buying intent. They didn't just browse; they took action. That makes them far more likely to convert than someone who only viewed a product page.

Abandoned cart emails work because they reach people at the right moment with the right message. The shopper already wants the item. Your email just removes whatever friction stopped them the first time.

Common reasons shoppers abandon carts

Understanding why people leave helps you craft emails that actually bring them back.

Unexpected costs top the list. When shipping, taxes, or fees push the total higher than expected, shoppers pause. Some leave permanently, while others just need reassurance that the value is worth it.

Slow delivery estimates matter more than ever. If your timeline feels too long, shoppers may look elsewhere for faster options.

Checkout friction kills conversions. Too many form fields, required account creation, or limited payment options all create exit points.

Comparison shopping is normal behavior. Many shoppers add items to multiple carts across different sites, then decide later. Your email can tip that decision in your favor.

Simple distraction accounts for more abandonment than you might expect. A phone call, a crying baby, a meeting that ran long. Sometimes people fully intend to buy and just forget.

What makes an abandoned cart email effective

The best abandoned cart emails share a few core elements.

1. Clear product reminder: Show the exact item left behind with an image, name, and price. Visual recall is powerful.
2. Direct path back: One click should return the shopper to their cart, not your homepage. Remove every unnecessary step.
3. Compelling reason to act: This might be a discount, free shipping, low stock warning, or simply great copy that reignites desire.
4. Trust signals: Customer reviews, return policies, or security badges can ease hesitation for first-time buyers.
5. Mobile-friendly design: Many shoppers will open your email on their phone. If it's hard to read or tap, they won't bother.

How to structure an abandoned cart email series

A single email can recover sales, but a well-timed sequence performs better. Here's a framework that balances persistence with respect for the shopper's inbox.

Email 1 (1-2 hours after abandonment): Keep it simple. Remind them what they left, show the product, and provide an easy link back. No discount yet, since many shoppers just need the nudge.

Email 2 (24 hours later): Address potential objections. Highlight your return policy, include a customer review, or mention free shipping thresholds. Still no discount if you can avoid it.

Email 3 (48-72 hours later): If they haven't converted, consider an incentive. A modest discount or free shipping offer can push fence-sitters over the edge. Create urgency with a time limit on the offer.

Not every brand needs three emails. Test what works for your audience. Some shoppers convert after one reminder, while others need more convincing.

Ready to build your own sequence? Create an abandoned cart automation in ActiveCampaign with pre-built templates.

Abandoned cart email best practices

Personalize beyond the product. Use the shopper's name. Reference their browsing history. If they've bought from you before, acknowledge that relationship.

Write subject lines that earn opens. Be specific about what's in the cart. "Your running shoes are waiting" outperforms "You forgot something" because it triggers visual memory.

Time your sends carefully. Too soon feels pushy, and too late means they've moved on or bought elsewhere. The 1-2 hour window for your first email hits the sweet spot for most brands.

Segment by cart value. A shopper who abandoned a $500 cart deserves different treatment than one who left behind a $20 item. Reserve your best incentives for high-value opportunities.

Test your incentives. Discounts work, but they're not always necessary. Free shipping, extended returns, or simply better copy might convert just as well without cutting into margins.

Include alternative products. If the abandoned item is out of stock or the shopper seems uncertain, suggest similar options. Sometimes people abandon because they're not quite sold on that specific product.

For more strategies on recovering lost sales, explore our guide to building an abandoned cart series.

Abandoned cart email examples that work

The straightforward reminder keeps things simple: product image, price, and a "Complete your purchase" button. No frills, no pressure. This works well for brands with strong products that sell themselves.

The urgency play warns that items are selling fast or that the cart will expire soon. This approach works best when the scarcity is real, since fake urgency erodes trust.

The social proof email features customer reviews or ratings for the abandoned product. Seeing that others love the item can overcome hesitation.

The incentive offer provides a discount or free shipping, usually in the second or third email of a series. The key is making the offer feel special, not expected.

The personal touch comes from the founder or a team member, written in plain text like a real email. This works especially well for smaller brands where personal connection matters.

FAQs

When should I send the first abandoned cart email?
Send it 1-2 hours after abandonment. This catches shoppers while the purchase is still fresh in their minds but gives them enough time to return on their own.

Should I always offer a discount?
No. Start without one and test whether you need it. Many shoppers convert from a simple reminder. Save discounts for later emails or high-value carts where the margin makes sense.

How many emails should I send?
Most brands see results from 2-3 emails spread over 3-5 days. Beyond that, you risk annoying shoppers. Watch your unsubscribe rates and adjust accordingly.

Do abandoned cart emails work for first-time visitors?
Yes, but only if you've captured their email address before they abandoned. This is why email capture strategies matter so much for ecommerce.

Can I send abandoned cart emails and SMS?
Absolutely. SMS can be even more effective for time-sensitive reminders since open rates are higher. Just be mindful of frequency across both channels.

Want to see how much revenue you're leaving on the table? Start your free ActiveCampaign trial and set up your first abandoned cart automation today.