17 Best Abandoned Cart Email Examples for D2C Success

An abandoned cart email refers to a follow-up email E-Commerce businesses send to the people who abandoned the cart and did not make a purchase. With an abandoned cart email strategy in place, businesses can recover lost revenue.

Abandoned cart emails remind customers of the items left in their cart and encourage them to complete the purchase. It may include a special limited time offer or promotion to incentivize the customer to return and complete the purchase.

Alternatively, the email can have the option to order within it so the customer won't need to return to the website. It makes purchasing easier for customers and increases the chances of conversions. For example, if they choose cash-on-delivery (COD), you can redirect them to a new page, or if they choose a prepaid option, you can take them to the payment options page directly.

Studies suggest a series of emails work a staggering 63% better than just one email for recovery. Here’s an abandoned cart workflow that could help you recover the lost buyers:

The first abandoned cart email is sent within 15 to 30 minutes to remind customers of the items they missed buying. To improve the chances of conversion, you can give them the option to purchase within the email.

The second followup email is sent as a reminder of the items waiting in the cart. This email is typically sent within 1-2 hours of cart abandonment.

If the customer still did not make the purchase, you can send a second follow-up email with an offer or incentive within 6-8 hours of cart abandonment. You can also use category promotion as a hook to upsell similar products.

The fourth cart abandonment email is your last attempt to make the conversion; usually, by this time, the intent of purchase is very less, so focusing on category or bestseller promotion can be a route you can take while drafting the email. This email is usually sent after 24 hours of abandoning the cart.

If the customer still does not make the purchase, we recommend not sending any more abandoned cart emails rather adding them to your nurture email sequence list.

You can also explore theseadvanced strategies to reduce cart abandonment for more comprehensive results.

In order to influence the readers to go back to your website and buy the items in the cart, you need to make sure that your email gets opened and is compelling enough. This is where a few elements of high-converting abandoned cart email will help. Let’s discuss these in detail.

A subject line is the first impression that you make on your potential customers. After all, it’s the first thing that they read. Therefore, the subject line should be compelling enough for potential buyers to open the email.

To make it irresistible, try using a combination of your store's name, a gentle reminder, and the specific product name they were looking at.

Phrases such as "Look what's waiting for you" or "Did you forget something?" can be informal and cheerful. On the other hand, you can use a more formal approach with a subject line like "You left products in a cart." If offering a discount coupon, it's a good idea to mention it in the subject line to grab customers' attention.

The text following the subject line, known as the email preview, also plays a role in determining the open rate of your abandoned cart email. To maximize engagement, the preview text should complement the subject line. And the preview and subject lines should not be too similar. Also, using emojis in the subject line can make it stand out in the inbox.

Some examples of abandoned cart email subject lines are-

It's important to note that these are only examples, and the best subject line will vary depending on the tone of your business and the products you sell. Also, you should always A/B test your subject lines to see which performs better.

Including a brand logo in business emails is an effective way to appear professional and legitimate. Logos also help customers quickly identify the sender of the email. For abandoned cart emails, it is important to include your logo at the top of the email as it serves as a reminder of the purchase the customer almost made in your online store.

Here’s a fact, your email isn’t the only abandoned cart email that your customer is receiving. So to increase the chances of customers clicking the call-to-action button, your copy should be unique and attention-grabbing.

To achieve this, begin by highlighting the value of your cart recovery email to the customer. This could include a friendly cart reminder that their choice of products has been saved for their convenience or an exclusive offer, such as a discount coupon. Creating a sense of urgency by mentioning it's a limited-time offer can also help increase the chances of the customer taking action.

The key here is to make the copy as conversational as possible. You need to be polite, write like a human, and make it clear and concise. Don’t use jargon or complicated words. Use simple and easy-to-understand words instead.

No customer dislikes a discount, and offering them with a coupon increases the chances of making a purchase.

But here’s the catch, Some customers may habitually abandon their carts in anticipation of receiving discounts via abandoned cart email campaigns. To prevent this from impacting profits, it's best to avoid offering excessive discounts, such as those typical of Black Friday deals. A small discount, like 5%, may be sufficient to motivate customers to complete their purchase.

Another powerful strategy here is to add information about the current deals and discounts in your store instead of offering a discount on the items left in the shopping cart.

You should enlist all the items left in the customer’s cart in your email. This will help the customer remember what products they thought about buying. The product photographs in the email will remind them why they added the product in the first place. Also, if the customer isn’t looking to buy everything, they might at least buy one or a few of the items.

A CTA, or call-to-action button, is the key element of an abandoned cart email. The content before the button should be persuasive enough to encourage clicks. The design and text of the button should also be attention-grabbing and clear. Testing different CTA phrases, such as "Complete my purchase," "Finish checkout," or "Get it now," can significantly improve conversion rates.

Beyond button design, learn how toslash cart abandonments with GoKwik’s one-click checkout.

When a customer is close to completing an order but has concerns about delivery timing, coupon validity, or other questions, it's important to have a clear and easily accessible means of addressing those concerns.

Include a phone number, email address, or contact form in your abandoned cart email so that customers can quickly reach out with any questions or concerns. This will help to increase customer comfort and confidence in completing their purchase. For example, in the image below, the brand has subtly integrated the ‘contact us’ CTA at the bottom.

Additionally, adding links to your business's social media pages or a store address can provide customers with additional information and resources to make an informed decision.

Here are some of the best-abandoned cart email practices that can help you improve the retention rate-

The best time to send abandoned cart emails is shortly after the item has been abandoned. A good baseline is to send the first message one hour after abandonment. This allows you to take advantage of the customer's initial shopping urge. It's also important to keep the timeline condensed, without being overly pushy. A suggested schedule would be to send the second email 24 hours after the first email and the third one 24 hours after the second email.

A subject line is the first thing someone reads when you send an email.

And that’s why it is important that it grabs enough attention and pushes the reader to open the email.

The length of the subject line does not have a significant impact on the open rate for most users. However, for those who read your emails on mobile devices, shorter subject lines may perform better. The best approach is to experiment and determine what works best for your specific audience.

No matter what kind of email you’re sending, personalization is crucial. It reflects that your brand is human and knows the customers.

Personalizing abandoned cart emails by including the specific items left in the customer's cart and addressing them by name can increase the chances of the customer returning to complete the purchase. This is because the customer has already shown interest in the items by adding them to their cart, and seeing them listed in the email may remind them to complete the purchase.

Using customer reviews and testimonials in your abandoned cart emails can help to enhance your branding and create a sense of FOMO among customers who have left items in their cart. For example, including positive reviews of specific products in the abandoned cart email can entice customers to complete their purchases.

In order to encourage customers to take action, it is important to include bold and attention-grabbing calls to action (CTAs) in abandoned cart emails. The desired action in this case is for the customer to complete their purchase. To make it easy for them to do so, place a clear and conspicuous CTA near the product image, using button text such as "Go back" or "Buy it now."

In order to effectively persuade customers to complete their purchase, the copy in abandoned cart emails should be engaging, concise, and persuasive. Good copywriting should be interesting enough to encourage customers to return and complete their purchase, while also reflecting the brand's voice and tone.

People don’t have time to go through a big copy with lots of details. Instead, they need short, attention-grabbing, and on-point emails. This email from Nykaa is one of such amazing emails where it has put out everything without making it look bulky and lengthy.

What works:

Flipkart uses graphics to reflect the target audience for their emails. For example, the above email reflects that this email is for people who love food blogging and are interested in buying food blogging-related products. The email also shows that Flipkart focuses on safety very much. This, in turn, makes people trust the brand when it comes to safety in a time when a pandemic has just passed.

What works:

Online shoppers may not always know exactly what they want, but they may be open to suggestions. Including product recommendations in abandoned cart emails can guide customers toward items they may be interested in, but may not have noticed before.

An example of this is Timberland, which cleverly suggests alternative related products in their abandoned cart emails while keeping the focus on the original item. The layout of the email also plays a role, by highlighting a few similar alternatives, keeping the attention on the originally viewed product.

What works:

Effectively targeting emotions and the appropriate audience is crucial for abandoned cart emails. Barkshop, for example, effectively targets dog owners, who are the intended audience for their products, in their abandoned cart email.

By tapping into the emotions of dog owners and emphasizing their pet's happiness, the email is more likely to be successful. This is a great example to follow when crafting your own abandoned cart emails.

What works:

Customers may have concerns or objections when considering a purchase. It's important to anticipate and address these objections in abandoned cart emails. You can use customer research and conduct usability testing to understand the customer's concerns and address them in the email. Take an example of abandoned cart email from Whiskey Loot, which goes to great lengths to anticipate and address potential objections a customer may have. By doing this, it increases the chances of recovering lost sales.

What works:

This abandoned cart email by Dyson effectively incorporates all the necessary elements and has a polished, clear design that makes it easy to read.

What works:

Humans are inclined to return favors when given one, and that's why the principle of reciprocation is commonly used in persuasion. An example of this is Quip's abandoned cart email, which highlights the importance of oral health and offers a free refill as an incentive for customers to return to their cart.

What works:

This abandoned cart email is a great example of an effective email as it has all the necessary elements: compelling copywriting, clear call-to-action (CTA), personalization by displaying the customer's cart, and creating a sense of urgency. The language used such as "Going, going, (almost) gone" and "Our popular items sell out fast" engages the customer and creates a sense of FOMO (fear of missing out). Additionally, the email ends with a CTA to answer questions and subscribe to product updates, further emphasizing the idea that the customer should not miss out on anything.

What works:

This abandoned cart email from Thrive Market stands out among other examples by highlighting the cost savings customers can achieve by purchasing from them compared to other retailers. The email also features a clear and prominent green CTA button, which stands out against the otherwise neutral color scheme.

The email is straightforward and not overwhelming, focusing on the key information. Additionally, it lists the products in the cart and how much the customer can save on each item. To further encourage the customer to complete the purchase, a coupon code is offered at the end of the email, with an accompanying copy that emphasizes the value of the offer.

What works:

Online reviews are a powerful influence on purchasing decisions, with ~90% of people reading them. Social proof, as outlined in the book Influence by Robert Cialdini, is one of the six principles of persuasion and plays a major role in online shopping.

What works:

Some services or products may not be immediately clear or easy to understand, leading to visitors leaving a website without making a purchase. To address this, an abandoned cart email can be used to provide a brief explanation of the product or service, and how it works.

An example of this is Hungryroot, which uses a series of images to create a simple, yet effective step-by-step narrative that effectively demonstrates how their product works.

What works:

Bloomingdale is well known for their iconic big brown bags, and this abandoned cart email effectively leverages this brand recognition by prominently featuring the bags and using the phrase "My Brown Bag." This creates a strong brand recall for the customer and speaks to them on a personal level. This email is a great example of how to effectively use branding in abandoned cart emails.

What works:

In their abandoned cart email, Target adopts a different strategy by providing a discount on the items in the customer's cart. The use of phrases such as "New price alert" and "Time to check out" creates a sense of urgency and makes it hard for the customer to resist the offer.

What works:

Including a discount code in an abandoned cart email is a valuable tool for many brands. These coupons can be highly effective in helping customers overcome the hurdle of making their first purchase.

While indiscriminately offering discounts may not always be the best strategy, abandoned cart coupons are particularly useful because they are the last opportunity to win back a potential customer and the customer has already demonstrated interest by adding items to their cart.

What works:

Using humor can be an effective way to increase engagement and encourage customers to take action. In this example, Casper's abandoned cart email opens with a comedic phrase "Come Back to Bed" that captures the customer's attention. The casual and humorous tone of the copywriting makes the email feel more personal and less formal, making it more relatable to the customer.

What works:

Simple Modern's abandoned cart email design is minimalist and contemporary. The subject line "Your cart is about to expire" creates a sense of urgency from the start. Additionally, they include an offer or promotion (Free shipping on orders over $25) at the top of the email which encourages customers to reassess their cart and potentially add more items in order to qualify for the free shipping.

What works:

Funny and engaging text is an effective way to connect with customers. Dote excels at this by using humorous copywriting in their abandoned cart email. For example, they use phrases such as "Your shopping bag has abandonment issues" and "Save these items hours of therapy and give them a loving home" which adds an entertaining touch and makes the brand more appealing to customers.

This email is a great example of how to use abandoned cart emails to showcase a brand's personality and create brand enthusiasts. Additionally, it's short and to the point, making it easy for the customer to continue shopping.

What works:

The 17 email examples we discussed are only effective if you have an email address to send them to. For most brands, if a shopper doesn't reach the final stage of checkout, they remain anonymous. GoKwik changes this by identifying intent before the form is even filled.

Most shoppers abandon their carts without ever typing in their email address. Kwik Pass eliminates this blind spot through Anonymous Visitor Identification.

Once Kwik Pass has identified your anonymous visitor, Kwik Engage takes the baton to execute a high-conversion recovery strategy.

See how this worked for others:True Elements increased abandoned cart recovery by 134% with Kwik Engage.

Yes. On average, businesses can recover about 10% of lost revenue with a solid email strategy. Using a sequence of emails is particularly effective, often performing 63% better than a single reminder.

Yes, they are considered "relationship" or "intent-based" messages. To maintain trust, always include clear contact information and a visible way for customers to opt-out or unsubscribe.

While email is the traditional choice, WhatsApp is currently the most powerful alternative due to its high open rates. SMS and browser push notifications also offer high visibility for time-sensitive recovery.

GoKwik provides an end-to-end solution. Kwik Pass identifies anonymous visitors who haven't even filled out a form yet, capturing the data needed for recovery. Kwik Engage then uses that data to send automated, interactive recovery prompts through WhatsApp, allowing customers to pay directly in the chat.