Abandoned Cart Emails: 7 Key Strategies for 2023 (+ Templates)

by Liliana Benzel


If you’re running an e-commerce business, you know how frustrating abandoned carts can be.

But did you know that abandoned cart emails can be your secret weapon to bring an on-the-fence shopper back?

We’re talking about personalized, strategically timed emails that hit all the right emotional triggers.

In this guide, we’ll cover 7 key strategies for crafting a cart abandonment email that not only grab attention but also convert.

From the personalization to the final CTA, we’ve got actionable tips that will skyrocket your abandoned cart recovery rates.

So, are you ready to recover lost sales?

Let’s dive right in.

1. Create a Sense of Urgency

Let’s admit it, we’ve all fallen for that “Limited time offer!” or “Sale ends tonight!” kind of messaging. 

It’s human nature to not want to miss out. 

We can use this psychological principle, known as FOMO (Fear of Missing Out), to our advantage in abandoned cart emails.

A simple tweak in your abandoned cart recovery email can instill urgency and prompt users to act swiftly. 

For instance, rather than saying, “Your cart is waiting,” try…

“Items in your cart are selling out fast!”

Or even better…

“Complete your purchase in the next hour to get 10% off!”. 

Feels different, right?

You could also add a countdown timer to visually convey urgency. It’s a real-time ticking clock that can create an immediate reaction. 

You see, urgency isn’t just a strategy, it’s an art. 

And if done correctly, it can convert those abandoned shopping carts.

2. Personalization is King — Prioritize it

picture of target audience

We all love a bit of personal attention, don’t we? 

Personalization in abandoned cart emails takes the shopping experience from generic to unique, making a potential customer feel special and valued.

It’s easy to add the customer’s first name in the email subject line or body, but don’t stop there.

Tailor the email content based on the customer’s browsing history and abandoned items. 

Consider this abandoned cart email example…

“Hey Sam, we noticed you left a pair of Nike Air Max in your cart. They’ll look great on you! Need another look?”. 

It’s personalized, relevant, and downright hard to resist.

That said, even subtle personalization can have a big impact. 

Tailoring the email send times based on customers’ browsing habits can enhance your open rate.

It’s all about being thoughtful and making your customers feel like you understand them.

3. Use Eye-Catching Visuals

A picture is worth a thousand words, but in the case of abandoned cart emails, a picture could be worth a thousand dollars! 

Including product images not only adds visual appeal to your email’s format but also triggers memory recall, reminding the potential customer of what they left behind.

Let’s say a customer abandoned a red dress in their cart. 

Your email could feature a high-quality, vibrant image of that dress. It could be a standalone product shot or, even better, a lifestyle shot of someone wearing the dress. 

The goal is to make the customer visualize owning the product, reigniting their initial interest.

Apart from product images, make sure your email design reflects your brand identity

Use consistent colors, fonts, and logos. Make your email a visual treat that’s not just delightful to look at, but also unmistakably you. 

Because when it comes to making a lasting impression, every pixel counts.

4. Don’t Forget Mobile Users

A woman looking at abandoned cart emails on her smartphone.

Here’s a jaw-dropping fact: As of 2023, more than half of all web traffic is mobile. 

And emails? A staggering 47% of people open them on their mobile devices! 

Hence, it’s no surprise that mobile optimization is a must for your abandoned cart emails.

The key is to ensure that your emails look just as stunning on a tiny mobile screen as they do on a large desktop display. 

This involves optimizing image sizes, ensuring text is legible without zooming in, and making sure your call-to-action button is easily tappable. 

Imagine an email where users need to pinch and zoom to read or click — frustrating, right? 

That’s exactly what we’re trying to avoid.

Also, consider the loading times. 

An email that loads slowly can lead to an instant delete. 

Optimize your images and keep your design elements to a minimum to promote speedy loading. 

After all, when it comes to mobile, speed and convenience are king!

5. Make Offers They Can’t Refuse

Who doesn’t love a surprise discount or free shipping, right? 

Offering incentives in your abandoned cart email campaign can nudge customers to revisit their carts and complete the purchase.

The trick is to find the right balance between being generous and not eroding your profit margins. 

For instance, offer a discount code, but set a minimum order value to use the code. Or offer free shipping but limit it to first-time buyers.

Consider this abandoned cart email example…

“Hey there, we noticed you left some items in your cart. To sweeten the deal, here’s a 10% discount on your order over $50!” 


“Come back and finish your purchase. We’ll take care of the shipping for you!” 

Remember, a little incentive goes a long way in persuading customers to hit that ‘Buy Now’ button.

6. Try Using Social Proof and Testimonials

Social proof is a powerful psychological phenomenon where people copy the actions of others in an attempt to reflect correct behavior. 

You can harness this behavior in your abandoned cart emails by integrating user reviews, testimonials, or product ratings.

For example, if a customer abandoned a pair of headphones, you could include a review in the email, like…

“These are the best headphones I’ve ever bought — crystal clear sound and super comfy!”


“Rated 4.9 stars by 500+ happy customers!”. 

This not only validates the product but also builds trust and encourages the customer to complete the purchase.

Remember, social proof is persuasive because it’s authentic. 

So, gather those glowing reviews and share them in your emails. 

It’s like having your customers do the convincing for you!

7. Call Them to Action

An abandoned cart email on a smartphone telling someone to "Buy Now!"

Now, this is where the rubber meets the road. 

A clear, compelling Call To Action (CTA) can make all the difference in your abandoned cart emails. 

It’s your final chance to persuade the customer to return to their cart and complete the purchase.

A great CTA is concise, direct, and action-oriented. 

Think about it, “Return to cart” versus “Check out the goodies you left behind,” — which one compels you to click?

Here’s another tip — use a button for your CTA rather than a text link. 

It’s more visually striking and easier to tap on a mobile screen. And don’t forget to make it stand out with contrasting colors!

Now, what about personalizing your CTA? 

It’s a bit out-of-the-box, but it’s also worth a shot. 

If a customer has left a pair of shoes in their cart, your CTA could be, “Step into your new shoes.” 

It’s playful, engaging, and hard to resist.

The bottom line is, your CTA is not just a functional element; it’s the gateway to conversion. 

So, be creative, test different versions, and find what works best for your audience. 

After all, every click counts, doesn’t it?

Abandoned Cart Email Template to Transform Your Conversions

Ok, so now you know about the seven key strategies to up your abandoned cart email game.

But let’s take things one step further.

Below, we’ve developed three top-notch abandoned cart email template examples you can use to start getting people back to their carts and eager to make a final purchase.

Template #1

Subject Line: Hey {Customer’s Name}, your handpicked items are selling fast!

Dear {Customer’s Name},

Just noticed you left some goodies in your cart, and we wouldn’t want you to miss out! Your personalized selection of items is flying off our shelves. We thought we’d remind you, just in case you’d like to take another look.

{Display Abandoned Cart Items Here}

Remember the stunning {color and clothing item} you liked? Well, it’s still waiting for you, but we must admit it’s getting a lot of attention from other shoppers too.

{Clothing Item Image}

Don’t wait too long. The clock’s ticking, and we’d hate for you to miss out on your favorites. Click below to return to your cart and secure your picks before they’re gone.

{Return To Cart Button}


{Your Brand’s Name}

Template #2

Subject Line: {Customer’s Name}, time’s ticking on your special finds!

Hi {Customer’s Name},

We saw you eyeing a few items in our store. They’re still in your cart, but they won’t stay there forever! These products have been flying off our shelves.

{Display Abandoned Cart Items Here}

Just for you, here’s a quick peek at what you left behind:

{Include an optimized image of the product for mobile view}

It’s as simple as tapping on the button below to get back to your cart and finalize your purchase. But wait, there’s a catch!

Here’s the deal – our stock is limited, and time’s ticking. If you want to secure your finds, you’ll need to act fast!

{Tap to Secure Your Items Button}

Go ahead, {Customer’s Name}. Tap the button, claim your items, and become a trendsetter with your fabulous new buys.

Waiting to welcome you back,

{Your Brand’s Name}

Template #3

Subject Line: {Customer’s Name}, Your Perfect Picks Are Selling Out Fast!

Hey {Customer’s Name},

Looks like you left some amazing items in your cart. We totally get it – sometimes we need a little extra time to make up our minds.

{Display Abandoned Cart Items Here}

Just for you, here’s a sneak peek of what you’ve left behind:

{Include an optimized image of the product for mobile view}

Guess what? Your selected items are getting tons of love from other shoppers too. Don’t wait too long, or they might just snatch ’em up!

But don’t worry, we’ve got a little something to make this decision easier for you. Here’s a special 10% off on your order. Just use the code {discount code} at the checkout.

{Return To Cart Button}

Not convinced yet? Here’s what one of our happy customers said about the same product:

“The most comfortable {clothing item} I’ve ever worn! Can’t wait to order another pair.” – {Other customer’s name}

Don’t miss out, {Customer’s Name}. Click on the button, get back to your cart, and join our family of satisfied customers.

We’re waiting for you,

{Your Brand’s Name}

Putting a Bow on Cart Abandonment Emails

A hand clicking a glowing email icon in the air.

Dealing with cart abandonment emails can feel like herding cats. 

Frustrating, right? 

But remember — those elusive sales are not lost forever! 

Armed with each abandoned cart email strategy, you’re more than ready to swoop in and save the day. 

Think about it, your abandoned cart emails aren’t just reminders; they’re your secret weapon in your email marketing campaign arsenal! 

So, gear up and get started.

Let’s turn those lost sales into conversions and make your sales chart soar. 

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Liliana Benzel

Liliana Benzel is a Smart Blogger Coach and freelance writer with a passion for content creation, editing, and SEO strategy. She’s helped several writing agencies develop engaging content and is always looking for the next big challenge.


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Photo of author

Written by Liliana Benzel

Liliana Benzel is a Smart Blogger Coach and freelance writer with a passion for content creation, editing, and SEO strategy. She’s helped several writing agencies develop engaging content and is always looking for the next big challenge.

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