What is an Abandoned Cart?

An abandoned cart occurs when a potential customer adds a product to their shopping cart or starts the checkout process but leaves without completing the purchase. Abandoned cart emails are automated messages sent to recover these potential sales and are one of the highest-converting email types in email marketing.

Why Carts Get Abandoned

• Price Concerns: Total was higher than expected
• Comparison Shopping: Want to explore other options
• Distractions: Got interrupted during checkout
• Complicated Checkout: Too many steps or required info
• Payment Issues: Card declined or preferred method unavailable
• Shipping/Timing: Delivery time or concerns about access
• Just Browsing: Not ready to buy yet
• Trust Issues: Concerns about security or legitimacy

Abandoned Cart Email Strategy

Timing

• Email 1: 1 hour after abandonment
• Email 2: 24 hours after abandonment
• Email 3: 3-7 days after abandonment (optional)

Email 1: The Reminder

• Simple reminder they left something behind
• Show the product they abandoned
• Clear CTA to complete purchase
• Helpful tone, not pushy

Email 2: Address Concerns

• Acknowledge potential hesitations
• Include testimonials or social proof
• Answer common objections
• Consider a small incentive

Email 3: Last Chance

• Create urgency (cart expiring, price increase)
• Offer discount or bonus if appropriate
• Ask if they have questions
• Provide easy way to reach support

Best Practices

• Capture Email Early: Collect email at start of checkout flow
• Show the Product: Include image and details of abandoned items
• Keep It Simple: One clear action—complete the purchase
• Personalize: Use their name and the specific product
• Mobile Optimize: Most people check email on mobile
• Test Subject Lines: A/B test to improve open rates
• Don't Overdo Discounts: Trains customers to abandon for deals

Sample Abandoned Cart Email

Subject: Did something go wrong?

Hi [Name],

I noticed you started checking out for [Product Name] but didn't finish.

No worries—your cart is still saved!

[Product Image and Details]

If you had any questions, just reply to this email and I'll help you out.

[Complete My Purchase Button]

[Your name]

Metrics to Track

• Recovery rate: Percentage of abandoned carts converted
• Revenue recovered: Total sales from abandoned cart emails
• Open and click rates by email in sequence
• Best performing subject lines
• Impact of discounts on recovery rate

Digital Products vs. Physical Products

For digital products, abandoned cart recovery is particularly effective because:

• No shipping concerns to address
• Instant access eliminates waiting frustration
• Easier to offer bonuses as incentives
• Lower cost to add value for the customer