20 Abandoned Cart Emails Templates & Best Practices  

Aug 20, 2021 - By Camilla Mackeviciute

Like what you read?
Apply it in practice with Sender.net - the most cost-effective email marketing solution in the market.
Try Sender for free

If you are an ecommerce store owner wondering why 3 out of every 4 people who add something to their cart leave without paying you, read on.

In this blog, we address the elephant in the room (aka abandoned carts) and give you picture-perfect abandoned cart email examples and templates along with some best practices to deal with abandoned carts on your eCommerce store. 

What Is Cart Abandonment?

Cart abandonment is when a user adds one or more products to their shopping cart but fails to check out. 

By adding items to their cart, customers have expressed a clear interest in their products, but something has stopped them along the way.

This happens way more often than you can imagine (think 7 out of every 10 visitors).

Don’t believe us? 

Here are some abandoned cart statistics to prove that cart abandonment is a major problem for anyone running an eCommerce store: 

  • The average cart abandonment rate across all industries is approximately 70 per cent
  • Mobile users have a higher cart abandonment rate of 85.65 per cent
  • eCommerce stores lose about 18$ billion in sales annually because of cart abandonment alone.

Primary Reasons For Abandoned Carts

Watching customers dump carts before checkout can be demoralizing because you’re watching profits slip through your fingers. But you shouldn’t feel sad. 

Instead, you should try to find out the reasons and eliminate those. Fortunately, there’s enough research on cart abandonment to help you sort out the issue.

Why Does Cart Abandonment Happen?

For a whole lot of different reasons. Check out the latest data from prominent e-commerce research and audit agency Baymard Institute on major reasons why people abandon their carts.


Here are the most common factors that push customers away and make them abandon their carts: 

Unexpected Charges

Customers hate surprises. And the one unexpected financial surprise that people dislike the most is shipping charges beyond what they usually expect to pay or some other supplemental fee embedded in the shipping.

If you can offer free shipping, please do.

This is where Amazon did it right. Top members get free shipping.

You will often see the word ‘free shipping’ at some eCommerce stores, but there are hidden fees that sneak up on you, not showing themselves right before your credit card clears. 

This practice is the best way to destroy your customers’ trust and send them running to the competition.

Invasive Security

E-commerce is online, and anything online can be penetrated by an evil hacker. Because of this, there are several security firewalls in place to protect the business and the customer.

Captcha was created to check out robots, or automated hack programs, from actual living, breathing humans. It can be very annoying, but it is there to help you.

Even still, too many security measures can frustrate someone enough to send them packing. 

Sadly, nothing can be done without exposing your business to extreme vulnerability. You can offer customers the option to save their info on your server to speed up future purchases, but that requires their trust.

Fortunately, security builds trust.

Forced Site Registration

Just like the cashier at your local store has to ask you if you want to be on their email list, eCommerce sites like to have email addresses for future ad traffic and customer order invoices.

The problem comes when a client must do a complete sign-up to get to the checkout. It takes time, and they must give information that feels invasive. It is even more troubling when there is no “guest” option.

Your customers are not all the same. Give them a chance to register if they want, but if not, guest checkout is best for privacy issues. It might make them come back just for convenience.

Limited Delivery Choices

People want options. Have you ever bought something with a super low delivery cost only to find out it would take a month to arrive?

But the bigger and more significant dilemma was that no other delivery methods were offered, so you were doomed to wait or leave the item and find it somewhere else.

If your eCommerce shop only has several delivery options, which show a long wait time or a high mark-up on the delivery cost, you ask your customers to seek goods elsewhere.

Payment Gateway Failure

They were so close, and then the payment failed. Or did it?

The customer doesn’t know. Sometimes it goes through but says it failed. Or it fails for no reason the customer is aware of.

The bottom line is they are leaving and buying it elsewhere. And when they have a whole cart full of your goods, that can sting pretty badly.

Keeping your payment method area updated and maintained is a simple solution.

However, if they just have no money and are grasping at straws for one last item before they go into overdraft or max out their credit card, the only thing you can do is let them go.

They don’t have the funds to buy it from a competitor anyway.

Limited Cross-Platform Access

Walk into a store, a restaurant, or even a casino, and there will inevitably be someone buying something on their phone.

That person at the Lightning Link machine, tapping the spin button without even looking at it, is probably on Amazon, buying shoes or a book.

But if your shop has cross-platform issues, meaning it doesn’t work as well on a smartphone as it does on a laptop, then a person can deem it frustrating and unworthy of further attention. 

With the convenience of online shopping, when people want to buy something, they expect to be capable of doing it right away.

Lack of cross-platform functionality makes your site look low-end and unprofessional.

Best Email Marketing Practices to Reduce Cart Abandonment

Abandoned cart recovery is the process of reaching out to potential shoppers and gently nudging them to complete their checkout. Shopping cart recovery is a way to get back already interested ‘hot’ prospects who are already halfway through.

While there are a number of cart abandonment solutions doing rounds in the market, the easiest way to do it would be to send out cart abandonment emails. When done right, abandonment recovery emails can convert at up to 10%.

Cart abandonment emails are a drip sequence of emails that gets triggered when a prospect abandons their checkout.

Designing an email template for abandoned cart situations doesn’t have to be as painful as learning HTML or coding. Also, none of this has to be done manually or repeatedly. 

You can create an array of cart recovery email templates easily using professional-grade email marketing tools and set them up on automated drips.

While the average e-commerce email open rate is around 42%, cart abandonment email is a different beast altogether:

  • 42% Opened the emails
  • 9.5% of these Clicked through the links
  • 6.33% of these completed their purchase! 

If you are not sending out cart abandonment emails yet, you are leaving money on the table. Who wants to do that in an extremely competitive market? So we suggest you start planning out your abandoned shopping cart email sequence, as it’s super easy yet very much effective.


Elements of Abandoned Cart Email Template

When someone abandons a cart, it takes work to bring them back. It’s just trying to convince someone to go on a second date after a disaster on the first one. 

Thanks to abandoned cart emails, you can try to convince them to return. A catchy abandoned cart email design and a good ecommerce email subject line can bring a potential customer back. 

But it’s not enough to send an email. It’s critical to build a relationship with them. So, you need to be creative, provide value, and even be funny to tickle their funny bone. This will help you stand out and establish an emotional connection. 

Connect with people on a personal level, use your unique brand voice, and personalize the following elements of your email copy and design: 


Image source: Tidio

Catchy Subject Line

Catchy email subject line is the first thing you need to make sure it captures the recipient’s attention. When it comes to abandoned cart emails, a subject line that’s too long or too short won’t work. It’s best to use a subject line that’s snappy and direct. It’s recommended to use only a few words in the subject line because long, convoluted subject lines don’t get opened.

You can use this subject line to remind your visitor why they added the product to their cart in the first place.

Introduction Text

The introduction text is really important for creating an instant connection. You should use the intro text to convince your reader to take action while keeping it short, sweet and direct. 

You can get creative and use some witty one-liners in the preheader to complement your introduction text. Remember, the shorter the intro text, the more effective an abandoned cart email is. 

Abandoned Item

The prime reason for reaching out to someone who abandoned the cart is to remind them to check out. So, you should always add a product block containing the abandoned item to remind them what they forgot. 

This will create an instant recall in their minds that might tempt them to check out. The product block will also entice them to have another look at their choice. 


Your offer has the potential to change minds. Make sure to add a tempting offer. You could add a limited-period discount code to create a sense of urgency. 

If you can’t add a special offer or discount, you can mention ‘Free shipping’ as an offer within the abandoned cart email. But make sure whatever you commit has some tangible benefit, or you risk losing the customer forever. 

Checkout Button (CTA)

Your abandoned cart email should necessarily have a bold and prominent checkout button. The person who left the cart was probably in a hurry. You’re increasing your odds of a sale by giving the option to click the button to check out. 

Also, remember to avoid jumbling up the CTA with unnecessary elements. Add a CTA button to your email template where it will be visible even on mobile devices, ideally below or adjacent to the product block. 

20 Abandonment Cart & Checkout Email Templates

The best abandoned cart email templates are simply ones that work. They convert lost shoppers into revenue for your store.

If you are wondering how to design email templates for abandoned cart scenarios, worry not we’ve got you covered. Below are some high-quality abandonment cart email samples that you can get inspired with.

1. You Item Is Still Available by Dot & Bo

The aesthetic HTML email by Dot & Bo is a beautiful reminder about ‘keeping it simple. The email headline ‘It’s still available is enough to remind users to take action and creates urgency. 

Subject Line: Your item is still available


Image source: Dot & BO

Why does this abandoned cart email work? 

  • Subtly reassures the reader that their chosen item is still in stock; 
  • Secondary recommendations related to the primary product entice the shopper to come back and create an upsell opportunity; 
  • A direct subject line that makes an impact without being too salesy.

2. Your Cart Is Expiring Soon Email by GILT

An abandoned cart email that tries to persuade the user to complete the checkout based on a sense of urgency and upsell other current items is a sure-shot recipe for success. GILT’s following abandoned cart email uses the same strategy to re-hook the shopper. Have a look:

Subject Line: Your Cart Is Expiring Soon


Image source: GILT

Why does this abandoned cart email work? 

  • Simple and straightforward email copy; 
  • Recommended product block below the abandoned product cart; 
  • Discounts marked clearly below the actual price of the products.

3. FOMO Email by J Crew Factory

Aspiration and ‘Fear of Missing Out’ — J Crew Factory used both cleverly in their abandoned cart email. The clever subject line with an equally compelling yet simple email design will make users click and give their carts a second thought. Have a look at their abandoned cart email.

Subject Line: Shopping Bag Today, Closet Tomorrow! 


Image source: J Crew Factory

Why does this abandoned cart email work? 

  • Clever wordplay in the header section; 
  • Prominent and conveniently placed CTA buttons; 
  • Minimalist email design.

4. Discount Email by Winc

Winc’s abandoned cart email is undoubtedly the base of the best cart recovery email templates, purely because of the witty copywriting. The funny email reminds users of the joy they’re missing out on and also gives an extra discount coupon to check out as soon as possible. 

Subject Line: Discount for first order


Image source: Winc

Why does this abandoned cart email work? 

  • Plenty of whitespaces to accentuate the product photography in the email design; 
  • Well-written, catchy, and friendly email copy; 
  • Great CTA placed strategically at the bottom; 
  • Discount code to allure the buyers to check out.

5. Cart Abandonment Template by Moschino

The apparel and fashion industry is the biggest victim of the cart abandonment phenomenon. Many people like to ‘window shop’ virtually but don’t check out. Moschino, a fashion brand, has designed an appealing cart abandoned email to tempt buyers to give their choice a second thought.

The visual looks super attractive, as it rightly should. It mentions the details of the cart items, including their size and quantity. The bold CTA button — ‘return to checkout’ is an excellent take on creating a reminder CTA in cart recovery emails.

Subject Line: You left something behind!


Image source: Moschino

Why does this abandoned cart email work? 

  • Consistent color theme and visuals; 
  • Bold CTA that acts as a reminder and takes them back to check out; 
  • Descriptive product block.

6. Abandoned Cart Reminder Template by Society6

Society6 has used the header space cleverly in their cart abandonment email. They’ve fitted in everything necessary — a reminder, urgency, and offer in the first half of the email.

Subject Line: We’ve reserved your cart for the next 48 hours.


Image source: Society6

Why does this abandoned cart email work? 

  • Clear offer and CTA right above the fold; 
  • Time-based checkout to invoke a sense of urgency; 
  • Clutter-free email design.

7. Free Shipping Offer by Lego

Lego has a very loyal fanbase. Still, they’re not safe from abandoned carts. Their cart abandonment emailer is an excellent example of how you can convince buyers to have a second look, even when you don’t want to provide extra discounts.

Subject Line: Free shipping offer


Image source: Lego

The email subject line gives the buyer a nudge to check out the shipping offer. And the emailer loops back their interest. Great illustration coupled with soft and apt copy written in the right brand tone that simply urges the user to “take another look.”

Needless to say, the prominently placed CTA button in more than a single place provides clarity to the user in terms of what they need to do next.

Why does this abandoned cart email work? 

  • Catchy subject line; 
  • Clever emailer design topped with engaging email copy; 
  • Deliver of promise (free shipping offer) right above the fold. 

8. Cart Recovery Template by Blu Dot Reassurance

Blu Dot has used the concept of intrigue and interactivity in their cart recovery email template. The header image and a simple copy + CTA invoke a sense of ‘obligation’ for the buyer.

Simple copy that reassures the shopper that their cart is still alive and kicking. The cart item is prominently displayed to provide visual reinforcement. Lastly, there are compelling reasons why Blu Dot should be their number one choice for online shopping.

Subject Line: We’ve saved your items!


Image source: Blu Dot

Why does this abandoned cart email work? 

  • Simple yet effective email copy; 
  • Clear CTA and product block; 
  • Reasons to reconsider buying from the store.

9. Abandoned Cart Email by Headspace

HeadSpace has used ‘simplicity’ as a weapon of choice in their cart abandonment and email sequence.

Nicely designed graphics, a funny and relatable tone with a single, highly emphasized CTA button do the trick. Sometimes, simple is all ya’ need.

Subject Line: Quick checkout reminder 


Image source: Headspace

Why does this abandoned cart email work? 

  • Appealing and reassuring visual; 
  • Single CTA; 
  • Personalized salutation.

10. Cart Recovery Email by Alex Mill

This email by Alex Mill tells how important it’s to make abandonment a reason to reach out. Instead of just reminding them to check out, the email reemphasizes the brand values that say that ‘the customer is valued’ and the brand will go the extra mile to take care of the customers.

Subject Line: Good News: We Saved Your Picks


Image source: Alex Mill

The subject line, we saved your picks, and the discount offer shows that Alex Mill cares that the customer checks out. A centrally placed product image that garners all the attention and then a discount offer placed on top of it that is very likely to attract clicks. We love the simplicity of this.

Why does this abandoned cart email work? 

  • Large product block; 
  • Personalized and highly relevant discount offer; 
  • Warm and reassuring subject line.

11. Discount Email by Columbia

This one ticks all the right boxes. A price drop announcement to the user who just placed this product inside their cart will likely inspire them to take the right action of checking out.

Subject Line: Great news! Price Drop


Image source: Columbia

The 50% Black Friday special offer at the bottom and FREE shipping make it even more compelling. All in all, well designed. Would we click? Absolutely, yeah!

Why does this abandoned cart email work? 

  • A large banner with a positive copy tone; 
  • Contextual CTA that intrigues the buyer to click; 
  • Black Friday deal to increase the likelihood of a checkout.

12. Checkout Template by Nomad Gear

Did you ever stop to take a second look if someone shouts, “What happened?”. This abandoned cart email tries to apply the same trick for cart recovery. Here’s what it feels like:

Subject Line: Steal the deal with new arrivals


Image source: Nomad Gear

The result is a mix of compelling visuals with great brand copy, likely making a user buy from Nomad Gear. Clearly placed CTA button makes it easier for the shopper to act. 

Service and quality are assured towards the bottom of the email through clearly worded returns/ exchange and warranty terms, respectively.

Why does this abandoned cart email work? 

  • Interesting copy that leverages the ‘shock and awe tactic; 
  • Contextual CTA button, right above the fold; 
  • Clean and on-point cart abandonment email design.

13. Whiskey Loot Abandoned Cart Email

This email is a bit different from the others in the list, majorly because this uses a benefits-driven approach rather than a product-driven tactic. Here, have a look:

Subject Line: Still thinking about it?


Image source: Whiskey Loot

Notice how the email talks about the pros of completing the abandoned purchase. The benefits-driven copy takes the pressure off sales and can work wonders. And when you couple it with humor in a consistent brand voice, you get collateral that will create a strong brand recall and increase your sales revenue. 

Knowing that the average shopper is likely to have questions about the product, FAQs have been provided to handle objections, a nice hack to boost conversions.

Why does this abandoned cart email work? 

  • Benefits-driven email copy; 
  • Clean and minimalist design; 
  • Strategic product placement; 
  • A subject line that grabs attention.

14. Personalized & Plain Text Email by Beardbrand

This example will change your mind if you think a plain text email is boring. This is one of the best cart abandonment email examples of how when you get your messaging spot on; chances are that you don’t need supporting graphics and visuals.

Subject Line: Hey! You’ve items in your cart. 


Image source: Beardbrand

What we really like about the email above is the ecommerce personalization, almost like it’s coming from a friend—highly readable content writing in friendly, 100% non-salesy language.

Why does this abandoned cart email work? 

  • Personalized approach, as if written by a friend; 
  • One-on-one email copy; 
  • Contextual post-script message that appreciates the shopper’s choice.

15. Doggyloot Cart Recovery Email

If you’re a pet owner, it would be mighty difficult NOT to get wowed over by the copy of this abandoned cart email by Doggyloot:

Subject Line:  Hurry! Items in your cart are almost sold out. (Not the original brand subject line


Image source: Doggyloot

The visual elements are simple yet compelling, and the terms “don’t let these deals run away” and “fetch your items” are excellent contextual addition to the abandoned cart email.

Why does this abandoned cart email work? 

  • Interesting and cute header image and copy; 
  • Approachable and contextual email introduction text; 
  • Clear product blocks and CTA. 

16. Abandoned Cart Reminder Email by Chubbies

Here’s an example of a contrasting approach — instead of creating a FOMO effect, this email by Chubbies has a calm and relaxing vibe. Have a look: 

Subject Line:  Hey! You forgot something — Get back! (Not the original brand subject line)


Image source: Chubbies

Why do we love it? Because its well-written tight copy complements the compelling visual inside the email body and the product being sold. The big and bold CTA button’s micro-copy carries the context beautifully. 

Why does this abandoned cart email work? 

  • Laid back yet influential vibe in the email content; 
  • Contextual CTA button at the bottom of the email; 
  • A friendly tone gives a feeling of personalization.

17. Abandoned Checkout Email by Foot Cardigan via Shopify

Shopify stores are great for eCommerce, but most of the potential revenue is lost without an abandoned checkout email funnel. Here is an excellent example of an abandoned cart checkout email by Foot Cardigan: 

Subject Line:  – Your Cart is About to Expire 


Image source: Food Cardigan

The email is clear, simple, and has a single purpose — reminding users that they forgot to complete their purchase. The yellow CTA button stands out and is a sure reason for a recipient to think about checking out. 

Why does this abandoned cart email work? 

  • Clear and straightforward approach with no frills; 
  • Multiple CTAs, all driving users to complete the purchase; 
  • Clean and minimalistic email template design.

Abandoned Cart Recovery Best Practices 

In the world of eCommerce, competition creates a power shift in favor of consumers and, in turn, produces a ‘war’ among eCommerce businesses about who appeals to customers more. Here are some best practices that will help you stand out and win the abandoned cart ‘war’ in a crowded eCommerce ecosystem: 

Create Unique, Single-Use Coupon Codes

While a 30% off cart coupon code in your abandoned shopping cart email is tempting, there’s no guarantee that people will redeem it. Even if they do, you might not find out which email (or customer) worked for shopping cart recovery. To improve your abandoned cart strategy, you’ll need a unique coupon code that only applies to a specific product, group of products or target audience segment. 

A good strategy is to create a unique abandoned cart discount code that expires after a single use. This creates a sense of urgency (and FOMO), driving users to complete the purchase and prevent misuse. 

There are two main ways to create unique coupon codes. First, you can use a random string generator tool. Such tools can provide unique codes, which you can then paste into the coupon field of your abandoned cart email template. However, this method isn’t recommended if you’re planning to send a high volume of abandoned shopping cart recovery emails.

Instead, you should use a database solution. These solutions enable you to store the results of previous email campaigns, which you can later reuse and integrate into your next email campaign. 

If you’re using a database solution, you can leverage the information in these emails and imply behavior segmentation to personalize the offer. For example, you can send a discount to all users who abandoned their cart for product X within the last ten days. You can also use data to personalize the offer and improve customer experience. 

Personalize Your Coupons

Personalizing coupon codes is a great way to connect with customers and complete their purchases. The main objective behind personalization is to show that you care for their needs and provide value-added benefits to the customer.

Personalized codes can be tweaked as per the user journey and be streamlined to suit a customer. It’s a good practice to use different coupon codes for every abandoned cart email and send one or more emails with a personalized code on the same day.

You can personalize your coupon discounts to individual customers based on what they’ve previously purchased. This increases the likelihood that the customer will actually use the coupon.

Also read: Ecommerce Personalization—Your Guide to Examples, Practices

Create A Sense of Urgency

The online world is full of procrastinators because the internet user comes across millions of information in minutes. And if they feel like they have all the time in the world, they’re more likely to drag their feet to take action. No matter how mouth-watering your promotion may seem.

So, what do you do? You make them feel they will miss out on something huge if they don’t take action in the following hours, days, or weeks.

You can create a promo code with a timeframe for its usage to create a sense of urgency. Better put up a countdown timer showing how much time they have left to use that promo code. Or you can use clever copywriting like some of the abandoned cart email examples we shared above to create a sense of urgency. This will increase your campaign effectiveness and help you recover more carts. 

Gamify your Abandoned Cart Emails  

Who doesn’t love games? Putting your prospects to the test with games is extremely rewarding to recover abandoned carts. 

Humans are competitive by nature and love to win a prize. With a ‘reward’ attached to a gamified email, any recipient will want to participate. 

You can gamify your emails by creating contests about ‘checking out within the next 10 minutes, or the first ‘100 checkouts will win a special gift.’ 

Such gamification attempts also improve engagement and build personal relationships. But remember to add the game terms and conditions clearly within your email to avoid any trouble. 

Use a Creative Email Design That Triggers Curiosity 

If your website has an abandoned cart recovery flow, use a creative abandoned cart email design to trigger curiosity in your prospects. An interesting visual element, an interactive button, a short video, or a call-to-action button can be great triggers for your customers.

Make sure that your email design is visually appealing. People tend to keep reading an email if the design is excellent. Remember, a great design aesthetic can say what a thousand words can’t. So, incorporate creative designs and graphics to make your email memorable, invoke curiosity and drive action. 

If you’re struggling with creating a great email design for abandoned cart recovery, use the examples above for inspiration or try Sender. It has a large template library, including catchy abandoned cart email templates to help you get started quickly. 


Create a Compelling Email Copy

Persuasion doesn’t only come through captivating visuals but also with powerful words. An excellent shopping cart abandonment email combines a catchy subject line, good product images, an intriguing offer, and clever copywriting. 

You can create compelling email content for your abandoned cart recovery emails by focusing on the product benefits or the offers a recipient is missing out on by not checking out soon. 

Also, remember that the cart isn’t a confirmation; it’s just a small milestone. So, instead of asking users why they didn’t complete the order bluntly, ask what more they want to know that will make them buy from you. 

Schedule your Abandoned Cart Emails

 A typical abandoned cart recovery campaign is a series or sequence of messages/emails sent to the customer based on their actions. Hence, timing is highly crucial for such campaigns. Randomly sending out emails won’t guarantee a recovered cart. If you send them too soon, you might put your prospect off, and if you delay the mail for too long, you might lose a prospect. Balance it up through these intervals:

  • Send the first email within an hour of the abandonment; 
  • Set up a follow-up email scheduled after 10-12 hours.
  • Schedule the final reminder after 24 hours.

Clearly, all this requires a lot of time, and you need to do more than just keep sending emails manually every time someone abandons the cart. But when using the right marketing automation platform that offers cart abandonment solutions, you can schedule an email campaign to follow up with them. 

Sender is a marketing automation software that helps you schedule emails and set up automated email follow-up and abandoned cart email campaigns. 


Key Takeaways on Abandoned Cart Emails

  • Use abandoned cart emails to recover lost sales and show potential customers that you care; 
  • Schedule your abandoned cart emails strategically to get the best results; 
  • Always send informative abandoned cart emails that intrigue users and compel them to come back. 

    Also read: 
Vector group
Get started
Get started

Get started with a free plan

With our Free Forever plan you can send emails to up to 2,500 of your subscribers.

  • Access to all features, including automation
  • Up to 15 000 emails per month to 2 500 subscribers
  • No credit card required
Get Started