You know that moment when you see someone add your product to their cart… and then vanish?
It hurts, right? Like, “Hey! You were this close to buying!”
I used to just accept it. People get distracted. They change their minds. But once I set up my first abandoned cart email, things changed. I recovered 17% of my “lost” carts that first week — and it didn’t require any salesy begging. Just a friendly, timely email.
So if you’re ready to win back those almost-customers, here’s how to write abandoned cart emails that actually convert — not annoy.
Why Abandoned Cart Emails Are Pure Gold?
Here’s the deal: people don’t fill up their cart for fun. They had intent. Something just got in the way — a phone call, dinner, second thoughts, whatever.
When you follow up the right way, you’re not being spammy. You’re being helpful. And the stats back it up:
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Abandoned cart emails can recover 15–30% of lost revenue
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They have higher open and click-through rates than most other emails
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They’re incredibly easy to automate — set it and forget it
Want to get better results across your entire email flow? Check out how to create an automated email sales funnel for a full sequence strategy that includes abandoned carts.
What Makes an Abandoned Cart Email Actually Work?
There are a few key ingredients I always include:
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A subject line that stands out: Think curiosity, urgency, or personalization.
Example: “Still thinking it over?” or “You left something behind, Jamie.”
If you need help crafting better hooks, study these high-converting subject line tips and examples. -
A friendly tone: No guilt-tripping. Just a “Hey, noticed you didn’t finish…” vibe.
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A visual of the product: Seeing the item again triggers memory and desire.
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One strong CTA: “Complete your purchase” — keep it clear and easy to click.
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Optional bonus: A small discount or mention of limited stock.
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Support contact: Always include a way to ask questions. Many bounces are due to unresolved concerns.
When to Send It? (Timing That Works)
Here’s the schedule that’s worked best for me:
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First Email — 1 to 2 hours after the cart is abandoned
Catch them while they still remember you. Keep it short and helpful. -
Second Email — 24 hours later
“Still interested?” with a reminder of the product. Optional: introduce urgency. -
Third Email (Optional) — 48 to 72 hours later
Offer a discount or free shipping. Add a “last chance” message to encourage action.
Looking to fine-tune your timing further? Use insights from email analytics to improve open rates and refine what works best for your audience.
Real Examples That Work
1. The Friendly Nudge
Subject: “Did you forget something?”
Body:
“Hey [Name], looks like you left something behind. No worries — we saved it for you.
[Product image]
[CTA button: “Return to Cart”]”
2. The Scarcity Push
Subject: “Only a few left in stock…”
Body:
“Just a heads-up — your cart’s looking popular. We don’t want you to miss out.”
[Product name, image, short benefit blurb]
[CTA: “Get it before it’s gone”]
3. The Discount Closer
Subject: “Your 10% off expires soon!”
Body:
“We’d love to welcome you as a customer — here’s 10% off if you complete your order today.”
[CTA: “Redeem My Discount”]
Offer valid for the next 24 hours only.
If you’re adding limited-time incentives, consider these exclusive discount email examples that actually drive conversions.
What NOT to Do?
I’ve made a few mistakes so you don’t have to:
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Don’t sound desperate. No “Why didn’t you love us?” drama. Keep it cool.
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Don’t send 5 emails in 2 days. You’ll lose more subscribers than you recover sales.
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Don’t skip mobile optimization. Most people open cart emails on their phones.
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Don’t use vague subject lines. Be clear and relevant — not clever for the sake of it.
And always — always — test. Want to segment your follow-up emails by customer type or purchase intent? Learn how to segment your email list for better targeting to improve response rates.
The Tools That Make It Easy
You don’t need to build all this from scratch. Most platforms have built-in cart recovery features:
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Shopify: Built-in email recovery or use Klaviyo, Omnisend
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WooCommerce: Use MailPoet, AutomateWoo, or Mailchimp
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ConvertKit: Track purchases + tag abandoned users (great for digital products)
A/B Testing: Most tools let you test subject lines, incentives, and timing.
Speaking of tools, if you’re using Payhip, here’s how to integrate Payhip with ConvertKit or Mailchimp so you can automate your follow-ups instantly.
Final Thoughts
Writing abandoned cart emails isn’t about being clever. It’s about being clear, helpful, and timely.
If someone almost bought from you, they already liked what you had. A little nudge might be all it takes to bring them back. So build a quick 2–3 email sequence, personalize the message, and press go.
Because lost sales? They’re not really lost, they’re just waiting on the right email.
