How to Write Irresistible Abandoned Cart Emails

After adding those gorgeous sneakers to your cart while perusing your favorite online retailer, life happens and then... this happens. The dog barks. Your pizza arrives. You get distracted by a video (happens to the best of us). Next thing you know, you've left your cart behind like its leftovers.

"Hey, you forgot something!" is how abandoned cart emails come in like the protagonist of an 80s romantic comedy. A vital tool in e-commerce email marketing, these enchanted reminders subtly encourage customers to come back and finish their transaction.

And here's the kicker: retargeting through abandoned cart emails can recover up to 30% of lost sales. That’s right! You might just be leaving cash on the table if you're not using them right.

Abandoned Cart Emails That Actually Work 

The recent saying of Shopify has stated that almost 70% of online shopping carts have been abandoned. It is similar to a person who invites 150 guests, only to see half of them missing even after saying “yes”. It is a staggering loss, both socially and financially.

This is where retargeting becomes essential. By leveraging abandoned cart emails within a smart e-commerce email marketing strategy, businesses can re-engage potential customers who showed strong purchase intent but didn’t complete the checkout process. 

Many brands have made these follow-ups a substantial source of income because they provide a timely second opportunity to complete the deal.

Enter retargeting. This strategy lets you follow up with these potential customers through e-commerce email marketing and nudge them back to your site. You’re basically giving them the second chance they didn’t know they needed.

1. Personalization:

Nobody likes generic emails. Imagine someone saying, "Hey... you... come back!" versus, "Hey Sarah, those vegan leather boots you loved are waiting for you!" Which one makes you click faster?

Abandoned cart emails work best when they’re personal. Use names, mention specific products, and make them feel like they’re missing out on something exclusive. According to Campaign Monitor, personalized e-commerce email marketing boosts open rates by 26%.

💡 Real-life example:

Fashion retailer ASOS sends playful retargeting emails like:

"Forget something? Don’t worry, we’ve saved it for you!"

And guess what? It works like a charm.

2. Timing Is Everything:

No one likes 15 missed calls. The same goes for emails. The first abandoned cart email should go out within an hour of cart abandonment. Strike while the iron’s hot!

Your e-commerce email marketing should follow up with a second email in 24 hours and a final gentle reminder within 72 hours. And yes, this is a classic retargeting strategy that many top brands swear by.

🔔 Pro Tip: Include urgency. Use phrases like "Items in your cart are going fast!" or "Only 2 left in stock!" People hate missing out (FOMO is real).

3. Incentives: 

Sweeten the pot if your buyer needs a little encouragement! Your abandoned cart emails can make all the difference if you include a tiny discount or free shipping.

But don’t offer it too early. Make them sweat a little (kidding… kind of). Sometimes, the second or third retargeting email is the perfect place to slide in that incentive.

🎤 As Seth Godin says,

“People do not buy goods and services. They buy relations, stories, and magic.”

Your e-commerce email marketing should offer that kind of magic—plus 10% off.

4. Stunning Visuals: 

An abandoned cart email with high-quality images of the items left behind triggers the “oh right, I did want that” response.

E-commerce email marketing that uses attractive product photos and clear call-to-actions (CTAs) can skyrocket your retargeting success.

Example:

Apple’s abandoned cart emails feature sleek, minimal product images with CTAs like “Complete Your Order.” No fuss. Just clean design that works.

5. Social Proof:

People trust people. Adding reviews or testimonials in your abandoned cart emails reinforces trust. If Karen from Nebraska is raving about that blender, you’ll probably want it too.

E-commerce email marketing campaigns that include social proof can improve retargeting effectiveness by 34%, according to Nielsen.

Conclusion

If you think abandoned cart emails are annoying, think again! When done right, they’re a vital part of your e-commerce email marketing strategy—and the ultimate retargeting tool.

They’re not pushy. They are your helpful reminders that say, “Hey, we saved this for you.” And hey, if Amazon, ASOS, and Apple are doing it, there’s probably something to it.

Bottom line: Don’t let potential sales slip away. Set up your abandoned cart emails now, master your e-commerce email marketing, and make retargeting your secret weapon!

FAQ

How does retargeting work in abandoned cart emails?

Retargeting reminds consumers of their incomplete purchases. One of the main tools in e-commerce email marketing retargeting methods is abandoned basket emails.

Why use abandoned cart emails?

Abandoned cart emails help recover lost sales. They boost e-commerce email marketing results by using retargeting to bring shoppers back.

How many abandoned cart emails work best?

Three abandoned cart emails are recommended. Retargeting starts within 1 hour, followed by emails at 24 and 72 hours.

Should discounts be included in abandoned cart emails?

Conversion rates can be raised by including discounts or free shipment in abandoned cart emails. It's a tried-and-true retargeting strategy for email marketing in e-commerce.

Is sending emails to abandoned carts actually boost sales?

Indeed! One of the best retargeting strategies for e-commerce email marketing is abandoned cart emails, which can recover up to 30% of lost transactions.