Best Practices for Abandoned Cart Emails That Actually Convert
- Elena Dragomyrova
- Nov 5, 2025
- 5 min read
How to Recover Lost Sales: The Complete Guide to Abandoned Cart Emails
Cart abandonment is one of the most substantial silent sources of lost revenue in eCommerce as well as a highly profitable source of reclaiming lost funds. Thousands of buyers daily add products to their carts and walk off without completing a purchase.
By employing an effective abandoned cart email strategy, you will be able to win back those customers and again build purchasing intent.
What is an Abandoned Cart Email?
An abandoned cart email is an auto-response that is sent to customers when they have abandoned their carts in an online shop without completing an intended purchase.
It reminds those recipients about what they were considering purchasing, answers their “unspoken objections,” and makes it easy for them to come back and complete a purchase. Regularly, such emails will include:
Reminder of what remained in the cart (with product images and costs)
A direct link back to the cart or checkout
A small incentive such as a discount or shipping
Social proof or trust badges to overcome hesitation
They're not messages of a “spam” type messages that are actually helpful reminders that often reunite a user with something they were actually interested in purchasing.
Why Cart Abandonment Happens
According to recent studies, over 70% of online shoppers abandon their carts before completing a purchase. Why?
Unexpected shipping or taxes at checkout
Needing more time to decide
Comparing prices elsewhere
Distraction especially on mobile
Complicated checkout flow or required account creation
Your abandoned cart emails act as the gentle nudge that helps overcome these friction points.
Why Abandoned Cart Emails Are Worth the Effort
Data consistently shows that abandoned cart workflows deliver some of the highest ROI of any automated email sequence.
The open rates often exceed 40-45%
Click-through rates reach 20-30%
Conversion rates are typically 10-20 times higher than standard marketing emails
That means every email you send could directly bring revenue back from customers who were already halfway to checkout.
10 Best Practices for High-Converting Abandoned Cart Emails
1. Use a compelling subject line
Your subject line is your first (and sometimes only) chance to stand out. Keep it concise, relevant, and honest. Examples that perform well include:
“Forget something? Your favorites are waiting”
“Still thinking it over?”
“Your cart misses you ”
Avoid clickbait if you promise a discount in the subject line, it must appear in the email. Consistency builds trust.
2. Send your first email quickly
Timing matters. The first message should go out within 30–60 minutes after abandonment when the purchase intent is still fresh.
Follow up with a second email after 24 hours and, if necessary, a third one two or three days later. Each should feel like a natural continuation of the conversation not a pushy sales pitch.
3. Personalize your message
Customers respond better when you sound human. Address them by name, reference their product, and use conversational copy.
Example: “Hi Sarah, looks like you were checking out our new organic protein blend. We saved your cart for you. Still interested?”
You can also tailor the email based on browsing behavior, location, or previous purchases.
4. Showcase the products left behind
Images are essential. Include high-quality photos of the abandoned items with their names, sizes, and prices. Visual cues help jog memory and rekindle desire.
Keep layouts clean and limited to 3–4 products max. If there were more, link to “View your full cart” to avoid clutter.
5. Offer an incentive
Discounts work, but timing is key. Offer a free shipping code or small discount only if the customer doesn’t return after the first reminder.
This strategy preserves margins and positions incentives as a reward, not an expectation.
You can also experiment with loyalty points or bonuses instead of direct price reductions.
6. Create urgency and scarcity
Nothing motivates action like time sensitivity. Use real deadlines not artificial pressure.
Examples:
“Your cart will expire in 24 hours”
“Only 5 left in stock”
“Sale ends tonight”
Adding a simple countdown timer is proven to boost conversions by visualizing urgency.
7. Add social proof
Customers often hesitate because they’re unsure, not uninterested. Use reviews, ratings, and testimonials to reassure them.
Showcase lines like: ⭐️⭐️⭐️⭐️⭐️ “This serum changed my skin in two weeks!” Mia R.
If applicable, include trust symbols (PayPal, Norton, or McAfee Secure) to address security concerns.
8. Optimize for mobile
More than 70% of shoppers open these emails on their phones. Use:
Single-column layouts
Large, easy-to-tap buttons
Fast-loading images
Readable fonts (at least 14px body size)
Test across Gmail, Apple Mail, and Outlook to ensure a consistent experience everywhere.
9. Use a clear and persuasive CTA
Make your Call-to-Action button stand out visually and use action-oriented language:
“Return to My Cart”
“Complete My Purchase”
“Yes, I Still Want This”
Avoid too many competing links. Every email should focus on one main action.
10. Test, analyze, and optimize
Treat abandoned cart emails as living campaigns.
A/B test:
Subject lines
Send times
Incentives
CTA wording
Then track open rates, click rates, and recovered revenue to see what works best. Continuous testing means continuous improvement.
Partnering for Smarter Email Strategy
Although such best practices make a huge difference in performance, it is when strategy, data, and creative come together that the actual magic lies. This is where partners such as Lumilinx Email Marketing Agency come in.
Lumilinx is a specialist at enabling D2C and lifestyle brands in recovering lost sales through intelligent automation and highly crafted email campaigns. Their strategy is more than just designing. We develop entire revenue systems that are designed around segmentation, timing, and storytelling that will make your brand unforgettable.
From abandoned carts and welcome campaigns to festive offers, Lumilinx enables you to engage your customers at all points in a buying cycle and convert more visitors into loyal, repeat clients.
By using professionals, you also get to save time, as your brand voice and data will be completely optimized for compliance and deliverability.
Real-World Examples of Successful Abandoned Cart Emails
Here are some brands that get it right:
1. Bite
Friendly reminder
“Finish what you carted.” Simple, visual, and customer-centric.
2. BetterBrand
Incentive-based recovery
'Free shipping with your purchase', a perfect example of addressing purchase hesitations.
3. On
Urgency and countdown
“Your view items are selling fast”, the timer creates real FOMO and drives immediate action.
4. Echo
Client-based social proof
Customers' reviews make the brand feel aspirational and credible.
5. Rhode
Mission-driven storytelling
Instead of pushing products, they reconnect customers with purpose and brand philosophy.
Each of these emails reflects not just good design, but a deep understanding of what motivates their specific audience.
Final Thoughts
Cart abandonment emails aren’t just a means of recovery, but a means of relationship-building as well. They are a reminder to your customers that your brand is one that understands them, appreciates them, and assists them in making an informed purchase decision.
By leveraging timely automation, authentic communication, and effective creative strategy, it’s possible to build advocates out of nearly lost customers.
When you're prepared to start building data-driven email campaigns that do more than recover carts, actually driving revenue, a business relationship with a team of experts such as those at Lumilinx Email Marketing Agency might be just around the corner.
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