Cart abandonment email examples

These emails are an effective reminder to customers to complete their purchase and are critical to every triggered email program.

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Cart abandonment emails are the bread and butter of any triggered email strategy in the world of ecommerce. These emails are an effective reminder to customers to complete their purchase. Ultimately, these emails have the potential to impact a brand’s bottom line, in a good way.

Klaviyo analyzed millions of cart abandonment emails resulting in more than $60 million in sales.

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In the digital world, consumers have endless options for purchasing products. Now, more than ever, brands must keep the attention of their customers, especially those who have expressed interest in certain products and added to cart. Cue the cart abandonment emails!

Cart abandonment strategic recommendations

Let’s get this out in the open right away: there are effective ways to drive conversions that don’t rely on a discount. Sure, the most popular cart abandonment technique is adding a discount, but our analyses of 100s of cart abandonment reveals there’s a lot more to consider! Check out these cart abandonment strategies:

Send more than one cart abandonment email

Consider creating multiple emails encouraging a purchase. Take fashion retailer, Vince Camuto, for example. They keep their initial cart abandoner email simple: reminding the customer of what they left behind by pulling in the product image and details. By viewing the entire Journey within MailCharts, we were able to see the cadence of these emails. One day after the initial cart abandoner email send, they sent an additional reminder with an offer for 10% off any regular priced item.

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Drive demand with scarcity

Who wants to miss out on this season’s must-have items? Consider including verbiage such as ‘only 1 left’ or ‘almost sold out’ like baby clothing retailer, Monica + Andy. Not only do they utilize the messaging in their email copy, but they also use it in their subject line. It’s one of the many reasons this particular email scored 100% on our email score calculator.

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Brag about how great the product is

Utilize reviews from social media or onsite. This is a great reminder to the customer about the quality of the product, not just the product itself. Take a look at this email from oral care company, Boka. They feature a real customer review within their cart abandonment email. This places the focus on the value of the product which can help drive conversion, especially if they’re shopping competitors.

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Highlight the return policy

DTC footwear brand, Allbirds, does this extremely well. They use simple messaging within their cart abandonment emails to convey their no-fuss return policy. This gives customers peace of mind in their purchase decision, especially with the risk of buying online.

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Cart abandonment implementation details