In this article, we are largely talking about some of the best cart abandonment emails to win your customers back. But, before we dive deep into the topic it's important that you understand what cart abandonment means. If you’re selling something online, chances are, regardless of your vertical, on average, only one out of every four people who add something to their shopping cart on your store end up completing the purchase.
What happens to the other three? They leave, abandoning the process mid-way, leaving you hanging high and dry, both literally, and metaphorically. Across the eCommerce industry, the cart abandonment rate averages from 68 to 80%, depending on the category you service. And as more and more online businesses pop-up as a result of the democratization of the technology and infrastructure required to start an online selling business, this number is only going to go higher and higher.
Increased competition for you translates to increased distraction for the consumer, hence mitigating the problem is something every eCommerce store would want to invest heavily in. This is where marketing channels such as email come in for brands to engage with their audience and customers on a one-to-one basis. By providing a personal touch, with the right message at the right time, eCommerce brands can reduce the loss they encounter on account of users abandoning purchases. But before we delve in any further, it’s important to understand what cart abandonment actually is.
What Is Cart Abandonment?
One of the biggest challenges that most eCommerce businesses tend to face even today, cart abandonment refers to a visitor adding products to a virtual cart and then leaving the site without completing a purchase.
As of today, the worldwide average cart abandonment rate stands at 84.24% in some industries. That only shows the extent to which cart abandonment can cause business damage even today when the shoppers choose to make purchases online more than at brick and mortar stores.
Now the reasons can be plenty. High shipping costs, unclear returns policy, not getting a discount on the cart total, you name it.
But it's not impossible to re-capture this lost sale. It's all about making a timely conversation and sending in a little reminder or offering that discount to give a little nudge.
The best way to do it is a 1-on-1 channel: Email.
What is an Abandoned Cart Email?
An abandoned cart email is a follow-up message sent to someone who leaves your online store without completing the purchase of the items in their shopping cart. Abandoned cart emails work to remind customers of items they left in the cart – enticing them to come back to purchase what they are already so close to buying. The challenge with abandoned cart recovery recently is that all eCommerce businesses are using the same tried-and-tested methods and best practices that we have learned about years ago. In many cases, you are likely using similar, if not the exact same, tactics and tools as your competitors. It has become much harder to stand out in your customers’ inbox.
Gaining that attention is a crucial component to get your customer to take action and complete that purchase. To help you with the same, we’ve collated 20 brilliant cart abandonment emails that you can use to inspire yours.
20 Abandoned Cart Recovery Emails (And Why They Work)
1. J. Crew (Pays to be classy)
J. Crew likes to be classy with their brand image and that shines through clearly in their approach to their cart abandonment email. In addition to letting the customer know that there are items in his or her shopping cart, there are also call to action buttons for other pages on the site in case the buyer might want to look at new arrivals, fall finds, or looks J.Crew loves.
Notice how their email replicates the user interface of their online store? That’s done deliberately for the user to be able to recall from their memory the actions that they took prior to this email.
2. Pacsun (Cheekiness works)
Many abandoned cart recovery email examples assume the idea that the customer just forgot to check out, instead of assuming that they did not want the item. It helps, because it does, otherwise what’s there to even leverage?
By assuming the position that the shopper did want to purchase the item, Pacsun does a great job with copy and imagery to create urgency and entice the customer to come back and complete the purchase. If there’s one thing we can be sure about when it comes to cart recovery emails, is that there ought to be an undertone of urgency in all of your messaging.
3. Thrive Market (A little nudge doesn't hurt)
Here’s an interesting take from a large pool of abandoned cart email examples. Thrive Market tells you how much you’ll save by purchasing your items from them versus other retailers. Also, we have the green call to action button with otherwise neutral colors. ith an email as straightforward and to the point as this, Thrive Market is ensuring they don’t overwhelm their cart abandoner with too much information.
Another thumb rule to follow for your abandoned cart recovery email is to keep it simple, as simple as you possibly can. Failing to do so will result in your shopper being disinterested in hearing from you even further.
4. Bloomingdale’s (Synonymous with the brand)
Everyone knows what big brown bags signify. It’s what every Bloomingdale’s shopper is aware of, and how the rest of the world knows the brand as well. In this email, they’re making sure they create a strong brand recall for the customer, by reinforcing the brand in the aptest way possible. The phrase “My Brown Bag” speaks to their customers on a personal level, hence this is a wonderful example of how to do cart recovery emails right.
5. 23 And Me (Getting straight to the point)
Short, sweet, and to the point, 23 And Me has an abandoned cart email with only a few elements: introduction text “Don't forget to order your kit”, call to action button text "Order today", and closing text offering answers to questions “Have additional questions?”. With this email, customers won't get distracted by extraneous information and will focus on the action 23 And Me wants: purchase completion.
This subtle and clear email makes sure the shopper doesn’t get bombarded with unwanted information, and neither makes it strikingly loud in their email inbox. This can easily be attributed to the light color palette 23 And I have used it in this email.
6. Madewell (The pick up line approach)
If you’re like us and love a good play on words, this email would delight you to no bounds. This abandoned cart recovery email from Madewell, the fashion eCommerce brand, kills it with their headline “These Look Good In Your Bag”, but takes it a step further by giving the subheading kicker as “but they would look even better on you.” Boom! Below the crop, Madewell shows you the items you left in your cart to help remind you of what you wanted to buy. It’s a clean, sleek email that works on multiple levels, and how.
7. Ugmonk (Proactive & helpful)
Text only cart recovery email? Now, that’s a first. And that’s what makes Ugmonk’s approach to their abandoned cart email so different and fresh. By putting their focus entirely on personalization, making it seem like the owner and designer are reaching out directly to answer any questions, they hit a home run in terms of engagement.
Moreover, the email copy includes two in-line call to action buttons so the customer can finish checking out instantly if they want. This is a simple approach that your target audience may prefer, so be sure to try it out?
8. Puma (Design draws the eye)
Puma turns up the urgency button pretty heavily here, and it works. The contrasting call to action button stands out, and the geometric design draws the eye to it almost instantly. We really like the thought that went into the design of this email, and ups the ante of cart abandonment emails we’ve come across while curating this list. Notice how one call to action takes the buyer to find a nearby store, as Puma is primarily a retail shopping brand. This cart abandonment email really takes the cake in terms of creativity and uniqueness of thought.
9. Google Store (Hitting it out of the park)
Ah, talk of great emails and Google wouldn’t make the cut? Not possible. This is a perfect example of an abandoned cart email because it includes every element: Great copywriting, clear call to action button, personalization by showing the customer's cart details, and urgency through creative copywriting. With text like "Going, going, (almost) gone" and "Our popular items sell out fast" customers are engaged with the email. They also feel compelled to complete their purchase so they don't miss out.
This email closes with a call to action to answer questions and subscribe to their product updates. Again, Google focuses on ensuring the customer feels like they don't want to miss out on anything. And do it well.
10. Doggyloot (When missing out is their Pet Peeve)
Now, who doesn’t love a picture of a cute dog, right? And when your brand is one associated with dogs, that’s just icing on the cake for you to have. This email by Doggyloot, the pet-related online store, is precious, but not overdone.
The line, “Hurry, don’t let these deals run away.” is reflective of the brand and its audience.Then, when we take a closer look at the same: Lots of licks,” and the call to action button text: “Fetch your items now.” In terms of copy, relevance, and the ability to relate with its target audience, this email has a bunch of stuff going for it.
11. Jessops (When it just clicks)
This Jessop's email also includes a list of product images and descriptions below the cut, but we wanted to emphasize the email copywriting here. The store is dedicated to photography and videography, so the call to action button pops off the screen in yellow with unusual wording: “Snap up your basket.” This reflects the definition of the word “snap” in the world of a photographer. Pretty cool, right?
12. Mango (One CTA isn't enough)
This is one of several abandoned cart email examples that we have come across that lead with urgency. The message is crystal clear here: “Complete your order before they’re gone!”
This is a good example of a subtle cart recovery email done well. In the email, Mango includes not only the product image, but also the size the shopper chose, the color, the quantity, and the price in Pounds. Their high-contrast, repeating call to action buttons work in Mango’s favor, despite looking pretty light on the eye!
13. Bonobos (Don't forget the incentive)
People love minimalism these days, don’t they? Which is why we had to include one minimalistic abandoned cart email example in our curated list. In their email, Bonobos shows a bag with the number of items the user left in their cart before abandoning their session, accompanied by a copy that is pretty crisp and clear. Even though Bonobos does not add an image of the product(s) the customer has left behind, they make up for it by offering a special coupon code for customers who are about to make their first purchase in the store.
14. Nordstrom (Thinking it through)
By including a question in their abandoned cart recovery email headline, Nordstrom, the fashion eCommerce store is making the shopper think about their decision of having abandoned the cart. Also, the line “... our looks go fast.” gives them a hint that they better hurry checking out or risk leaving their beloved items, and not be able to purchase them.
15. ThredUp (A proposal that gets a "yes")
This one is really, really funny! Notice the headline: “Your cart is expiring”, and the body copy “I’m having abandonment issues” is quite playful, to say the least. The image of the abandoned product along with its details is right in front and center, so there is no doubt what was left behind. This email gets a bunch of things on point!
16. Sugar Bear Hair (Tapping into the inner child)
American people spend more than $30 billion a year on dietary supplements. Sugar Bear Hair stands out from the crowd with playful graphics like this illustrated gif, which get people to keep looking at their emails. The blue hue they chose unites the graphic design with the color of the gummies, and the contrasting pink makes the call to action buttons pop up. Customer support is offered upfront, a really smart choice when your product is about health benefits.
17. Asos (Jog the memory with a visual)
ASOS has nailed brand recognition with this email. It looks very similar to the store’s homepage, and for a reason (we mentioned above). The messaging is also on-brand, with some playful humor in the headline and copy. The ASOS marketers clearly know their buyer personas.
The email includes a picture of the item in the cart to jog the recipient’s memory with a visual. The email reminds recipients that there’s free delivery and it’s easy to return items. This removes the risk of completing the sale, which will help with conversions.
18. Dollar Shave Club (Making them chuck dollar bills at you)
Dollar Shave Club is known for excellent marketing, so it’s no surprise that it’s one of the most appealing of our abandoned cart email examples. The bear covering its eyes is intriguing and will encourage recipients to read the email.
The copy is written in every day, laid-back language, which is perfect for the company’s audience. This carries through to the customer testimonials, introduced with a “Don’t Just Trust Chuck” subhead. Overall, there’s a sense of fun and personality which really appeals.
19. Hayneedle (When a good deal is all you need)
Home furnishings retailer Hayneedle knows how to sweeten the deal for shopping cart abandoners. The email highlights an incentive discount in the subject line and first image. There’s a reminder of what’s in the cart. The call to action button highlights the benefit of completing the order. Their images of related products are on point – exactly what someone considering purchasing this item might want to look at.
20. Away (An email you'll surely attend to)
People can sometimes forget about their abandoned cart items. That’s why some of the best cart recovery emails are those that remind the receiver when they left in their cart. A perfect illustration of specificity is Away, the one in the email shared above. Showing people the forgotten item personalizes the email and reminds them of what they’re potentially missing out on if they don’t take action. You can mention the abandoned items in your body copy, illustrate them with images and even include it in your subject line (if you’re feeling creative).
How Many Abandoned Cart Recovery Emails Should You Be Sending?
Now that we’re armed with solid examples of how successful online brands have been building their cart abandonment emails, we can get down to talking strategy, because in the end, that is what will actually define the success of your cart abandonment email campaign efforts. The pertinent question eCommerce marketers and brand managers are faced with is this: “How many cart recovery emails should we be sending?” And while there is no right or wrong answer to the question, there are still best practices to follow. Send too many of these and you’ll end up getting marked as spam by your recipients, send too little and you won’t get the desired results.
More important than the number, is the frequency of when you send these emails. As a rule of thumb, you should send about 3 cart abandonment emails, somewhere between 10 minutes to 1 hour from the trigger event (trigger event here being them abandoning your cart), 24 hours, and 3 days respectively. However, we would strongly advise you to experiment with your strategy and see what works best for your brand. As they say, there’s no one size fits all when it comes to business.
Are Cart Recovery Emails GDPR Compliant?
Yes. Abandoned cart emails are allowed under new GDPR regulations. According to the European Union's definition of legal grounds for processing data, you are compliant as long as you have consent from the user to send those emails. However, make sure you’re not overdoing them as your customers would not shy away from marking your emails as spam. So do it only to the point it is actually necessary.
It’s safe to say now, that creating abandoned cart emails isn’t all that tough. Just by getting a few basic elements right, you can reap the rewards and improve the sales for your eCommerce store. Now the onus is on you as to how well you execute the same.