The Perfect Abandoned Cart Email Template for Every Shopify Business

Deniz Aydogan

Feb 6, 2025

Imagine this scenario: A potential customer lands on your Shopify page. They browse through your products, add a few items to their cart, and just when they're about to complete the purchase — life interrupts. Maybe they get distracted by a phone call, or they decide to compare prices elsewhere. Whatever the reason, they leave without completing the transaction.

As a Shopify business owner, you know this story all too well. Cart abandonment is a common challenge that directly impacts your bottom line. Every abandoned cart represents not just lost revenue but also a missed opportunity to build a lasting relationship with a customer. But what if there was a way to win back these potential customers and recover lost sales?

Enter the abandoned cart email: a powerful tool that can help you reconnect with customers, address their concerns, and encourage them to complete their purchase. If you've been on the hunt for examples or a cart abandonment email template you can customize for your own business, it's right here in this guide. But first, let's learn more about what a cart abandonment email is and the ingredients it needs to be successful.

What is an abandoned cart email?

An abandoned cart email is a follow-up message sent to a customer who added items to their online shopping cart but left the website without completing the purchase. These emails serve as gentle reminders, nudging customers to return to their cart and finalize their order.

Abandoned cart emails are a critical component of any e-commerce marketing strategy. They offer a direct line of communication to re-engage potential buyers, address any obstacles they may have encountered, and ultimately recover lost revenue.

Why do customers abandon carts?

Understanding the importance of abandoned cart emails begins with recognizing the reasons behind cart abandonment and the impact it has on your business.

Customers abandon their carts for various reasons, including:

‍Price sensitivity. The total cost, including taxes and shipping, may exceed their budget or how much they wanted to spend.

• Unexpected shipping costs. Additional fees revealed at checkout can deter customers from following through.

• Complicated checkout processes. Lengthy or confusing steps can cause friction and frustrate shoppers, causing them to bail.

• Lack of payment options. Limited payment methods may not cater to all customers' preferences.

• Concerns about security. Unsecured checkout pages or lack of trust signals can raise red flags for some security- or privacy-focused shoppers.

• Distractions. Life happens — customers might get interrupted and simply forget to complete their purchase.

• Comparison shopping. Customers may leave to compare prices or read reviews elsewhere and end up not coming back.

By identifying these pain points, you can tailor your abandoned cart emails to address specific concerns and encourage customers to return.

Why should you send abandoned cart emails for your Shopify brand?

Cart abandonment is a significant challenge in e-commerce. According to the Baymard Institute, the average cart abandonment rate is 70.19%. This means that more than seven out of 10 shoppers leave without completing their purchase.

For Shopify businesses, this translates to substantial potential revenue slipping through the cracks. Implementing an effective abandoned cart email strategy can help you recapture a portion of these lost sales.

Luckily, abandoned cart emails have proven to be highly effective in bringing customers back. Here's how they work:

• Timely reminders: A prompt email reminds customers of their intended purchase, tapping into their initial interest.

• Personalized content: By including product images and details, you reignite the desire for the items left behind.

• Addressing barriers and pain points: Providing information about shipping, returns, or payment options can alleviate concerns.

• Offering incentives: Offering discounts or free shipping can motivate customers to complete a transaction.

Studies have shown that abandoned cart emails can recover up to 10% of lost sales, making them a valuable tool in your marketing arsenal. When you can boost sales, it sets up your Shopify business for long-term growth and financial health. That's important if you ever consider seeking an exit so you can build your next business or pursue another dream.

Abandoned cart emails aren't just about recovering sales — they also enhance customer engagement. Personalized follow-ups show customers you care about their shopping experience. By addressing their needs and providing helpful information, you build trust and encourage repeat business.

And in a crowded marketplace, effective abandoned cart strategies can set your business apart. While many companies send generic reminders, crafting thoughtful, personalized emails can make a lasting impression. This attention to detail can be the deciding factor that brings customers back to your business instead of turning to a competitor.

Key ingredients of a high-converting abandoned cart email 

Creating an abandoned cart email that resonates with your customers involves several key elements. Let's break down each component to understand how it contributes to a successful recovery email.

Compelling subject lines

The subject line is your first chance to grab the customer's attention. A compelling subject line encourages them to open the email and see what you have to offer.

‍Why it's important:‍

• An enticing subject line stands out in a crowded inbox and increases open rates.

• It also sets the tone and gives customers a hint about the email's content.

‍Tips and examples:‍

• Personalize subject lines. Include the customer's name or reference the item left behind.
  

  • For example: "Alex, your favorite headphones are waiting!"

• Play off customers' curiosity. Pique their interest with a question or intriguing statement.
  

  • For example: "Did you forget something in your cart?"

• Foster a sense of urgency. Use time-sensitive language.
  

  • For example: "Hurry! Your cart items are almost gone."

Personalization

Personalized emails create a connection with the customer, making them feel valued and understood.

‍Why it's important:‍

• Personalized content is more likely to resonate with the recipient.

• You build trust when you recognize your customers’ preferences and shopping behavior.

‍How to personalize abandoned cart emails:‍

• Use the shopper's name. Address the customer by their first name in the greeting.

• Reference specific products. Include images and details of the items left in the cart.

• Tailor your content. Customize the message based on shoppers’ browsing history or previous purchases.

Clear and strong call to action (CTA)

A well-crafted CTA guides the customer towards completing the desired action—returning to their cart and finalizing the purchase.

‍Why it's important:‍

• It clearly tells the customer what you want them to do.

• Effective CTAs can significantly boost click-through rates and increase conversion rates.

‍Tips for crafting effective CTAs:‍

• Be direct. Use action-oriented language like "Complete Your Purchase" or "Return to Your Cart."

• Make it stand out. Use buttons with contrasting colors to draw attention.

• Keep it simple. Avoid cluttering the email with multiple CTAs that may confuse the reader.

Urgency and scarcity

Creating a sense of urgency can prompt customers to act quickly before they miss out.

‍Why it's important:‍

• Urgency can overcome procrastination and motivate action.

• Scarcity implies that the products are popular and may sell out.

‍How to use urgency and scarcity to motivate action:‍

• Create time-sensitive offers. "Complete your purchase in the next 24 hours to enjoy free shipping."

• Use limited stock alerts. "Hurry! Only a few items left in stock."

• Say their cart will expire. "Your cart will be saved for another 48 hours."

Incentives

Sometimes, offering an extra nudge can tip the scales in your favor.

‍Why it's important:‍

• Incentives make the purchase more attractive and increase its value.

• Customers feel valued when you offer them something extra.

‍Types of incentives you can offer in cart abandonment emails:‍

• Discount codes: "Use code SAVE10 for 10% off your order."

• Free shipping: "Enjoy free shipping when you complete your purchase."

• Bonus gifts: "Get a free accessory with your order today."

5 abandoned cart email examples (and why they work)

Seeing real-world examples can inspire your own email designs and messaging. Let's look at some effective abandoned cart emails and analyze what makes them successful.

adidas

adidas is an example of a brand that uses an attention-grabbing subject line that's almost impossible to resist. 

"Sorry to hear about your Wi-Fi" jokingly implies that the customer abandoned their cart because their router crashed or their signal dropped. Once they open the email, they're met with a similarly tongue-in-cheek message: "IS YOUR WI-FI OKAY?" alongside a link back to their cart.

Alo Yoga

Personalizing abandoned cart emails is a great way to make them stand out to customers, and Alo Yoga does this well. Their emails include a summary of the products the customer left in their cart — along with a little flattery about their taste, which can never hurt. The email gives the shopper the option to check out or pick up where they left off and keep shopping, both of which can help Alo recover sales and boost their revenue.

Casper

The CTA is one of the most important parts of an abandoned cart email. Casper keeps their email design simple, with a white background and mostly gray text. The CTA button, which reads "Return to Cart," is bold and blue, and easily one of the most eye-catching parts of the design. It's sure to draw customers to click and return to their carts.

Society6

FOMO — or fear of missing out — can be a powerful driver to get someone to act quickly. Society6 takes advantage of this emotion in their abandoned cart email, letting shoppers know their cart is saved, but only for 48 hours. Customers who want to complete checkout and grab the items they added to their cart will likely be motivated to head back in and do so once they see they're at risk of losing their chance if they put it off.

Alex Mill

To get customers to return to their abandoned carts, sometimes offering a little extra icing on the cake is all it takes. Apparel company Alex Mill does this well with their abandoned cart email offering an incentive for shoppers who return and complete their purchase: 15% off if they check out with their saved items from the cart they left behind.

Abandoned cart email templates for different scenarios

Every business has its unique voice and audience. Here are three customizable templates tailored for different approaches: friendly reminder, incentive offer, and urgency.

Template 1: Friendly reminder

Maintains a light, non-intrusive tone.

‍When to use this template: Ideal for the first follow-up email

‍Subject line: "Oops, did you forget something?"

‍Email body:‍

• Greeting: "Hi [Customer Name],"

• Message: "We noticed that you left some items in your shopping cart. No worries — we've saved them for you!"

• Product display: Include images and descriptions of the items

• CTA: "View My Cart" button

• Closing: "If you have any questions or need assistance, feel free to reach out."

• Signature: "Best regards, [Your Brand Name] Team"

‍How to customize:‍

• Replace placeholders with customer and product information.

• Use your brand's color palette and fonts.

• Make sure images are high-quality and accurately represent the products.

Template 2: Incentive offer

Offers an incentive to encourage completion.

‍When to use this template: Suitable for the second or third email if the customer hasn't returned

‍Subject Line: "Here's a special offer just for you!"

‍Email body:‍

• Greeting: "Hello [Customer Name],"

• Message: "We'd love to see you enjoy the items in your cart. Use the code SAVE10 to get 10% off your purchase."

• Product display: Show the items with images

• CTA: "Redeem My Discount" button

• Incentive details: Highlight the discount code and any terms.

• Closing: "Hurry — this offer is valid for the next 48 hours!"

• Signature: "[Your Brand Name] Team"

‍How to customize:‍

• Adjust the discount amount as appropriate for your margins.

• Clearly state any conditions (e.g., expiration date or minimum purchase).

• Reflect your brand's tone — whether casual or formal.

Template 3: Urgency approach

Encourages immediate action.

‍When to use this template: Effective when stock levels are low or to create a sense of urgency

‍Subject Line: "Your cart items are almost gone!"

‍Email body:‍

• Greeting: "Hi [Customer Name],"

• Message: "The items in your cart are selling fast. Don't miss out!"

• Product display: Include images of the products

• CTA: "Complete My Purchase" button

• Urgency note: "We have limited stock left."

• Closing: "Secure your favorites before they're gone."

• Signature: "Cheers, [Your Brand Name] Team"

‍How to customize:‍

• Only use this approach if there is genuine scarcity.

• Be honest — false urgency can damage trust.

• Align the messaging with your brand's personality.

Abandoned cart email best practices

Crafting effective abandoned cart emails is only part of the equation; implementing them strategically is what truly drives results. To maximize your recovery rates and enhance customer relationships, you'll need to follow best practices to ensure your emails are timely, relevant, and compelling.

Send the right number of emails

Finding the perfect balance in your follow-up strategy is crucial. Sending too few emails might not be enough to re-engage the customer, while bombarding them with too many messages can lead to annoyance and potential unsubscribes.

Maintaining an appropriate frequency keeps your brand on the customer's mind without overwhelming them. A well-planned sequence increases the likelihood that the customer will return to complete their purchase.

First, you'll need to develop a sequence — plan a series of 2–3 emails to gently remind and encourage the customer to finalize their order. Then, space them out appropriately. Allow adequate time between emails to respect the customer's inbox and prevent fatigue.

Here's an example email schedule you can follow:

• Email 1: Send a friendly reminder one hour after the cart is abandoned. This taps into immediate intent while the products are still fresh in the customer's mind.

• Email 2: Follow up 24 hours later with an incentive offer, such as a discount or free shipping, to entice them back.

• Email 3: Send a final email 48–72 hours after the second, creating a sense of urgency or highlighting social proof to encourage action.

Get the timing right

The effectiveness of your abandoned cart emails heavily depends on when you send them. Timing can make the difference between recapturing a sale and losing the customer's interest entirely.

Timely emails reach customers when their purchase intent is still high. The longer you wait, the more likely they are to forget about their cart or purchase from a competitor.

It can help to analyze when your customers are most active and schedule emails accordingly. And remember, if you serve customers in different regions, tailor send times to align with their local hours.

Vary your content

Sending multiple emails doesn't mean repeating the same message. Varying your content keeps your communication fresh and addresses different customer motivations or concerns.

Diverse content prevents your emails from becoming monotonous and helps address various factors that might be hindering the purchase decision.

‍The first email should be a simple reminder. Gently nudge the customer about the items left in their cart, highlighting product images and key details.

‍The second email should offer value. Introduce an incentive like a discount code or free shipping. Alternatively, address common questions or concerns that may be causing hesitation.

And the third email should create urgency or provide social proof. Use time-sensitive language to encourage immediate action or include testimonials and reviews to build trust.

By tailoring each email, you address different aspects of the customer's journey, increasing the chance of conversion.

A/B test email sequences

Optimizing your abandoned cart emails is an ongoing process. A/B testing allows you to experiment with different elements to determine what resonates best with your audience.

Testing provides data-driven insights, helping you refine your strategy based on actual customer responses rather than assumptions.

Here's what to do:

1. Identify variables to test. Focus on elements like subject lines, send times, email content, call-to-action buttons, and incentives.

2. Split up your audience. Divide your email list into segments to test different versions simultaneously.

3. Monitor key metrics. Track open rates, click-through rates, and conversion rates to assess performance.

4. Implement your findings. Apply successful elements to future emails and continue testing new ideas.

Continuously refine your findings from A/B tests of different email elements. This will enhance your email effectiveness and keep you aligned with customers' preferences, even if they evolve over time.

Measure and analyze your email campaigns

Understanding the impact of your abandoned cart emails requires regular analysis. Monitoring key performance indicators helps you identify what's working and where improvements are needed. And data analysis based on your key performance indicators (KPIs) enables you to make informed decisions, optimize your strategies, and ultimately increase your recovery rates.

Some metrics you can track include:

• Recovery rate: Shows the percentage of abandoned carts converted into sales through your email efforts

• Open rate: Indicates the effectiveness of your subject lines in capturing attention

• Click-through rate (CTR): Measures how engaging your email content is and the effectiveness of your CTAs

• Conversion rate: Shows how many customers completed a purchase after clicking through the email

Leverage Shopify's analytics or integrate email marketing platforms like Klaviyo or Mailchimp for detailed insights. Look for patterns in customer behavior and engagement to inform your strategy, and use your findings to refine email timing, content, and frequency.

Maximize your Shopify brand's potential with OpenStore

Implementing effective abandoned cart email strategies is a powerful way to boost revenue and enhance customer satisfaction. But it's just one piece of the puzzle when it comes to growing and future-proofing your Shopify business.

By optimizing revenue streams and improving customer engagement, you not only increase your current profits but also enhance the overall value of your business. This is crucial if you're considering scaling up, attracting investors, or even preparing for an acquisition.

At OpenStore, we specialize in helping Shopify businesses like yours unlock their full potential. Our team of e-commerce experts understands the challenges you face and offers solutions to optimize every aspect of your Shopify brand. If you have another business idea you want to pursue — or if you want more free time to spend with family, on hobbies, or relaxing poolside — we can help.

‍Why get a valuation from OpenStore?‍

• Expert insights. Receive a comprehensive analysis of your business's performance.

• Growth opportunities. Identify areas where you can improve and expand.

• Future planning. Understand your brand's market value and explore options for scaling — or selling.

Ready to see how far your Shopify business can go? Request your acquisition offer from OpenStore today.