Win Back Sales: Guide to Abandoned Cart Emails That Convert [2025]

Imagine this: a customer is browsing your online store, adds a few items to their cart, gets to the checkout page, and then—poof—disappears.

You’re left wondering, “What went wrong?” It’s not just you. Nearly 70% of online shopping carts are abandoned, leaving billions in potential revenue sitting on the table.

But here’s the silver lining: abandoned cart emails can help you win those customers back.

On average, abandoned cart recovery emails boast a 41.18% open rate, a 21% click-through rate, and an impressive 50% conversion rate.

That’s right: half of the people who open these emails end up completing their purchase.

So, in this guide, I’m breaking down 10 proven tips for creating abandoned cart emails that actually work.

Let’s turn those abandoned carts into conversions.

What Makes an Abandoned Cart Email Work?

Abandoned cart emails only work if they’re thoughtfully crafted. You need to address why someone left their cart behind and nudge them toward completing their purchase in a way that feels natural.

Let’s break this down, starting with why people abandon carts in the first place and how you can use that insight to create emails that deliver results.

The Psychology Behind Cart Abandonment

Think about the last time you added something to your cart but didn’t check out. Maybe unexpected shipping fees popped up, or you wanted to compare prices. Or perhaps life just got in the way, and you completely forgot about it.

Your customers do the same.

Studies show that high costs, distractions, or simply not being ready to commit are the biggest reasons people leave their carts behind. Addressing these issues directly in your email can make all the difference.

If shipping costs are a concern, highlight free shipping. If indecision is the problem, remind them why the product is a perfect fit for them.

The key is to meet their objections head-on.

Key Elements of High-Performing Abandoned Cart Emails

To win back customers, your emails need to check certain boxes. Here’s what separates good abandoned cart emails from the ones that get ignored:

i. Personalization:

Speak directly to your customer. Use their name in the subject line and reference the items they left behind. For example, “Still thinking about your cozy fleece hoodie?” feels personal and engaging.

ii. Strong Subject Lines:

Your subject line determines whether your email gets opened or trashed. Use something specific, like “Don’t let your new sneakers slip away,” to grab attention.

iii. High-Quality Visuals:

Show them what they’re missing. If a customer left a pair of sunglasses in their cart, include a crisp image of the exact pair. Seeing it again can rekindle their interest.

iv. Incentives:

Sometimes, a little push helps. Offering a 10% discount or free shipping can tip the scales. Include it prominently, like “Complete your purchase now and get free shipping—today only!”

v. Urgency:

Make it clear that time is running out. Phrases like “Your cart will be saved for 24 more hours” or including a countdown timer can create a sense of urgency.

vi. Clear CTA:

Don’t make them guess their next step. Use a button with clear text like “Return to Your Cart” or “Complete Your Order.” Make it bold, obvious, and easy to click.

When your emails combine these abandoned cart email best practices with a solid understanding of your customer’s mindset, you’re setting up your campaigns for success.

Now, let’s dive into some proven tips to make your abandoned cart emails stand out and recover those lost sales.

10 Outstanding Tips for Abandoned Cart Emails

Each of these tips along with some great abandoned cart email examples showcases a unique approach that works, and you can use them to craft emails that bring customers back to complete their purchases.

1. Personalized Reminder with Product Images

People respond better when they feel like the message was written just for them. Including their name in the subject line or opening line is a good start, but showing the exact items they left behind takes it a step further.

For example, imagine you’re shopping for sneakers and leave a pair of running shoes in your cart. Receiving an email that says, “Still thinking about these running shoes, Alex?” alongside a clean image of the sneakers reminds you of what you’re missing.

Beardbrand does this exceptionally well. Their cart reminder emails address users by name and display the abandoned items with product details and a simple “Reclaim My Cart” button.

2. Offer Attractive Discounts to Attract Customers

Sometimes all it takes is a small nudge to get someone to commit, and a discount can be just the push they need. Offering 10% off or a code for free shipping can reduce hesitation. But make sure that abandoned cart email subject lines are compelling enough.

For example, you could send an email saying, “Here’s 15% off to complete your order—use code SAVE15 at checkout.” Pairing the discount with a clear call-to-action like “Claim Your Discount Now” ensures they know exactly what to do next.

society6 uses this strategy effectively. Their cart abandonment emails often feature a time-limited discount, with bold visuals and an easy-to-click button that leads back to the cart.

3. Creating Urgency with Limited-Time Offers

Urgency works because people don’t want to miss out. Highlighting that the deal or the items in the cart won’t last long adds pressure to take action.

For example, a message like “Your cart will expire in 24 hours” creates a sense of urgency. Adding a countdown timer to visually reinforce the deadline works even better.

Joggy frequently uses this tactic with messages like this in their abandoned cart emails. It’s a straightforward way to create FOMO and nudge customers to make a decision quickly.

4. Add Reviews and Social Proof to Drive Mimetic Desire

Seeing positive feedback from other customers reassures shoppers that they’re making the right choice. Including reviews, ratings, or testimonials for the abandoned products in your email builds trust and confidence.

For instance, you could say, “Join 500+ happy customers who love this product!” and link to detailed reviews on your website.

Brands like Adidas use this approach effectively. Their emails feature customer quotes and product ratings which makes it easy for potential buyers to see why others love the products they’re considering.

5. Re-engaging with a Free Shipping Offer

Sometimes, the extra cost of shipping is what stops someone from completing their purchase. Offering free shipping is an easy way to remove that barrier.

A message like “We’ve got you covered—enjoy free shipping on your order!” can be enough to bring them back. Adding a prominent button with a call-to-action like “Claim Free Shipping Today” keeps things clear and actionable.

For example, Danner’s cart abandonment emails often highlight free shipping as a perk, making it clear that there’s nothing extra to worry about.

6. Emotional Storytelling to Connect with Customers

Facts and discounts help, but sometimes you need to appeal to emotions. Sharing a relatable story can make your email memorable and build a stronger connection.

For instance, if you’re selling a cozy blanket, your email could describe a scenario like “Imagine curling up on the couch with your favorite book and this super-soft blanket—exactly what you need for the perfect evening.”

Loftie does this very well.

7. Eye-Catching Visuals to Highlight Products

A well-designed email is more than just words. Clean, professional visuals make your abandoned products look even more desirable. High-quality images and appealing layouts can draw attention and drive clicks.

If you’re selling a coffee maker, for example, include a sleek image of the product alongside a headline like “Still Thinking About This?”

Fiorucci is a perfect example. Their emails are visually stunning, with a focus on showcasing the product in the best possible light. Everything from the layout to the imagery feels polished and encourages you to click through for a closer look.

8. Using Humor to Stand Out

Adding a touch of humor can make your email feel more personal and less sales-driven. A clever subject line or lighthearted tone grabs attention and helps your email stand out in a crowded inbox.

For instance, you could write something like, “Oops, did you forget something? Don’t worry, we saved it for you. It misses you already!” This playful approach makes your brand feel approachable and relatable.

Take AWAY as an example. Their cart abandonment emails are known for their cheeky humor which makes customers chuckle and creates a lasting impression.

9. Mobile-Optimized Emails for On-the-Go Shoppers

With so many people checking emails on their phones, making sure your emails look great on mobile is essential. A responsive design with touch-friendly buttons and easy-to-read text ensures customers can take action immediately, no matter where they are.

Imagine a shopper who abandoned their cart while commuting. An email with a clean design, a bold product image, and a clear “Complete My Purchase” button makes it easy for them to pick up where they left off.

Meow Meow Tweet does this really well. Their abandoned cart emails are mobile-friendly, with large images, clear CTAs, and text that adjusts perfectly to smaller screens. This makes shopping from a phone effortless.

10. Multi-Step Email Sequences for Consistent Engagement

Not everyone comes back after one email, and that’s okay. A series of well-timed emails can gently remind them over time. Start with a simple nudge, then follow up with an incentive, and finally, add urgency to push them to act.

For example, your first email could say, “Still thinking it over?” A few days later, you might offer free shipping or a small discount. Then, finish with something like, “Last chance to grab your favorites before they’re gone!”

Brands like Adidas often use this strategy. Their email sequences keep the messaging fresh and tailored to different points in the customer’s decision-making process.

How to Create Your Own Abandoned Cart Emails

Now that you’ve seen what works, it’s time to craft your own abandoned cart emails. This might seem overwhelming at first, but with the right tools and a clear plan, you can create a smooth process that brings results.

Let me introduce you to a powerful tool Cart Lift which is designed to make abandoned cart email campaigns effortless. It lets you set up email sequences tailored to your customers without needing advanced technical skills.

Once integrated with your store, Cart Lift tracks abandoned carts and sends automated emails based on your chosen schedule.

With Cart Lift, you can:

• Quickly set up automated workflows.
• Customize email content to match your branding.
• Track performance and optimize for better results.

For a step-by-step guide, check out this video that walks you through using Cart Lift.

Wrap-Up

By now, it’s clear how abandoned cart emails play a critical role in recovering lost sales. They give you a second chance to connect with potential customers and turn their hesitation into action.

If you’re ready to optimize your process, tools like Cart Lift make it simple. With automation, customization, and performance tracking built in, it helps you recover more carts without extra effort.