15 Cart Abandonment Email Templates to Win Back Lost Customers (+ Examples)

Ammar Mazhar
Ammar Mazhar

Last updated on

November 21, 2023

Cart abandonment email templates come in handy for e-Commerce stores that want to recover lost sales stress-free. Those templates can be repurposed and customized to their own liking in a matter of minutes. No need to design from the ground up– see how many hours and energy you've saved.

According to different studies containing statistics on e-Commerce shopping cart abandonment, Baymard Institute shows that almost 70% of online shopping carts are abandoned. That means for every 100 people, only 30 of them add something to their cart.

Some customers may have never had the intention to purchase in the first place. Others may still be on the fence about completing the purchase. Either way, it's worth putting in the effort to resolve as many lingering hesitations as you can.

We’ll break down some inspiring email marketing templates and examples you can copy.

What is a cart abandonment email?

Let's brush up on the basics first. 

A cart abandonment email is a message sent to a potential buyer who has placed an item in their shopping cart but failed to complete their purchase and check out.

Abandonment emails are designed to encourage the customer to return and complete the transaction by providing an incentive, discount, or other offers.

So, the key here is to recover a sale that would otherwise be lost. 

Cart abandonment emails are usually sent 1 hour, 24 hours, or 72 hours after the customer has left their cart.

A few key elements should be included in every cart abandonment email, such as a personalized message, a discount or special offer, and a link to the abandoned cart.

Visual aids like product images, quick explainer videos, or any catchy image can also be used to help improve click-through rates and email conversion rates.

Cart abandonment emails are also a great way to remarket to customers and keep your brand top-of-mind. They are highly effective but must be done well to avoid sounding spammy or pushy.

We'll break down some best practices after we understand why people abandon their shopping carts and do not complete a purchase.

Why do people abandon their cart?

It’s important that you clearly understand what makes potential customers abandon their cart in the first place. This will help you take preventive measures to make them complete the transaction and become paying customers. 

Here are some reasons why most of them didn't continue the purchasing process:

Infographic: Why do people abandon their carts?

1. Too high extra costs

Price is one of the main reasons for cart abandonment. 

No potential customer wants to spend more money than they should, whether for the product cost or the shipping. That's why a product with competitive prices and free delivery is everyone's favorite. 

Remember, in the sea of never-ending options, there's always a better deal for the customer, so don't make them search for it. 

2. Forced to create an account

Every second in this fast-paced digital world means the world for busy customers. They always want a straightforward checkout process. 

Providing them with complex steps to create an account can also mean that you prevent them from completing the whole purchasing process.

3. Long checkout process

Make it easy for potential customers to complete their purchase before they second guess themselves and change their minds.

A straightforward checkout process is a win, not only for the customer but for yourself as well. Those unnecessary forms only contribute to poor customer experience and confusion.

4. Can’t see the total costs

When potential customers can't even see how much money they have to pay in the first place, they will reconsider their purchasing decisions. They don't want to be charged an arm and a leg at the end.

5. Website errors

No potential customer wants to go through the whole checkout process just to find out that they can't complete it because of website errors. Forget about converting them into paying customers – they will leave your site immediately.

In the sea of options, they can always browse other eCommerce if a page they visit can't load properly or if your site design is not appealing enough for them to stick around.

6. Strict return policy

Many stores put hard limits on their return policies. Some stores will go for policies that are too restrictive. Others have policies that charge for return shipping. 

Either way, potential customers have to think twice if they can't come to you with their problems, return an unwanted purchase, and get their money back.

7. Lack of payment options

Payment options are important in making online shoppers complete their purchases online. 

Providing them with several payment options allows you to meet each of their preferred payment methods head-on. A combined study between Oxford Economics and Checkout shows that 56% of buyers abandon their carts if they can’t use their preferred payment method.

8. Too long delivery time

A long delivery time can turn potential customers away because they fear their order will not arrive on time for their special occasion or event.

How can you use Mailmunch to create top-notch cart abandonment email?

Mailmunch has every tool you need to create top-notch cart abandonment emails. The ready-made drafts make it much easier to customize them to your liking in minutes.

You can access Mailmunch's dashboard by selecting 'Mailmunch - Email Popup' app from the app directory in your store.

After signing in, you'll be taken to Mailmunch's dashboard. Select 'Abandoned Cart Flow' from the popup hover menu to get started. Mailmunch will suggest three email drafts.

How to create an abandoned cart email flow in Mailmunch

All you need to do is alter the messages to your liking and establish the days between them, and your abandoned cart email series will be ready to send to those potential customers.

Mailmunch email drag-and-drop builder screenshot

For a complete guide for creating cart abandonment emails using Mailmunch, check out Creating an Abandoned-Cart Email Campaign.

15 Cart abandonment email templates

Assuming that you've already implemented a tracking system for abandoned carts, the next step is to reach out to these customers and try to recover the sale. 

This is where cart abandonment email templates come in handy. Using a pre-written template can save time and increase your chances of recovering the sale.

The key here is to tailor the cart abandonment email templates that fit your brand voice and style. You want the customer to feel like they're hearing from a friend, not a faceless corporation. 

Again, no bulky, long-winded paragraphs are needed. Keep it short, sweet, and to the point. You want the customer to be able to scan the email and understand what you're offering quickly.

Here are 15 cart abandonment email templates you can repurpose to your style and liking.

Template #01

Subject line: We noticed you left something in your cart...

Hi [First Name],

Do you have a problem checking out? Could we help you with that?

Your items are still waiting for you in your cart. Don't worry, we're keeping them safe. But others seem to be interested in this product, too! 

If you want to keep this product for yourself, we suggest you finish your purchase as soon as possible.

[Cart URL] Go back to the cart now and enjoy our limited 10% off offer.

Template #02

Subject line: Time's running out!

Hi [First Name],

We noticed that you left something in your cart, and we wanted to ensure you knew it was still there! 

We're offering something that we rarely do: a discount on your purchase! 

Use the code ABANDONEDCARTCODE at checkout, and you'll receive 20% off your entire order.

Hurry though! This offer expires at midnight tonight.

Template #03

Subject line: Your cart is still waiting...

Of course, we know you're waiting for a shipping-free offer.

That's why you keep those items on your cart, right?

It's time to return to your cart because we offer free shipping on all orders over $100.

Template #04

Subject line: We're sad to see you go

[First Name], our sales are often limited. We just don't want you to miss out on these awesome picks.

[Product images]

Enter the code ENTERCODEHERE at checkout, and your order will ship free of charge.

Are you sure you want to let it slip?

Template #05

Subject line: You left something behind

We noticed you were browsing our site and added items to your cart, but you never completed your purchase.

We hate seeing great deals go to waste, we're giving you a special discount code to use on your purchase.

Just enter the code LEAVINGSOON at checkout, and you'll receive 20% off your entire order. Plus, we'll throw in free shipping for good measure.

Don't wait too long, though! This offer expires at midnight tonight.

Template #06

Subject line: Complete your purchase

Hi [First Name], thanks for adding [Your brand] to your cart! It will be so much helpful in your hands at home. 

We offer a wide range of products, and we know it's hard to pick just one. Here are some benefits of our products:

- [item #01]

- [item #02]

- [item #03]

Eager to have them? We bet! Just complete your purchase using this code: XYZ and get free shipping on your purchase.

Template #07

Subject line: Forgot something?

Guess what, [First Name]?

You left something in your cart, and we wanted to ensure you knew it was still there!

[Product images]

Trouble checking out? We can help you with that.

Call us at [PHONE NUMBER], and we'll get you all squared away.

Template #08

Subject line: Remember me?

You were probably about to finish your order, but the phone rang. Or the microwave dinged. Or the cat was being clingy.

Whatever it is, we hope now you're able to return to today's most important task.

[Complete Your Order]

Template #09

Subject line: It's getting too cold here

Being abandoned is way too cold and lonely. No cart deserves that fate.

[First Name], we know you didn't mean to leave your cart behind. But luckily, we've got you covered. 

Enter the code FORGOTCART at checkout, and we'll give you free shipping on your entire order.

Template #10

Subject line: You've got an excellent taste

We noticed you added some items to your cart, and we have to say - we're impressed!

You've got great taste, and we want to make sure you get the chance to complete your purchase. 

So here's a special offer just for you: enter the code ABANDONEDCART at checkout, and you'll receive 20% off your entire order.

Template #11

Subject line: we've got you!

Roses are red

Violets are blue

You left something in your cart

But we've got you

Enter the code ABANDONEDCART at checkout, and you'll receive 20% off your entire order. Plus, we'll throw in free shipping. 

Only valid for the next 24 hours!

Template #12

Subject line: Still shopping?

Some cool items are waiting for you to purchase in your cart.

Complete the order now:

[Item name]

[Item name]


And use this code: [CODE] to get free shipping on your purchase.

Template #13

Subject line: Don't miss out on these cool items

Leave now but regret it later? No thanks.

These are the items you left in your shopping cart:

[Item name]

[Item name]


The prices can go up anytime soon. So don't miss out and complete your purchase now. 

[Complete Your Order]

Template #14

Subject line: Why'd you go?

We know life can be hectic, but why'd you have to leave so soon?

Here's what you left behind:

[Item name]

[Item name]


It'll only take a few clicks to complete your purchase. 

If you ever have trouble checking out, our round-the-clock support team is always happy to help.

Reply to this email or give us a call [PHONE NUMBER]

[Complete Your Order]

Template #15

Subject line: We hate goodbyes as much as you do

We don't want this goodbye to be permanent. Here's what you left behind in your cart:

[Item name]

[Item name]

We've saved them all, so you can simply complete your purchase when you're ready to buy. [CART URL].

11 Best practices of cart abandonment campaigns

Not every cart abandonment email template works the same. A great one will win the customer back, while a poorly-executed one just makes them glad not to continue the purchasing process.

Here are some rules of thumb to craft a high-performing cart abandonment emails:

Infographic: 11 Best practices of cart abandonment campaigns

1. Compelling subject lines

Subject lines are the first thing potential customers see when they receive your email. They should be compelling enough to make them want to open the email, read it and act on it.

Your subject line should be short and to the point but also make them curious enough to want to know more about your offer.

Also, make them personalized. Personalized subject lines are proven to increase average open rates by 50%. 

They make it seem like the email is being sent directly to potential customers and not as part of a mass email marketing campaign.

2.Create a sense of urgency

Limited offers are effective ways for you to make potential customers return to their cart and speed up their purchases.

For example, you tell them that the price may rise soon or offer extras like shipping offers that are time-limited. Here’s an example from London Bridge that use a countdown timer to create a sense of urgency for their limited free shipping offer.

Cart abandonment email examples: London Bridge

3. Make use of FOMO

FOMO can be used to make potential customers feel like they missed out on something. 

You can remind them of the benefits of your product or service, or you can tell them about the limited stocks that you have in store.

New Balance offers free two-day shipping if potential customers continue their purchase today. This time limit can mean the difference between them considering their product and making a decision immediately.

Cart abandonment email examples: New Balance

4. Write a great copy

The content in your email should be relevant to your offer and tell potential customers why it's time to complete the purchase. Guide them on what they need to do to receive their discount, free shipping, etc.

Also, keep your email short and concise but include all the essential information about your offer, such as what they will receive when they return to their cart or how much time they have before their offer expires. 

Include a link to their cart page so they can check out easily without needing further instructions from you.

5. Include high-quality graphics

Graphics like GIFs, images, or short videos can make cart abandonment emails more visually appealing. 

While bulky paragraphs seem like a chore to read, those visuals spark instant reminders of what drew them to your product in the first place.

They also help connect with customers emotionally, and they can trigger an emotional response, increasing the chances of people taking action after reading your emails.

6. Offer alternatives

You can offer alternatives to your products that they may be interested in. 

For example, if they abandoned their shopping cart because they didn't like the color of your product, you can ask them if there is a different color that would be more appealing or offer them a discount to change the product's color.

You can also use cross-selling and upselling to boost your sales. You can nudge customers towards completing their purchases by offering similar product recommendations or a compliment as alternatives to what's in their cart.

Cart abandonment email examples: Monsoon

7. Address potential objections

When you address potential objections, you show your customers that you are aware of their concerns and are willing to address them. 

This is a great way to build trust and make them feel more comfortable with making a purchase decision.

8. Use social proof

Social proof is a great way to encourage people who may be unsure about purchasing from you or who may not trust your site yet, to take action. 

Whether it's text-based testimonials or videos, the key is to make them as genuine as possible — not staged and scripted.

9. Offer discounts

People love to find deals. The cart abandonment email becomes more appealing to the customer when you offer a discount or value. Even a small discount like 5% off can appeal to potential customers to finish the purchase.

10. Optimize your emails for mobile

Nearly half of email users (49%) read emails on mobile. Optimizing your cart abandonment emails for mobile users is a must. 

Make sure the potential customer can see all the elements clearly without having to squint their eyes.

11. A strong call-to-action button

The call-to-action button should be prominent and easily seen by your potential customers so that they know exactly what they need to do next. 

The general rules when it comes to CTAs on emails include:

  • Use contrast colors (to make it visible)
  • Be concise

16 Cart abandonment email examples

To give you an even more solid insight into well-crafted cart abandonment email examples, here are some brands that have nailed it.

1. Saatchi Art

Cart abandonment email example: Saatchi Art

Concise and straightforward. You don’t need a fancy, colorful template to appeal to potential customers. A 10% discount may be all it takes to win back potential customers, make them revisit their cart, and finally convert.


Cart abandonment exampleS: GG

GG reminds potential customers that they left something in their cart and gives a compelling reason why they should return it. Who wants to miss the 15% off, anyway? This cart abandonment email example has a catchy headline that invites them to keep reading the email and take action.

3. Levi’s

Cart abandonment email examples: Levi's

In this cart abandonment email example, Levi’s relies heavily on visuals to catch potential customers’ attention. Not only that, but they also offer a massive discount within a limited time. This is a powerful way to speed up the purchase process.

4. Doggyloot

Cart abandonment email examples: Doggyloot

A compelling copy is always the reason why cart abandonment emails work. Doggyloot shows you how to do it. No bulky paragraphs are needed. Well, who wants to disappoint your furry best friend?

5. Gro-To

Cart abandonment email examples: Gro-To

Gro-To Skincare understands why its potential customers may not feel confident about completing their purchases. Therefore, they offer a full refund if they don’t like the products. It is an excellent way to give them the nudge they need to complete their purchases.

6. Adidas

Cart abandonment email examples: Adidas

Providing potential customers a picture of the product they leave on their cart can be a compelling way to make them interested again in purchasing. Adidas knows that. They also wrote an excellent copy to keep the recipient engaged.

7. Kikki-k

Cart abandonment email examples: Kikki-k

Kikki-k uses personalization by including their potential customers' first names. The minimalist design with a consistent color palette is pleasant to look at. They also provide a direct link to take the potential customer back to their cart.

8. Bonobos

Cart abandonment email examples: Bonobos

A picture worth a thousand words indeed. Bonobos use a catchy picture with related headlines to catch potential customer attention. They also offer quick customer service just in case potential customers need help with the checkout process.

9. Brooklinen

Cart abandonment email examples: Brooklinen

Brooklinen uses a subject line that the reader can’t help but click to find out more; “Not too sound needy, but…” once the potential customer clicks on the email, they get reminded of their abandoned cart along with a 10% off coupon. The limited time also creates a sense of urgency.

10. Kate Spade

Cart abandonment email examples: Kate Spade

Addressing a potential issue that a potential customer might have during the checkout process is the best way to show that you’re always there to help them. Kate Spade gives brief details on how potential customers can contact them for any checkout solutions they have.

11. Bombas

Cart abandonment email examples: Bombas

Evoking the potential customer's emotions can be a powerful way to convince them to continue their purchasing process. Bombas clarifies that part of the purchase will go to a donation for someone in need.

12. Allbirds

Cart abandonment email examples: Allbirds

Allbirds is well-known for its witty brand voice. In their email, they use a playful and casual tone to connect with their potential customers and leave a long positive impression. That might only be two sentences long. But potential customers understand what they should do right off the bat.

13. 80sTees

Cart abandonment email examples: 80sTees

Coupons or discounts are often used in cart abandonment emails. 80sTees make sure their email stands out by providing a promo code that appears appealing. The company also cares about potential customer feedback and uses a more human and friendly approach.

14. Dollar Shave Club

Cart abandonment email examples: Dollar Shave Club

We all know that Dollar Shave Club has charm in engaging its customers. Witty copywriting and a casual approach to their audience make this brand stand out from the rest. Just take a look at their cart abandonment email, for example.

15. Wilderness Explorers

Cart abandonmnt email examples: Wilderness Explorers

Wilderness Explorers knows what their brand is all about and how they can win back their customers. A shocked squirrel picture is creative enough to encourage the potential customer to read the email and even go back to their cart to complete the order.

16. Charles Tyrwhitt

Cart abandonment email examples: Charles Tyrwhitt

We can even see the brand's elegance through the cart abandonment email. The minimalist approach with a product image combined with friendly copy is the best way for the potential customer to reconsider their purchase.

Create Your First Cart Abandonment Email with Mailmunch!

A great eCommerce brand never gives up on lost causes and abandoned shopping carts. Understanding why customers leave items behind can adjust your sales strategy to accommodate their needs. 

Creating an automated cart abandonment email sequence designed to recover lost sales can be highly effective and worth considering if you want to improve your sales.

Mailmunch can help you with that. This leading email marketing platform provides you with robust cart abandonment tools-- making it easy to create beautiful, highly effective email campaigns that can recover lost sales and boost your revenues.

Just remember to keep your emails focused on the customer, not making a sale. Think of them as friendly reminders to come back and finish what they started. If you can provide value and solve a problem, you'll be much more likely to succeed in recovering lost sales.


Do cart abandonment emails work?

There is no one-size-fits-all answer to this question, as the effectiveness of cart abandonment emails depends on several factors, including the quality of the email content and the relevancy of the offer to the recipient. 

However, in general, cart abandonment emails can be an effective way to encourage customers to complete their purchases, and they can also be a useful tool for gathering customer feedback.

How long should you wait before sending a cart abandonment email?

The best time to send a cart abandonment email will vary depending on the specifics of your business, but in general, it is best to send the email within 24 hours of the abandoned cart.

This will ensure that the customer is still interested in the product and gives them a chance to complete their purchase.

Author Bio

Ammar Mazhar

A voracious reader and a music lover, Ammar has been writing engaging and informative content for over 3 years for B2B and B2C markets. With a knack for writing SEO-optimized content, Ammar ensures the results speak for themselves.


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