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Cart abandonment emails

If you're an e-commerce business owner, then you know that one of the most frustrating things is when a shopper puts items in their cart but doesn't complete the purchase. It's called cart abandonment, and it's something that all businesses deal with.

But there's no need to despair! There are ways to combat cart abandonment and turn those shoppers into paying customers. And one of the best ways is by using cart abandonment emails.

So let's get started!

Your Cart Abandonment Email Strategy

There are a few things to keep in mind when crafting your cart abandonment email strategy.

Don't Wait Too Long

First, you need to make sure that your emails are timely. You don't want to wait too long to send the email after the shopper has abandoned their cart, or else they may have forgotten about you altogether.

The general rule of thumb is to send the first email within 24 hours of abandonment. This will give you the best chance of conversion because the shopper will still remember their interaction with your store.

Of course, you will need to set up the right flows in your marketing automation software. We’ve got the goods on how to do that. 

Keep it Relevant

Your next step is to make sure that your emails are relevant. This means tailoring the content of the email to match what was in the abandoned cart.

For example, if a shopper abandonment their cart because they couldn't find what they were looking for, then your email should focus on helping them find what they need. 

Or if a shopper abandons their cart because they were not ready to commit to a purchase, then your email should focus on giving them a discount or special offer that will persuade them to buy from you.

The key here is relevance; if your email does not address the reason why the shopper abandons their cart, then it is unlikely to convert them into a paying customer.

There’s a lot more to this, so if you want a bit of a deeper dive, check out our guide to abandoned cart email strategy. We’ve also collected a ton of great examples of abandoned cart emails and a set of can’t-miss best practices

Make the Sale

The last step is to make sure that your emails are persuasive. This means convincing the shopper that completing their purchase with you is the best option. To do this, you'll want to highlight why shopping with you is better than shopping with any of your competitors.

For example, you could mention free shipping or returns, exclusive discounts or offers, or superior customer service. Whatever it is that sets you apart from your competitors, make sure to include it in your email so that shoppers know exactly why they should buy from you instead of anyone else. 

For more detail, read about some of the best methods for reclaiming abandoned cart revenue

“But wait,” you’re asking yourself… “how do I even identify who these cart-abandoners are so I can email them?” 

Great question…

Grow Your First-Party Dataset, and Unlock A Whole New Segment of Interested Customers specializes in retention marketing and e-commerce solutions, including cart abandonment and re-engaging potentially lost customers. We provide one-click integrations with leading marketing automation platforms.

Our dashboard features a user-friendly interface to easily connect to any email marketing application in under a minute. Retention’s integrations automatically update and suppress contacts daily.

We can help you reclaim up to ten times more abandonment revenue by leveraging industry-leading Identity Resolution technology. When an unidentified customer abandons a cart, we identify them. Then a personalized flow automatically triggers in the messaging platform.

Scale up your abandonment flows and improve your retention marketing strategy. Get in touch with today to find out how we can help.


If you're an e-commerce business owner, then chances are you've dealt with cart abandonment at some point or another. But there's no need to despair! There are ways to combat cart abandonment and turn those shoppers into paying customers. And one of the best ways is by using cart abandonment emails. Just remember to keep your emails timely, relevant, and persuasive, and you'll be well on your way to recovering lost sales and converting shoppers into loyal customers.