7 sensational abandoned cart emails

McKenzie Gregory

Help your customers finish what they carted with a well-timed email

Did you know that 68.3% of online shopping carts are abandoned before a purchase is completed (Baymard Institute)? And data from Salesforce confirms that while the average revenue for promotional emails is $0.02 and welcome emails is $0.18, the average revenue for abandoned cart emails is $5.64. That’s huge.

However, despite the power of abandoned cart emails, fewer than a third of retailers send them. That's why it's high time to stand apart from the competition and start taking advantage of this incredibly effective marketing tactic. To help inspire you, we've gathered seven of the very best cart abandonment emails out there. Check 'em out!

1. GLOSSIER

Subject line: One less lonely bag in the world

Source: Coworker's inbox

Why do we love this cart abandonment email from Glossier? First of all, it isn't your typical “oops you forgot something" that most brands send. Instead, they playfully acknowledge that this is a triggered email and provide a clear call to action to "Get Back In There" and finish what you started.

2. EVERLANE

Subject line: Eyeing Something?

Source: Coworker's inbox

A little dose of flattery never hurt anyone, especially when you're trying to convince them to complete a purchase. Similarly, it's helpful to remind your recipient exactly what they left in their cart by including an image of the product and the price. Then, provide a large, tappable button that takes them right back to checkout.

3. TEEFURY

Subject line: Where'd you go?

Source: Milled

Tolkien fan or not, you have to admit this is an incredible email. The moral here? If you have a distinctive brand voice, use it to your advantage with copywriting that leaves a lasting impression. Also, use the CTA "Grab Your Baggins" whenever possible.

4. GOOGLE STORE

Subject line: The Google Wifi in your cart is going fast

Source: Really Good Emails

This example showcases another effective tactic for abandoned cart emails: Infuse the message with a sense of urgency. Many people abandon their carts with the thought that they'll complete checkout later, but if you take the possibility of "later" out of the equation, they'll be incentivized to finish their purchase ASAP.

5. DOORDASH

Subject line: Your Peter's Sushi and Thai is waiting for you

Source: Personal Inbox

Abandonment emails don’t have to be utilitarian. Instead, you can use them to create a positive brand impression and get people to interact more with future mailings. For instance, this example from Doordash follows design best practices, uses playful, funny copy, and instantly captures your attention with that hilarious illustration.

6. PATAGONIA

Subject line: Patagoniac, we saved your cart

Source: Coworker's Inbox

44 percent of cart abandoners do so because of shipping costs, according to Forrester, so consider offering free shipping to recipients as an incentive to complete their purchase. Sure, you'll have to take on the shipping costs, but it will likely be worth it: A ccording to Marketing Sherpa, contacts re-engaged through abandoned cart emails spend 55 percent more than the abandoned-cart total when they return to websites.

7. BONOBOS

Subject line #1: Hey, forget something? Here's 20% off.
Subject line #2: Everything cool with your transaction?

Source: Really Good Emails

Bonobos is the king of cart abandonment emails, often experimenting with new tactics. In these two examples, for instance, they use completely different strategies, but they're both super effective. The first offers a discount code to convince people to complete their purchase, while the second creates a memorable brand impression and simply directs people back to the site.

Seen any great abandoned cart emails in your own inbox? Need some help setting one up for your brand? Give us a shout in the comments section!

About the Author

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.
Follow on Twitter Follow on Linkedin

3 marketing predictions for the 2017 holiday season

The holidays can make or break a retailer's entire year, so what will marketers have up their sleeves in 20...

What we learned at The Emma Roadshow

Our first four Roadshow stops brought marketers across the US together for evenings dedicated to learning ...

Want to engage your audience and grow your brand? Try Emma’s robust, easy-to-use product today.

Get a Demo

Return to Home

It's time to start winning the inbox.

7 sensational abandoned cart emails

1. GLOSSIER

2. EVERLANE

3. TEEFURY

4. GOOGLE STORE

5. DOORDASH

6. PATAGONIA

7. BONOBOS

About the Author

Previous Article

Next Article

7 sensational abandoned cart emails

1. GLOSSIER

2. EVERLANE

3. TEEFURY

4. GOOGLE STORE

5. DOORDASH

6. PATAGONIA

7. BONOBOS

About the Author

Previous Article

Next Article

Most Recent Articles

71% of consumers expect brands to promote diversity and inclusion in their online advertising. Yet DEI is still missing as a core part of marketing strategy.

Use LiveTimer to drive urgency in your emails and watch your click-through rates soar. Follow these best practices for the best LiveTimer results.

If your subject lines tell the whole story, subscribers may not see a reason to open the email. Follow these email best practices to increase opens.

April 2021 Updates

If a subscriber hasn’t opened your email in six months or more, it may be time for a re-engagement campaign. Follow these email best practices to increase opens.

Stir excitement around your organization and use email to boost engagement. Here are 6 ways to entice new donors and grow a quality nonprofit email list.

Jada Harland explores the ideas behind diversity recruiting and hiring in marketing and Corporate America. To attract top talent, we have to set the tone.

Use social proof to build your email list. Combine these tips into your email marketing and use this phenomenon to convert subscribers into customers.

Start building awareness with your communications. Here are ways you can use email marketing to achieve consistent messaging and nurture prospects.

Follow these 4 steps to create a robust email acquisition strategy using automation. Increase conversions and customer loyalty with this robust plan.

Don’t underestimate the value of a welcome email or series of emails. They serve to engage subscribers and earn trust and loyalty when done well.

It’s important for marketers to understand when jumping on a new trend is appreciation and when to sit a trend out. Here’s how to decipher the difference.

With millions of higher ed students forced to make tough choices about their education during the pandemic, email communication proved to be a lifeline in 2020.

Discover the secret to email marketing in 2021. Campaign Monitor’s yearly global benchmarks report is live. Check out record-breaking growth and engagement!

Restaurant A/B testing is an absolute must as restaurants continue navigating COVID-19. Here's what you need to know to get started.

Now more than ever, restaurants need to build customer loyalty and increase sales. Discover how email marketing can help your business during the pandemic.

Creating your nonprofit's email newsletter doesn’t have to be time consuming. Check out these three template samples and build a great newsletter today.

Find out how building email landing pages can help marketing campaigns and increase conversion rates.