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!


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.


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. 



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. 



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. 



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. 


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: According to Marketing Sherpa, contacts re-engaged through abandoned cart emails spend 55 percent more than the abandoned-cart total when they return to websites.


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

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
Previous Article
3 marketing predictions for the 2017 holiday season
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...

Next Article
What we learned at The Emma Roadshow
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