Shopping carts are known to have serious abandonment issues. With over 75% of people abandoning their shopping carts online (source: Active Campaign), it’s no wonder they do…


The silver lining to this alarming stat is that an abandoned cart is not as bad as it sounds. In fact, an abandoned cart can be seen as a good thing. It means that someone has shown an active interest in your brand, and they’ve come ever so close to making a purchase. This makes these customers the hottest of leads. They may have abandoned their cart simply because they forgot about it, or they may need a bit of extra help to get over the line. Your abandoned cart email will make or break those final steps. 


The Sequence 

Abandoned Cart Email sequenceThe best way to go about re-targeting those who have abandoned a cart is by setting up an abandoned cart sequence. The length of your sequence will depend on your offer and your price point. For example, if someone has abandoned a $60 skincare product, they may only need 1-2 emails, but if someone has abandoned a $3000 eco friendly mattress, you may like to provide them with more content. 

A basic sequence is made up of around 3 emails, each with a different focus. For example, email 1 could be focussed on a time sensitive discount code, email 2 could focus on addressing key buying obstacles, and email 3 could be a reminder that their code or other offer of added value expires. 

Although each email in the sequence will be slightly different, the following recipe for success can be used for any abandoned cart email you write. 



  • An irresistible email subject line 
  • A generous helping of personalisation 
  • Time sensitive added value 
  • A dash of scarcity 
  • Clear CTA’s
  • Testimonials (optional)



Step 1: Start by marinating the perfect subject line in your mind. 

Whether or not your customer opens your email relies almost solely on the subject line, in just a few words you need to grasp the attention of your customer. For an abandoned cart email, the most successful subject lines mention the desired outcome, and the added value or reward the customer receives for taking action. 

For example: 

  • You’re just a few clicks away from [Insert Desired Outcome]
  • Complete Your Order Now & Get [Insert Added Value]
  • Still Thinking About It? Would a [Insert Added Value] Help?

Your desired outcome will depend on what you sell, and your added value could be anything that provides your customer with value beyond what your product does. For example, free shipping, a discount or a free gift with purchase. 


Step 2: Personalise your content 

When writing the copy for your email, keep it personal. Use merge tags so you can address your reader directly and of course include the personalised cart preview with the specific products your customer has abandoned. You can also make personalised suggestions based on the contents of the cart. For example, a ‘You may also like…’ section. 


Step 3: Incorporate time sensitive added value

At this point in their journey, your customer needs a little convincing to make the purchase. Adding a time sensitive offer is one of the most effective ways to help your customer over the line. For example, a 10% discount code, a free gift or free shipping that is only valid for the next 24 hours. 


Step 4: Use Scarcity

If appropriate, you may also like to use scarcity to encourage your reader to take action. If you’re best selling products often sell out, don’t be afraid to mention it. Your product adds value to someone’s life, right? So paint a picture of how your customer’s life will look with your product, and what it would look like if they don’t take action and miss out. 


Step 5: Scatter Clear CTA’s throughout

Abandoned Cart Email CTAKeep the layout of your email simple, and make it easy for your customer to complete their purchase by placing clear, bold CTA’s throughout. 


Some suggestions of high converting CTAs: 

  • Complete my order
  • Go to checkout
  • I’m ready for [desired outcome]


Step 6: Add product-specific testimonials

If you have them, testimonials specific to the product your customer abandoned can be a really useful tool for converting a sale. They provide third party validation to all of the claims you’ve previously made and give the customer a sense of confidence and reassurance that they’re making the right decision.  In our experience, video testimonials have proven to be the most impactful. If you don’t have video, be sure to include an image of your customer for written testimonials so they are as personal as possible. If you have a really strong testimonial, you might like to make that the focus of your entire email.

And there you have it! A high-converting abandoned cart email that will win the hearts of your customers back and boost your sales. 

If you’d like a team of digital marketing experts to put together your abandoned cart sequence,  be sure to get in touch with us today. We’d love to help you and your business get the results you’ve always dreamed of.