Abandoned Cart Email Templates That Actually Recover Sales
Cart abandonment costs e-commerce $4 trillion annually. These 7 email templates help you recover 10-20% of lost sales with proven subject lines and a complete recovery sequence.
Nearly 70% of shopping carts are abandoned before checkout. That's billions of dollars left on the table globally—but a well-designed email sequence can recover 10-20% of those lost sales.
Abandoned cart emails have some of the highest engagement rates in e-commerce marketing, with open rates reaching 39-52%[1]. The key is timing, personalization, and the right message.
39-52%
Open Rate
For cart recovery emails
10-20%
Recovery Rate
With optimized email sequence
$4T
Annual Lost Revenue
From global cart abandonment
Cart Recovery Email Statistics
Before diving into templates, here's what the data shows about abandoned cart email performance:
| Metric | Average | Top Performers |
|---|---|---|
| Open Rate | 39-45% | 50-52% |
| Click-Through Rate | 6-10% | 21-23% |
| Conversion Rate | 3-5% | 10-14% |
| Revenue Per Email | $2.50 | $3.65 |
| AOV Lift | +30% | +58% |
These numbers significantly outperform regular promotional emails, which average 15-20% open rates. The reason: customers who abandoned carts have already shown purchase intent[2].
When to Send Recovery Emails
Timing dramatically impacts recovery rates. Research shows the first email should arrive within 1 hour of abandonment for maximum effectiveness[3]:
| Send Time | Conversion Rate | Notes |
|---|---|---|
| Within 1 hour | 16% | Optimal first email timing |
| 30 minutes | 15% | Slightly too soon |
| 20 minutes | 13% | Feels pushy |
| 24 hours | 11% | Good for second email |
| 48+ hours | 5-7% | Declining returns |
Optimal 3-Email Sequence
Email 1: 1 hour after abandonment (reminder)
Email 2: 10-12 hours later (social proof/urgency)
Email 3: 24 hours later (incentive if needed)
Avoid sending at 8-9 PM when engagement drops, and note that Thursdays tend to have lower response rates[4].
7 Email Templates
Template 1: Simple Reminder (Email 1)
Subject: Did you forget something?
Hi [First Name],
We noticed you left some items in your cart at [Store Name]. Your [Product Name] is still waiting for you!
[Product Image + Name + Price]
[Complete Your Purchase →]
Questions? Just reply to this email and we'll help you out.
— The [Store Name] Team
Template 2: Social Proof Focus
Subject: See why 10,000+ customers love this
Hey [First Name],
Still thinking about [Product Name]? Here's what other customers are saying:
"[5-star review quote from actual customer]" — [Customer Name]
[Product Image + Name + Price + Star Rating]
[Complete Your Order →]
Template 3: Urgency/Scarcity
Subject: Your cart is about to expire ⏰
Hi [First Name],
We're holding [Product Name] in your cart, but we can't guarantee it'll stay in stock. [X other people] are viewing this item right now.
[Product Image + Name + Price]
[Secure My Items →]
Your cart will be saved for 24 more hours.
Template 4: Problem/Solution
Subject: Something holding you back?
Hey [First Name],
We noticed you didn't complete your purchase. If something stopped you, we're here to help:
- Shipping concerns? Free shipping on orders over $[X]
- Not sure about fit/quality? [30-day] hassle-free returns
- Have questions? Reply to this email anytime
[Product Image + Name + Price]
[Return to Your Cart →]
Template 5: Discount Offer (Use Sparingly)
Subject: Here's 10% off to complete your order
Hi [First Name],
We really want you to love [Product Name]. Use code COMEBACK10 for 10% off your order—but hurry, it expires in 24 hours.
[Product Image + Name + Original Price + Discounted Price]
[Claim My Discount →]
Code expires: [Date/Time]
Template 6: Free Shipping Incentive
Subject: We'll cover shipping on your order
Hey [First Name],
Good news! We're offering free shipping on your cart for the next 24 hours. No code needed—just complete your checkout.
Your cart total: $[Amount]
Shipping: $[Amount] FREE
New total: $[Amount]
[Get Free Shipping →]
Template 7: Last Chance (Final Email)
Subject: Last chance: Your cart expires tonight
Hi [First Name],
This is our final reminder—your cart with [Product Name] expires at midnight tonight.
After that, we can't guarantee availability or pricing.
[Product Image + Name + Price]
[Complete Purchase Now →]
Not interested? Remove items from cart
Subject Line Examples
Subject lines make or break your open rates. Here are proven examples organized by approach:
Reminder (No Discount)
- Did you forget something?
- Your cart misses you
- Still thinking it over?
- [Product Name] is waiting for you
- You left this behind...
Urgency/Scarcity
- Your cart expires in 24 hours ⏰
- Only 3 left in stock
- Going, going... almost gone
- Don't miss out on [Product Name]
- Last chance to grab your items
Incentive/Discount
- Here's 10% off to complete your order
- Free shipping on your cart (24 hours only)
- A little something to help you decide
- Your exclusive discount is waiting
- We saved your cart + a special offer
Personalized
- [First Name], you have great taste
- Hey [First Name], finish what you started?
- [First Name], your [Product] is selling fast
Subject Line Best Practices
Keep subject lines under 50 characters for mobile. Personalization ([First Name]) can increase open rates by 26%. Avoid spam triggers like "FREE!!!" or all caps.
Complete 3-Email Sequence
Here's a complete sequence you can implement:
Email 1: The Helpful Reminder (1 hour after)
Tone
Helpful, not pushy
Content
Cart contents, product images, easy checkout link
CTA
"Complete Your Order"
No discount
Don't train customers to wait for discounts
Email 2: Social Proof + Soft Urgency (12 hours after)
Tone
Informative, builds confidence
Content
Reviews, ratings, return policy reminder
CTA
"See What Others Are Saying"
Subtle urgency
"Items in your cart are popular"
Email 3: Final + Incentive (24 hours after)
Tone
Last chance, but respectful
Content
Cart expiration notice, optional discount/free shipping
CTA
"Claim Your [Discount/Free Shipping]"
Exit option
Link to clear cart (reduces future sends)
When to Skip the Discount
Don't offer discounts in every sequence. If your margins are tight or brand is premium, use free shipping or a gift with purchase instead. Reserve discounts for high-value carts or first-time customers.
Best Practices
Pros
- Include product images—visual reminders increase clicks
- Make the CTA button prominent and clear
- Mobile-optimize everything (60%+ of emails opened on mobile)
- Personalize with customer name and specific products
- Include customer support contact info
- A/B test subject lines and send times
Cons
- Don't send more than 3 emails per abandoned cart
- Don't start with discounts—save for email 3 if needed
- Don't use aggressive or guilt-tripping language
- Don't forget to exclude customers who already purchased
- Don't make unsubscribing difficult
Combine Email with SMS
For higher recovery rates, pair email with SMS recovery messages. SMS has 98% open rates and 90% are read within 3 minutes. Customers who receive both email and SMS show 26% higher conversion rates[5].
See our SMS templates for examples, or learn how Upsella automates SMS recovery.
Conclusion
Abandoned cart emails are among the highest-ROI marketing tactics available. With 39-52% open rates and 10-20% recovery potential, a simple 3-email sequence can reclaim significant revenue.
Start with a non-promotional reminder at 1 hour, add social proof at 12 hours, and close with a final reminder (plus optional incentive) at 24 hours. Test your subject lines, time your sends carefully, and always give customers an easy path to purchase.
For even better results, combine email with SMS. The combination reaches customers across channels and significantly increases recovery rates.
References
- Moosend. "Cart Abandonment Statistics You Need to Know". 2024.
- Sender.net. "Cart Abandonment Rate Statistics". 2024.
- Klaviyo. "Abandoned Cart Email Benchmarks". 2024.
- ConvertCart. "Cart Abandonment Rate Statistics". 2024.
- Email Vendor Selection. "Cart Abandonment Statistics: SMS and Email Combined". 2024.
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