Best Practices for a Great Cart Abandonment Email

For an online retailer, shopping cart abandonment is consistently one of the most frustrating issues to contend with. According to Baymard Institute it’s not going away anytime soon: Baymard reports that the average documented online shopping cart abandonment rate is 68.63%

Before you throw in the ecommerce towel, there are a few ways to easily bring those rates down, such as sending out basket abandonment emails and offering multiple payment options. These best practices are highlighted here:

Create an Awesome Card Abandonment Email

First, you’ll need to think about what a successful abandoned cart email entails. In general, these features are: A catchy subject line, personalized introduction, breakdown of the items still in the customer’s cart, a call-to-action, and a product review.

Email content


Timing is essential when it comes to crafting cart abandonment emails. According to SalesCycle’s research into 200 global brands, emails sent within 20 minutes achieved an average 5.2% conversion rate, whereas emails sent more than 24 hours after a basket was abandoned achieved an average 2.6% conversion rate. It’s best to create an email campaign that sends out an abandoned cart reminder at multiple intervals, including immediate, 24 hours, and 48 hours. Don’t goo too crazy, though; cap these emails at 3-4 before notifying the customer the cart has expired.


The subject line is the first step in getting a customer to open an email. Effective subject line copy defines your brand before the email is opened, creates a sense of urgency, and appeals to the excitement of the customer. For example, “Hey, Jessica! You forgot how much you wanted to buy this!” This email is not only personalized, but also reminds the customer of their initial interest that caused them to place the items in their shopping cart in the first place.

In addition to creating an inviting subject line, you’ll also need to make sure that the body of the email follows the voice of your brand while getting the key points across to your customer.  The course the content takes should look like: They’ve left an item in their basket, they liked this particular item enough to put it in their basket, and they should return to their basket to finish purchasing the item(s).

Another great way to lure customers back in is to tempt them with related items. Providing your customers with images of other popular or related items will encourage them to revisit the site, as you just simplified the browsing process for them.

E-commerce shopping cart


The only CTA you really want with a cart abandonment email is for the customer to come back and finish shopping. Common calls to action include: 

  • Claim my item
  • Continue shopping
  • Take me back to my basket
  • Complete my order

Additional Tips

Reduce the number of people who abandon their carts with the following tips:

  • Include photos of the product in your shopping cart
  • Be up-front and clear about shipping costs
  • Offer a guest checkout option
  • Ensure that the navigation between shopping pages and the shopping cart are seamless
  • Offer a money-back guarantee
Recent Articles

10 Tips to Improve ROI in Google Shopping Ads as Shared by Industry Experts

The year is 2021, and Google Shopping ads is a platform that has been the cornerstone to success for many companies, brands, and individual marketers alike! If you’re one of those campaign managers who dream of acing their Google Ads campaign for an improved ROI or just gain better exposure, we do understand your end of the hustle. However, truth

A Marketer’s Guide to iOS 14: Taktical’s Analysis of Problems and Solutions

When a giant like Apple makes moves, it affects everyone working in the digital space. For better or worse, ecommerce businesses and digital marketing agencies have to be aware of the decisions Apple makes and do what they can to adapt. Back in June of 2020, Apple released a preview of iOS 14. While most people were focused on the

10 Instagram Hacks You Should Know About Going Into 2021

With more than a billion users, Instagram has grown into a social media platform that marketers can’t ignore. Instagram marketing offers some of the best opportunities for building your brand, raising awareness and it is one of the best platforms for engaging with your customers. You probably already know about Influencer marketing and affiliate campaigns. Part of what makes Instagram

100-Point SEO Audit Checklist to Boost Your Website’s Traffic

The digital world is teeming with competition, making search engine optimization (SEO) essential for maintaining visibility and staying ahead in the game. And getting to the top of search results can make a huge impact on your business – in fact, the number one organic search result in Google has an average CTR over 27%. Moving up even one spot

Taktical Growth Hacks #269

Get the latest Taktical tips and tricks, plus more insights delivered each week: Sign up here. In this issue: Creating images people respond to, the importance of having customer reviews, using “Power Words” to increase conversions. What’s in The News This Week TikTok launches “Shopping Ads” for easier advertisement. Shopify launches “Collabs” for creators to earn revenue. Instagram gives users added control

Instagram Ads to Boost Your E-commerce Revenue: Top Tips in 2023

Instagram Ads to Boost Your E-commerce Revenue: Top Tips in 2023 In the ever-evolving world of e-commerce, staying ahead of the game is essential. As we enter 2023, Instagram remains one of the most powerful platforms for businesses to connect with their target audience and increase revenue. With its visually captivating nature and massive user base, leveraging Instagram ads is a must

Have we gotten your attention yet?