Shopify Cart Abandonment Emails: From Abandoned to Converted

Shopify abandoned cart emails might be the hero you're looking for if you want to recover lost sales from abandoned shopping carts.

Abandoned cart emails remind customers of the items they left behind in their cart and incentivize them to complete their purchases.

Shopify cart abandonment emails blog cover with the title on the left and illustration of a screen with a shopping basket in it and there is an envelope illustration with a paper and a megaphone in it

In this blog post, we'll share best practices, and tips for creating a successful Shopify abandoned cart email strategy to help boost your revenue and customer retention. Let's begin!

What is an Abandoned Cart Email?

Abandoned cart emails are a powerful tool for e-commerce businesses to recover lost sales from shoppers who've added items to their cart but still need to complete their purchase.

These automated emails are triggered when a customer leaves your website without completing the checkout process.

They remind the customer of the items they left in their cart and encourage them to return to your site and complete their purchase.

Shopify Abandoned Cart Email Best Practices

For a conversion-guaranteed Shopify cart abandonment email, let's see what to pay attention to:

1. Timing

Timing is crucial when it comes to abandoned cart emails.

It's best to have a Shopify abandonment cart email sequence to get the maximum effect from your emails.

Generally, a good cart abandonment email sequence includes:

  • First email: Sent within an hour of cart abandonment, it should remind the customer of the items they left behind and include a clear call-to-action (CTA) to return to the cart and complete the purchase.

  • Second email: Sent within 24 hours of the first email, including a special offer or discount to entice the customer to complete the purchase.

  • Third email: Sent within 48 hours of the second email, this email can include customer reviews or testimonials or showcase how the product will benefit the customer.

  • Final email: Sent within 72 hours of the third email, this email should serve as a final reminder and include a sense of urgency, such as a limited-time offer or a last chance to purchase.

It's important to note that the frequency and timing of the emails should be tailored to the business and its audience.

2. Personalization

Everyone likes to be treated like VIP.

They like to be recognized by the brands they are purchasing from. To let your customers know that they are not just a number, personalize the abandoned cart emails.

Use the customer's name and include the items they left in their cart to make the email more relevant and encourage them to return.

You can use the customer's name in the subject line of the email, such as "Hey [customer's name], don't forget about your abandoned cart in our store."

This will make the email feel more personal and increase the chances of the customer opening it.

3. Subject Line

The first thing customers see when they get your email is the subject line. It makes the customer open or send to trash your email.

That's why using a clear and compelling subject line matters a lot.

Make sure the subject line grabs attention and entices customers to open the email.

Just check out our curation of Shopify abandoned cart email subject line examples, and we bet you'll find something that your customers may like:

➢ "Don't let these items slip away!😞"

➢ "Don't miss out on your dream purchase!"

➢ "Your cart is still waiting for you!"

➢ "You left something behind!"

➢ "Complete your purchase and get a bonus!"

➢ "Don't miss your chance to save!"

➢ "Don't let your cart go cold!"

➢ "Don't forget about your goodies in the cart"

➢ "Your cart is lonely without you😱"

➢ "Don't let your perfect purchase slip away."

➢ "Don't miss out on our limited-time offer."

➢ "Your cart is calling, don't ignore it"

➢ "Don't leave money on the table👀"

➢ "Your shopping bag is still packed with goodies."

➢ "Don't cart away your chance to save!"

➢ "Abandon your cart? No-can-do!"

➢ "Your cart's in the bag but not checked out💔"

➢ "Don't let your cart go to waste"

➢ "Don't let your purchase go up in smoke"

➢ "Don't miss the boat on your cart sale🚤"

➢ "Don't let your purchase slip through the cracks"

➢ "Don't let your purchase fall by the wayside"

➢ "Don't let your cart hit the road without you🚦"

Note: Keep in mind that subject lines should be clear and compelling while at the same time aligning with your brand and your audience.

Also, always follow the best practices for email marketing and avoid any spam triggers words or phrases.

4. Incentives

Offering incentives in Shopify abandoned cart emails can be a good idea for several reasons:

Provides an added value: By offering a special offer or discount code, you are providing an added value to the customer.

This can make them more likely to return and complete the purchase, as they are getting a better deal than if they were to come back and purchase the items at full price.

Encourages urgency: A time-sensitive incentive, such as a limited-time discount code, can create a sense of urgency and encourage the customer to return and complete their purchase before the offer expires.

pulp and press abandoned cart email featuring images of fruit and vegetable juices with a big headline saying "oops... did you forget something?"

Increases perceived value: An incentive can increase the perceived value of the items left in the cart.

For example, if a customer is on the fence about purchasing an item, a small discount can be the deciding factor that prompts them to make the purchase.

Improves customer loyalty: Offering incentives can also improve customer loyalty.

If a customer receives a special offer or discount code and they return to complete their purchase, they are more likely to return to your store in the future and make additional purchases.

Increases conversion rates: It can increase the conversion rate of your abandoned cart emails.

Customers are more likely to return and complete their purchase when they are offered a discount or special offer.

This can result in an increase in revenue for your business.

It's important to note that the type and amount of incentives offered can vary depending on the items left in the cart, the customer's past purchase history, and your overall business strategy.

For example, offering free shipping on a low-priced item may not be as effective as offering a 10% discount on a high-priced item.

Additionally, offering a one-time discount code for first-time customers may be more effective than offering a loyalty program for repeat customers.

It's important to test different incentives and offers to see what works best for your specific audience and business.

5. Test & Optimize

Testing and optimizing your Shopify abandoned cart emails is crucial to improve your email campaigns' effectiveness.

When you test different elements of your emails, such as subject lines, messaging, and offers, you can gain a better understanding of what resonates with your audience and what doesn't.

By analyzing and tracking the performance of your abandoned cart emails, you can make data-driven decisions to improve the overall effectiveness of your campaign.

Taco bell's cart abandonment email featuring a cartoon taco standing alone on a street with taco ingredients around with a big "Missing Something?" headline

For example, A/B testing allows you to compare the performance of different subject lines, and you can make changes accordingly.

By testing different offers and discounts, you can determine what type of incentives work best for your audience, and you can use this information to optimize your future campaigns.

Moreover, using analytics to track the performance of your abandoned cart emails, you can track the open and click-through rates, conversion rates, and overall revenue generated from the campaign.

This information can help you identify which elements of your email campaigns are working well and which ones need improvement.

6. Audience Segmentation

Abandoned cart email is not one size fits all. You can segment your audience based on the items they left behind and their past purchase history.

For example, if a customer leaves behind a high-value item, you can send them a different email than someone who left a low-value item.

Thanks to the increased relevance of targeted cart abandonment emails, you can also see engagement improve.

By creating targeted and relevant messages, you can increase the effectiveness of your abandoned cart emails, which can ultimately lead to a better return on investment (ROI) for your business.

7. Clear and Attractive Design

Use a clean and visually appealing design that aligns with your brand and makes it easy for the customer to see what they left behind and how to complete their purchase.

For example, you can use high-quality images of the items left in the cart and a clear call-to-action button that takes the customer directly to their abandoned cart.

A well-designed email that is consistent with your brand's aesthetic can help to reinforce your brand and increase customer recognition.

Don't forget to optimize your email for mobile as well.

An attractive design that is optimized for mobile devices can ensure that your email is easily readable on any device and increase the chances that your customer opens and engage with the email.

8. Sense of Urgency

When customers feel like they have to act fast, they are more likely to follow through with the purchase.

You can create a sense of urgency in your cart abandonment emails by

Chatters' cart abandonment email featuring a hand holding a shopping bag on a pink background and there is headline that says "Get it before it's gone" followed by the images of products left in the cart

All these techniques create a sense of urgency and encourage the customer to take immediate action, which can lead to an increase in conversions and ultimately boost revenue for the business.

9. Checkout Optimization

Checkout optimization is important to support Shopify abandoned cart emails because it can greatly impact the effectiveness of your abandoned cart email campaigns.

After all, if you optimize your Shopify store's checkout process properly, you may not even have to send abandoned cart emails afterward.

Make sure to provide a clear call-to-action and make the process of returning to their cart and completing the purchase as simple as possible.

You can include a "Complete Purchase" button in the email that takes the customer directly to the checkout page with the items they left in their cart already loaded.

Also, it might be a good idea to take a look at our Shopify Checkout Optimization Checklist blog post, including 20+ easy tips after you complete reading this as well!

Shopify Abandoned Cart Email Examples

It's time to go through some cart abandonment emails to understand how it should/shouldn't be done.


Let's begin with Food52's cart abandonment email example.

Subject Line: Oooh, good choice! We set it aside for you.

It is successful because it uses a catchy headline, "Your cart called," that immediately grabs the customer's attention.

It has a playful copy that continues with, "It's hoping you'll come back and see it."

The email also includes an image of the item that the customer left in their cart along with other beautiful product images, which helps to showcase the products and entice the customer to return to their cart.

Using imagery can also help create an emotional connection with the customer and make them more likely to return to the site.

food52's cart abandonment email with kitchen materials' image on top followed by "Your cart called" text, a visit your cart button and the image of the item left in the cart

The email also includes a clear and prominent "Visit Your Cart" button, making it easy for the customer to return to their cart and complete their purchase.

However, the email could include a special offer or discount code to incentivize customers to return and complete their purchase and could be more personalized by addressing the customer by their name.


Subject Line: Did you forget something?

Casper uses a clever headline, "Come Back to Bed," which is consistent with the brand's overall message of promoting comfortable and restful sleep.

The headline immediately captures the customer's attention and makes them curious about the message of the email.

Casper's abandoned cart email with a big "Come back to bed" headline on a white background, followed by the image of the item left in the cart and a customer testimonial below

The email copy continues with, "Looks like you have left something behind. Return to your cart to complete your Casper purchase". The use of the word "behind" also plays off the theme of "Come Back to Bed" and makes the message more cohesive.

The inclusion of a satisfied customer review below the email can also increase the customer's trust in the brand and make them more likely to return to the site and complete their purchase.

The same improvement actions as Food52 apply for Casper as well, but overall, we can say that it is a successful cart abandonment email example.

Rudy's Barbershop

Subject Line: Don't let free shipping go to waste

Rudy's Barbershop's cart abandonment email appears to be well-crafted and effective in promoting a sale or limited-time offer.

The headline, "Don't put this off like a software update," is clever and relatable, and the email continues to use urgency language throughout to encourage recipients to complete their purchase before the sale or free shipping offer expires.

Rudy's barbershop cart abandonment email with a big "Don't put this off like a software update" headline followed by the images of the items left in the cart and a checkout button

Including a code to use at checkout, product images, and a "Checkout Now" button makes it easy for recipients to complete their purchases.

The bright yellow banner with "Your free shipping is about to expire" is also effective in drawing attention to the expiring offer.

Overall, the email appears to be clear, direct, and action-oriented.


Subject Line: You left something behind

Moschino's cart abandonment email is visually striking, with a big "Moschino" written on top and an image of a model holding a Moschino bag as the main focal point.

The message "You left something behind," followed by a big "Return to Checkout" button, is clear and direct, making it easy for the recipient to understand the purpose of the email.

Moschino's cart abandonment email with a big Moschino headline, featuring a female model holding a bag with "You left something behnid" text and the images of the items left behind below

The black and white color scheme gives it a clean and modern look. The images of the items left in the cart are also helpful in reminding the recipient of what they left behind.

The second "Complete my Order" button makes it impossible to miss. Plus, the "Secure Payments" and "Easy Returns" information at the end of the email give the recipient confidence and reassurance in their purchase.

Overall, the email is well-designed, clear, and easy to understand, and it effectively communicates the message about the abandoned cart in an elegant and visually appealing way.

Before You Leave…

In summary, Shopify cart abandonment emails can boost revenue for your e-commerce business.

By following best practices such as personalizing the subject line and message, including a clear CTA, and using a sense of urgency, you can re-engage potential customers and drive conversions.

Don't forget to also include a special offer or discount to incentivize customers to return and complete their purchase.

Timing is key, so make sure to send your cart abandonment emails promptly and with follow-up reminders.

By implementing these strategies, you can recover lost sales and see an increase in revenue for your Shopify store.

What is your Shopify cart abandonment email secret?

Meet me in the comments below!

Frequently Asked Questions

1. How to Set Up an Abandoned Cart Email in Shopify?

From your Shopify "Settings", simply navigate to "Checkout," which is on the left-hand panel.

Within "Checkout," scroll down to "Abandoned checkout emails" and come down to enable the feature by checking the box saying "Send abandoned checkout emails automatically."

If you scroll down, you'll see some options like to whom you'll send the cart abandonment email and when you will send it.

Don't forget to save the changes before you continue with the customization of the email.

Shopify cart abandonment email setup screen showing the steps like choosing when to send and who to send

In the customization part, you have limited options:

  • You can change the cart abandonment email subject line.
  • Change the email body text.

While changing the email body, pay attention not to make any changes to the code and only play around with the text.

You can also preview the email by clicking on the "Preview" button and send a test email to see what it looks like in an inbox.

Lastly, don't forget to save the changes to your email draft as well.

2. What are some of the Best Shopify Abandoned Cart Recovery Apps?

Some of the best Shopify cart abandonment recovery apps are

You can check out our 10 Best Shopify Abandoned Cart Apps to Recover Your Business blog post for more detail.

You can also use a popup builder as popups can also help you reduce cart abandonment in a smarter and simpler way.

3. Why Send Shopify Abandoned Cart Emails?

Cart abandonment emails can help Shopify business owners recover lost sales, increase revenue and improve customer relationships.

It is a simple yet effective way to reach out to potential customers and encourage them to complete their purchases.

Shopify cart abandonment emails serve as a reminder and a cost-effective way to follow up with your customers.

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