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We’ve written in the past how abandoned carts can result in ecommerce businesses losing over 68% of sales. Today, we’re going to teach you how to write an abandoned cart email that brings customers back to your online store. The reality is that customers click out of the cart for countless reasons. No matter what those reasons are, you want to wrangle your potential customers back to your cart.

This is where your follow-up email strategy proves itself. Instead of your customers walking away for good into the internet black hole, your abandoned cart email can remind them of your product, increasing the chance of the sale. Over 50% of revenue can be gained through abandoned cart emails, says Neil Patel from Quicksprout, so it’s worth testing with your online store.

The best part about it? The Abandoned Cart email is automatic, meaning you don’t have to track what customers aren’t coming back: we do all the heavy lifting for you, giving you extra time to spend with your family or working on your business.

Here is how to write an abandoned cart email that works and it’ll only take you 10 minutes. Let’s get started.

How to Write an Abandoned Cart Email That Really Works

There are 7 steps to how to write an abandoned cart email that works. We’ve outlined them below and included a freebie template that you can customize to your heart’s content.

1) Choose a subject line

The best subject lines remind the customer they forgot something in their cart. It also encourages them to take action. Some of the best ways to do this is by adding a time-restraint to the subject line or that they left something behind.

Need some help finding the right words? Inc put together a list of words that increase your credibility. Words we recommend: you, now, must, hurry, only, and join.

If you sell digital courses, your subject line can look something like:

It’s not too late! We’ve saved you a spot.

If you sell ebooks, your subject line can look something like:

Oops! You forgot something.

2) Personalize the subject line and email

Next, personalize the subject line and email. If you’re using Selz, simply keep the tag {Buyer_FirstName} in the body of your email and add the tag(s) to your subject line.

Abandoned cart emails already lead to a 40% higher open rate. Not surprisingly then, personalization increases those open rates even more according to the subject line data from MailChimp:

Want to add the first and last name to your subject line? Simply add these tags in your Selz Abandoned Cart email settings: {Buyer_FirstName} {Buyer_LastName}.

3) Remind them about the product

Depending on when you send out your abandoned cart emails, your buyer may have already forgotten. Remind them with a short and simple sentence reminding them you’ve saved them a copy, space, or product just for them.


Join us? We saved a [copy, space, product name] just for you.

4) Be inclusive

What does the buyer gain by buying your product? Do they join an exclusive group of members? Do they gain access to only your community knows about? Let them know what they can expect in a short sentence to inspire them to take action.


You’ll be joining [number of subscribers, readers, writers] who have used this exact [copy, space, product name, guide] to [train for their first marathon, publish their first ebook, lose 50 lbs + sparkling confidence].

5) Ask them to complete the purchase

Never underestimate the power of clarity when you’re selling products online. Your buyers must be guided to exactly where you want them to go. In the conclusion of your Abandoned Cart email, direct your buyers to click the ‘Complete Purchase’ button, bringing them back to the cart for the item they abandoned.


Secure your [copy, space, product name] by clicking below.

6) Sign off with your business or name

Personalize your email with your business or name, so the buyer feels the email is genuine and not just an automated email. We know that personalization is key in the digital space, so consider adding both your name and your business name together, like ‘Kristen from Selz’.

7) Voice and tone

Be sure to write in a consistent tone to the rest of your brand. Abandoned Cart emails are a time where the tone can be a tad more serious because you want your potential buyer to take action. Remember your brand’s personality and voice can still be a part of the email. MailChimp wrote an excellent Voice and Tone guide here.

Your freebie template

Need an effective template? Simply copy and paste the message below into your Abandoned Cart email settings.

Subject Line: It’s not too late! We’ve saved a [copy, space, product name] for you.

Hi {Buyer_FirstName},

Join us? We saved a [copy, space, product name] just for you.

You’ll be joining [number of subscribers, readers, writers] who have used this exact [copy, space, product name] to [train for their first marathon, publish their first ebook, lose 50 lbs + sparkling confidence].

Secure your [copy, space, product name] by clicking below.

[Sign off with your business name or brand]


Remarketing your products with abandoned cart emails is an easy way to increase your revenue without much work. Abandoned cart emails are automated and result in a high open rate. Further personalizing those emails means more opens and more recovered sales. With 10 minutes and a little creativity, there’s no doubt you’ll start seeing recovered sales with email marketing in no time.

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About the author

Kristen Runvik

Content strategist and holistic herbalist with experience in collaborative content creation and strategy implementation, multidimensional and highly creative content development, ecommerce growth, and medicinal plant, flower, and herb expertise.

Kristen is also the Founder of Lagom Body Co., a multidimensional skincare and lifestyle brand.


  1. Lucy

    I love some of the ideas here and the copy. From my experience at Miramarone I’ve noticed abandonment rates rise more when you do not explain what will happen after purchase. For example, explain in a short and detailed sentence or two on your website what the next step after payment complete is. This leads to less fear of the unknown after payment goes through.

    1. Kristen

      Hey Lucy, thanks for chiming in! That is a great point — prepping buyers for post-purchase is key. Not knowing what’s going to happen is the worst and can scare buyers off to find an alternative that clearly explains to quell their fears. Uncertainty really is a breeding ground for fear and abandoned carts :)

  2. Sally Odgers

    From a buyer’s perspective; the reasons I sometimes abandon a cart are as follows:
    1. The vendor tries to make me watch a presentation. I don;t want to. I want to read the info concisely.
    2. The vendor, despite offering free postage, hits me with a postage bill because I’m not in the US
    3. The vendor wants my credit card number. I want to pay with PayPal
    4. The vendor uses gee-whiz language. I distrust it.
    5. The shopping cart is complex or won’t work
    6. The vendor uses bait-and-switch or tries to make me add things I don’t want
    In fact, I want online purchasing to mimic real life in-shop purchasing as much as possible.

    1. Kristen

      Sally, this is some great feedback about why you would ditch out from the checkout process online. Thanks for sharing them :)

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