20 Irresistible Abandoned Cart Email Examples to Recover Lost Sales

Shopping cart abandonment is a massive challenge for e-commerce. Studies show that e-commerce stores lose approximately $18 billion in revenue annually due to abandoned carts, leaving trillions of dollars of merchandise on the table each year. The good news? A timely abandoned cart email is a proven, high-converting way to recover a slice of that revenue. 

These reminder messages, often an automated emails of 2–4 emails, gently nudge “almost-buyers” back to checkout. On average, abandoned cart flows recoup 3–11% of lost sales, outperforming many standard email marketing campaigns. 

In this post, we’ll explain why abandoned cart emails work and dissect 20 real-world examples across different types, along with plug-and-play abandoned cart email templates. You’ll learn how to set up automation flow, timing, and best practices so you can create irresistible abandoned cart emails that turn lurkers into customers.

What Is an Abandoned Cart Email?

An abandoned cart email is a targeted follow-up message sent to shoppers who added items to their online cart but did not complete checkout. It’s a friendly reminder that asks them to return and finish their purchase. 

These emails typically recap the items left behind (often with images) and include a clear “return to cart” CTA. The goal is to recapture shoppers who got distracted or hesitated by reigniting their buying intent.

In practice, a customer might click a site link, receive a personalized email a short time later, and click through to complete the sale. For retailers, abandoned cart emails are a cost-effective way to recover what would otherwise be lost revenue and are one of the easiest “fixes” for e-commerce losses.

Why Abandoned Cart Emails Matter for E-Commerce Growth

Let’s take a look at the purpose of abandoned cart emails and how they matter in e-commerce and retail businesses.

1. They Recover Lost Sales at Scale

When a shopper adds items to their cart but doesn’t complete the purchase, it usually signals high intent—they were this close to making a purchase. Often, abandonment is due to distractions, second thoughts about the price, or a need for a bit more time to decide.

Abandoned cart emails serve as a timely reminder, prompting them to return and complete their purchase. By doing this, you’re not starting the sales funnel from scratch—you’re picking up where the customer left off.

2. They Capitalize on High Purchase Intent

Unlike cold outreach or regular promotional emails, abandoned cart emails target individuals who have already shown interest in your product. These shoppers are far more likely to convert with a well-timed reminder. Sometimes, that’s all it takes. At other times, a small incentive, such as free shipping or a limited-time discount, can seal the deal. 

For instance, a leading e-commerce platform used CleverTap to automatically trigger cart reminder emails the moment users dropped off. These emails emphasized urgency (e.g., “items may go out of stock”) or offered a minor discount. As a result, they successfully converted nearly 50% of abandoners, contributing significantly to doubling their overall business.

3. They Strengthen Customer Relationships and Trust

Beyond revenue, abandoned cart emails show that your brand is attentive and helpful. When you send a thoughtful reminder, perhaps with a friendly tone or additional product information, it signals that you care about the customer’s experience. 

Including elements like product reviews, FAQs, or even customer support links can reassure hesitant buyers and reduce friction. Over time, this builds trust and increases the likelihood of repeat purchases.

4. They Trigger Emotional Responses that Drive Action

The best abandoned cart emails tap into key psychological triggers. A bit of FOMO (“this deal won’t last”) or social proof (“people love this item”) can nudge uncertain shoppers toward a decision. These emotional cues help move customers from “maybe later” to “buy now,” especially when paired with clear calls-to-action and compelling visuals.

5. They Boost Overall Business Performance

Think of abandoned cart emails as a second chance to convert without additional marketing spend. They help maximize your ROI by turning otherwise lost revenue into recovered sales. 

More importantly, they often increase the customer’s average order value, especially when paired with product recommendations or bundles. Over time, this means more conversions, more loyal customers, and stronger brand recall.

Key Elements of a High-Converting Abandoned Cart Email

1. Subject Line & Preview Text: Your subject and snippet must capture attention instantly. Use urgency or personalization (e.g., “John, you left something behind!”) to entice opens. Short, clear subject lines perform best (A/B test them).
   
2. Personalization: Greet the customer by name and mention the actual products left in their cart. Dynamic variables (first name, product name, price) make the email feel tailored. For instance, “Hey Jane, your running shoes are waiting!” shows you remember what they wanted. CleverTap’s personalization tools make inserting these details easy.
   
3. Product Imagery & Pricing: Include clear images of the items left behind, along with names and prices. A visual reminder of what’s in their cart jogs the shopper’s memory. High-quality product photos (sometimes with lifestyle context) can reignite desire.
   
4. Optimized Call to Action (CTA): The CTA button or link should stand out and use action words like “Return to Cart” or “Complete Your Purchase.” Make it obvious and above the fold. Some retailers also link multiple CTAs (“View Cart” in the header, and a “Buy Now” button later) to reduce friction.
   
5. Urgency & Scarcity: Highlight limited stock or deadlines. Phrases like “Almost gone,” “Last chance,” or “Only 5 left in stock!” create urgency. Timer graphics or countdowns can amplify this effect.
   
6. Social Proof & Reviews: Include user reviews or testimonials if possible. Customers trust peer opinions; seeing that others love the product can alleviate doubts. You can also incorporate star ratings and quotes for the abandoned item, showing that shoppers gave it high marks. This builds confidence and can persuade fence-sitters.
   
7. Discounts or Incentives: Sometimes a small nudge (10–20% off, free shipping, a gift) seals the deal. If you offer a coupon, display it prominently with a clear code. Many shoppers abandon their carts because of cost, so discounts can recover those sales
   
8. Mobile-Responsive Design: Over half of emails are opened on mobile devices, so ensure your email layout is mobile-friendly and loads quickly. Single-column designs, large buttons, and legible text are key. Apple’s Dark Mode and various screen sizes can affect display, so preview and test across devices. CleverTap’s email builder includes preview tools, which can come in handy when testing.
   
9. Compliance & Branding: Include an unsubscribe link and your logo to comply with regulations and build trust. Make sure your branding (colors, tone, style) is consistent so the customer recognizes who you are at a glance. This not only respects legal norms but also reinforces brand recall with each reminder email.

20 Best Abandoned Cart Email Examples

1. Leading E-Commerce Platform Using CleverTap

What makes it effective: The e-commerce platform used RFM segmentation to identify high-value users and launched targeted campaigns. It triggered cart abandonment reminders and optimized send times using engagement analytics.

Campaigns achieved an 11.05% conversion rate, recovered 50% of abandoned carts, and increased viewership by 46%. The platform doubled its business through personalized engagement without needing to overhaul its entire strategy.

“To tackle cart abandonment, we’ve created campaigns that are sent after a user has added an item to the cart but hasn’t proceeded to the payment page. We remind users that the items in the cart can go out of stock or offer them a discount to entice them to complete the purchase,” notes Tejas Kothari, Digital Marketing Manager

Takeaway: Behavior-based segmentation and time-optimized messaging can dramatically improve conversions, especially in e-commerce, where timing and targeting are crucial.

Straightforward and Minimalist Abandoned Cart Email Examples

2. Etsy

What makes it effective: The Etsy email uses a dark navy and orange contrast to highlight a 20% discount coupon, making it visually pop. The gentle tone (“Reminder: you have 20% off”) paired with the shop’s name gives it a personalized and friendly feel. The single-call-to-action (CTA) is visually distinct and doesn’t overload the reader.

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The light personalization and handmade positioning reflect Etsy’s brand ethos—craft, care, and community. The large coupon icon reinforces the incentive visually. The reminder doesn’t pressure; it nudges. The layout is perfect for shoppers who are emotionally driven and appreciate unique, small-business touches.

Takeaway: Even basic emails work if they clearly reflect the brand’s identity and values.

3. United By Blue

What makes it effective: The email opens with a calm, centered message: “Finish what you carted.” A muted color palette and minimal product layout keep it distraction-free. The “Go to Cart” CTA is strong, while free shipping at $150 adds a conversion incentive.

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The combination of sustainability messaging and clean aesthetic aligns with the brand’s eco-conscious consumers. Including lifestyle images blends emotion and utility.

Takeaway: Sometimes, less is more. A clean, uncluttered approach can drive action without overwhelming the customer.

Incentive-Based Abandoned Cart Email Examples

4. Epic Deals

What makes it effective: The headline “Don’t lose your deal” and product name/pricing front and center create urgency for price-sensitive shoppers. The WhatsApp integration gives multiple conversion paths and a more human support option.

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Epic Deals doesn’t over-design. It goes straight to the point and positions itself as a helpful friend (“I don’t want you to miss out”). This format is ideal for commoditized products with intense competition and high price sensitivity.

Takeaway: Free shipping works best with bargain-driven shoppers. Ideal for marketplaces and large retailers.

5. Grove Collaborative

What makes it effective: Bright, oceanic colors and natural imagery anchor the design. “Don’t miss your free gift set!” uses a low-pressure incentive, aligned with their eco-conscious mission. Product icons and Grove’s “Feel Good” standards lend visual trust.

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The layout balances emotional appeal (visual cleanliness, simplicity) with logical incentives (free gift, plastic neutrality, happiness guarantee). The structure moves users from reminder to reassurance to discovery.

Takeaway: Combine aesthetics with offers to appeal to both emotional and rational triggers.

6. Loftie 

What makes it effective: Loftie’s headline, “You deserve better sleep,” appeals directly to self-care and emotional value. The muted tones and calm lighting in the imagery resonate with its relaxation-focused product. A centered, elegant 10% off code balances incentive with aesthetic.

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Loftie uses editorial-style design—low contrast, serif fonts, and curated product photography—to elevate the sleep experience. The social proof quote from Wirecutter adds trust and subtly increases urgency.

Takeaway: Pairing discounts with emotional benefits creates a compelling reason to complete the purchase beyond just saving money.

7. BetterBrand

What makes it effective: This email is visually rich with an oversized product image and a huge “Free Shipping” announcement. The mention of clean, plant-based ingredients and environmental values supports the health positioning.

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The narrative-driven copy creates both urgency and positive reinforcement by positioning the items in a “Better Cart). The contrasting black-red-white layout keeps the message visually focused while echoing a modern food-tech vibe.

Takeaway: Free shipping can be as powerful as percentage discounts, especially when presented as the primary benefit.

8. Italic

What makes it effective: “Almost There” paired with elegant serif fonts and floral illustrations makes the email feel upscale. The $30 credit offer tied to membership helps bridge abandoned cart recovery with long-term engagement.

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The message cleverly combines urgency with reward. The imagery and type suggest premium quality, while the CTA (“Finish Checking Out”) is clear and timely. Italic builds brand prestige while removing buyer hesitation.

Takeaway: Credit offers can feel more valuable than discounts and encourage future purchases, increasing customer lifetime value.

Witty & Humorous Abandoned Cart Email Examples

9. Huckberry

What makes it effective: “LET’S DO THIS” sets a fun, confident tone. Gear left behind is shown as part of a curated list, reminding users what they were shopping for.

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By showcasing products as recommendations (instead of “You forgot this”), Huckberry sidesteps guilt and reframes abandonment as opportunity. The rugged tone appeals to a more masculine, adventurous shopper.

Takeaway: Masculine brands can use motivational, action-oriented language to make cart abandonment feel like missing out on adventure.

10. Homes Alive Pets

What makes it effective: “You left something PAWSOME behind!” mixes wordplay and emotional resonance. The puppy image melts hearts, and the assurance “We won’t tell your pet” cleverly taps into pet-parent guilt.

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Each abandoned item is shown with price, quantity, and product name, making it easy to resume shopping. This works because pet parents view purchases as a reflection of care.

Takeaway: Pet brands can leverage the emotional bond between owners and pets through playful, guilt-free humor.

11. Pulp & Press

What makes it effective: Bright green and white visuals scream fresh. The conversational headline “We don’t blame you” and gentle product nudge align with health-conscious consumers.

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The product display is clean and focused, and the inclusion of similar products adds upsell potential. The design mirrors a fresh juice lifestyle—healthy, minimal, colorful.

Takeaway: Acknowledging the customer’s good taste removes pressure while building confidence in their choice.

12. Chatters

What makes it effective: The bright pink background and oversized “GET IT BEFORE IT’S GONE” headline use FOMO effectively. Including images and prices of the abandoned items makes the next steps easy.

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What sets this email apart is its use of beauty-brand aesthetics—sleek, bold, and feminine. It speaks directly to the customer and reassures that the items are held for them, creating a personal concierge vibe.

Takeaway: Humorous, human messaging is great for brands in beauty, lifestyle, or health where tone can differentiate.

13. Pestie

What makes it effective: Pestie gets clever with lines like “Bugs hacked your wifi?”—a humorous way to remind users why they came in the first place. The email quickly summarizes value (savings, customization, and guarantee) and includes a large product image.

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This is one of the few in the pest control category that manages to be funny and informative. It doesn’t push too hard, instead using curiosity and brand personality to move users toward checkout. Pestie also uses excellent visual storytelling through product placement and language.

Takeaway: A simple incentive plus a helpful explanation can increase conversion in less interesting categories.

Visually Stunning and Design-Led Abandoned Cart Email Examples

14. Hulu

What makes it effective: “YOUR HULU IS RIGHT WHERE YOU LEFT IT” paired with a cart icon reinforces continuity. The benefits list (“Large Streaming TV Library,” “Exclusive Originals”) reminds users what they’re missing.

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The minimalist layout and bright green framing maintain brand recognition while pushing urgency with a bold CTA (“Try One Month Free”). Secondary perks like plan flexibility and device compatibility address user objections.

Takeaway: Subscription services can use cart abandonment emails to reinforce all the benefits customers would miss, not just the specific service.

15. Something Navy

What makes it effective:  “Just for you” overlayed on an editorial-style fashion photo creates the illusion of exclusivity. The clean grid of fashion items feels like a digital lookbook curated by a stylist.

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This email doesn’t force urgency. Instead, it uses aesthetic confidence and a soft tone to suggest FOMO. The product layout is mobile-optimized and easy to browse.

Takeaway: Fashion brands should make cart abandonment feel like personalized styling advice rather than a sales push.

16. Revival

What makes it effective: This email feels like a mini editorial spread. With minimal text, it allows the rug’s aesthetic to lead. The soft, beige background elevates the image, while “You picked a standout” reinforces validation psychology.

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The “Take another look” CTA is unique, inviting, not demanding. Below-the-fold design support hints at services like “Get Design Support,” appealing to decision-fatigued shoppers.

Takeaway: Aesthetically driven categories (home, fashion) benefit from emails that feel editorial, not promotional.

17. Alo

What makes it effective: “This is waiting for you,” plus a full-width lifestyle image, makes this email feel aspirational. The product grid below follows with a personal stylist approach—“More styles you’ll love.”

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Alo’s copy and design sell aspiration and identity, not discounts. The language is clean and minimal, letting the branding and photography do the work. This approach works well for luxury and lifestyle products.

Takeaway: Premium brands can rely on aspiration and lifestyle appeal more than incentives.

Urgency and Scarcity Driven Abandoned Cart Email Examples

18. Blueland

What makes it effective: Clever copy (“We love it, too…”) pairs with a clean, airy design that reflects the brand’s eco-friendly values. The double “Shop Now” CTAs guide action without pressure, and messaging like “Little tablet, big clean” reinforces product innovation.

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Takeaway: Skip discounts and use sustainability and design-led simplicity to create urgency. Perfect for eco-conscious shoppers.

19. Tripadvisor

What makes it effective: Tripadvisor’s email leads with urgency: “Lock in this great rate,” emphasizing potential price changes. The inclusion of the hotel name, price per night, user rating, and cashback value provides informational clarity. Purple “Book Now” buttons stand out against the white background.

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This email excels at turning a cart into a value proposition. Instead of just reminding you about your cart, it stacks value with cashback, member savings, and a strong visual hierarchy. The supporting deals below the fold expand the user’s options and act as micro-incentives.

Takeaway: For travel or service-driven brands, clear pricing and fast booking options outperform gimmicks.

Social Proof-Infused Abandoned Cart Email Examples

20. New York Magazine

What makes it effective: The “Still Curious?” hook and editorial layout reinforce the brand’s journalistic tone. Below, it stacks member benefits like access to Vulture and Grub Street, games, and merch discounts, turning the subscription into an experience.

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This email doesn’t scream “cart abandonment.” Instead, it invites the reader to reengage with a cultural identity. A rare example where the cart is reframed as a missed intellectual opportunity, not a product.

Takeaway: Review content in abandoned cart emails builds credibility and eases doubt.

5 Ready-to-Use Abandoned Cart Email Templates

1. Straightforward and Minimalist: Great for Mobile-First Brands

Subject: Forgot something?

Body:
Hi [First Name],
We noticed you left something behind — and we’ve saved it just for you.

🛒 [Product Image]
[Product Name] — ₹[Price]

Click below to head back to your cart.

👉 [Return to Cart]

No rush — but items may go out of stock quickly.

– [Your Brand Name]

2. Incentive-Based: Use When Offering a Discount

Subject: Here’s 10% off to complete your order 🎁

Body:
Hey [First Name],
Your cart is still waiting — and now it comes with a little bonus:
10% OFF — Use code: FINISH10 at checkout

[Product Image]
[Product Name] — ₹[Original Price] → ₹[Discounted Price]

Tap below to claim your discount before it’s gone.

[Complete My Purchase]

Limited time only!

3. Witty & Conversational: For Playful, DTC Brands

Subject: Your cart feels abandoned… and a little sad 😢

Body:
Hey [First Name],
Your cart’s been sitting here wondering what went wrong.
It’s still full of goodies waiting for you.

[Product Image]
“[Product Name]” says hi 👋

Click below to make it right.

[Take Me Back]

P.S. No judgment — we’ve all been there.

4. Urgency-Driven: Perfect for Flash Sales or Low-Stock

Subject: Going, going… almost gone!

Body:
Hi [First Name],
Stock’s running low, and your cart might disappear soon.

[Product Image]
Only a few units of [Product Name] left!

If you still want it, now’s the time.

[Return & Checkout]

You’ve got great taste — don’t miss out.

5. Social Proof-Infused: To Push Hesitant Shoppers

Subject: Customers LOVE this item (and so will you)

Body:
Hey [First Name],
Still thinking about your cart? Here’s what others say about [Product Name]:

⭐️⭐️⭐️⭐️⭐️
“Absolutely loved it — great quality and arrived fast!” – Meena R.
“Better than expected. Will definitely order again.” – Rajiv S.

[Product Image]

Ready to give it a go?

[Complete My Purchase]

You’re in great company.

Abandoned Cart Email Timing & Flow Strategy

Getting the timing right is crucial. A series of 3–4 emails spaced out over a few days is recommended.

For example, send the first reminder roughly 1 hour after abandonment: this “friendly nudge” catches users while their intent is still fresh. If there’s no response, send a second email about 24 hours later that adds urgency or a small incentive. A third email, perhaps 48–72 hours after abandonment, can further sweeten the deal (think a discount or more social proof). A final “last chance” email, sent around day 5–7 (if still unopened), can signal the closing time on the offer. 

Using CleverTap’s journey orchestration, you can build dynamic abandoned cart sequences based on user behavior—e.g., delay emails for engaged users, trigger push or WhatsApp if email isn’t opened.

CleverTap’s email automation platform makes this setup easy: you can automate all these delays and email variations in the platform. Using behavioral triggers, the flow can be adapted per customer. The key is to be timely but not spammy. Monitoring when a customer is most likely to open helps; CleverTap’s best-time send feature can even optimize each send based on a user’s activity history.

Abandoned Cart Email Best Practices

Let’s wrap up with some key abandoned cart email best practices, and how CleverTap can help you nail your email campaigns.

A/B Testing (Continuous Improvement)

Never settle on a single version. Test different subject lines, preview texts, images, and CTA buttons. For example, try an urgent subject (“Hurry, items leaving soon!”) versus a friendly one (“[Name], did you forget something?”) and measure opens. 

CleverTap’s built-in A/B testing makes this easy. You can run experiments on subject lines or button wording and automatically direct future traffic to the winner. Over time, data-driven tweaks can significantly boost recovery rates.

Multichannel Follow-up (Omnichannel Engagement)

Don’t rely on email alone. If someone doesn’t open the reminder email, follow up through other channels. CleverTap lets you hook into push notifications, SMS, or in-app messages as needed. 

For instance, if Email 1 goes unopened after 6 hours, you might send a push alert or SMS with a short “Your cart is waiting” message. Similarly, highly engaged users could be delayed (no need to email too soon). 

Coordinating across channels ensures your message gets through where each user is most active. This omnichannel strategy, supported by CleverTap’s journey builder, creates a cohesive multi-touch campaign.

Dynamic Variables (Deep Personalization)

Maximize relevance by inserting dynamic content. Always populate the email with actual details of the user’s cart: product names, thumbnails, prices, etc. Referencing past interactions is powerful – e.g., “You loved [Category]!” If you have data like browsing history or segment information, tailor the offer (repeat visitors might get a loyalty discount). 

CleverTap enables real-time personalization and customer segmentation, so you can merge user properties directly into your templates. For example, show different headlines for VIP shoppers (“We saved your VIP picks!”) versus new customers. The more the email feels custom-made, the higher the email conversion.

Deliverability Tips

Finally, ensure your emails actually reach the inbox with good email deliverability practices. Maintain a clean email list by suppressing hard bounces and disengaged users. Use a consistent “From” name and a recognizable email address. Authenticate your domain (SPF/DKIM/DMARC) and monitor reputation. 

CleverTap provides comprehensive analytics, including deliverability reports, so you can see bounce rates and spam complaints. If deliverability dips, adjust sending schedules, clean your list, and check content (avoid spammy words). Good hygiene means your enticing abandoned cart message isn’t stuck in spam.

Abandoned Cart Emails Are a Powerful Recovery Tool

Use clear, engaging copy and images, personalize the content, and follow up in a timed series when launching abandoned cart email campaigns. Experiment with design and timing, and remember to leverage multichannel touches if email alone isn’t enough. Use CleverTap’s robust email platform to significantly lift lost revenue and build stronger customer relationships.