Don't know what to write in an abandoned cart email or what one should look like? Get inspired by the best abandoned cart email examples and learn from the pros.
Approximate read time: 8 minutes
It's happened to us all. You're shopping online, and then something comes up. You get distracted and click away or close the window.
Sometimes you give up because the checkout process is just too long. Or those awful surprise shipping costs make you wonder whether you really need what's in your basket.
But when it's your website, abandoned carts can feel personal. 😔 People like what you're selling, but they're not buying for some reason.
The good news is that you can win back a lot of those lost sales with a quick reminder email. And this article will show you how!
We'll look at nine of the top abandoned cart email examples and then guide you through the three simple steps to make your own.
So, are you ready to get started? Let's go!
What is an abandoned cart email?
An abandoned cart email is an email that's automatically sent to shoppers who added items to their cart but left your site without buying them. 🛒
It's a transactional email that reminds visitors what they left behind and encourages them to complete their purchase.
Why send abandoned cart emails?
To make more money, of course! 🤑
Studies show the average online shopping cart abandonment rate is just over 70%. That's A LOT of lost sales.
So why not try to win them back? These people are obviously interested in your product or services.
Abandoned cart emails have some of the highest open and click rates of all marketing emails at about 40% and 10% on average, according to Klaviyo.
Clearly, cart recovery emails offer a fantastic return on investment. But to get the best ROI, these emails need to be good!
9 Best abandoned cart email examples
Finally! This is what you came for! We're putting nine of the best abandoned cart email examples under the microscope to see why they're effective.
- White Stuff - Fashion retail
- Google Express - Shopping & delivery service
- TripadvisorPlus - Travel
- Sling - Digital streaming service
- cocokind - Skincare
- Headspace - Health & wellness app
- Specialized - Outdoor & sports retail
- Chubbies - Fashion retail
- Homes Alive Pets - Pet supplies
1. White Stuff - Fashion retail
Subject line: That thing you love + 15% off
A cart abandonment email that offers a discount? And reminds shoppers of the items in their carts? And provides product recommendations? 😲
You can bet this example from British retailer White Stuff is one of the most effective abandoned cart emails around. It sticks to the best practices and looks good doing it!
2. Google Express - Shopping & delivery service
Subject line: Complete your order with Google Express
This eCommerce abandoned cart email and subject line get straight to the point. It doesn't have a very creative design, but Google Express shoppers don't care. They just want quick, one-click convenience.
And with its large, eye-catching CTA button right at the top, this email really delivers. Get it? 😉
3. TripadvisorPlus - Travel
Subject line: Reminder to book: [Hotel Name]
The headline of this Tripadvisor email creates a sense of urgency without being pushy. As we all know firsthand, fear of missing out on a deal can be a powerful motivator! 😰
Add social proof with ratings, upfront pricing, and a clear call to action, and you've got one effective abandoned cart email template.
4. Sling - Video streaming service
Subject line: Oops! You forgot something.
This email is a great example for membership or subscription sites.
The design instantly shows shoppers the amazing content they'd be missing out on — FOMO strikes again! — and then recaps the plan in their basket along with its biggest benefits.
Further down, the email also includes a friendly reminder of their login details. It's an easy way to improve the user experience — we can't be the only ones who forget which email we used for which website. 🤭
5. cocokind - Skincare
Subject line: Did something go wrong?
On the opposite end of the design spectrum, vegan skincare brand cocokind sends a text-only abandoned cart email. A stark contrast to most promotional emails in our inboxes these days, this plain text approach feels much more personal.
Sure, this email is still automated, but shoppers get the sense that there's a human behind the screen. 👋
It isn't flashy, but if your brand is all about personal connections, a text-only email may be the best fit
6. Headspace - Health and wellness app
Subject line: Quick heads up
Headspace’s cart recovery email is a gentle nudge back to mindfulness with a dash of humor thrown in 🐿️.
It's light, relatable, and has an air of zen that fits their product perfectly.
The cheerful graphics promise a stress-free checkout, and the link to learn more is a no-pressure way to help anyone who's hesitating. The text and header do most of the heavy lifting, but this email also has other important aspects of a good abandoned shopping cart email, like personalization and a clear CTA.
7. Specialized - Outdoor, sports retail
Subject line: Empty Your Cart with Free Shipping
Now, this cart abandonment email example is about as far from zen as you can get.
Specialized grabs your attention with an action-packed image and an intense visual design. The theme is the need for speed, and every element plays into it.
The email follows best practices by including a clear CTA, a list of abandoned items, and a coupon code, and cleverly makes it all seem like a race. Talk about a sense of urgency! ⏱️
8. Chubbies - Fashion retail
Here's another great text-only abandoned cart email example, this time with a much more laid-back tone and a healthy helping of humor. Cheeky menswear brand Chubbies is all about chilling and having fun, but that doesn't mean they aren't masters at marketing.
This style of email certainly won't work for everyone, but it's certainly refreshing to find in your inbox. How can you not click a link titled "Linky McLinkington"? 🤣
9. Homes Alive Pets - Pet supply store
Subject line: Hey [Name], did you forget something?
If you're a regular reader of Formidable Forms' blog or emails, you know we can't resist a pun. But that's not the only thing that makes this last example "Pawsome".
And no, it's not the pictures of cute puppies either — although they certainly don't hurt! 🐶
The best practices are all here: clear CTAs, email personalization, and a list of the items left in the shopping cart. Homes Alive Pets also includes a Contact Us button so shoppers can click to ask any pre-sales questions.
It builds trust and breaks down barriers to purchasing.
So, now that you're feeling inspired,💡 let's put what we've learned into practice! Keep reading to see how easy it is to create abandoned cart emails for WordPress websites. No code required!
How to send abandoned cart emails from WordPress
All you need to win back those abandoned carts is the Formidable Forms plugin. Then you're only three short steps away from sending automated cart recovery emails!
- Step 1: Activate Formidable Forms' Form Abandonment add-on
- Step 2: Turn on form abandonment tracking
- Step 3: Click the button to create a cart recovery email
Don't have Formidable Forms Pro yet? Click below to get the cart abandonment email plugin.
Once you've installed Formidable on your WordPress website, we can get going.
Step 1: Activate the Form Abandonment add-on
From your WordPress dashboard, go to Formidable → Add-ons. Then, install the WordPress Form Abandonment add-on.
Step 2: Turn on form abandonment tracking
Next, head to Formidable → Forms to create a new payment form or open an existing one. Then go to the form's Settings tab to Turn on form abandonment.
Step 3: Click the button to create a cart recovery email
And last but not least, click the button to Create a form recovery email.
Now you can customize your email to your heart's content. Fill in the To, From, CC, BCC, Subject, and Message fields. You can use your form fields to personalize the email and even add an attachment.
Easy peasy!
🤓 FYI - By default, Formidable Forms sends form recovery emails 60 minutes after a shopping cart is abandoned. You can change this to 2 hours, 24 hours, or more with this code snippet.
Ready to send abandoned cart emails?
There you have it! You're now an expert on abandoned cart emails. 🙌 Feels good, doesn't it?
In all seriousness, there's a lot more to developing a solid abandoned cart email strategy than writing emails and setting up automations. But we hope this article gave you some creative inspiration as well as the necessary technical know-how.
So, are you ready to reduce cart abandonment and make more money online? Grab Formidable Forms today!
Get started now with Formidable!
We can't wait to see what you create — your emails might even make it onto this list one day!
Did you know that Formidable Forms is the best WordPress form builder plugin available today? If you aren't already using it, check out our free plugin or the full-featured form maker!
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