[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-abandoned-cart-email":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",53638,{"id":24,"name":25},"author-0301142015","Canto","2021-01-29T14:30:06","2025-11-21T11:04:14","The art of the abandoned cart email: How to bring customers back and save the sale","abandoned-cart-email","7 tips for abandoned cart emails (with examples)","80% of online shopping carts are abandoned. Fortunately, abandoned cart emails can bring those customers back. We've outlined the best tips and examples, so you can get more out of your abandoned cart campaigns. ","Last weekend, I was shopping online for a rain jacket for an upcoming hiking trip. After hours of searching and reading reviews, I found the perfect one and put it in my cart. But when I went to check out, I hesitated. Maybe there was an even better option out there. I decided to put […]","Last weekend, I was shopping online for a rain jacket for an upcoming hiking trip. After hours of searching and...","\u003Cp class=\"wp-block-paragraph\">Last weekend, I was shopping online for a rain jacket for an upcoming hiking trip. After hours of searching and reading reviews, I found the perfect one and put it in my cart. But when I went to check out, I hesitated. Maybe there was an even better option out there.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I decided to put the decision off for another day and closed the window. In e-commerce terms, I abandoned my cart.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Will I ever buy that jacket? Maybe. But as things stand now, an outdoor brand was very, very close to a sale, but didn’t quite get me over the line.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jacket.jpg\" alt=\"Screenshot of a blue raincoat in an e-commerce shopping cart.\" class=\"wp-image-53648\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jacket.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jacket-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">I’m not alone. E-commerce giant \u003Ca href=\"https:\u002F\u002Fwww.shopify.com\u002Fblog\u002Fshopping-cart-abandonment\" target=\"_blank\" rel=\"noopener\">Shopify\u003C\u002Fa> estimates that 60-80% of shopping carts are abandoned. You read right: 80%. A vast majority of shoppers who put items in their carts never buy them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, there’s a highly effective way for companies to get a good chunk of that revenue back: the abandoned cart email.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this article, I’ll explain why abandoned cart emails work so well and highlight best practices for writing your own, with fantastic examples from brands that got it right.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-an-abandoned-cart-email\">What is an abandoned cart email?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">An abandoned cart email is a type of automated marketing email. These customized emails are triggered when customers put items in their cart, but don’t complete the check-out process. Abandoned cart emails have high conversion rates, making them one of the highest ROI marketing emails.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-send-abandoned-cart-emails\">Why send abandoned cart emails?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Abandoned cart emails are one of the most effective types of email marketing. It’s easy to understand why. Someone with an abandoned cart has already:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Discovered your brand\u003C\u002Fli>\u003Cli>Developed an interest in your products\u003C\u002Fli>\u003Cli>Visited your website\u003C\u002Fli>\u003Cli>Stayed on the website\u003C\u002Fli>\u003Cli>Picked out at least one product\u003C\u002Fli>\u003Cli>Completed the first step to making a purchase\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">That’s a lot of hurdles already cleared. They know your brand. They’re interested in your products. They’re at least considering making a purchase. Leads don’t get any better than that.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">People with abandoned carts just need a one last nudge. They’ve even told you exactly which products they were \u003Cem>this close\u003C\u002Fem> to buying. That makes it easy to create customized, automated emails that highlight exactly the products they find most appealing.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"331\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-glasses.png\" alt=\"Screenshot of an abandoned cart email from a homeware store featuring a set of drinking glasses.\" class=\"wp-image-53646\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Taking all that into consideration, it’s hardly surprising that automated emails convert like crazy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One email marketing platform reports that abandoned cart emails usually have a click-through rate around 21%. That’s almost 10 times the average \u003Ca href=\"\u002Fblog\u002Femail-click-through-rate\u002F\">email click-through rate\u003C\u002Fa> of 2.6%. And it gets even better: A staggering 50% of those clicks result in a sale.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--examples-and-advice-what-makes-a-good-abandoned-cart-email\">Examples and advice: What makes a good abandoned cart email?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Just because people with abandoned carts are on the verge of making a purchase, doesn’t mean any old email will be enough to convince them. After all, a customer with an abandoned cart is still making up their mind. This moment calls for your best messaging and top-notch copy.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what boxes do you need to check? Here are a few tips and tricks to make sure your abandoned cart emails are up to scratch.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Understand why people abandon carts\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The first step to writing a great abandoned cart email is understanding why people abandon their carts in the first place.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Some of the top reasons are:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Sticker shock\u003C\u002Fstrong> – According to research by Shopify, the #1 reason for abandoned carts is sticker shock at check-out. Often this happens because of the cost of tax, shipping or extra processing fees. Or people put several items in their cart and didn’t realize how much they’d add up until they saw the total.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"214\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-shipping.jpg\" alt=\"Screenshot of a $35.98 shipping total.\" class=\"wp-image-53653\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-shipping.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-shipping-450x161.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>They’ve changed their mind\u003C\u002Fstrong> – Even when the total at the bottom of the shopping cart doesn’t come as a surprise, it can still give shoppers pause. As they start checking out, people might remember that vacation they’re saving up for and decide they don’t really need a new pair of shoes or yet another houseplant.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>They’re still deciding\u003C\u002Fstrong> – They’re still considering a purchase, but they haven’t completely made up their mind yet. This type of shopper is likely still in the research phase. Or they may be wary of impulsive purchases, and waiting to see if they still want the item in a few days.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>The wishlist effect\u003C\u002Fstrong> – Just as people ‘window shop’ on the street, they sometimes browse e-shops with no intention of buying. Maybe they’re fantasizing about a future purchase they’re still saving up for, or putting together a list of items they’d buy if money were no object. Many online shops offer a wishlist feature for this type of ‘shopping,’ but plenty of people still use their carts instead.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"349\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-wishlist.jpg\" alt=\"Screenshot of wishlist-style cart contents with hiking poles, a down jacket, and a camping stove.\" class=\"wp-image-53654\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-wishlist.jpg 600w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185917\u002Fabandoned-cart-email-wishlist-450x262.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Notice one reason that’s not on this list: forgetfulness. People don’t usually abandon their carts by mistake, so I find it perplexing that so many brands write ‘You forgot something!’ in their abandoned cart emails.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As you’re writing your email, steer clear of this alienating cliche, and keep the real reasons people abandon their carts in mind instead.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Put the product front and center\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One of the great things about email marketing is how easy email is to customize, and abandoned cart emails are the perfect opportunity.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When customers put an item in their cart, they’re giving you valuable information about exactly which product they find most appealing. Don’t just remind customers they’ve got something in their cart. Show them exactly what’s waiting for them – the more stunning the photos, the better.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"309\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185918\u002Fabandoned-cart-email-perigold.jpg\" alt=\"Screenshot of an abandoned cart email from Perigold featuring a blue marble kitchen canister.\" class=\"wp-image-53651\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Stay positive\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s all too easy for abandoned cart emails to slip into a negative tone. ‘Oops, you forgot something’ isn’t the only offender. I’ve seen abandoned cart emails that profess hurt feelings or state that surely your WiFi crashed (Why else would you possibly abandon your cart?!).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether written in humor or as a genuine attempt to guilt customers into completing a purchase, negative copy ruins the mood and will put customers off. Instead, keep things light and positive. Enthusiasm for your brand and excitement about your products is the most effective way to draw customers back in.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This email from Everlane is the perfect example:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"466\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185921\u002Fabandoned-cart-email-everlane.jpg\" alt=\"Abandoned cart email from Everlane with the copy "You have great taste."\" class=\"wp-image-53644\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185921\u002Fabandoned-cart-email-everlane.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185921\u002Fabandoned-cart-email-everlane-386x450.jpg 386w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">‘You’ve got great taste’ is fantastic, straightforward copy. It flatters the customer while also placing the product in a good light. Most importantly, it draws people back to their carts without a hint of whininess or desperation.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Paint a vivid picture\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">One way to reignite customers’ excitement for items left in their cart is to help them imagine what it would be like to own the products they’ve left behind.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This example from J. Crew asks shoppers to picture the items they’re lusting over hanging in their closet:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"466\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jcrew.jpg\" alt=\"Screenshot of a J. Crew email featuring a gray sweater and the promise it could be in your closet tomorrow.\" class=\"wp-image-53649\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jcrew.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-jcrew-386x450.jpg 386w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Lego takes a similar approach with the line ‘Make it yours in a snap!’ This clever choice of words taps into customers’ emotional connection to the product. It calls up tactile memories of playing with Legos, making it easy for shoppers to picture themselves assembling the set they’re thinking of buying.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"482\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-lego.jpg\" alt=\"Screenshot of a Lego abandoned cart email featuring a lego man looking through binoculars.\" class=\"wp-image-53650\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-lego.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185919\u002Fabandoned-cart-email-lego-373x450.jpg 373w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Highlight key selling points\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">With customers right on the verge of making a decision, an abandoned cart email is a great time to roll out the big guns and highlight the most convincing selling points for your products. You can list them yourself, or rely on social proof in the form of customer quotes and outside reviews.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That’s what mattress company Casper does in their abandoned cart email:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"236\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185918\u002Fabandoned-cart-email-quote.jpg\" alt=\"Screenshot of a gushing customer review from a Casper abandoned cart email.\" class=\"wp-image-53652\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This excerpt actually comes from my favorite abandoned cart email, which I love for a totally different reason: the headline ‘Come back to bed.’ Now that’s some genius email copy!\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"357\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185922\u002Fabandoned-cart-email-casper.jpg\" alt=\"Casper abandoned cart email featuring a pillow and the headline come back to bed.\" class=\"wp-image-53641\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Sweeten the deal\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If you want to be extra convincing in your abandoned cart email, consider a little extra incentive. Free shipping or a discount code could be just the thing to convince people who abandoned their carts due to price concerns to reconsider.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A twist on this idea is an abandoned cart email triggered not when the shopper abandons their cart, but when the items in their cart go on sale:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"288\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185921\u002Fabandoned-cart-email-columbia.jpg\" alt=\"Abandoned cart email from Columbia announcing a price drop.\" class=\"wp-image-53643\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Create a sense of urgency (or security)\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A common tactic in abandoned cart emails is fostering a sense of urgency. If the desired item might sell out, the customer is motivated to act now. This has roots in basic psychology. Not only is there logistical time pressure, but scarce items inherently seem more valuable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here’s an email from the Google Store that puts this strategy into action:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"448\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-google.jpg\" alt=\"Screenshot of an abandoned cart email from the Google Store warning that Google WiFi devices are "almost gone."\" class=\"wp-image-53647\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">However, the urgency approach isn’t universal. Other brands go in the complete opposite direction, telling customers their items are saved for them in their cart. This fosters a feeling of ownership of the abandoned product and projects an image of great customer service.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here’s an example:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"471\" src=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185922\u002Fabandoned-cart-email-coat-rack.jpg\" alt=\"Abandoned cart email featuring a coat rack promising the item has been saved.\" class=\"wp-image-53642\" srcset=\"\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185922\u002Fabandoned-cart-email-coat-rack.jpg 400w, \u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185922\u002Fabandoned-cart-email-coat-rack-382x450.jpg 382w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">How should you decide which method to use? It’s easy: whichever applies. If you really might sell out, give customers a heads up, so they can get it while they can. If not, simply let your customers know that when they’re ready to pull the trigger, that cool coat rack will be waiting for them.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--make-abandoned-cart-emails-work-for-your-brand\">Make abandoned cart emails work for your brand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Abandoned cart emails are a valuable (and underutilized) type of marketing email. Not only do they convert insanely well, they also take advantage of some of the biggest \u003Ca href=\"\u002Fblog\u002Fbenefits-of-email-marketing\u002F\">benefits of email marketing\u003C\u002Fa>, like customization and precision timing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This provides a positive, personalized experience, meaning you benefit twice: immediately with a sale, and long-term from the customer loyalty that comes from a stronger relationship with your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Because they rely on advanced features like \u003Ca href=\"\u002Fblog\u002Femail-automation\u002F\">email automation\u003C\u002Fa> and custom content fields, abandoned cart emails can seem intimidating at first. But chances are, the email service provider and e-commerce tools you already use offer features that make it easy to set them up. And with double-digit conversion rates, doing so is well worth the effort.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So let the examples above inspire you, get your creative juices flowing and go write some killer abandoned cart emails of your own.\u003C\u002Fp>",8,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-feature_1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F01\u002F19185920\u002Fabandoned-cart-email-feature_1-450x263.jpg","Woman holding a phone with an abandoned cart email returning to her cart on Casper's web shop.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192352\u002Fwhat-is-digital-media-25-450x270.jpg",41222,"what-is-digital-media","What is digital media? A breakdown of the many different types","There's plenty of different types of digital media to be aware of. Here's a guide to make sure you have the fundamentals down.","\u002Fblog\u002Fwhat-is-digital-media\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2021\u002F11\u002F19184908\u002Fpersonalized-marketing-benefits-450x263.jpg",59686,"personalized-marketing","Benefits of personalized marketing: Why it’s essential for connecting with today’s customers","Personalized marketing provides the foundation of a quality customer experience that will keep customers engaged and satisfied with brands over time. ","\u002Fblog\u002Fpersonalized-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2018\u002F12\u002F19194125\u002Fsend-large-files-18-450x297.jpg",16236,"send-large-files","3 compelling approaches to send large files","Companies that can send large files have better creative output and efficiency. Take advantage of these tools that boost your ability to share large files.","\u002Fblog\u002Fsend-large-files\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790078018372]