How to Create an E-Commerce Abandoned Cart Email Series That Works

How to Create an E-Commerce Abandoned Cart Email Series That Works

October 12, 2018 Off By Koehler Home Decor

E-commerce is still growing and advancing all the time. However, whatever else changes in e-commerce one thing stays the same – abandoned shopping carts.

Potential customers get cold feet for many reasons. Sometimes it’s about the store. For example, if the buyer found the product cheaper somewhere else, or if they don’t feel secure enough. Often it’s because they ran out of time, or decided to do more research before making a purchase.

If done well, abandoned cart emails can bring the customer back to your store easily and most e-commerce CMS and/or email providers offer ‘built-in ways’ to create and send them. But because these emails can be tricky to write many retail businesses do not bother to use them.

But, here to help you, are some essential tips to follow in order to reduce cart abandonment via abadoned cart emails


One of the most important elements of writing an abandoned cart email is the feel of it.

If the email feels as if it has been written by a computer and not a real person, the recipient is likely to dismiss it. On the other hand, if you add just enough personalization, the recipient is far more likely to respond.

There are a few simple ways to do this:

  •  Use their first name
  • Sign the email as yourself
  • Don’t use a @noreply email address

Write in a simple tone

Invite the recipient to give you some feedback on why he didn’t complete the purchase or if there is a problem.

However, personalization also means that you should write in the usual tone of your brand. If you are usually funny or quirky in your messaging and marketing, there is no reason why the same humor wouldn’t work in this case. If sophisticated and simple is more your style, implement it.

As with most things, timing is everything. If you want to increase your chances of making a sale, we suggest following this timeline:

  • Send the first email within the first few hours – in the first 15-20 minutes after cart abandonment if possible.
  • The second abandonment email should come within 24 hours and it should optimally involve a discount or an interesting offer.
  • The third email should be sent within 72 hours of cart abandonment. Remind the customer about the discount and create a sense of urgency.

This spacing and timing are optimal because it’s not overwhelming the customer but it’s still reminding them of what they left behind and offering useful info.

Make them an offer

This is one of the best ways to get your customers back to the cart. The primary thing that stops people from completing purchases is the price.

As a result, there are a few offers you can make to bring them back:

1. Free shipping

Shipping sometimes costs more than the product does which is frustrating. Offering free shipping, in this case, is definitely something that can entice the user to complete the purchase. It would be sensible however to only offer this kind of perk on potential purchases over a certain dollar amount.

2. A discount

Discounts work just as well. Give them a code that they could enter to receive a discount.
You should usually make these offers in your second abandonment email. Create a sense of urgency by adding a ‘time limit’ for consumers to redeem the offer – 48 hours is often ideal.

Include a prominent CTA

Your cart abandonment emails are all about bringing your customers back to their carts. This means that you’ll have to include a link that will lead them to your site, ideally right back to the cart they abandoned, as this adds simplicity to the process.

The linked CTA should be a prominent button in your email – use bright, bold colors that work well with your overall email design. But above all else make it easy for the customer to complete their purchase.

Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at and find tips for promoting your business on our blog.