Cart abandonment is a common challenge in retail, but it also presents a major opportunity. Stores that follow up with abandonment reminders frequently recover lost revenue. Below are key best practices to help you build effective cart abandonment email campaigns that will help you reclaim lost sales. 
Best Practices for Cart Abandonment Emails
1. Build an Effective Cart Abandonment Email Sequence
Timing and messaging are essential. Instead of relying on a single email, create a small sequence designed to reconnect with the shopper at the right moment.
- Email #1: A gentle reminder (12–24 hours later)
- Email #2: Add details and social proof (1–2 days after email #1)
- Email #3: Provide an incentive (24 hours after email #2)
Simply let customers know they left something behind and that their cart is ready when they are. This light nudge often brings many shoppers back. Remind them exactly what’s in their cart. If your site has reviews, showcase what other buyers love about the items. If they still haven’t returned, offer something compelling like a discount, free shipping, or a bonus gift.
Research shows that sending a series of cart recovery emails is more effective than sending just one.
2. Create Urgency to Motivate Shoppers to Complete Checkout
Help shoppers feel motivated to act now rather than later. A few ways to do this:
- Link directly back to their cart to reduce friction.
- Highlight time-sensitive factors, such as sale items about to expire or limited stock remaining.
- Remind them of what they could miss out on, tapping into the power of FOMO.
Urgency drives faster responses and increases the likelihood of purchase.
3. Best Practices for High‑Converting Cart Abandonment Subject Lines
Even the best email won’t work if it never gets opened. Keep subject lines:
- Short — ideally six words or fewer
- Clear and benefit-driven
- Free of spam-triggering elements like excessive punctuation, the word “free,” or unusual formatting
A strong subject line improves open rates and sets the stage for a successful cart recovery message.
Has your college store created a cart abandonment email that performs especially well? We’d love to hear your success stories.
