4 Tips to Improve Your Ecommerce Abandoned Cart Emails

abandoned cart tips

With many estimates saying that 50% of shopping carts are abandoned before purchases are completed, we believe that sending email follow-ups to customers who leave your store before their purchase is complete is a requirement of any eCommerce email marketer.

Here are some tips for getting started:

1.  Use Abandoned Carts to address why customers aren’t buying

Your abandoned cart emails are your chance to reach out to customers and convince them to buy – so one of the best things you can do is to think like your customer and address the concerns that may have kept them from buying.

 For example, take this email from Best Buy:  

Break down barriers: Best Buy's Abandoned Carts Emails

Rather than highlighting products immediately, they focus on:

  • Help topics: in case the customer needed assistance
  • Store Pickup: In case the customer turned away because they wanted items sooner
  • Price Match: In case the customer was worried about finding items cheaper elsewhere
  • Free Shipping: Note the large Free Shipping image in the banner – in case the customer was worried about shipping costs

You’ll probably want to address different concerns of your store – maybe it’s fit, maybe it’s better understanding the product, or maybe it’s price.  Either way, think like the customer and knock down those barriers keeping them from purchasing. 

2.  Be helpful – not just sales-focused

Across abandoned cart emails that work well, a key theme we see is striking the right tone. Focus on being helpful and providing value to your potential customer – after all, at the end of the day, what’s good for your customer should be good for you too.

As an example, take this email from William-Sonoma. Most of the text in the email focuses either A.) on saying thank you and B.) on offering to help.  The surrounding pictures highlight other reasons to purchase, but this combination strikes a great balance.

Be Helpful: Williams-Sonoma Abandoned Cart Emails

Another great example is in the Best Buy email above – the biggest text on the page focuses on saying thank you.

3.  Work up to a discount

While discounts are nearly always appreciated by your customers, they don’t have to be the first step for your abandoned cart emails – especially because a large number of the reasons customers abandon their cart have nothing to do with price.

A good solution is to make your abandoned carts emails a 2-3 email series that starts with just a reminder to have customers come back, and then a few days later sends a small discount or free shipping offer if they haven’t yet come back and purchased.

Additionally, we’d also recommend you be careful with discounts so customers don’t get used to them. One way to do this is to use a few conditions to control who gets the discount emails. For example:

  • Only send discounts to a particular customer once
  • Only send discounts to first-time purchasers and mention the fact that it’s because it’s their first purchase 

4.  Highlight other products

Another great tactic is using your abandoned cart emails to highlight other products. This accomplishes two things:

  • Showing the customer additional products they might want that might convince them add additional items to the purchase and complete their order
  • Showing the customer related products to what’s in the cart in case the initial product wasn’t exactly the right fit

Highlight other products: Sears Abandoned Cart Emails

As an example, this abandoned cart email from Sears focuses on the alternatives to what’s in the cart – and highlights that they are the top-sellers.


Most importantly, get started! Klaviyo’s email marketing platform makes abandoned carts (and all of your eCommerce emails) easy to setup and effective – and shows you the real impact you’re having on purchases.

Looking for more advice and abandoned cart best practices? Don’t miss our latest roundup of hand-picked abandoned cart tips »


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