Shopify Ecosystem

Abandoned Cart


61434a8aa9813f492f79eafe 6cbb0094 cf77 452a 8c63 38558783dc7b

Abandon Cart emails. You know they’re important for your business (right? right).

The average shopping abandon rate is a whopping 88%, and Abandon Cart email flows can earn back 3-14% of those lost sales (which can add up 🤑).

The possibilities are endless, and yet many Abandon Cart emails have some version of the same message:

“Hey stranger, you left something in your cart. Come back and buy it. Please?”

While that might work for someone that just got distracted by a cute puppy, it simply won’t convert a majority of shoppers.


Because most people don’t just “forget” to finish their order… They have objections!

Some of the most cited reasons for not completing a checkout include:

  • 💰 Unexpected costs (shipping, taxes, fees).
  • 🙋 Unanswered questions (return policy, shipping policy, subscription terms).
  • ❌ Friction in the checkout process (having to create an account or enter extra info, payment security, poor UX, slow load times).

Instead, put yourself in your customer’s shoes: Why did they abandon their cart?

And how can your email overcome that reason?

Here’s some inspo for creating Abandon Cart emails that win back more customers.

👉 Vans: Do These Come in ‘Yacht Club’?

61434a8a79c56bac058892d1 6fb27032 dccc 468b b710 f36cebe98277

If you sell multiple versions or styles of your products, consider including them as another option in your Abandon Cart email.

While the shopper might have gotten “cold feet” with the first pair of shoes, they may not be able to resist those killer Yacht Club Vans.

Ahoy, matey. ⛵

👉 Ugmonk: Get Your Q’s A’d

61434a8ab616960e413ba7c1 ab864d19 591e 4640 87d1 09d6b2fe3f3a

Ugmonk’s email is giving their shopper an opportunity to get their concerns resolved directly.

They also address a common objection (return policy) in the PS by letting the customer know they can always return the product within 30 days if they don’t love it.

Plus, with a simple text-based design, this feels more like an email from a friend than a brand, which builds that know-like-trust factor. 🥰

👉 Whisky Loot: Answer Questions/Concerns Upfront

61434a8a9ed2996e3a9e1699 86b26f4f e69d 49f1 938c c204cc59c98e

Now here’s the thing: Most people won’t take the time to email you with questions. They’re too busy petting cute puppies! 🐶

Make it easier for your customer by answering common questions directly in your Abandon Cart emails.

This email from Whisky Loot does a brilliant job of reminding you what you get with a subscription and answering common questions upfront… Leaving you with no choice but to soak in that whisky bath. 🥃

Check out more examples! 👇

👉 Tesco Mobile: Survey Your Customers

61434a8b4909ca1e1ca77c69 f8d61558 ad7a 4bfe b703 8a53b949dde1

Tesco Mobile asks their customer directly: “Hey, why didn’t you buy from us?”

Not only does a survey provide another touchpoint with the customer, the results can give Tesco valuable data that they can implement to improve their offering and checkout process in the future. Win-win!

(Tip: Consider including an option for customers to select “other” or give another reason not listed.)

👉 SkinnyDip: Give a Discount

61434a8b2803924d46167471 a7fdd0d2 56d1 47fb 8fcc bf62ab3b4dbc

Offering a discount can be an effective way to win back customers that didn’t convert because of cost. 💸

If you want to try this, we’d suggest sending the discount later in the flow, after you’ve employed other strategies. (Free shipping can work too if you’re not into discounting).

💡 Other Tips for Winning Abandon Cart Emails:

  • Let your brand voice shine with your copy
  • Have a clear picture of the abandoned product
  • Link back to the customer’s cart, not the product page
  • Incorporate urgency (purposefully… don’t be dishonest 🙃)
  • Use lower friction CTAs like “View my cart,” “Complete my order,” or “Take it home”
  • Include links to FAQs, Customer Service, or other ways to reach out with questions

Like ALL these ideas? Consider incorporating them as separate emails in your Abandon Cart flow! 💥

uploads ssl.webflow

Special thanks to our friends at Pilothouse for their insights on this topic.
I'm also on

Subscribe to Podcast

Top 1% most popular show out of 2,729,419 podcasts globally!

eCommerce Fastlane | Shopify Podcast For DTC Brands | Growth Marketing Strategy For Entrepreneurs | Listen Notes