How to write an abandoned cart email that actually converts (with examples)

How many times have you reached the checkout and then abandoned your cart?

Heaps, probably. We all do it.

And what's the main reason we abort ship at the last minute? Could be a bunch of things — unexpected shipping costs, needing to double-check a size, getting interrupted by a toddler yelling "I'M FINISHED" from the bathroom. But most of the time, it's a version of second-guessing whether we really, actually need this thing.

Research from the Baymard Institute found nearly 48% of shoppers ditch their carts because they're "just browsing" or "not ready to buy." The fancy version of playing chicken — but just with yourself.

Guess what reason wasn't to blame?

✨Forgetfulness✨

Shoppers don't simply forget to check out. Which makes the most common abandoned cart email subject line in existence — "Did you forget something?" — not just clichéd and boring, but kind of patronising.

The customer didn't forget. They chose not to buy.

And while that's a bummer, there's a golden opportunity here: a well-written abandoned cart email can re-engage that window shopper and convert them into a paying customer. Klaviyo data shows abandoned cart flows make more money than any other automated email flow. The potential is high — which means it's worth putting some actual thought into the copy.

Here's how to do it.

1. Offer to help

The villain isn't always a person. In your story, it's whatever is getting in the way of your reader's success or happiness. It could be:

• a person (a bad boss, a nightmare client)

• a belief ("I just need to work harder")

• a habit (DIY-ing everything to save money)

• a system, pattern, or industry norm

The reason villains work in copywriting — and in storytelling generally — is because they help your reader feel seen. They get to point at something external and say: yes, that's the problem. That's what's been stopping me.

This is a psychological concept called externalising, and it's crucial for conversion. Nobody buys from a brand that's guilt-tripping them. But they will buy from a brand that understands their frustration and has a solution.

2. Add urgency and FOMO

A gentle nudge toward a decision — without the fake countdown timer energy.

• Your cart is about to expire… and so is your free shipping.

• A quick heads-up: your cart is waiting, but these pieces are disappearing faster than a tray of margaritas at happy hour.

• We've saved those items you were ogling. Are you ready to jump back in?

• Someone else is eyeing up your cart.

3. Share social proof

If they're on the fence, let your customers do the convincing.

• The fence ain't a comfortable place to sit. Maybe these kind words will help you figure out which way you wanna jump… [insert reviews]

• Someone once said [product] is a "basic human need." We can't argue with that.

• Join [X] happy humans who use [X] on the daily.

4. Lean into humour

Reduce the pressure. Make them smile. Give them a reason to click back.

• Was it hesitation? A sudden existential crisis? A cat walking across your keyboard? We won't judge. But we will give you this link to complete your order.

• Your cart is still here, clinging to hope.

• Your cart is like your ex… but this time, going back is actually a good idea.

• Two truths and a lie: you have impeccable taste / we can't save your cart forever / if you purchase right now, Karen from accounts will shout the whole office beer and pizza. (Do with this information what you will.)

5. Offer an incentive

When in doubt, make the decision a no-brainer.

• Let's make it easier — here's 10% off. Use code BRIBERY at the checkout.

• Try it risk-free for 100 days.

• Claim your free shipping before it turns into a pumpkin.

Solve: Bring in your offer

6. Use a fun/unexpected CTA

"Shop now" is doing the bare minimum. Here are some alternatives that match the energy of the rest of your email:

• To the cart! 

• Take my money

• Make them yours 

• Seal the deal 

• Fine, I'll buy it 

• Nab free shipping 

• Let's do this

A few notes on timing and sequencing

There's no hard rule, but sending your first abandoned cart email 1–2 hours after they leave the page tends to work well. One email is good. Two or three sent over a couple of days is better — and once it's set up, it runs on autopilot. 

An automation that makes you money while you sleep? Say less!

The main thing to remember: whoever's reading this email isn't a goldfish who forgot what they were doing. Treat them accordingly.

Need help writing your abandoned cart sequence? Hit me up.