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When a customer drops out at the checkout process, it’s particularly frustrating. A typical situation: a potential buyer spends 20 minutes browsing your site, carefully selecting items for their cart—a pair of shoes and, maybe, a matching bag—and just as they’re about to complete the purchase… they disappear. No purchase, no follow-up, just silence. As frustrating as it is, this situation is more than common, as an average online shopping cart abandonment rate is more than 70%!
As a marketer, you reasonably ask yourself lots of questions. Were the shipping costs too high? Did they change their mind at the last second? And most importantly—what can you do now?
Sending an abandoned cart email is usually the answer. But how long should you wait before sending an abandoned cart email to avoid being pushy? This question is particularly important, as an effective abandoned cart email could mean the difference between a lost sale and a recovered one.
The article below explores this question in detail by offering specific strategies, tips, and abandoned cart email templates that help you turn lost opportunities into conversions. Let’s explore how to reconnect with your customers and inspire them to complete their purchase.
Abandoned Cart Email Design and Timing
Ingredients for efficient abandoned cart email
Abandoned cart email has a crucial strategic meaning—to make the customer complete the purchase—so it has to be designed right to do so (we will talk about the right timing further). While every business is different and types of abandoned purchases are very diverse, there are some common rules to abandoned cart email that can make it efficient:
Compelling subject line
The subject line is your first impression. It needs to stand out to attract customer’s attention. It does not matter if it is playful (“Oops, you left something behind!”) or straightforward (“Your cart misses you”) — the goal is to intrigue and draw the recipient back in.
Visual appeal
A visually engaging email grabs attention immediately. A clean (or colorful and vibrant) design, high-quality images of the abandoned items, and a layout that’s easy to navigate—they all work together to encourage the customer to finally click the “Buy Now” button. If you can make customers feel the same excitement they did when they first added those items to their cart, you might have another sale.
Clear and concise messaging
An abandoned cart email should answer one question: Why should the customer come back? Highlight the benefits—discounts, free shipping, or limited availability. The main task is to show the customer that those items in his or her cart won’t wait forever.
Personalization
Adding a personal touch, like the customer’s name or mentioning some of their favorite items that were left behind, is another small but important detail. A customer that feels remembered and cared for is more likely to finish their purchase in your store.
A dash of urgency
Incorporating time-sensitive offers or stock alerts can create a gentle nudge for the customer to act quickly. Phrases like “Only a few left in stock!” or “Offer expires in 24 hours” can create just enough FOMO to encourage them to complete the purchase.
If you want to know more about abandoned cart email strategies, read Abandoned Cart Emails: Don’t Lose Your Customers Ever Again.
When it comes to timing, there are different opinions about how long to wait to send an abandoned cart email. Most data suggest that an optimal interval for sending the first abandoned cart email is between 30 minutes and one hour after abandonment. This timing can be best explained by recency bias, that states that people are more likely to recall recent actions or interactions. By contacting customers soon after they leave their cart, the abandoned shopping session is still top-of-mind. This makes it easier for customers to reconnect with their intent to purchase.
Further email sequences can be sent within 24 hours after the first email and the third email, 3–4 days after the second one. Nonetheless, the exact timing shall be defined for each company and product individually.
Free HTML Abandoned Cart Email Template for SaaS
When getting into online dating, many people are hesitant. Shall I really do it? What if I get scammed? Can I really meet someone like this? These questions are natural.
This abandoned cart template understands these doubts and tries to gently nudge customers to finish their online registration. It does so in a convincing but not intrusive way.
First, the template uses a calming and friendly tone to alleviate any hesitation. It acknowledges that customers might feel unsure and directly addresses those doubts with a clear and friendly message.
Second, it outlines all the advantages of online dating, from meeting like-minded people to taking care of users’ privacy and security.
The inclusion of testimonials and success stories builds trust and showcases real-life examples of those who used the app and did not regret it. It demonstrates to potential customers that their decision to register could lead to meaningful connections.
Finally, the position of the “Complete My Registration” button is perfect—right after all the benefits of the app listed.
For those looking for an abandoned cart email template free of clutter and full of actionable steps, this design is worth considering. Its adaptability also means you can tweak the messaging for various scenarios, whether it’s an initial nudge or a follow-up after several reminders.
Customization ideas
Personalized greeting
Start the email with the recipient’s name, e.g., “Hi [Name], ready to meet someone special?” This immediately creates a personal connection, making the email feel tailored and inviting.
Highlight success stories
Include a section featuring real-life success stories or testimonials from people who met their partners through the platform. Add their pictures (with permission) or use quotes to build trust and showcase the app’s effectiveness.
Gamify the experience
Add a gamified element like a progress bar showing how close the user is to completing their registration. Pair it with encouraging text: “You’re 80% there! Let’s finish your profile.”
Free HTML Abandoned Cart Email Template That You Can Easily Adapt for E-Commerce
The opening headline of this email template, “We noticed that you left something in your cart!” directly acknowledges the customer’s action without any judgment. This approach creates a sense of recognition and triggers the Zeigarnik effect—the tendency to remember and want to complete unfinished tasks. By reminding the recipient of their incomplete action, the email subtly nudges them toward closure.
Altogether, this abandoned cart email template follows the best traditions of computer games—both in design and copy. It incorporates plenty of elements from computer games, which makes it super relatable for someone looking to purchase a mobile quest.
This email template uses powerful social proof by referencing other game players that are waiting to experience the game together and those that have already tried it in the form of reviews.
Finally, the email’s offer of a 10% discount for completing the registration within 24 hours introduces a sense of urgency. Limited-time incentives like these can effectively tip the scales in favor of action, making the email not just a reminder but also a motivator.
For businesses wondering how long to wait to send abandoned cart email follow-ups, this template demonstrates the importance of timing and design. Its ability to combine fitting visuals, clear messaging, and a touch of urgency makes it a winning example of a highly effective abandoned cart email design.
Customization ideas
Showcase in-game benefits
Highlight the specific advantages the player will gain by completing their purchase. For example, “Don’t miss out on rare rewards waiting in your inventory.” This reinforces the value of their abandoned cart and re-engages their excitement for the game.
Add a time-limited bonus
Introduce a countdown timer to create urgency, such as “Hurry! Your rare item is reserved for 2 more hours.” Time-sensitive offers work well to motivate gamers who thrive on achieving milestones.
Include an action-oriented preview
Use visuals to show how the purchased items will look in the game. It can be, for example, an image or GIF of the character equipped with the abandoned item. A message like “See how your game levels up with this exclusive gear” adds a sense of anticipation and desire.
Abandoned Cart Email Subject Lines
General reminders
- Your cart misses you—come back to claim it!
- Oops, you left something behind…
- Still thinking it over? Let’s help you decide!
- We saved your cart for you—it’s waiting!
- Your favorites are still here—ready when you are!
Time-sensitive offers
- Hurry! Your cart items won’t stay forever!
- Last chance: Complete your order before it’s gone!
- 24 hours left to grab your cart!
- Limited time only: Get 15% off your cart now!
- Your exclusive discount is about to expire—act now!
Personalized or playful approaches
- [Name], your cart wants you back!
- We get it—deciding is hard. Let’s make it easier!
- Psst… something special is waiting in your cart!
- Forgot something? No worries, we’ve got you covered!
- Your adventure awaits—don’t leave your cart behind!
To Sum Up
Abandoned cart emails might not be the ones customers anticipate the most. They don’t offer flashy deals or announce the latest collections. But they do an important job nonetheless: encouraging millions of customers to finalize their purchases and actually buy those new collections. With the right design and appropriate timing, abandoned cart email templates can effectively help companies complete the purchasing cycle.
Abandoned cart emails bridge the gap between intent and action, turning hesitation into completion. They not only recover lost sales but also reinforce customer engagement. In the competitive world of e-commerce, these emails are quiet yet powerful tools that ensure no opportunity is left behind.