Why Abandoned Cart Emails Work
Someone who adds an item to their cart has already shown strong interest. Most didn't decide against buying; they got interrupted, wanted to compare prices or had a question the product page didn't answer.
An abandoned cart email reaches them while that interest is still fresh. Because it's automated, it works for every shopper without you watching your store. It's one of the most valuable workflows an online store can run.
Most stores do well with a reminder within a few hours, a helpful follow-up the next day and a final note two to three days later. Save any discount for the last email, if you use one at all.
What You Need First
To send abandoned cart emails, your email platform needs to know who left a cart and what was in it. That usually comes from an integration with your store platform, which shares cart activity with your email tool.
You also need the shopper's email address. That comes from checkout fields captured before payment, an account login or a previous signup. Check your store and email platform's current setup, as each handles cart tracking differently.
AWeber lists abandoned cart emails among its features and integrates with store platforms such as Shopify. See AWeber integrations and AWeber ecommerce.
The Three-Email Sequence
| When | Purpose | Subject line idea | |
|---|---|---|---|
| 1 to 4 hours after leaving | A friendly nudge while interest is high | "You left something in your cart" |
| About 24 hours | Answer questions and build confidence | "Questions about your order?" |
| 48 to 72 hours | A last reminder, optionally with an incentive | "Still thinking it over?" |
Email 1: The Reminder
Keep it short and friendly. Show the product image, name and price, and include one button back to the cart. Don't apologize or pressure; many shoppers simply forgot.
Email 2: The Helpful Follow-Up
Address the reasons people hesitate. Mention shipping costs and delivery times, your returns policy and how to get help. If you have genuine reviews on your site, link to them.
This email often works better than a discount, because it removes uncertainty rather than lowering your margin.
Email 3: The Final Nudge
Remind them one last time. If your margins allow, this is where a small incentive, such as free shipping, can tip the decision. If stock is genuinely limited, you can say so; never invent scarcity.
Should You Offer a Discount?
Discounts can recover sales, but they have costs. Offered too early or too often, they train shoppers to abandon carts on purpose and wait for a code.
When to Discount
- Higher-margin products where a small incentive is affordable
- First-time shoppers who don't yet trust your store
- The third email, after reminders didn't work
When to Skip It
- Low-margin products where a discount erases profit
- Repeat customers who'll buy anyway
- The first email, before you've tried a simple reminder
Free shipping is often a good middle ground, since unexpected shipping costs are a common reason people hesitate.
Writing Tips
- Show the actual product. A picture of what they left is the strongest reminder.
- Use one clear button, such as "Return to Your Cart." See email call to action.
- Write like a helpful shop assistant, not a debt collector.
- Make it easy to get help with a reply address or support link.
- Design for phones, since many shoppers browse on mobile. See email design best practices.
Related Workflows
Abandoned cart emails sit alongside other ecommerce workflows:
Sent when someone views products without adding to cart. Usually lighter and less frequent.
Sent when someone starts checkout but doesn't finish. Often treated the same as cart abandonment.
Thanks buyers, shares tips and later asks for a review. See email automation workflows.
Reaches past customers who haven't bought in a while. See re-engagement email campaign.
Measuring Results
Track three numbers for your cart sequence:
- Recovery rate: carts recovered divided by carts that entered the sequence.
- Revenue recovered: sales attributed to the sequence.
- Performance by email: which email brings back the most shoppers.
Test one change at a time, such as the timing of email one or whether email three includes free shipping. See A/B testing emails.
Connect your store to AWeber and set up cart reminders alongside welcome and post-purchase emails.
Abandoned Cart Email FAQs
When should I send an abandoned cart email?
The first one within a few hours, then follow-ups about one and two to three days later.
How many abandoned cart emails should I send?
Three is a common and effective number.
Should abandoned cart emails include a discount?
Not in the first email. If you use one, save it for the last email and keep it modest.
Can I send abandoned cart emails with AWeber?
AWeber lists abandoned cart emails among its features and integrates with store platforms such as Shopify.