E-commerce Abandoned Cart Email Template

TL;DR. An e-commerce abandoned cart email is sent to shoppers who added items to their cart but didn't complete checkout. The best abandoned cart emails create light urgency, show the exact items left behind, and remove friction with a single click back to the cart.

When to send an abandoned cart email

• 1–3 hours after the cart is abandoned, while purchase intent is still high.
• As the first email in a 2–3 touch recovery sequence.
• Only to users who have previously opted in to marketing emails.

What to include in an abandoned cart email

• The exact product names and images from the cart.
• A single CTA that returns the shopper directly to their cart.
• Light urgency copy — low stock or cart expiry without false scarcity.
• Trust signals: returns policy, secure checkout, support contact.

Subject line examples

• "{{first_name}}, you left something behind"
• "Your cart is about to expire"
• "Still thinking it over? Your items are saved"

FAQ

What is an abandoned cart email? An abandoned cart email is an automated message sent to a shopper who added products to their cart but didn't complete the purchase. It typically includes the cart contents, a return link, and a reason to act — such as limited stock or a discount offer.

When should I send an abandoned cart email? Send the first abandoned cart email within 1–3 hours of abandonment. A follow-up at 24 hours and a third at 72 hours forms a recovery sequence that performs noticeably better than a single email alone.

How do I write a good abandoned cart email subject line? Use the shopper's first name and reference what they left — specificity outperforms generic "you forgot something" phrasing. Avoid overpromising discounts in the subject if you aren't including one in the email body.