A to Z guide to abandoned cart emails

 In Digital Marketing, Email
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Have you been thinking about stepping up your game with your abandoned cart emails?

Well, this post is for you.

Here, we’re going to dive into the essential things you need to know and pay attention to when it comes to crafting your abandoned cart emails. Consider this a base guide for you to get started.

Let’s dig into it.

Calls to Action

If you can’t get your potential customers to click, it’s going to be even harder to get them to finally buy. So, you have to make sure you include compelling calls to action in every abandoned cart email you send out.


The best abandoned cart emails are those that have great copy and drive the reader to take action. Brands have often pushed aside these emails to focus on welcome and sales campaigns, but don’t discount the power of an abandoned cart email. Even a few dozen words of killer copy can make a difference.


There should be a solid design aesthetic behind your abandoned cart emails too. Using the right tools and platforms, you can include all sorts of information beyond just what’s been left in the cart. Don’t be afraid to highlight other related products or mention exclusive upcoming benefits in these emails.

Zembula makes it really easy to create beautifuly designed abandonded cart emails.

Ease of Navigation

A lot of potential customers give up on shopping because it becomes too complicated; sites put too many roadblocks in front of that buy button. The same can be true of abandoned cart emails also.

Your best bet is to create an email that makes it supremely easy to buy. Maybe that means it’s one click, and the customer is back in their cart. Whatever you can do to improve the process and remove roadblocks will pay off.


Images sell, we know that. So why don’t you include them in your abandoned cart emails?

A lot of the brands that have successful abandoned cart emails add them. Many go a step further and use images of the items left in the cart in the email too.

Even if you can’t do that, you can create some cool graphics that let potential customers know what’s happening in their cart.


Another way to attract more customers with abandoned cart emails is to offer special incentives to shoppers.

These can range from a small 10% discount or free shipping to bigger deals off future products. Loyalty or VIP programs are also popular too; you can use this email to remind customers they are x points or purchases away from unlocking a gift or discount in the future.


There’s no denying that personalized emails are the way to go today. That goes beyond just good business sense; consumers are demanding them too, the data bears that out.

So you don’t want to ignore abandoned cart emails as another place where you can tap into personalization.

Use these emails to remind customers of past purchases, related products, loyalty points, exclusive sales, and anything else that can help speak to them directly.


You might not realize it, but one of the most popular reasons why customers don’t end up purchasing a product is because they are worried about security.

Shopping sites are easy targets for people to have their data stolen, so remind your customers that their data and information is safe with you. It can be as simple as adding a short note or highlighting a secure shopping image to help ease the mind of some of your more skittish customers.


Another facet of personalization focuses on the geolocation of your potential customers. That has a big deal to do with timing.

Please don’t make the mistake of ignoring the time zone of where your customers live and not timing your emails to them.

Often, your best bet to recapture leads is within the first hour of cart abandonment, but after that, any follow-up emails you send should be tied into your customer’s time zone to hit them when you know then are online.

Final Thoughts

As you can see, there’s a lot to learn when it comes to abandoned cart emails, but that doesn’t mean you can’t start putting a few of the basics in place right now. The more you focus on improving your abandoned cart emails in 2020, the better off you’ll be moving forward.

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