14 Abandoned Cart Email Examples Proven to Boost Revenue

Are you looking for a few abandoned cart email examples for inspiration?

Using email marketing to recover abandoned carts is one of the easiest ways to boost your company’s bottom line.

Not only does it help re-engage shoppers, but it gives you a reason to start a conversation that can lead to a lifelong customer.

But how do you create an abandoned cart email if you’re not a professional email marketer or copywriter? Before spending hundreds (or thousands) of dollars outsourcing the task, make sure to read this article first.

Because we’re giving you 14 abandoned cart email examples that you can use to drastically increase sales.

But first, you need to understand how to collect emails of abandoning users to begin with.

In a hurry? Feel free to skip straight to our 14 abandonment email examples.

Capturing Emails During Cart Abandonment

One of the biggest problems eCommerce store owners face is cart abandonment.

According to Statista, just over 88% of all eCommerce shopping carts were abandoned in 2020. That means 9 out of 10 people who put something in their cart decided not to go through with checkout.

That’s a lot of lost revenue.

But what if you could get some of those shoppers back in your store and even add more items to their cart before they check out?

That means you’ll need to grab your customer’s email address before they leave your site forever. And for that, there’s no better tool than OptinMonster:

optinmonster homepage

OptinMonster is the world’s #1 lead generation software that makes it easier to recover sales from abandoned carts. That’s because it allows you to create professional-looking and highly effective optin campaigns.

“Optin campaigns” are simply notifications that display via popup, floating bar, fullscreen welcome mat, and more.

In fact, you’re probably familiar with optin campaigns. They look something like this:

exit intent popup to reduce cart abandonment

The popup example from above was specifically designed to reduce cart abandonment. Plus, it only took 5 minutes to build.

That’s because OptinMonster has over 50 pre-made templates that look stunning across all devices. And when you select the template you want (or build one from scratch), making changes to your campaign is easy.

OptinMonster has a drag and drop editor, which means there’s zero coding or “tech skills” required to design the perfect campaign for your business:

add elements to the liked template

But creating the right campaign is only half the battle when you’re trying to recover abandoned carts.

You’ll also need to show these campaigns to the right people, in the right places, and at just the right time in their customer journey.

OptinMonster gives you more targeting rules and triggers to make this happen. Some of the more popular rules include:

  • Exit-Intent® Technology: Engage users as they’re actively leaving your store.
  • MonsterLinks™: Turn any campaign into a clickable button or anchor text.
  • Page-Level Targeting: Target specific pages of your site (like checkout pages or product pages, for example).
  • Geo-Location: Display campaigns based on where your visitor is physically located.
  • OnSite Retargeting®: Create drip campaigns to show new offers based on how users interacted with previous messages.

And much more.

Click Exit Intent

These were just a few examples of the targeting rules you can use, though there are many others. But how do these rules help you?

By targeting a specific group of your site’s visitors, you can personalize the messaging of your campaigns. This will connect more deeply with the person who sees it and, ultimately, leads to higher conversions for you.

This is actually how Scott Wyden was able to recover 21% of abandoned carts on his website.

Want to see it in action for yourself? Click below to start your 100% risk-free OptinMonster account today:

Recover Abandoned Carts Today!

BONUS: Done-For-You Campaign Setup ($297 value)Our conversion experts will design 1 free campaign for you to get maximum results – absolutely FREE! Click here to get started →

But now you may be wondering: “How would I use popups to capture emails for abandoning users?”

Let’s look at 4 ways you could make that happen

4 Ways to Recover Abandoning Users’ Email

1. Leveraging Exit-Intent® Technology

The first and easiest way would be to create an exit-intent popup.

This allows you to show a campaign when someone is leaving their browser page from mobile and desktop devices.

Here’s how it works:

  • You build a beautiful campaign
  • Add a page-level targeting rule to target your user’s checkout page
  • Add an exit-intent rule to the same campaign

And that’s it! You would have 2 rules that look something like this:

exit detection rules for optinmonster campaign

Now when someone tries to leave their checkout page before paying, you can re-engage them with an enticing popup.

2. Building Urgency With a Countdown Timer

Ready to take things to the next level? The last tip was a great place to start.

But you can boost conversions with your exit-intent popup by adding a countdown timer to create a sense of urgency.

This is important because many people abandon their cart with the best intentions of coming back to pay. The problem is that a million things distract them, and they never remember to come back.

You can prevent this from happening by adding a countdown timer to your exit-intent popup. This can easily be done with OptinMonster using a drag and a drop:

add a countdown timer to reduce cart abandonment

This can motivate your customers to finalize their purchase before they forget.

Check out this helpful resource to learn how to add a countdown timer to your campaigns: How to Create a Countdown Timer Popup to Skyrocket Sales.

3. Keeping Things Fun With a Gamified Popup

Another option is to use a “spin to win” discount wheel popup. This is a great way of adding some fun to your online store.

It’s also incredibly effective at increasing conversions. Here’s what these campaigns look like when you build them with OptinMonster:

discount wheel popup demo

Putting this on your checkout page is an excellent way of capturing your users’ email addresses before they leave your store for good.

Want to learn how to make one of these? Try starting here: How to Create a “Spin to Win” Wheel to Drastically Boost Engagement.

4. Re-engaging Inactive Users 

When customers are ready to make a purchase, you need everything to go smoothly. Even the smallest distraction is enough to make people forget about their items on hold.

So as users hit their checkout page, they may wander off looking for a credit card, talking with their partner about the purchase, or do one of a million things that might steal their attention.

That’s where an inactivity sensor campaign comes in handy.

This trigger will wait until users have stopped interacting with your website or page for a specified amount of time.

Then it shows your popup where you can offer an incentive for users to hand over their email addresses.

And this doesn’t need to be complicated. Check out this inactivity campaign by Skates.co.uk:

Skate eCommerce popup example

This one campaign was responsible for increasing sales by £2000 per day.

Ok, so you know how to get your user’s email address as they’re abandoning their online carts. But now what?

Let’s take a look at the best abandoned cart email examples that you can use to recover as many lost sales as possible.

14 Abandoned Cart Email Examples

1. Amazon

As the world’s largest online retailer, following Amazon’s lead is a good bet. It’s pretty clear that Amazon uses a simple abandoned cart email template that works for any of their stores. By the way, they also send abandoned search emails related to what you’ve been looking at.

abandoned cart email examples - amazon

What we liked:

  • This is a very simple email that gets straight to the point.
  • It reminds you where you were shopping.
  • It includes a photo of the item left in the shopping cart as a reminder.
  • There’s a link to the item so the recipient can head straight to checkout, removing obstacles to completing the purchase.

What we didn’t:

  • The bottom of the email is a mess. Is there really a need for all of those Amazon links?
  • We’d love to see an incentive for completing the purchase, like an additional discount. However, this approach clearly works for Amazon.

2. Asos

The abandoned cart email template from Asos is also pretty simple:


What we liked:

  • ASOS has nailed brand recognition with this email. It looks very similar to the store’s homepage.
  • The messaging is also on-brand, with some playful humor in the headline and copy. The ASOS marketers clearly know their buyer personas.
  • The email includes a picture of the item in the cart to jog the recipient’s memory with a visual.
  • The email reminds recipients that there’s free delivery and it’s easy to return items. This removes the risk of completing the sale, which will help with conversions.

What we didn’t:

  • To be honest, we liked everything about this email from ASOS.

3. Barkbox

Barkbox brings the fun in with this abandoned cart email example, and we think it works – mostly!


What we liked:

  • The GIF of an excited dog receiving the order is absolutely right for the audience and guaranteed to get attention.
  • There’s a reminder of what’s inside a typical Barkbox to reawaken recipients’ interest.
  • The copy is cute: “show your dog some ruv” will melt any dog owner’s heart. This is mirrored by the cartoon drawings of dogs at the top and bottom of the email.
  • The email includes 2 identical calls to action (CTAs) at the top and bottom of the email.
  • There’s a cart expiry warning to trigger action based on urgency, which is usually a good marketing tactic.

What we didn’t:

  • One possible improvement would be to show the actual Barkbox the recipient ordered to make it more personal. In eCommerce, personalization helps to make sales.

4. Chubbies

Does beachwear have anything to do with sci-fi? If you believe this example from Chubbies, there’s definitely a link.


What we liked:

  • Chubbies clearly knows its audience. The words “transport” and “teleport” in the email subject line, copy, and CTA are designed to appeal to them.
  • There’s humor throughout the copy in encouraging readers to go back to the cart.
  • You can’t miss the CTA.
  • There’s an eye-catching image early in the email, related to Chubbies’ products.

What we didn’t:

  • Like the Barkbox example above, this would have been even better with a specific photo of the item in the recipient’s cart, but generally, this email works.

5. Dollar Shave Club

Dollar Shave Club is known for excellent marketing, so it’s no surprise that it’s one of the most appealing of our abandoned cart email examples.

abandoned cart email templates - dollar shave club

What we liked:

  • The bear covering its eyes is intriguing and will encourage recipients to read the email.
  • The copy is written in every day, laid-back language, which is perfect for the company’s audience.
  • This carries through to the customer testimonials, introduced with a “Don’t Just Trust Chuck” subhead:

abandoned cart email templates - dollar shave club 2

Overall, there’s a sense of fun and personality that really appeals to their target audience.

What we didn’t:

  • We’d like to see Dollar Shave Club could add another CTA under the testimonials for recipients who read that far down.

6. Glossier

Glossier’s got a pretty cool abandoned cart email, as you’ll see.


What we liked:

  • Glossier is upfront about the fact that this is an automatically triggered email and plays with that in the copy.
  • The eye-catching brand image is designed to get attention.
  • It’s short and to the point, with an explicit link to the shopping back near the top of the email.
  • The “Get back in there” CTA is amusing.

What we didn’t:

  • We’d suggest testing if including an image of the item that’s in the cart makes a difference to conversions and sales.

7. Google

Google is known for keeping things simple, and this cart abandonment email for a Google Photo Book is no exception.


What we liked:

  • The email includes a photo from the book, and photos always get attention.
  • The subject line reminds the recipient of the next stage in the process.
  • The CTA is simple and clear.

What we didn’t:

  • This email is almost too minimal.
  • A bigger photo would get more attention.

8. Hayneedle

Home furnishings retailer Hayneedle knows how to sweeten the deal for shopping cart abandoners.


What we liked:

  • The email highlights an incentive discount in the subject line and first image.
  • There’s a reminder of what’s in the cart.
  • The CTA highlights the benefit of completing the order.
  • Their images of related products are on point – exactly what someone considering purchasing this item might want to look at.

What we didn’t:

  • Actually, we liked everything. This cart abandonment email works.

9. J. Crew

Retailer J. Crew goes for simplicity with this abandoned cart email example.


What we liked:

  • The email mimics the look of the main site, with menu links for the main shopping categories.
  • There’s a large picture of the item in the cart to remind the recipient what they were buying.
  • The words “shopping bag” in caps are another instant reminder.
  • The positive reinforcement of “Nice picks, btw” is designed to appeal to the shopper’s vanity in a small way.
  • The email tries to entice recipients by mentioning other items on sale.

What we didn’t:

  • It could have been useful to mention a shipping incentive or show related items from the sale.

10. Jessops

As you’d expect, abandoned cart email examples from photography company Jessops take a more visual approach than most.

j crew abandoned cart email template

What we liked:

  • Killer images – every version of this we’ve seen has an eye-catching image right at the top.
  • The “snap up your basket” CTA is a photography pun that will appeal to the audience.
  • The email includes images of the items in the basket, followed by a regular CTA.
  • There’s a reminder about free delivery as an incentive to complete the order.
  • The bottom of the email includes boxes highlighting other Jessops Academy features, and multiple payment options. Both of these may remind recipients why they were shopping there in the first place.

jessops cart abandonment email 2

What we didn’t:

  • It would have been good to use the shopper’s name in the email to get their attention even more.
  • Links to the Jessops Academy and, presumably, the blog, seem wasted in an email going to someone who hasn’t completed a purchase yet.

11. Microsoft

This reminder from the Microsoft Store is pretty minimal.

abandoned cart email template from microsoft

What we liked:

  • There’s nothing to distract the recipient. The copy is short and to the point.
  • There’s a visual reminder of the item in the cart.
  • The abandoned cart email features a single, clear, CTA.

What we didn’t:

  • There’s no incentive to complete the purchase, perhaps because this isn’t an expensive item.

12. Orlebar Brown

Here’s an example from clothing retailer Orlebar Brown.


What we liked:

  • The main image is similar to images on the company’s website, reinforcing the brand.
  • There’s a clear reminder of what’s in the cart.
  • It shows where to get shipping and returns information.

orlebar brown abandonment email - Copy

What we didn’t:

  • The “Shop” CTA seems a little dull, and could easily be replaced by a single CTA going straight to the cart.
  • 3 identical buttons is definitely overkill.

13. PacSun

And here’s another example of an abandoned cart email from a clothing retailer, this time from Pacsun.


What we liked:

  • You can’t miss the headline.
  • There’s a large image of the abandoned item.
  • The “view my bag” CTA uses curiosity to encourage recipients back to the site.
  • The copy uses urgency with the words “hurry back”.
  • There are links to related items the recipient might like.

What we didn’t:

  • We think the links in the top half of the email should all go back to the cart. In the example we looked at, the first image linked to the product page.

14. Russell Brunson

We haven’t yet had abandoned cart email examples for info-products, so here’s one from Russell Brunson for his Expert Secrets launch. There are four emails in the sequence, though we’ll look at the first one.

russell-brunson-new-min (1)

What we liked:

  • The subject line appeals to the emotions, trying to generate excitement.
  • The copy is friendly, just one person talking to another.
  • There’s a big, bold, unmissable CTA to complete the order.
  • The email copy reminds recipients of what’s included in the deal.

What we didn’t:

  • The email isn’t personalized, though that’s probably because the recipient hasn’t yet provided a name.

And that’s it! These have been 14 of the best abandoned email examples from around the web.

Recover Abandoned Carts Today!

We hope you found this article helpful. If you did, you might want to check out the following resources:

These posts will have everything you need to recover more abandoned shopping carts and bring in higher profits to your eCommerce store.

Nathan Thompson
Nathan Thompson is a father, a writer, and a lover of travel (in that order). When he’s not wrestling with his kids, you’ll likely find Nathan giving his eyes a much-needed break from screens with a good book or planning a family trip with his awesome wife.

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