Average Abandoned Checkout Email Benchmarks
Abandoned checkout emails target customers who have entered the checkout process but failed to complete their purchase. Unlike standard cart abandonment emails that trigger when items are added to the cart, abandoned checkout campaigns engage customers further down the funnel, capturing those who have demonstrated clear purchase intent by providing shipping and payment details. These emails represent one of the highest-value touchpoints in the customer journey, as the friction to conversion is significantly lower when the buyer has already committed time to the checkout flow.
Average open rates range from 35% to 50%, with click-through rates between 12% and 25%. Recovery rates typically fall between 8% and 20%, making this one of the most effective revenue recovery channels available. The high conversion potential stems from the recency of the abandoned session and the proximity to final purchase decision.
Key Findings
- Abandoned checkout emails recover 8-20% of otherwise lost sales, significantly outperforming standard cart recovery.
- Open rates of 35-50% reflect strong recipient engagement immediately following checkout abandonment.
- CTR of 12-25% indicates the email content is highly relevant to the customer's immediate intent.
- Multi-email sequences achieve 30-50% higher recovery rates than single-email campaigns.
- Including dynamic order summaries with pricing and shipping details increases conversion by 20-35%.
Open Rate Benchmarks
Abandoned checkout emails consistently generate open rates of 35-50%, with top-quartile campaigns exceeding 55%. The first email in the sequence, sent within one hour of abandonment, typically achieves the highest open rate at 40-50%. Subsequent follow-ups see a gradual decline, with day-two emails averaging 30-40% and day-three emails dropping to 25-35%. Subject lines that include order-specific details such as "You left something in your checkout" or "Complete your [brand] order" tend to outperform generic reminders by 15-25%.
Click-Through Rate Benchmarks
Click-through rates for abandoned checkout campaigns range from 12% to 25%, with the best-performing campaigns reaching 30% or higher. The first email typically drives the highest CTR at 15-25%, while follow-up emails see rates of 10-18%. Emails that prominently display the saved order summary, including item names, quantities, and pricing, achieve 20-30% higher CTR than text-only reminders. Mobile-optimised designs are critical, as over 60% of abandoned checkout emails are opened on mobile devices.
Best Practices
- Send the first abandoned checkout email within one hour of abandonment to capitalise on purchase intent.
- Include a detailed order summary with item descriptions, quantities, and total pricing to reduce friction.
- Offer customer support contact information in case payment or technical issues caused the abandonment.
- Use a multi-email sequence of 2-3 emails spaced 24 hours apart to maximise recovery rates.
- Test urgency-driven subject lines against benefit-focused alternatives to identify top performers.
- Ensure the checkout link in the email directs to a pre-filled checkout page for seamless completion.
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Frequently Asked Questions
Cart abandonment emails trigger when items are added to the cart, while abandoned checkout emails fire when the customer has started the checkout process by entering personal and payment details. Abandoned checkout recipients are further in the funnel and typically convert at higher rates due to stronger purchase intent.
The first email should be sent within one hour of abandonment, the second after 24 hours, and a third after 48-72 hours if needed. Earlier send times correlate with higher recovery rates, as purchase intent fades quickly after leaving the checkout page.
Average recovery rates range from 8% to 20%. Top-performing campaigns with personalised content, optimised send times, and multi-email sequences can exceed 25% recovery. Results vary by industry, average order value, and checkout friction level.
Discount incentives can improve recovery rates by 10-30% but may condition customers to wait for offers before completing purchases. Test offering support-based messaging first, then introduce time-limited discounts in the second or third email to avoid eroding profit margins.
Segment by abandonment reason where possible, personalise with order details, test subject lines rigorously, optimise for mobile devices, and ensure a frictionless one-click return to the checkout. A/B testing send timing, email length, and incentive structure will identify the most effective approach for your audience.