Definition
An abandoned cart email is an automated message sent to a shopper who added items to an online shopping cart but left the site without completing the purchase. It is one of the highest-return email types in ecommerce because it targets people who have already shown strong purchase intent.
Cart abandonment rates in ecommerce typically range from 70 to 80 percent, which means the majority of shopping carts are abandoned. A well-timed abandoned cart email can recover 5 to 15 percent of those lost sales through a sequence of reminder, benefit and urgency messages.
Effective abandoned cart emails show the products left behind, include a clear link back to the cart, address common objections such as shipping or returns, and use timing to create urgency without being aggressive.
Formula
Cart Recovery Rate = (Recovered Carts / Total Abandoned Carts) × 100
| Variable | Description |
|---|---|
| Recovered Carts | Carts that resulted in a completed purchase after the email sequence |
| Total Abandoned Carts | Carts created with items added but not purchased |
Best Practices
- Send the first email within 1 to 4 hours while purchase intent is still high.
- Show product images, names, prices and a direct link back to the cart.
- Use a 3-email sequence: reminder, benefit, then urgency or incentive.
- Optimise for mobile, since most cart abandonment emails are opened on phones.
- Reserve discounts for the final email to avoid training customers to wait.
Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Average Order Value in Email
Average order value in email is the average amount spent per transaction from recipients who clicked through from an email campaign.
Back-in-Stock Email
A back-in-stock email is a triggered message sent to shoppers who requested notification when an unavailable product becomes available again.
Batch Sending
Batch sending is the practice of delivering a single email campaign to a large list in groups or waves rather than all at once.
Behavioral Email
Behavioral email is a message triggered by a subscriber's action, inaction, or engagement pattern, making it more relevant than scheduled broadcast sends.
Frequently Asked Questions
Send the first email within 1 to 4 hours. Recovery rates drop significantly after 24 hours.
A 3-email sequence is optimal for most retailers. More than 5 emails risks annoying subscribers.
Use discounts cautiously. Lead with a reminder, then consider an incentive in the final email if needed.
Yes, but a single automated email may be more efficient than a multi-email sequence for low-value items.
Use unique UTM parameters and connect your ecommerce platform to your email platform for individual attribution.