Definition
An abandoned checkout email is a behavioural trigger campaign sent to customers who initiated a checkout process but did not complete the purchase. These emails remind shoppers of what they left behind and typically include product images, a clear call-to-action to return to checkout, and sometimes an incentive such as free shipping or a discount.
Cart abandonment affects 70-80% of online shopping sessions, making abandoned checkout recovery one of the highest-ROI email marketing campaigns for ecommerce businesses.
Why Abandonment Happens
| Reason | Percentage | Email Solution |
|---|---|---|
| Unexpected shipping costs | 55% | Offer free shipping in recovery email |
| Comparing prices | 30% | Highlight price match or value |
| Not ready to buy | 25% | Provide more information or social proof |
| Checkout process too long | 20% | Link directly to simplified checkout |
| Payment method not available | 8% | Offer discount as incentive |
| Technical issues | 6% | Apologise and offer support |
Best Practices for Abandoned Checkout Emails
- Send quickly: The first abandoned checkout email should be sent within 1-4 hours of abandonment
- Show the product: Include clear images, descriptions, and pricing of abandoned items
- Use a sequence: A series of 2-3 emails outperforms a single email. Example: 1 hour (reminder), 24 hours (social proof), 48 hours (discount offer)
- Remove friction: Link directly to the checkout cart so the customer does not need to re-add items
- Personalise: Address the customer by name and reference the specific products they considered
- Test incentives: Some audiences respond better to free shipping, others to percentage discounts, and others to urgency signals like low stock
Expected Performance
Abandoned checkout email sequences typically achieve:
- 30-50% open rates
- 20-40% click-through rates
- 10-20% recovery rates (percentage of abandoned carts converted)
- 5-15% of total ecommerce revenue attributed to abandonment recovery
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
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.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
An abandoned cart occurs when a shopper adds items to their cart but leaves before reaching the checkout page. An abandoned checkout occurs when the shopper enters the checkout process but does not complete payment. Both can be recovered with email, but checkout abandonment indicates higher purchase intent.
Most brands use 2-3 emails in a sequence. The first email is a reminder sent within 1-4 hours. The second email adds social proof or product benefits 24 hours later. The third email, if used, offers a discount or free shipping incentive 48-72 hours after abandonment.
Yes, but the approach should differ. High-ticket item abandonment emails should focus on building trust and addressing objections — include customer reviews, guarantee information, and comparison guides. The sales cycle may be longer, so space the sequence over 3-7 days rather than hours.