Email marketing
Abandoned cart email examples from real stores
An abandoned cart email reminds a shopper what they left unpaid; here are 12 real ones from 11 stores and why each works.
- of online carts are abandoned, averaged across 50 studies
- 70.22%
of online carts are abandoned, averaged across 50 studies
Baymard Institute - average click rate of an abandoned cart email (top 10% of brands: 11.3%)
- 6%
average click rate of an abandoned cart email (top 10% of brands: 11.3%)
Klaviyo - average revenue per abandoned cart email received (top 10%: $13.70)
- $6.77
average revenue per abandoned cart email received (top 10%: $13.70)
Klaviyo - of US shoppers who left a checkout blamed extra costs like shipping
- 40%
of US shoppers who left a checkout blamed extra costs like shipping
Baymard Institute
The three-email sequence most stores send
Timing from Klaviyo and Shopify. Every example below sits under the step it fits.
Remind them
2 to 4 hours after the cart is left
Show the exact items and one button back to the cart. No discount yet.
Answer the doubt
24 to 48 hours later
Shipping, price, fit or trust: answer the reason they stopped, with proof.
Make an offer, or let go
After that, if they still haven't bought
A small, real offer with a deadline, or a last reminder if margins are thin.
Email 1: reminders that just show the cart
Sent within hours. No discount: most shoppers were only interrupted.
Email 1: remind
1. Loop Earplugs
Sells reusable earplugs
Subject line
“Your cart is waiting for you”
Offer
None
Layout
Headline and Complete order button, then the earplugs left in the cart with their price.
Sent with
Klaviyo
Why it works: It assumes the shopper got distracted, not that they said no. One line, one button and the exact product they picked.
See the full email
Email 1: remind
2. Gantri
Sells designer lamps, made to order
Subject line
“Your light’s still here. Take another look.”
Offer
None
Layout
A photo of the lamp with Return to Gantri, a short note, the product, then why Gantri.
Sent with
Klaviyo
Why it works: “Maybe it wasn't the right moment. It isn't going anywhere.” No pressure, and the 3-year warranty and 30-day money-back guarantee sit right below.
See the full email
Email 1: remind
3. Harry's
Sells razors and shaving
Subject line
“Last call ⏰”
Offer
None; the free sample stays in the cart
Layout
Headline “So close to the finish line”, one sentence, Finish shopping, then the cart line by line.
Sent with
Klaviyo
Why it works: “We know life happens. Let us know what we can do to help.” It offers help instead of a coupon and lists the cart, free sample included.
See the full email
Email 1: remind
4. Weast Coast
Sells card and board games
Subject line
“Did something catch your eye?”
Offer
None
Layout
A note signed by Todd, the game with View product, then three other products in stock.
Sent with
Shopify Messaging
Why it works: It reads like a person wrote it: “No worries if not, haha. Anyway, have a good one.” It's built with Shopify's own email tool.
See the full email
Email 2: emails that answer why they left
A day or two later. Each answers one doubt: shipping, price, choice or stock.
Email 2: answer the doubt
5. Loop Earplugs
Sells reusable earplugs
Subject line
“Your cart's calling...”
Offer
None
Layout
Headline and Complete your order, a large photo of the earplugs in hand, then the product again.
Sent with
Klaviyo
Why it works: Loop's other cart email in the archive shows the product in use instead of repeating the reminder. Same button, a new reason to look.
See the full email
Email 2: answer the doubt
6. Revival
Sells rugs
Subject line
“So close, yet so far”
Offer
None
Layout
Still thinking about it? The rug with Take another look, then a Need help deciding? section.
Sent with
Klaviyo
Why it works: A rug is a hard choice: size, color, room. The email offers design help for exactly the doubts that stall the order.
See the full email
Email 2: answer the doubt
7. Coldfreak
Sells high-protein ice cream sandwiches
Subject line
“You were this close to ice cream with macros.”
Offer
5% off with a code
Layout
A product photo, a short letter, the code in a box with Return to your cart, then the cart.
Sent with
Klaviyo
Why it works: It names the doubt (frozen dessert by mail) and answers it: dry ice and a frozen shipping schedule. The 5% is a nudge, not the pitch.
See the full email
Email 2: answer the doubt
8. Aventon
Sells electric bikes
Subject line
“Need more time? Your ebike is still here (for now).”
Offer
None; financing through Affirm
Layout
Still thinking about it? The ebike with Don't miss out, then financing, then trust badges.
Sent with
SendGrid
Why it works: On an expensive product the doubt is the price. It answers with monthly payments, a 2-year warranty and safety certification.
See the full email
Email 2: answer the doubt
9. Alo Yoga
Sells yoga and athleisure clothing
Subject line
“ALMOST GONE: Supernatural Sweater Cardigan”
Offer
None
Layout
Low stock alert, the cardigan, “6 left”, one sentence and Checkout now, then shipping and returns.
Sent with
SendGrid
Why it works: The urgency is a fact, not a countdown: six left in stock. Free shipping, free returns and pay later sit under the button.
See the full email
Email 3: offers that close the sale
The last email. 4 of these 12 emails make an offer, and three save it for here.
Email 3: the offer
10. Fable
Sells dinnerware and home goods
Subject line
“Free Shipping, Just For You 🕊”
Offer
Free shipping with a code
Layout
Here's free shipping with the code and a button, a table photo, the cart item, then a 30-day trial.
Sent with
Klaviyo
Why it works: Shipping cost is the top reason shoppers leave a checkout, so the offer is free shipping, not a cut in price.
See the full email
Email 3: the offer
11. Milk Bar
Sells desserts shipped nationwide
Subject line
“Ahem, forget something?!”
Offer
$15 off orders of $80 or more
Layout
The code in a banner, “Hey you, forgot something tasty”, the pie, one sentence and Order now.
Sent with
Klaviyo
Why it works: The discount has a floor, $80, so it pushes the order up instead of only cutting its price. The voice stays playful.
See the full email
Email 3: the offer
12. Little Beast
Sells dog clothing and accessories
Subject line
“Special offer - 15% Off”
Offer
15% off with a one-time code, 24 hours
Layout
“Your cart is about to expire”, “Here's 15% off your order”, the code, the sweater, Continue to checkout.
Sent with
Klaviyo
Why it works: The deadline is real: a single-use code that expires in 24 hours. Saving the discount for the last email keeps the first two at full price.
See the full email
Subject lines from these emails
Each one names the cart, the product or the reason to come back.
“Your cart is waiting for you”
Loop Earplugs
“Your light’s still here. Take another look.”
Gantri
“Last call ⏰”
Harry's
“Did something catch your eye?”
Weast Coast
“Your cart's calling...”
Loop Earplugs
“So close, yet so far”
Revival
“You were this close to ice cream with macros.”
Coldfreak
“Need more time? Your ebike is still here (for now).”
Aventon
“ALMOST GONE: Supernatural Sweater Cardigan”
Alo Yoga
“Free Shipping, Just For You 🕊”
Fable
“Ahem, forget something?!”
Milk Bar
“Special offer - 15% Off”
Little Beast
What the best cart emails share
Show the exact cart
Every email above shows the product left behind, most with its price and photo.
Answer one doubt at a time
Shipping for Fable, frozen delivery for Coldfreak, price for Aventon, choice for Revival.
Save the discount for last
Only 4 of 12 offer a discount or free shipping; the rest ask for full price.
Send them back to the cart
The main button reopens the cart, so the shopper doesn't start over.
8 of these 11 stores send their cart emails with Klaviyo. To see how many carts your store loses, use the free cart abandonment rate calculator.
Draft your cart emails and the pages behind them
With Klaviyo connected, Replo writes your cart flow as drafts for you to send, and builds the pages your other emails open.
More email guides
Frequently asked questions
- What is an abandoned cart email?
- An automated email sent to a shopper who added products to their cart and left without buying. It shows what they left, links back to the cart and, in later emails, answers what stopped them. Email apps like Klaviyo and Shopify Messaging send it when the cart is left.
- What is a good abandoned cart email subject line?
- One that names what was left or why to come back. From the emails above: “Your cart is waiting for you” (Loop), “Your light's still here. Take another look.” (Gantri) and “ALMOST GONE: Supernatural Sweater Cardigan” (Alo Yoga). Plain beats clever.
- What's the difference between abandoned cart and abandoned checkout emails?
- Timing. A cart email goes to someone who added to the cart; a checkout email goes to someone who started checkout and entered an email address. Shopify sends abandoned checkout emails itself, and they don't count toward Shopify Messaging's monthly email limit.
- Does Replo send abandoned cart emails?
- No. Replo doesn't send email. With Klaviyo connected, Replo writes the cart emails and saves them in Klaviyo as draft flows you review and turn on. It also builds the pages your other emails link to.
