Abandoned cart email examples: a 3-email sequence and subject lines that work
Abandoned cart email examples you can adapt: a 3-email sequence with timing, copy and subject lines, plus how to set it up in Shopify or Klaviyo.
Someone found your store, liked a product enough to start checking out, and then left. Maybe the phone rang. Maybe shipping was more than they expected. Maybe they wanted to think about it.
These shoppers are some of the warmest people who'll ever visit your store, and a short, well-timed email sequence brings many of them back. Here's a complete sequence you can adapt, with example copy and subject lines.
Abandoned cart vs abandoned checkout
- Abandoned checkout: the shopper started checkout and entered their email, but didn't pay. This is the one you can reliably email.
- Abandoned cart: the shopper added to cart but never reached checkout. You can only email them if you already know who they are (for example, a subscriber who is logged in or was identified by a previous email click).
Shopify has a built-in abandoned checkout email you can switch on in its marketing automations. Klaviyo and similar tools give you multi-step sequences, better targeting and more detailed reporting.
To estimate what recovery could be worth for your store, try the free abandoned cart revenue calculator with your own checkout numbers.
The 3-email sequence
Email 1: The reminder (about 1 hour later)
Simple and helpful. No discount, no pressure.
Subject line ideas:
- Did you forget something?
- Your cart is saved
- Still thinking about the [product name]?
Example copy:
Hi [First name],
Looks like you left something behind. We've saved your cart so you can pick up where you left off.
[Product image] [Product name] — [price]
[Complete my order →]
Questions about sizing or delivery? Just reply to this email and we'll help.
Email 2: The reassurance (about 24 hours later)
Answer the reasons people hesitate: delivery, returns, quality, sizing.
Subject line ideas:
- Questions about your order? We've got answers
- Free returns, fast delivery, real reviews
- Here's what other customers say about the [product]
Example copy:
Hi [First name],
Still deciding? Here's what you should know:
✓ Free delivery on orders over [amount] ✓ 30-day returns, no questions asked ✓ Rated [your real average] by [your real number] customers
"[A short, real customer review]" — [Customer name]
[Return to my cart →]
Only use real numbers and real reviews here.
Email 3: The final nudge (about 48–72 hours later)
The last email in the sequence. You can include an incentive here, but only if your margins allow it, and not as a habit.
Subject line ideas:
- Last chance: your cart expires soon
- A little something to help you decide
- We'd hate for you to miss out
Example copy (with incentive):
Hi [First name],
Your cart is still waiting, and we'd love for you to have it. Here's [10% off / free shipping] if you complete your order in the next 48 hours: [CODE]
[Use my code →]
Example copy (without incentive):
Hi [First name],
Just a final reminder that your [product name] is still in your cart. Stock on popular sizes moves quickly, so if you'd like it, now's a good time.
[Complete my order →]
What makes abandoned cart emails work
- Show the product. An image of the exact item they left is the strongest reminder.
- One clear button that takes them straight back to their cart.
- Write like a person. A short, friendly note beats a loud promotional design.
- Mobile first. Most of these emails are opened on phones, so keep them simple and buttons easy to tap.
- Stop when they buy. Make sure the sequence ends as soon as an order is placed.
- Don't train shoppers to wait for a discount. If every abandoned cart gets 15% off, regular customers learn to abandon on purpose.
Fix the reason they left
Emails recover some lost sales. Fixing the cause recovers more. If many people abandon at the same step, look at:
- surprise shipping costs at checkout,
- missing payment options,
- slow pages on mobile,
- product pages that don't answer key questions (see the product page checklist).
Part of a bigger system
Abandoned checkout is one of the 5 Klaviyo flows every Shopify store needs, alongside welcome, browse abandonment, post-purchase and win-back. Together they form the retention side of e-commerce growth for online stores. If you'd like these built for your store, see how I approach email and retention.
Frequently asked questions
When should you send an abandoned cart email?
A common approach is the first email within about an hour, a second around 24 hours later, and a final one after two or three days. Test timing against your own results.
Should abandoned cart emails include a discount?
Not in the first email. Start with a reminder and reassurance. If you use an incentive, keep it to the last email and make sure your margins allow it.
Does Shopify send abandoned cart emails automatically?
Shopify can send an abandoned checkout email once you turn it on in its marketing automations. Tools like Klaviyo add multi-email sequences, segmentation and more detailed reporting.