Abandoned Cart Email Template
Most carts are abandoned, and a well-timed email recovers a real share of them. This template reminds the shopper what they left, removes the friction that stopped them, and gives one clear reason to finish now — without training people to always wait for a discount.
Last reviewed 2026-07-08
Template preview
You left something behind, {{first_name}} 🛒
Your cart's saved — checkout takes 30 seconds.
Hi {{first_name}}, you were so close! We saved the items in your cart so you can pick up right where you left off.
🛍️ {{product_name}} — {{price}} {{product_2}} — {{price_2}}
Free shipping over $50 · 30-day returns · secure checkout. Questions? Just reply to this email.
Still deciding? Here's 10% off if you complete your order in the next 24 hours: {{code}}
Complete my order →
{{company}}, {{address}} · Unsubscribe
How to fill in each field
Subject line
Reference the cart and create gentle urgency; personalize with the name.
Common mistake: Leading with a discount every time — it trains shoppers to abandon on purpose.
Show the items
Include the exact products (image, name, price) so they remember what they wanted.
Common mistake: A generic 'you left items' with no product detail — far less effective.
Remove friction
Address the usual blockers: shipping cost, returns, security, support.
Common mistake: Only pushing urgency without resolving why they hesitated.
Timing & sequence
Send the first email ~1 hour after abandonment, then 1–2 follow-ups over a few days.
Common mistake: A single email sent days later, after intent has cooled.
Related templates & variants
This is the cart-recovery variant. For a purchase that completed, use the order confirmation or thank-you email; for inactive subscribers, the re-engagement email.
Copy-paste email marketing templates that convert — with subject lines, preview text and a field-by-field guide. Download as Word or copy to Google Docs.
An order confirmation email template with all the transactional details customers expect — order number, items, totals, shipping and support. Copy-paste with a field guide.
A thank-you email template for after a purchase — genuine appreciation, order recap, what's next and a soft next step. Copy-paste and customize with the field guide.
A win-back re-engagement email template to revive inactive subscribers — acknowledge the absence, remind them of the value and offer one clear path back. Copy-paste with a guide.
Recommended tools
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Frequently asked questions
When should abandoned cart emails be sent?+
Send the first around one hour after abandonment while intent is high, then one or two follow-ups over the next few days. A short series recovers more than a single email.
Should abandoned cart emails include a discount?+
Not always. Lead with a reminder and friction-removal first; introduce a small incentive in a later email if needed, so you don't train shoppers to abandon carts for a coupon.
How many abandoned cart emails should I send?+
Two to three in a sequence works well: a reminder, a friction/urgency nudge, and an optional final incentive.
Sources & further reading
- Abandoned cart emails: 12 best practices (Klaviyo)— klaviyo.com
- Abandoned cart email best practices (Emarsys)— emarsys.com
We review authoritative guidance when building each template. Links are for reference only.