Templates for Following Up on Abandoned Carts

 If you sell anything online — whether it’s a membership, digital course, or physical product — you know that not everyone who adds your offer to their cart will finish the checkout process. In fact, according to various studies, the average cart abandonment rate for e-commerce is around 70 percent.

This means that for every ten people who start to buy, seven leave without paying. But the good news is that many of those people can be won back with a simple, well-timed follow-up email sequence.

An abandoned cart email is one of the easiest ways to recover lost revenue — and it works for businesses of all sizes. Below you’ll find practical templates you can adapt and use right away.

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Why Cart Abandonment Happens

Before jumping into the templates, it helps to remember why people abandon carts in the first place. The top reasons include:

• They got distracted or busy.

• They needed more time to decide.

• They were unsure about the product.

• They were surprised by shipping costs or total price.

• They had payment or technical issues.

A good abandoned cart follow-up tackles these reasons head-on: it reminds, reassures, answers questions, and makes it easy for the customer to come back and complete the purchase.

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Best Practices for Abandoned Cart Emails

Before using the templates, keep these tips in mind:

1. Timing Matters: Send your first follow-up within an hour or two while your product is still fresh in their mind.

2. Use a Series: One email is good; two or three are better. Sometimes people need a gentle nudge.

3. Keep It Personal: Use their name if possible, and remind them what they left behind.

4. Add a Clear Call to Action: Make the return to cart button obvious.

5. Offer Help: Make it easy for them to reach out with questions.

6. Use Scarcity or Incentives Wisely: A limited-time bonus or small discount can encourage the final decision — but don’t train your customers to abandon carts just to get a discount every time.

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Simple Abandoned Cart Email Sequence

Here’s a practical 3-email sequence you can adapt for your business.

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Email 1 — Friendly Reminder

Subject: Did something go wrong with your order?

Body:

Hi [Name],

We noticed you left something behind in your cart. If you ran into any issues, we’re here to help.

Your items are still waiting for you — but they won’t stay reserved forever.

[Button: Return to Your Cart]

Got a question? Just reply to this email and we’ll get you sorted.

Thanks for shopping with us,
[Your Brand]

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Email 2 — Address Objections

(Send 24–48 hours later)

Subject: Still thinking it over?

Body:

Hey [Name],

Just checking in — we saw you haven’t finished checking out yet. Sometimes it helps to know:

• We offer free shipping on orders over [amount].

• You can easily return anything that doesn’t fit your needs.

• Our support team is always here if you need help.

We’d love to have you back — your cart is just one click away.

[Button: Complete Your Order]

Best,
[Your Brand]

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Email 3 — Add a Gentle Incentive

(Send 2–3 days later if they still haven’t purchased)

Subject: A little thank you — complete your order and save [discount]

Body:

Hi [Name],

We hate to see you miss out — so here’s a small thank you to help you decide:

Complete your order in the next 24 hours and get [discount or bonus].

It’s our way of saying thanks for giving us a try.

[Button: Get Your Discount]

If you have any questions, just hit reply — we’re always happy to help.

Cheers,
[Your Brand]

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Tips for Using These Templates

• Adjust the tone to match your brand’s personality. If you’re casual and playful, write that way. If you’re formal and professional, keep it polished.

• Test what works best for your audience. Some audiences respond well to discounts, others prefer an extra bonus like free shipping.

• Make sure your abandoned cart link works. Test it before sending.

• Keep it simple — no big distractions, no multiple calls to action. One clear button works best.

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Final Thoughts

Cart abandonment happens to everyone — but you do not have to accept it as lost revenue. A simple, thoughtful email sequence can win back a surprising number of buyers who just needed a little reminder or reassurance.

These templates are a starting point — tweak them, test them, and keep an eye on your open and click rates to find what works best for you.