Customers adding items to their carts for a long time without completing their purchases must be an annoying thing to any store owner. If you are wondering how to stop this situation, the answer should be to use the Shopify abandoned cart email. To learn more about what it is and how to write a persuasive abandoned cart email, keep reading this article!

What is a Shopify Abandoned Cart Email?

What is the Shopify abandoned cart email

Understanding clearly the definition of Shopify abandoned cart email is a basic but important step. Shopify abandoned cart is a kind of email that is sent to customers who have already added items to their cart but are refusing to check out. The reason for it varies; maybe they forget or are not ready to buy. This email acts as a friendly reminder, motivation, and call-to-action for customers so that they will make up their minds to buy quickly.

The content of abandoned cart emails is not consistent throughout the stores. It varies based on taste and the preferences of owners. However, it usually lists out all the non-checkout products, some additional products, reviews, or vouchers. To conclude, an email should contain everything that is able to attract the attention of customers and urge them to make a purchase.

Why Your Store Needs a Convincing Shopify Abandoned Cart Email

You may wonder whether Shopify abandoned cart email is necessary or not. The answer is definitely yes. The statistic to prove its efficiency is that 10.7% of individuals who receive emails return to make a purchase. To be more specific, the benefits of abandoned cart emails are:

  • Boost sales for your store: The main benefit of an abandoned cart email is to remind customers of goods that are not checked out. This email can become a motivation to close those sales that increase sales for your stores
  • Boost revenue: As a result of the increase in sales, the overall revenue grows, which brings a huge amount of profit for your Shopify store
  • Increase customer engagement: Delivering timely and customized emails about abandoned carts might help you strengthen your relationship with clients and get them back to your store
  • Improve the customer experience: Emails pertaining to abandoned carts let visitors know you’re concerned about their online experience. Offering help or support can increase client loyalty and pleasure
  • Understand customer behavior: You can find trends and ways to make your website and sales process better by keeping track of abandoned carts and studying how customers act
shopify abandoned cart email statistic

Number of people make a purchase after receiving an abandoned cart email

Read more: 10 Best Shopify Email Marketing Apps

Tips to Have A Convincing Shopify Abandoned Cart Email

If you intend to write an effective abandoned cart email, you must know that not all abandoned cart emails are created equal. Some are more effective than others at recovering lost sales and increasing your Shopify store conversion rate.  This section will show you how to write an effective Shopify abandoned cart email that will make your customers want to return to your site and buy from you.

Send email timely

Are you wondering when you should send a Shopify abandoned cart email? If you send it too early, it will make customers uncomfortable because they feel like they are being asked to do something.

However, if you send it too late, the customer will no longer be interested in the item. Therefore, sending emails at the right time is extremely important to its success. Depending on the item, the time to send the email may vary, however, we recommend that you send the email after 1 hour and within 24 hours since customers put the goods in the cart.

Craft a catchy subject line

To have a persuasive email, you should create a catchy subject line because it is the first thing your customers will see when they receive your email. The subject line needs to grab the customer’s attention and make them want to open it immediately.

When you write a subject line, you should make sure that it is clear and easy to understand. Besides, an effective subject line is suggested to create a feeling of curiosity, urgency, or interest. If you are still not sure how to write, here are some suggestions for you:

  • You left something behind…
  • Don’t miss out on this deal!
  • Last chance to save 30% on your order!
  • Did you forget something?
  • We have a surprise for you

Personalize everything in the abandoned cart email

Try to make everything in the Shopify abandoned cart email more personal if you want to win over customers who aren’t sure yet. Personalization is meant to make customers feel like they are important and thought about. To please the customer, make the email personal by putting their name in the subject line and the body of the email.

For example:

  • “Good morning, Jennie; you forgot something in your cart.”
  • “Hey Mike, <product name> tells me you left it alone for so long.”

Offer incentives

There are many competitors on Shopify, and customers can freely surf, and compare the prices of different stores. It is one of the most popular reasons that customers are hesitant to buy at your store. So how do we solve this problem? My answer for you is to offer incentives for them. Incentives are diverse, such as free shipping, a coupon code, a gift card, or bonus products.

Make sure that all the incentives are only valid for a certain period of time. This limits the thinking time of customers and urges them to buy immediately. Let’s highlight incentives in the Shopify abandoned cart email so that customers can easily find them.

Choose an attractive email templates

An attractive email template is not the deciding factor for customers whether to buy or not, but it is a plus point that makes your email stand out from competitors. Email templates should highlight your brand’s color and characteristics and suit your customer’s preferences as well.

A carefully chosen template is helpful to impress customers because you show your dedication and thoughtfulness to them. Moreover, it also gives customers a sense of importance. It is necessary to motivate them to complete the purchases.

Add social proof or testimonials

Sometimes, customers have not decided to buy items from your store because they are afraid of fake items. That is why some social proof or testimonials may help them decide to purchase more quickly. Their aim is to create trust and prove that your goods are worth their time and money.

Some social proof and testimonials can be added to your Shopify abandoned email:

  • Customer reviews
  • Ratings and stars
  • Testimonials and quotes
  • Awards and badges
  • Social media mentions

Apply A/B test for Shopify abandoned cart email campaign

You should not create only one Shopify abandoned cart email campaign. Instead, let’s try different versions and test them to choose which is the most effective one.

A method that many people use is the A/B test, which is the comparison of at least two variations of abandoned email. After sending them to customers, they will measure their effectiveness based on the rate of open, click-through, and conversion. It is important to note that the factors to measure are not similar across all the stores.

The elements of abandoned emails that could be used to test are the subject line, call-to-action, timing, template, etc. For example, after sending two types of subject lines, which are a curious one, “Wow, you left something secret behind,” and an incentive one, “Last chance to save 20% on your order,” You realize that the curious one is more open and decide to use it.

Send follow-up email

So, how to send abandoned cart emails Shopify? A Shopify abandoned cart email is usually sent within an hour since customers add items to the cart. However, sometimes, one email is not enough to persuade customers to make a decision. That is the reason for you to send multiple follow-up emails.

The number of follow-up emails and time to send is not fixed because you should decide based on your customer’s behavior and habits. In case you still want some suggestions, here are some for you:

  • The first email: Within 1 hour
  • The second email is: After 10 hours since the first email sent
  • The third email is: After 24 hours since the second email sent

You should remind people of the benefits of the product in the follow-up emails, answer any questions or concerns that people might have, or include testimonials from other customers. Also, reminding them that their items are in high demand or going out of stock can make them feel like they need to act quickly.

How to set up abandoned cart email Shopify

To set up an abandoned cart email in Shopify, you can follow these steps:

  • Step 1: Log in to your Shopify admin account.
  • Step 2: Navigate to Settings > Checkout.
  • Step 3: Scroll down to the Abandoned Checkouts section. You can click on Customize email to change the subject line, the preview text, the sender name, and the email content add a logo, images, and links to your products or store as you want
  • Step 4: Check the Automatically send abandoned checkout emails option
  • Step 5: Choose whether you want to target all cart abandoners or just email subscribers who abandon their carts.
  • Step 6: Save your changes

You can also adjust the timing of your email by going back to Settings > Checkout and changing the Send after option. You can choose to send your email 1 hour, 6 hours, 10 hours, or 24 hours after a customer abandons their cart.

Some of the Best Examples of Shopify Abandoned Cart Emails

If you are not sure how to customize your email, here are some Shopify abandoned cart email templates you could follow.

Shopify abandoned cart email of Casper

Casper chose the subject line for the abandoned cart email as “Did you forget something?”. This question raised curiosity for customers in order to trigger them to open it. Its design is eye-catching and matches the branding color. The CTA button is easy to see with an interesting headline “Come Back To Bed”

shopify abandoned cart email casper example

Shopify abandoned cart email template of Casper

The brand also uses testimonials in its emails to show that its goods are worth the money, and readers can click on the links to see more reviews if they’d like to.

shopify abandoned cart email casper example (1)

Call to action in the abandoned cart email of Casper

Dollar Shave Club

Dollar Shave Club is well-known for its humorous and friendly marketing initiatives, and the email series that is sent to customers who have abandoned their carts is no exception. The headline of Dollar Shave Club is “Where did you go?”. Although it is brief, the subject line provides readers with a cause to investigate the topic further.

The email is presented in bullet point format, which makes it simple to read, and provides a summary of the reasons why razors from Dollar Shave Club are of high quality. The images illustrate precisely what you will receive in the monthly box that the brand provides.

In addition, Dollar Shave Club provides a money-back guarantee of one hundred percent to allay any concerns and urges readers to take advantage of the opportunity.

shopify abandoned cart email shave example

Shopify abandoned cart email of Dollar Shave Club


The Shopify abandoned cart email from Chubbies is lighthearted and funny to get the customer’s attention. Three phrases, “Allow me to transport you back to your internet shopping cart,” “Let’s turn this party up to 11,” and “Word up” all conjure up images of fun-loving people running a shorts store.

Moreover, keeping any of the three in The title, the main picture, and the big button “Teleport To Your Cart” at the bottom of the email will take customers back to their carts.

shopify abandoned cart email chubbies example

Chubbies wins the lost customers with this abandoned cart email


Society6’s abandoned cart email has a bright and catchy style that makes it look good. The email tells the customer about the things they still have in their cart and other products that are similar to what they might like.

To get people to finish their buy, they also offer free shipping and a discount code. This great Shopify email with an abandoned cart tells customers two important things to think about. Giving customers 48 hours to finish the purchase makes them feel like they need to act quickly.

Second, people who do what they say they will do can get 30% off. They will lose the deal if they don’t. People are more likely to follow through with this method if they think they might lose the item they want at the price they want.

shopify abandoned cart email society6 example

Society6 has an attractive abandoned cart email

Nomad’s email about an abandoned cart is another great example. Its subject line is “Nomad Gear is Selling Out Quick”. Fear of missing out (FOMO) is used in the subject line to get people to click. The images are in line with the brand, and the copy is fun. It also tells people how to get their cart back.

On top of that, the email talks about a widespread problem. The copy makes people feel better by explaining Nomad’s return policy and two-year warranty under the part called “Afraid to Make the Leap?” The offer also makes the email seem more trustworthy because it shows that the brand stands behind its goods.

shopify abandoned cart email nomad example

Abandoned cart email of Nomad


Shopify abandoned cart email is a good way to attract and win your lost customers. It is super easy for you to customize the content, timing, and design to suit your brand and customers. BSS Shopify Commerce hopes that all the above advice might help everything easier for you to make the best abandoned cart email.

Other Shopify setups to help you manage your store and boost sales: