Abandoned cart recovery emails are a real marketing strategy that every e-commerce should adopt to maximize their chances of finalizing sales. Here’s how to write them correctly

There are many aspects that can influence the performance of an e-commerce store: from the technical aspects of the website to the persuasiveness and completeness of the product descriptions , from the reliability of payment systems to the effectiveness of promotional campaigns.

The management of abandoned cart recovery emails is one of the elements that you should not underestimate when you aim to optimize the success of your e-commerce . Here’s how to create perfect recovery emails so you don’t miss a single sales opportunity.

What are abandoned cart recovery emails?

When we talk about recovery emails we refer to those messages sent by email to customers who have added products to their cart without completing the check-out phase and purchasing the product.

They are a powerful tool, which offers the opportunity not to lose contact with the potential customer , reminding him of the reasons that attracted him to the product and promptly solving any problems in the check out that he may have encountered, such as too complex procedures hitches in the site itself.

Far from being simple service messages, abandoned cart remarketing tactics are surprisingly effective tools, as they intercept an audience that is already extremely close to the conversion threshold.

According to the most recent studies in the e-commerce sector, it is estimated that on average about 69% of consumers abandon their shopping cart after creating it, for different reasons ranging from the desire to do more searches before buying, to the contingent lack of time. to complete the purchase transaction.

Going to hit a particularly interested target, abandoned cart recovery emails have a very high opening rate (about 40%) which leads to a high level of clicks and conversions that move around 2%.

Automating a cart recovery system is therefore a must: with the help of the most common email marketing automation software it is possible to create email flows that are perfect for the purpose. How to best organize them? Here are some tips.

Don’t wait too long to send the recovery emails and be clear

Assuming that any good marketing strategy must be based on tests, practical experiments and an accurate collection of specific data by product, brand and sector, numerous studies agree that abandoned cart recovery emails are more effective when sent after about an hour. now from the abandonment by the potential customer. In fact, the greatest conversions are found precisely for those emails delivered after this time frame.

When formulating the content of your recovery email, make sure you are clear and direct , keeping a light and crisp tone, even if still professional. Desperate and sensationalist tones banished, as well as false promises. A concise message and a defined call to action will be enough to get you to listen, obviously combined with your best contact details, to which customers can contact you in case of need.

Be curious and helpful: a customer service approach

It is possible to use an approach similar to that of a real customer service in your abandoned cart recovery emails , interested in knowing and managing customer issues.

In the first recovery email try to understand why users have not completed their purchases : this will be useful for discovering the main problems of your e-commerce and solving them as soon as possible, but also to provide real assistance to potential customers who wish to proceed in their customer journey. A sincere tone of voice and simple questions like “How can we help you?” they will act as a great stimulus for your customers.

Do not forget to include useful links in your emails such as the one to the FAQ section of your site or to the customer service contact methods, and always also incorporates a predominant direct link to return to the abandoned cart . Streamlined purchasing and payment procedures will complete the customer’s effective recovery work, promoting loyalty .

Personalize your content

An abandoned cart remarketing activity involves a good level of personalization . If in your possession, use your customer’s own name in your recovery email, and the name of the abandoned products: this will make your messages more familiar and convincing.

Also always include excellent quality images of the products in which the customer was interested and do not hesitate to accompany them with interesting suggestions on other products in the store in line with those already in the cart: these are functions that can be easily implemented with the most modern software email automation .

Create the right sense of urgency and scarcity

The fear of being excluded from something is one of the most powerful and used marketing levers : the so-called FOMO or “fear of missing out” is able to push users to complete their purchases in the shortest possible time. It is possible to create in them a burning sensation of scarcity , underlining how the product they are looking at is about to end up in your stocks in the warehouse, or by reminding them that the pieces on offer are limited to a few items.

To instill the persuasive feeling of urgency, you can indicate the number of users who visited the same product page in the previous hour: all stimuli widely used in emotional marketing that often lead to act quickly and retrieve the cart from where it was left.

Use customer reviews and comments – compelling social proof

To be even more convincing, you can add some testimonials of satisfied customers or positive reviews of consumers who have already tried the product covered by the abandoned cart in your recovery email . The opinions of other users are often a deciding factor in purchasing decisions, as admitted by many consumers who claim to have bought a product only after consulting its reviews .

Accompany each product in the abandoned cart with a short testimonial, which will act as a powerful social proof and increase user-generated content , as well as your chances of recovering and converting the customer.

Create well-researched calls to action

The role of calls to action is predominant in every marketing campaign: it is not enough to insert them, but it is important to understand how many to insert in your content, where to insert them exactly and which terms to use to call to action . A good call to action for an abandoned cart recovery email should be one, clear and placed in a very clickable position in the body of the email.


A large button that blends in well with the rest of the design is great as long as it stands out and draws attention . Many recommend inserting it as high as possible in the recovery email, so that it is viewable and clickable without even scrolling the message.

Pay attention to the deliverability of your emails

It is essential not to give mail servers the idea that your recovery email is a spam attempt. There are numerous rules to follow to create spam filter-proof emails, including avoiding suspicious characters and misleading messages in the subject line and not using mail link shortener to insert shortened URLs into your email: they could appear to the server as phishing attempts

Finally, even the best abandoned cart recovery strategies need a fundamental step to work: to be tested, monitored and corrected based on the data collected . Every choice and adjustment in progress must be guided by precise KPIs and numbers, and not by personal feelings and impressions. Reports, A / B tests and statistics will be your most loyal allies in building truly performing abandoned cart recovery emails.