Email messages to visitors who abandoned their cart before confirming the order have proven to be one of the most effective marketing moves of online sellers.
If you don't have automatic sending of abandoned cart emails yet, there are several ways to improve and achieve the best response, increasing sales:
Updated 2026. A message about an abandoned cart is marketing if it contains an offer: send it only to people who have consented to such messages. The exception for existing customers hardly applies because there was no sale. Whether a plain notification without an offer ("you left items in your cart") to a logged-in customer is still marketing depends on the content and your terms; without consent, rather do not send it. Rules differ between countries, so check the rules in your country. More: Online store legislation (EU).
Add a Personal Greeting
Address customers with a personal greeting and use their name; mention that they were looking at your items or a specific item at a certain time (yesterday, today, an hour ago). Include this information in the email as it can help in completing the purchase. It's challenging to get customers to open and read your emails, so you need to involve them with compelling content in the subject line.
Include Dynamic Content
Always include a link to the item or a photo with a link in your message, maybe even a link to the abandoned cart with selected items. Remind them of the items they viewed, making it easier for them to browse your store and choose items. If stock is really limited or the offer is really time-limited, say so clearly; do not use false urgency.
Send Email Messages in a Series of Multiple Emails
A series of several messages usually works better than one. Send the first about an hour after the cart is abandoned, the second after 24 hours, the third after a few days, and set the intervals by testing. Prepare content with varying intensity and convince visitors to buy in three steps.
Convince with a Special Offer
Including an automatic discount for every message can backfire. Customers quickly get used to such benefits, and then they always wait for a special offer from your email for items they intend to buy. Perhaps include an advantage in the form of a quantity discount (offer a certain discount when purchasing multiple items) or a small gift with the order in your offer. If you have the opportunity to test, check what works best and include it in the automated series of abandoned cart messages. It is advisable to include a specific discount in the last message of the series because it is your last chance to convince the customer to make a purchase.
Limit Your Offer in Time
Use a time limit only when it is real:
- running out of stock - only if stock is really limited ("Only 3 left in stock"),
- holding the cart - only if the system really releases the stock,
- holiday deadline - "Order by ... and the package will be with you by Christmas" (informative),
- offer deadline - a real date that you then respect.
A falsely limited offer is a prohibited unfair commercial practice in the EU.
Conversion can improve if you follow the above tips and carefully plan automated abandoned cart messages.
Frequently asked questions
We recommend a series: the first email about an hour after the cart is abandoned (reminder without discount), the second after 24 hours (emphasizes value), the third after a few days (a discount or free shipping if needed). Set the intervals by testing. A series of several messages usually works better than a single email.
Not immediately - buyers learn that if they wait, they will get a discount. We recommend that the first email contains no discount (just a reminder) so that you do not train buyers to wait. Offer a discount or a small benefit only in the last email if there has been no purchase.
Percentages vary a lot by industry and tool, so measure your own results: clicks, purchases from the message and revenue. The open rate is not a reliable measure because privacy protection (Apple Mail Privacy Protection) automatically opens part of the messages. This is one of the most effective email automations.
An image and name of the product, price, a button to return to the cart, and contact information for any questions. Personalized emails with the buyer's name and the exact image of the abandoned product convert better than generic "you forgot something" emails.
Most platforms have a built-in feature or an extension for abandoned cart messages, or you can use an email tool connected to your store. The system detects cart abandonment and triggers the series automatically. Before launch, check that you have the recipients' consent.
My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.
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