Abandoned Cart Recovery Emails
Learn how to create an Abandoned Cart Recovery Email Campaign to recover lost sales in your store.
What is an Abandoned Cart?
When a customer adds a product to the cart at your online store but doesn't complete the purchase, that cart can be considered an abandoned cart. Sending automated abandoned cart recovery email reminders is the most effective and hassle-free method for making customers come back to the store and recover their abandoned carts.
Why Abandoned Cart Emails are Important?
Increased revenue: About 70% of the carts get abandoned for various reasons. That is 7 out of 10 carts get abandoned. But a simple email reminder with a small discount is all required to recover the lost sales and get the customers to come back and complete their purchase. This helps increase the revenue for the store.
Our study found that most of our merchants can recover at least 10–20% of their abandoned carts with an effective 'Abandoned Cart Recovery' automation workflow.
Customer Engagement: Abandoned Cart Recovery emails have the highest open rates. More than 60% of the customers open the abandoned cart recovery emails, and at least 30% of the customers click the recovery links.
Increased Productivity: Once configured, Abandoned Carts Recovery emails are sent on their own, automatically. The automation allows you to focus on other tasks and become more productive.
How to Set Up an Abandoned Cart Recovery Automation Workflow
Ready to recover abandoned carts and boost conversions?
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Retainful comes with a pre-built workflow template for abandoned carts—reclaim lost sales with automated reminders.
Go to the Retainful dashboard -> Automation and create a new workflow.
Click Pre-built Workflow and select the Abandoned Cart Recovery template.
Give your workflow a name like “Abandoned Cart Recovery” so it’s easy to find later.
1. Setting Up Workflow - Trigger & Rules
Set the trigger option based on your preferences to customize when your abandoned cart email series is sent.
Choose a Trigger Block - This could be when a customer starts the checkout process but doesn’t complete it.
Enter Days: Set the number of days for orders to enter the workflow and click ‘Add’.
Skip if Already Entered: Select ‘Skip if the customer entered the workflow in the last’ and specify the number of days.
Add Entry Rules: Click the Entry Rule and Add Rules to customize the criteria for entry.
This ensures that only eligible customers are included in the workflow.
NOTE If you would like to prevent a customer from entering the workflow if he has already entered the workflow in the last 3 days, you can set up the Entry Rule like this,
Skip if the customer entered the workflow -> In the last -> 3 (Days)
EXAMPLE If a customer comes to your store, adds an item to the cart, and submits his email address on the checkout page at 10:00 AM, he/she will immediately enter the workflow and wait for 1 hour.
If he completes the purchase within 1 hour, he will immediately exit the workflow.
If he fails to complete the purchase within that 1 hour, the cart will be considered abandoned and the first abandoned cart recovery will go out to the customer at 11:00 AM.
2. Adding a Time Delay for the First Email
Wait for blocks in your abandoned cart recovery automation to help control the timing between emails, ensuring a strategic and engaging follow-up sequence.
They allow customers enough time to reconsider their purchase before receiving additional reminders.
Wait Block #1
Timing: Set a delay of 1 hour after cart abandonment to send the first email. Purpose: Gently remind customers about the items they left behind while the purchase is still fresh in their minds.
3. Customizing Your Email Template
Craft an engaging email draft for each block in your automation workflow. Personalize the content to reflect your brand’s tone and style while addressing the customer’s specific actions,
1. Email Block
Once you’re done with the customization, click the “Edit content” button.
2. Cart recovery URL
Retainful generates a unique cart recovery URL for each abandoned cart. When the email is sent, customers can click on the "Finish checking out" button to recover their cart and complete the purchase.
The Call-to-Action (CTA) button in the default templates is already linked to the cart recovery URL using the shortcode: {{abandoned_checkout_url}}
WARNING Please do not change the shortcode, as it only redirects the customer to complete their abandoned cart purchase.
After you’re done, click “Save” at the top-right corner of the page.
3. Configure Coupon in Email Template
Configure the coupon code block to your email template to ensure it’s visible and easy for customers to apply during checkout.
NOTE Configure Coupon Code In Email Template Add a Coupon: Click "Configure" in the email template to generate a dynamic coupon code.
Bind Across Emails: The same coupon code will automatically attach to all emails in the series (e.g., 1st, 2nd, and 3rd emails).
NOTE You can use the “Send test email” button to preview how your email will look in your recipients’ inboxes
NOTE The values shown are for illustration purposes only.
4. Sending the First Email
Send a friendly reminder email to customers who abandoned their cart, encouraging them to complete their purchase.
Email 1: Gentle Reminder
Timing: Send within an hour after cart abandonment.
What to Say: Remind the customer that they left items in their cart. Use a friendly tone to let them know their cart is still waiting for them. Include images of the abandoned items and, if applicable, a personalized coupon code to encourage them to complete their purchase.
CTA: Add a clear "Return to Your Cart" button to guide them back to the checkout page easily. Encourage them to complete their purchase before the items sell out or the offer expires.
5. Generating a Unique Coupon Code
Set up coupon generation within your abandoned cart email series to encourage customers to complete their purchases.
NOTE It’s recommended to send the coupon in the second abandoned cart recovery email and the third abandoned cart recovery email for better engagement.
Choose the type of coupon you want to generate, such as:
Percentage discount (e.g., 10% off)
Fixed amount discount (e.g., $5 off)
Free shipping or other special offers
You can also set specific conditions for coupon usage, such as a minimum cart value or expiry date.
This ensures that each customer gets a personalized incentive to complete their purchase through your abandoned cart recovery emails.
6. Adding a Time Delay for the Second Email
Add a second delay to ensure proper spacing between emails in the sequence.
Wait Block #2
Timing: Set a delay of 24 hours after the first email. Purpose: Provide customers with additional motivation to return by offering incentives, such as discounts or free shipping.
7. Sending second cart reminder email after 1 day
Send a friendly reminder email to customers who abandoned their cart, encouraging them to complete their purchase with a Coupon Code
Email 2: Sweeten the Deal
Timing: Send 1-2 days after Email 1.
What to Say: Gently remind the customer about the items in their cart and offer a little extra incentive to encourage them to buy. Highlight what makes your products great and include their personalized coupon code in the email.
CTA: Add a "Complete Your Purchase" button, and remind them to use their coupon code before it expires for a discount.
8. Adding the Final Time Delay to the Automation Sequence
Add a final delay to ensure proper spacing before sending the last reminder email.
Wait Block #3
Timing: Set a delay of 48 hours after the second email. Purpose: Create urgency by emphasizing the possibility of cart expiration or stock unavailability.
9. Sending the Final Email
Send the final reminder email to the customer, urging them to complete their purchase before the cart expires or the offer ends.
Email 3: Last Chance to Complete Your Purchase Timing: Send 2-3 days after Email 2.
What to Say: Create urgency by reminding the customer that their cart is about to expire or their discount is running out. Reiterate the value of the items left behind and remind them of their personalized coupon code.
CTA: Add a clear "Complete Your Purchase" button, and emphasize that this is their last chance to use the coupon code before it expires.
10. Test Your Workflow
Send yourself a test email to ensure everything looks perfect on both desktop and mobile.
Double-check your timing and triggers.
11. Go Live
Once everything looks good, hit Start Workflow and watch your emails work magic.
Best Practices for Abandoned Cart Recovery
By default, the eCommerce platforms (be it WooCommerce or Shopify) do not offer an effective abandoned cart recovery solution.
The single email reminder from eCommerce platforms (be it WooCommerce or Shopify) is not effective enough to recover the lost revenue.
1. Number of Emails
According to several studies and our research of analyzing over 1000+ stores, it has been found that an effective Abandoned Carts Recovery Workflow with at least 3 to 5 email reminders can help recover at least 10 to 20% of the lost sales.
2. Order of Emails
A successful email workflow to recover abandoned carts should have at least 3 to 5 emails, sent at well-timed intervals. Each email in the sequence should focus on different aspects.
Email 1 - A Simple Reminder
Timing: 30 minutes to 1 hour after checkout initiation.
Content: This email serves as a gentle reminder to the customer about the items left in their cart. It's short and to the point.
Example: "Hey [Customer Name], we noticed you left some items in your cart. Still interested in completing your purchase?"
Email 2 - A Motivation to Complete the Purchase
Timing: 12 to 24 hours after checkout initiation.
Content: This email provides a nudge to encourage customers to complete their purchase. Include a coupon code (5-10%) or offer free shipping to motivate the return.
Example: "Here’s 10% off your order—just use the code SAVE10 at checkout!" You can also highlight best-selling or featured products to entice them back.
Email 3 - Reminder of the Motivation + Brand Value with Social Proof
Timing: 24 to 48 hours after checkout initiation.
Content: This email reminds the customer about the coupon/offer and introduces urgency to encourage action.
Example: "Your 10% off coupon expires soon—don’t miss out!" Include customer reviews or testimonials to build trust: "See what other happy customers are saying..."
NOTE If not 5 emails, please make sure that you have at least 3 emails in the sequence.
3. Content of the Emails
The success of an Abandoned Cart Recovery email vastly depends on the content of the email. An effective email should have an engaging subject line, personalized content, and a single call to action.
Engaging Subject The subject line needs to be interesting enough to get the recipient to open the email. Including a promotional offer, some humor, or a question can help capture the customer’s attention and get a click. Avoid lengthy subject lines. A simple one like "Forgot something?" will ensure a better open rate.
Personalization The email should be tailored to the recipient. For example, include the items that were left in their cart and other personal information, such as their name.
SHORTCODES FOR ABANDONED AUTOMATION
{{billing_address.first_name}} - The First name of the customer.
{billing_address.last_name}} - The last name of the customer.
{{customer_name}} - The full name of the customer (the first and the last name)
{{abandoned_checkout_url}} - The unique recovery URL for the cart abandoned by the customer. You can use this in any links or buttons in your email copy.
4. Call-to-Action
The email should encourage customers to complete their purchases. For example, the CTA might be something like "Complete your purchase", "Return to Cart" or "Resume Your Order."
5. Compelling Copy
The copy should be concise and persuasive. Pair short action-oriented copy with images and other rich media to keep the customer’s attention on the desired action (e.g., A purchase).
Creating a series of emails in the workflow
FAQ
1. When will customers exit the abandoned cart recovery workflow?
Customers will automatically exit the abandoned cart recovery workflow if they meet any of the following criteria:
Completed the checkout
Unsubscribed from receiving emails
Recovered the cart
Completed their path in the workflow
2. When is a cart considered recovered?
For example, if the customer clicks a recovery link from a Retainful email and completes the order, Retainful will mark the order as recovered and display a record in the Retainful dashboard under Metrics. A cart will also be considered recovered if the customer places an order using the coupon code sent in the abandoned cart recovery emails.
3. When will abandoned cart recovery emails not be sent?
Abandoned cart recovery emails will not be sent if ANY of the following conditions are met:
The visitor did not provide an email address while abandoning the cart.
You do not have at least one active abandoned cart recovery workflow at the time of cart creation.
The cart is empty or has no line items.
The customer has unsubscribed from earlier email reminders.
You have reached your free plan limit (e.g., 300 contacts in the free plan).
The customer placed a successful order on their own in a different session/device after abandoning the cart.
4. Is it possible to recover guest carts?
If a customer didn't submit their email address on the checkout page while abandoning the cart, the cart will be considered a ‘Guest’ cart in Retainful and cannot be recovered. For WooCommerce stores, you may consider using Retainful’s Add-to-cart email collection popup or Exit intent popup to capture customer email addresses before they leave the store.
5. Where can I find the sent abandoned cart recovery emails?
You can find the sent abandoned cart recovery emails in your Retainful dashboard under Metrics → Outbox. Use the workflow filter on the right to filter the sent emails by workflow name.
6. Where can I check the performance of the abandoned cart recovery workflow?
Go to your Retainful dashboard → Automations → Find the abandoned cart recovery workflow and click on the Analytics icon next to the Edit Flow button to view the workflow's performance.
7. Where can I find the list of recovered carts?
To find the list of recovered carts, go to your Retainful dashboard → Metrics → Cart Activity, and select ‘Recovered Carts’ from the filter. You can also view recovered carts in your Retainful dashboard → Metrics → Conversions.
8. How many abandoned cart recovery emails should I send?
To recover up to 10–20% of abandoned carts, you should send at least 3 to 4 emails in the workflow. For more details, you can check out our blog post on how many abandoned cart recovery emails you should send.
9. Can I send abandoned cart recovery emails for carts tracked before installing Retainful?
Retainful records abandoned, live, and recovered carts only after installation on your store. Therefore, it is not possible to send abandoned cart recovery emails for carts tracked before installing Retainful.
10. How can I send abandoned cart recovery emails only if specific products are abandoned?
Click on the Trigger block and then click on the Trigger rule on the right to add product name or product ID trigger rules for the abandoned cart recovery workflow. For example, if you want to send recovery emails only if a customer abandons a product named ‘Laptop,’ set up trigger rules like:
Product Name is ‘Laptop’
11. Can I import and use abandoned cart recovery email templates from other tools?
It’s not possible to import email templates from other tools. You can only create and use email templates within Retainful’s drag-and-drop email editor.
12. Is it possible to send abandoned cart recovery emails in different languages?
Yes, it is possible. If you have a multilingual store, you can use the trigger rule or conditional split rule in the workflow editor to trigger the workflow based on customers' language preferences.
13. Can I send abandoned cart recovery emails for failed, on-hold, and cancelled orders?
For WooCommerce, you have the option to consider failed, on-hold, and cancelled order statuses as abandoned carts. You can enable this option in your WordPress dashboard → Retainful → Settings. When enabled, abandoned cart recovery emails will be sent for these order statuses.
14. Can I manually add a customer to a live abandoned cart recovery workflow?
It’s not possible to manually add customers to a live automation workflow
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The next automation is Thank you Emails, which help to thank the customers after their purchase to express gratitude, build trust, and encourage repeat purchases.
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