The best abandoned cart emails are short and specific.
They show the exact item left behind, answer the reason the shopper hesitated, and hold any discount back until a later email.
The strongest tested examples below come from Pvolve and DIME Beauty, where an on-site "your cart is waiting" reminder lifted conversion by 14.7% and 24.3%, and from AppVault, where naming something specific to the reader in the subject line took opens from 13% to 66%.
How we picked: we went through the tests in our archive, vendor-published benchmarks and public email galleries.
We have not run these flows ourselves. Our database holds very few head-to-head tests of cart emails, so most tested entries are email tests (subject lines, preheaders, sign-offs, follow-up content) or cart-recovery tests on the site itself.
They test the same ideas you would put in a cart email.
The rest are live emails from real brands, marked as such.
For the full setup guide (how many emails, timing, tools), see our cart abandonment email guide.
For more pages like this one, browse all examples.
All 21 examples at a glance
| # | Example (brand or page) | What they did | Result | Type |
|---|---|---|---|---|
| 1 | DIME Beauty | "Your cart is ready" reminder on the mobile homepage | +24.3% conversion | Ecommerce |
| 2 | Pvolve | Saved cart items at the top of the homepage | +14.7% conversion | Ecommerce |
| 3 | Chêne Gear | Subtle cart reminder for returning shoppers | +10.6% conversion rate | Ecommerce |
| 4 | Revant Optics | Personalized homepage section with the abandoned items | +7.6% revenue | Ecommerce |
| 5 | Gelpro Australia | Exit-intent popup showing the cart contents | +6% ecommerce conversion rate | Ecommerce |
| 6 | North American insurer | Quote reminder for returning application abandoners | +23.47% submissions | Lead gen |
| 7 | AppVault | Subject line named the prospect's own software | 13% to 66% opens | SaaS |
| 8 | Apollo Education Group | Subscriber's name in the preheader | +9% opens | Lead gen |
| 9 | EnergySage | Email signed by a named team member | +3.98% approved properties | Lead gen |
| 10 | HomeAdvisor | Follow-up emails matched to the person's project | 2x conversion, 1.5x clickthrough | Lead gen |
| 11 | Dashlane | Customer reviews added to an upgrade email | about +1% lift | SaaS |
| 12 | Ruben's test brand | One-click 10% on the page instead of an emailed code | +28% revenue per visitor | Ecommerce |
| 13 | BlendJet | Messenger instead of email in a cart abandonment popup | +20% sign-ups | Ecommerce |
| 14 | Beach Bum Games | Push sent within two minutes of a first exit | +140% paid user activation in 10 days | App |
| 15 | MarketingSherpa newsletter | Curiosity subject line | Lost: +12.7% opens but fewer unique clicks | Lead gen |
| 16 | MarketingExperiments newsletter | Article headline as the preheader | Lost: -12% clicks | Lead gen |
| 17 | To'ak Chocolate | Trust signals and story instead of a discount | 56.2% open rate (vendor-reported) | Ecommerce |
| 18 | Creality Store | 5% off with a 24-hour expiry in a later email | 54% open rate (vendor-reported) | Ecommerce |
| 19 | Rachel Riley | Cart reminder tied to a sale already running | 52% open rate (vendor-reported) | Ecommerce |
| 20 | Alo Yoga | "The item in your cart sold out" email | Live example, not tested | Ecommerce |
| 21 | Gantri | Product-specific, on-brand subject line | Live example, not tested | Ecommerce |
The 21 abandoned cart email examples
1. DIME Beauty: "Your cart is ready"
What they did: Mobile shoppers who had left items in their cart saw a "Your cart is ready" reminder when they came back to the homepage.
Why it works: The copy frames the cart as waiting for them, not as something they failed to finish.
That is the same tone a good first reminder email should take.
Result: +24.3% conversion, tested by Visually. The lift applies to mobile cart abandoners only, and no sample size was shared.
Copy this: Use "Your cart is ready" or "We saved your cart" as the headline of email 1, not "You forgot something."
2. Pvolve: show the saved items front and center
What they did: Returning shoppers with items in their cart saw those items at the top of the homepage, with a clear link back to checkout.
Why it works: It removes the work of finding the product again.
An email does the same job when the product image, variant and price sit above the fold.
Result: +14.7% conversion, tested by Visually. Sample size and confidence were not shared.
Copy this: Put the cart contents and one "Return to checkout" button in the first screen of the email, before any other copy.
3. Chêne Gear: keep the reminder subtle
What they did: Returning shoppers saw a subtle reminder of the items still in their cart on the homepage.
Why it works: A quiet reminder helps without feeling pushy.
Hunting apparel buyers often compare before they buy, and a light touch fits that.
Result: +10.6% conversion rate against no reminder, tested by Visually.
Copy this: Keep email 1 to the cart, one sentence and one button. Save the selling for email 2.
4. Revant Optics: personalize to the exact items
VisuallyWhat they did: Cart abandoners saw a personalized homepage section showing the items they had already picked.
Why it works: Replacement lenses depend on the right model and fit.
Showing the exact pick saves the shopper from choosing again.
Result: +7.6% revenue, tested by Visually.
Copy this: Pull the chosen size, color or model into the email, not just the product name.
5. Gelpro Australia: catch them before they leave
What they did: An exit-intent popup showed visitors the products already in their cart as they went to leave.
Why it works: It is the earliest possible reminder, and it also gives you a chance to collect an email address for the flow.
Result: +6% ecommerce conversion rate, reported by OptiMonk.
This was not a clean split test, and other campaigns ran at the same time.
Copy this: Pair your email flow with an on-site reminder, so shoppers without a saved address still get nudged.
6. A North American insurer: remind lead-gen abandoners too
What they did: Visitors who had abandoned an application and came back saw a widget reminding them of the quote they had already received.
Why it works: The quote is the thing they came for.
Reminding them of it skips the form they already filled in once.
Result: +23.47% submissions, published by AB Tasty. Applications started rose more (+95.83%), but submissions are the number that counts.
Copy this: For quote, demo or application forms, send an "abandoned form" email that restates the quote or plan they picked.
7. AppVault: name something specific to the reader
What they did: The subject line named the applicant tracking system the prospect already used, instead of their first name.
Why it works: A first name is generic personalization.
A detail tied to what the reader actually uses reads as relevant.
Result: 13% to 66% opens, AppVault's own test.
Only opens were reported, and open rates are less reliable now that some mail apps load emails automatically.
Copy this: Put the product name in the subject line: "Still thinking about the [product name]?" beats "Hi [first name], you left something."
8. Apollo Education Group: use the preheader
What they did: Added the subscriber's first name to the preheader, the preview line next to the subject line.
Why it works: The preheader is the second line people read in the inbox.
Leaving it to default template text wastes it.
Result: +9% opens, Apollo Education Group's test. The first run of this test did poorly, and only the retest won.
Copy this: Write a preheader for every cart email, such as "Your [product] is saved, plus free returns."
9. EnergySage: sign it from a person
What they did: Signed an account email with a real team member's name instead of "The EnergySage team."
Why it works: A named person feels like service, not marketing, and invites a reply.
Result: +3.98% approved properties, EnergySage's test. Only the sign-off changed.
Copy this: End email 2 with "Questions about sizing or delivery? Just reply. – [Name], customer care."
10. HomeAdvisor: match the follow-up to what they wanted
What they did: Replaced three generic follow-up emails with three tied to the homeowner's remodeling project.
Why it works: Relevant help keeps the decision moving.
Generic content asks the reader to work out why it matters to them.
Result: 2x conversion, 1.5x clickthrough, HomeAdvisor's test.
Copy this: Make email 2 about the abandoned product's category: a sizing guide for shoes, a setup guide for a SaaS plan.
11. Dashlane: add reviews to the email
What they did: Added customer reviews to a free-to-paid upgrade email.
Why it works: Doubt is a common reason to stop.
Reviews answer "will this work for me?" right where the decision happens.
Result: about +1% lift in clickthrough and offer uptake for active users, Dashlane's test.
Small, but on an email the team had already heavily optimized.
Copy this: Put two or three short reviews of the abandoned product in email 2, with star ratings.
12. Ruben's test: the discount was buried in an email
@RubendgrfWhat they did: A brand had been offering an extra 10% only through a code sent by email.
Ruben tested a one-click "Apply discount" banner above add to cart instead.
Why it works: Codes get lost between inbox and checkout. One click removes the copy-paste step.
Result: +28% revenue per visitor, tested by Ruben over one week.
Ruben plans a retest, and margin was not shared.
Copy this: If a cart email carries a discount, link to a cart with it already applied instead of asking shoppers to type a code.
13. BlendJet: offer a second channel
OptiMonkWhat they did: A cart abandonment popup asked visitors to subscribe through Facebook Messenger instead of email for the same 10% offer.
Why it works: On mobile, one tap is easier than typing an address.
Result: +20% sign-ups, reported by OptiMonk. The data is from 2019, and sales from each channel were not shared.
Copy this: Test SMS opt-in alongside email capture at checkout, then measure orders, not sign-ups.
14. Beach Bum Games: speed matters
What they did: Sent an automated push within two minutes of a new player's first exit from the app, along with other new reminders.
Why it works: The intent is still fresh.
The longer the gap, the more the shopper or player has moved on.
Result: +140% paid user activation in 10 days, Beach Bum Games.
This was a before-and-after comparison with several campaigns launched at once.
Copy this: Send email 1 within the first hour or so, not the next day.
App teams can do the same with a push.
15. MarketingSherpa: a curiosity subject line that lost
MarketingExperimentsWhat they did: Tested a curiosity line asking whether Alfred Hitchcock could grow an email audience by 300% against a plain line stating the result.
Why it lost: Curiosity got more people to open, but fewer of them clicked. Opens were the wrong goal.
Result: +12.7% opens but fewer unique clicks, run by MarketingExperiments. Counted as a loss.
Copy this: Judge cart subject lines on recovered orders, not opens. Clear beats clever.
16. MarketingExperiments: a preheader that cost clicks
What they did: Used the newsletter's first headline as the preheader instead of general link text.
Why it lost: Opens didn't change, but clicks dropped.
A teaser can answer the question before the reader clicks.
Result: -12% clicks, a significant drop, run by MarketingExperiments.
Copy this: Preheaders matter, but test them. Add a reason to click (free returns, saved cart), not a summary.
17. To'ak Chocolate: trust instead of a discount
What they did: An email with the subject line "Forgetting something important?" that used origin storytelling and five trust signals in place of a discount, as described in Omnisend's cart abandonment guide.
Why it works: For a luxury product, a discount can cheapen it.
Proof and story answer "is it worth the price?"
Result: 56.2% open rate and 6.2% click rate, reported by Omnisend. Not a controlled test.
Copy this: If your products are premium, replace the discount in email 2 with your guarantee, sourcing and reviews.
18. Creality Store: a small, short discount, later
What they did: A later email in the sequence with the subject line "Still Thinking It Over?
Here's 5% Off to Help You Decide!", a 5% code that expired in 24 hours and an "Apply discount" button, per Omnisend.
Why it works: A small offer on lower-priced items can tip a decision without training shoppers to wait for 20% off.
Result: 54% open rate and 8.25% click rate, reported by Omnisend. Not a controlled test.
Copy this: If you discount, start small (5%), put it in email 2 or 3, and make the deadline real.
19. Rachel Riley: use the sale you're already running
What they did: Paired the cart reminder with an end-of-season sale already live on the site, under the subject line "Seal The Deal On These Bestsellers!", per Omnisend.
Why it works: The offer is real and site-wide, so it doesn't create a cart-only discount that shoppers learn to game.
Result: 52% open rate and 7.31% click rate, reported by Omnisend. Not a controlled test.
Copy this: During a sale, swap your cart email copy to mention the sale price on the items left behind.
20. Alo Yoga: "the item in your cart sold out"
What they did: Sent a cart email with the subject line "The Airlift 7/8 Decadent Bodysuit in your cart sold out", saved on Really Good Emails.
Why it works: It is honest scarcity: the item really is gone.
It names the exact product, which makes the email impossible to mistake for a generic promo.
Result: Live example, not tested.
Copy this: If an abandoned item sells out or drops to low stock, trigger a cart email with close alternatives in the same style.
21. Gantri: a subject line that sounds like the brand
What they did: The lighting brand's cart email used the subject line "Your light's still here.
Take another look.", saved on Really Good Emails. It was sent through Klaviyo.
Why it works: It names the product category and keeps the brand's voice, with no discount or pressure.
Result: Live example, not tested.
Copy this: Write the subject line around what they picked ("Your [product type] is still here") in your own voice.
Patterns across the winners
Specific beats generic
The exact item (Revant Optics, Pvolve), the reader's own software (AppVault) and the reader's own project (HomeAdvisor) all beat broad messages.
Put the product, variant and price in the email.
Reminders work without discounts
None of the on-site cart reminders from DIME Beauty, Pvolve, Chêne Gear or Revant Optics needed an offer.
Klaviyo suggests offering incentives only on high-value carts.
Omnisend's guide suggests a step-up: no discount, then 5%, then 10%.
If you do discount, apply it in one click (Ruben's test).
Fast and human
Beach Bum Games moved within two minutes, and EnergySage gained from a named sign-off.
Omnisend recommends a first email 30 to 60 minutes after abandonment, then 24 and 72 hours.
Klaviyo's typical flow uses 2 to 4 hours, 24 hours and 48 hours.
Measure what pays
Two of our email tests won on opens and lost on clicks.
Klaviyo's 2026 data from over 110,000 customers puts abandoned cart email revenue at $6.77 per recipient on average and $13.70 for the top 10%, with a 6% average click rate.
Omnisend reports a 35.75% open rate, 3.84% click rate and 1.51% conversion rate for 2025. Use revenue per recipient as your scorecard.
Examples that lost (what not to copy)
- Clever subject lines. The curiosity subject line got more opens and fewer clicks.
- Teaser preheaders. The headline preheader cut clicks by 12%.
- Fake countdowns. Dave Diederen saw -35.61% revenue per visitor after adding a countdown timer for a European market, and Kasper Dolk saw revenue per visitor rise 26.18% after removing one from checkout. "Your cart expires in 1 hour" is the same pressure. Only say it if it's true. More in our countdown timer tests.
- Offers that look bigger. Milos saw -52.38% revenue per visitor after changing a 2-pack to "Buy 2 Get 1 Free" at the same price. A more generous-sounding email offer can lose too. See our pricing and discount tests.
Abandoned cart email templates you can copy
These are starting points we wrote from the examples above, not copies of any brand's emails.
Email 1 (30 minutes to 4 hours): the reminder
- Subject: Still thinking about the [product name]?
- Preheader: We saved your cart. Free returns on every order.
- Body: Product image, name, variant and price. "Your cart is ready when you are." Button: Return to checkout.
Email 2 (about 24 hours): the reassurance
- Subject: What customers say about the [product name]
- Preheader: [Rating] stars from [number] reviews, plus our [guarantee].
- Body: Two or three short reviews, your guarantee, shipping time and returns in one line each. Button back to the cart. Signed by a named person who answers replies.
Email 3 (48 to 72 hours): the last nudge
- Subject: Your [product name], with [5% off / free shipping] until [day]
- Preheader: Applied automatically. No code needed.
- Body: The cart, the offer already applied through the link, a real end date, and two or three similar products. Skip the offer for low-margin carts.
For SaaS trials or lead-gen forms, swap the cart for the plan or quote they picked, and swap reviews for a short case study.
How to test this on your own site
- Get more addresses first. A flow can only reach people you can email. Dave Diederen saw -20.51% revenue per visitor after removing an email popup. Our email capture guide covers how to collect more.
- Keep a holdout. Send no email to a small share of abandoners, so you can see how many orders the flow really adds.
- Test one thing per email. Subject line, timing or offer, not all three at once.
- Score on revenue per recipient. Not opens. Some mail apps load emails automatically, which makes opens look higher than they are.
- Run it long enough. Ferguson Enterprises called an email test after four hours and later found the other version had won.
On Shopify, a checkout counts as abandoned once it sits incomplete for more than ten minutes after the customer gives their email.
Emails only win back part of the loss, since about 70% of online carts are abandoned according to Baymard Institute.
Fixing the cart and checkout comes first. Check your own rate with our cart abandonment calculator and compare it to our benchmarks, then pick a tool from our cart abandonment software roundup.
Omnisend has an affiliate program, and we may earn a commission if you sign up through our link.
Real results: cart recovery tests
VisuallyVisuallyVisuallyVisuallyVisuallyIf you want someone to set up and test your recovery flow and the cart behind it, a CRO specialist can help.
Watch out for
- Discount training. If every abandoned cart gets 10% off, regular buyers learn to leave carts on purpose. Klaviyo warns about this directly.
- Fake deadlines. "Expires tonight" has to be true. The countdown results above show pressure can backfire.
- Emails after purchase. Make sure the flow stops the moment the order is placed.
- Too many messages. Three emails is the common ceiling. More risks unsubscribes from people who may buy later.