How to write abandoned cart emails that recover sales
By Toby Dames. Published 5 November 2026.
Why people leave
Common reasons include unexpected shipping costs, comparing options, being interrupted and not being ready to buy yet. Only some of these need a discount. Many just need a prompt or a reassurance.
A simple sequence
- About one hour later. A plain reminder with the items, an image and a clear button back to the cart.
- Next day. Answer the objections: delivery times, returns policy, reviews and how to contact you.
- Day two or three, optional. A reason to act, such as low stock or a modest offer. Test whether it earns more than it costs.
Protect your margin
A discount in the first email gives money to everyone who would have come back on their own. Wait until the later message, or offer it only to carts above a set value.
Measure it properly
Some carts would have been completed anyway. Hold back a random share of abandoners and compare completed orders. The gap is the real recovery.
Questions
How long should I wait before sending the first email?
Start at around an hour and test later and earlier timings. The right answer varies by brand and product.
Do abandoned cart emails work without a discount?
Often yes. Many abandoned carts are interruptions. Test the sequence without an offer first, then add one to the last message and compare profit, not just recovered revenue.
Is it legal to email people who abandon a cart?
Only email people who have consented and given you their address. Include a working unsubscribe link, in line with the Spam Act 2003. Check your own obligations with a professional.
Want this worked out on your own data?
The free Profit Leak Detector takes a couple of minutes. Or book 30 minutes and we will look at your numbers together.