Online shopping is more popular than ever, but most buyers don’t complete their purchases right away. In fact, the average cart abandonment rate is 70.19% across all industries (Baymard Institute, 2025). This means nearly 7 out of 10 shoppers leave without checking out. If you’re not following up, you’re leaving money on the table.
That’s where email retargeting comes in. It’s one of the easiest and most cost-effective ways to bring those visitors back and turn them into customers.
What Is Email Retargeting for Abandoned Carts?
Email retargeting is the practice of sending automated emails to people who added products to their cart but didn’t complete the purchase. These emails act as timely reminders, nudging users to return and finish what they started.
“Email retargeting isn’t about pushing for a sale—it’s about helping the customer take the next step with confidence.”
– Mr. Phalla Plang, Digital Marketing Specialist
Why Email Retargeting Works in 2025
Shoppers abandon carts for many reasons—unexpected costs, slow websites, distractions, or second thoughts. But 45% of cart abandoners open follow-up emails, and 21% of those who open end up converting (Klaviyo, 2024). With the right timing and message, email can help you recover 10–15% of abandoned sales (Omnisend, 2025).
1. Set Up Abandoned Cart Tracking
To launch an email retargeting campaign, you must first track who’s abandoning carts. Most eCommerce platforms like:
offer built-in or third-party integrations that detect when a cart is abandoned and trigger emails automatically. These tools track users by cookies, sessions, or user login data.
2. Build a 3-Part Email Sequence
Sending just one email is no longer enough. According to Omnisend (2025), a 3-email abandoned cart series delivers 69% more orders than a single email.
Here’s a proven sequence:
- Email 1: Sent 1 hour after abandonment – Friendly reminder with product photo
- Email 2: Sent 24 hours later – Add urgency or offer (e.g., free shipping)
- Email 3: Sent 48–72 hours later – Final push with bonus or discount
3. Use Catchy and Relevant Subject Lines
Your subject line is what gets your email opened. Keep it short and to the point. High-performing subject lines include:
- “You left something behind…”
- “Still deciding?”
- “Your cart will expire soon!”
- “Get it before it’s gone”
According to Mailmodo (2024), abandoned cart emails with personalized subject lines can increase open rates by up to 30%.
4. Show the Abandoned Product Clearly
Your email should include:
- Product name
- Image
- Price
- Quantity
Dynamic email platforms like Klaviyo, Omnisend, and Mailchimp let you pull this info automatically into each user’s email.
Seeing the product again reactivates buying intent and makes the email feel personalized and relevant.
5. Add Scarcity and Urgency
People are more likely to act when they know time is limited or stock is low. Use urgency-focused phrases like:
- “Only 3 left in stock”
- “Ends tonight”
- “Your cart expires in 12 hours”
You can even include countdown timers using tools like Sendtric to increase urgency.
“Urgency isn’t about pressure—it’s about helping people commit before the opportunity passes.”
– Mr. Phalla Plang
6. Offer a Smart Incentive (But Not Too Soon)
Don’t rush into discounts. First, remind. Then incentivize.
Best practice:
- Email 1 – No discount
- Email 2 – Add free shipping or 5–10% off
- Email 3 – Final offer with larger discount or bonus
SaleCycle (2024) reports that including a 10% discount in the second email improves conversions by 15–20%, but leading with it may reduce your profit margins.
7. Personalize the Content
Personalized emails perform better. Use:
- The shopper’s first name
- Their exact products
- Tailored recommendations (“You may also like…”)
Platforms like ActiveCampaign and Drip let you add dynamic personalization blocks for subject lines, product rows, and messaging.
8. Use a Clear CTA That Leads Back to the Cart
Don’t just say “Check out now.” Be specific:
- “Return to Your Cart”
- “Complete Your Order”
- “Claim Your Discount”
Also, make sure the CTA leads to a pre-filled cart, not your homepage. The fewer clicks, the better.
9. Test Timing, Subject Lines, and Offers
A/B test:
- Email delays (30 minutes vs. 1 hour)
- Subject line styles (casual vs. urgent)
- Offers (free shipping vs. 10% off)
- Call-to-action wording
According to Campaign Monitor (2024), retargeting email campaigns that are regularly tested deliver 2x higher ROI than untested ones.
10. Combine Email with SMS for Even Better Results
SMS is fast and personal. In fact, SMS open rates reach 98%, far higher than email (Attentive, 2024).
Use SMS in your cart recovery flow like this:
- SMS 1: “Your cart is still waiting!” (after 2 hours)
- Email 1: Follow-up with product image and CTA
- SMS 2: “Use SAVE10 now before it expires” (after 24 hours)
- Email 2/3: Incentivize and close the sale
Use platforms like Postscript or Attentive to send cart recovery texts alongside emails.
Avoid These Common Mistakes
- Only sending 1 email
- Linking to homepage instead of cart
- Not using product images
- Offering discounts too early
- Ignoring mobile design
- Not testing subject lines or CTAs
Best Tools for Abandoned Cart Email Retargeting
- Klaviyo – Deep Shopify integration
- Omnisend – Email + SMS workflows
- Drip – Built for DTC brands
- ActiveCampaign – Smart personalization
- Moosend – Budget-friendly automation
What’s New in 2025
The future of email retargeting is AI-powered and privacy-focused. Top trends include:
- AI-written subject lines
- Predictive send times
- First-party data integration (due to cookie loss)
- Dark mode–optimized email templates
- Better mobile-first email design
Note
Your potential customers are closer than you think—they’ve already shown interest by adding to their cart. A smart email retargeting strategy gives you a second chance to turn that interest into action.
Start with a solid 3-email sequence, personalize your content, and test what works. Whether you offer a reminder, a discount, or just a helpful nudge, your emails can recover lost revenue and build customer trust.
“Winning back a cart is easier than attracting a new visitor. Email gives you a second shot—don’t waste it.”
– Mr. Phalla Plang
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References
Attentive. (2024). SMS Marketing Benchmarks. https://www.attentive.com
Baymard Institute. (2025). Cart Abandonment Rate Statistics. https://baymard.com/lists/cart-abandonment-rate
Campaign Monitor. (2024). Email A/B Testing Guide. https://www.campaignmonitor.com
Klaviyo. (2024). Abandoned Cart Benchmarks Report. https://www.klaviyo.com/blog/abandoned-cart-email-stats
Mailmodo. (2024). Best Subject Lines for Abandoned Cart Emails. https://www.mailmodo.com/blog/cart-abandonment-subject-lines
Omnisend. (2025). Ecommerce Email Statistics Report. https://www.omnisend.com/blog/email-automation-stats
SaleCycle. (2024). Abandoned Cart Email Conversion Benchmarks. https://www.salecycle.com
