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Abandoned Cart Emails 101. Content & Conversion | Braze
2026-03-07 15:21 Diff
https://www.braze.com/resources/articles/abandoned-cart-email
Every time someone adds an item to their cart but doesn’t check out, there’s an opportunity waiting. It might look like a lost sale, but with the right message at the right moment, it can turn into a conversion.
The role of an abandoned cart email is to remind customers what they left behind and encourage them to complete their purchase. These messages help recover revenue, but also reduce friction, revive interest, and reconnect with high-intent shoppers.
And there’s a lot of potential on the table. The scale of that opportunity is massive. Some research suggests that just over 70% of shopping carts are abandoned worldwide, with others reporting around $4 trillion in lost revenue globally each year. These exits can happen for many reasons—from surprise shipping fees to distractions—but well-timed messaging can make a major difference.
This article breaks down what makes an abandoned cart email effective, why timing and personalization matter, and how to structure a recovery series that actually delivers. You’ll also see how brands can go beyond email—combining push, SMS, and in-app messaging to build journeys that meet people where they are.
Contents
What is an abandoned cart email?
How abandoned emails help recover lost revenue for eCommerce brands
How to craft more effective abandoned cart email strategies
20 abandoned cart email best practices
Why brands shouldn't rely on email only for abandoned carts
Real-world abandoned cart campaigns
Choosing a customer engagement platform
Final thoughts on abandoned cart emails
FAQs about abandoned cart emails
What is an abandoned cart email?

An abandoned cart email is a follow-up message sent when someone adds items to their online shopping cart but doesn’t complete the purchase.
These messages are typically triggered automatically based on user behavior. They often include product details, images, and a clear path back to checkout. Some brands also layer in incentives—like free shipping or limited-time discounts—to encourage action.
Abandoned cart emails are one of the most widely used (and highest-performing) types of behavioral messaging in eCommerce.
How an abandoned cart series of emails can help recover lost revenue for eCommerce brands

Cart abandonment is a major source of revenue loss. Shoppers show clear intent—browsing, selecting items, and getting to the final step—before dropping off.
Abandoned cart emails give brands a second chance to convert those high-intent users. They create a bridge between interest and action by removing friction, restoring context, or simply reminding someone what they were about to buy.
When singular messages are built into an abandoned cart series of emails, they can significantly boost revenue per recipient and recover a meaningful percentage of lost sales. If extended across multiple channels, they become even more powerful.
How to craft more effective abandoned cart email strategies

Not every abandoned cart recovery message leads to a click. And not every click leads to a conversion. But with the right strategy, brands can significantly improve their chances of turning hesitation into purchase.
Before building your email content or flow, it helps to understand why customers abandon their carts and what elements actually drive re-engagement.
Cart abandonment checklist

Most abandoned carts aren’t a rejection—they’re a pause. Customers get distracted, lose trust at a key moment, or run into unexpected costs that make them hesitate.
Use this cart abandonment checklist to identify common friction points and shape your recovery messaging accordingly:
Unexpected shipping fees, taxes, or service charges
Forced account creation before checkout
Long or complicated checkout forms
Limited payment options or security concerns
Unclear return policies or delivery timelines
Technical issues (e.g., slow site, broken form fields)
Simply browsing or comparing across sites
Lack of urgency or motivation to complete the purchase
Each of these factors points to a different messaging opportunity—whether that’s a pricing clarification, a reminder email with product visuals, or a follow-up that re-emphasizes trust and ease.
What are the key components of an abandoned cart email series?

There’s no perfect formula, but high-performing shopping cart reminder emails tend to include the following elements:
A clear subject line

Use simple, relevant language to draw attention. Mention the product, the action, or the benefit (“Still deciding?” or “Your cart’s waiting”).
Recognizable product details

Include the item’s name, photo, price, and any chosen options (like size or color). This re-establishes context and saves the user from needing to backtrack.
A single, strong call to action

Tell the customer exactly what to do next—ideally with a button that says something like “Return to cart” or “Complete your order.”
Consistent branding and tone

Use your usual voice, visual style, and layout. The message should feel like it’s part of the shopping experience, not a separate system.
Supporting content

Add elements like customer reviews, free shipping banners, or reminders about return policies—especially for first-time buyers or high-value carts.
Mobile-friendly design

Make sure the message is readable and clickable on any device. Large images, short paragraphs, and vertical layouts can all help.
20 abandoned cart email best practices that actually work

You’ve got the trigger. You’ve got the cart data. But what turns an abandoned cart email from background noise into a conversion tool is how you design the experience. This list of 20 abandoned cart email best practices help build trust, increase relevance, and nudge the customer at just the right moment.
Identify why customers drop off
Before writing a single line of copy, make sure you understand the most common friction points. That might be cost, trust, timing, or complexity. Use this insight to shape tone and messaging.
Create a sequence, not just a one-off email
A well-timed series—usually two to three emails spaced over a few days—gives customers multiple opportunities to come back. Each message should have a different focus, from reminder to benefit to incentive.
Write in your brand’s voice
Recovery emails shouldn’t sound like automated system alerts. Keep the tone consistent with your website, product pages, and post-purchase flows.
Lead with clarity in the subject line
Tell people what the email is about in as few words as possible. Mention the product, the cart, or the next step. You don’t need to be clever—just clear.
Show what they left behind
Include item photos, names, and prices. Make it easy for the customer to recognise what they were interested in—no mental heavy lifting required.
Segment based on cart size or customer status
Someone abandoning a £15 item isn’t the same as someone abandoning a £500 one. New and returning users often respond better to different messaging strategies too.
Make the CTA obvious
Use one button. One action. One next step. It should be visually distinct and use action-oriented language like “Return to cart” or “Checkout now.”
Offer free shipping if it’s a known barrier
High delivery fees are a common reason for abandonment. If you can, offer free shipping in the final email as a way to encourage return.
Wait a little before sending the first email
Sending it immediately can feel robotic. Find the right delay for your audience.
Use social proof to build confidence
Include star ratings or short reviews to reassure buyers—especially if they’re new to your brand or hesitant about the product.
Prioritize mobile-first design
Most emails will be opened on a phone. Keep content stacked vertically, use large tap targets, and minimize distractions.
Use discounts selectively
Don’t train people to expect one. Save the offer for your final email or for specific segments like high-value carts or infrequent buyers.
Adjust CTA tone to suit your brand
You can experiment with softer or playful CTAs—like “Take another look” or “Treat yourself”—but they still need to be clear and action-focused.
Trigger emails based on behaviour, not batch schedules
Recovery emails should react to abandonment in real time, not wait for a daily send window.
Include product suggestions when it fits
If someone hasn’t returned for their original item, show alternatives. This can turn a lost sale into a different conversion.
Use urgency—but only when it’s genuine
Limited stock or time-limited offers work well when real. Don’t fake it. It erodes trust.
Suppress users who’ve already converted
Don’t keep emailing customers who’ve completed the purchase through another channel. Use logic to remove them from the flow automatically.
Keep branding consistent across channels
Your emails should look and feel like your website or app. From fonts to colors to tone, consistency builds trust and recognition.
Test subject lines, layout, and timing regularly
What works now might not work later. A/B and multivariate testing is essential for refining your approach over time. The best abandoned cart email timing and messaging will vary based on a variety of factors.
Expand the flow across multiple channels
Not everyone checks their email. Add push notifications, SMS, or in-app reminders to meet customers where they’re most likely to respond.
Why brands shouldn't rely on email only for abandoned carts

Email is a proven channel for abandoned cart recovery—but it’s not always the most effective on its own. Customers don’t live in their inboxes. They switch between apps, tabs, and devices. Relying solely on email means you risk missing the moment they’re ready to act.
Cross-channel orchestration gives brands more options. With the right signals, you can trigger a cart reminder as a push notification while someone’s still browsing on mobile, follow up with an SMS if they’ve opted in, or use in-app messaging to prompt checkout the next time they open your app. Each of these channels works best when it's triggered in the right moment for the right user.
Instead of repeating the same email sequence, you can switch tactics depending on where the user is in their journey, their preferences, and past behavior.
Brands using Braze often build dynamic abandoned cart flows that span multiple touchpoints—moving seamlessly between mobile and desktop, email and app, with logic that adapts based on behavior and conversion signals. Whether that’s suppressing a message once someone completes a purchase or delivering a second push notification only if the first was ignored, the goal is the same—help people pick up where they left off, without creating friction or fatigue.
Free abandoned cart flow examples by industry

Cart abandonment strategies differ depending on the industry. Customer expectations, industry norms and buying behavior shape the flow. Here are generalized examples of abandoned cart message flows across different sectors—each of which could include email, push, SMS, or in-app reminders, depending on the audience.
These flow ideas are designed to be flexible and can be adapted using tools like Braze to create cross-channel experiences.
Retail and eCommerce

Flow summary:
Email 1: Reminder with product image, name, and CTA
Push notification (if no conversion): Gentle nudge with incentive or limited-time offer
Email 2 (24–48 hours later): Include social proof or UGC for the product
Email 3 (72 hours later): Incentive (e.g., free shipping or 10% off)
Media and Entertainment

Flow summary:
In-app message (next app open): Resume where you left off—e.g., paywall or subscription cart
Email 1: Reinforce value—benefits of subscription or trial
Push (24 hours later): Highlight exclusive content or upcoming release
Email 2: Discount for first-time sign-up or bundle deal
Travel and Hospitality

Flow summary:
Email 1: Cart summary—saved destination, flight, or accommodation
Push (1 day later): Alert about limited availability or price changes
Email 2: Highlight user reviews or flexible cancellation policy
Email 3: Offer discount code for booking within 24 hours
On-Demand Services

Flow summary:
Email 1: “You were almost there”—summary of service or delivery cart
Push (within 2 hours): Tap to resume order with CTA
SMS (day after): Offer time-limited incentive or free delivery
Email 2: Remind of benefits or refer-a-friend rewards
Financial Services

Flow summary:
Email 1: Resume application or saved quote (with clear CTA)
Push (next login): Nudge to complete onboarding or open account
Email 2: Reinforce trust—include security info or testimonials
SMS (optional): One-time reminder for opted-in users
Health and Wellness

Flow summary:
Email 1: Product detail recap—benefits, ingredients, etc.
In-app message: Reminder tied to wellness goal or plan
Email 2: Personalised recommendations or complementary products
Push or SMS (final): Offer small discount or consultation
For more inspiration, explore our breakdown of abandoned cart email and push examples across verticals.
Real-world abandoned cart campaigns

Here’s how two very different brands used Braze to build smart recovery flows that converted intent into action.
BlaBlaCar brings journeys back on track

BlaBlaCar is a long-distance carpooling service connecting millions of drivers and passengers across Europe. With a digital-first model and high volume of daily bookings, the team needed a scalable way to bring users back when they dropped off mid-journey.
The challenge

Many users were selecting trips but not completing their bookings. These drop-offs represented missed revenue and poor user experience—especially when customers were likely just distracted or uncertain.
The strategy

Using Braze, BlaBlaCar built a behavior-triggered abandoned cart flow across email, push notifications, and some thoughtfully-deployed webhooks. Messages were automatically sent based on user device, engagement level, and timing. Each message included pre-filled booking details and a direct path back to checkout.
BlaBlaCar Case Study | Abandoned Cart Campaigns
The results

The campaign drove a 30% increase in bookings, and a 48% uplift in click rate.
Uber Carshare helps users finish the trip

Uber Carshare is an Australian peer-to-peer car-sharing platform that lets users book nearby vehicles on demand. With short booking windows and a mobile-focused customer base, cart abandonment meant losing out on ready-to-go renters.
The challenge

Many users browsed and added vehicles but dropped off before confirming the booking. Uber Carshare needed a solution that could follow up in real time and adapt to each user’s intent and context.
The strategy

The team used Braze Canvas to build a segmented abandoned cart flow triggered by in-app behavior. Messages were sent via push, email, or in-app channels depending on user preferences and included personalized trip details and car availability.
The results

The strategy led to a 20% increase in conversions, while also driving long-term engagement and increased app usage.
Choosing a customer engagement platform

Recovering abandoned carts is a personalized, real-time response to customer behavior, choosing the right message for each person, and delivering it on the channel they’re most likely to engage with. That kind of orchestration requires more than a basic email tool.
A strong customer engagement platform should give your team the flexibility to:
Build cross-channel abandoned cart flows with email, push, SMS, and in-app messaging
Use real-time behavioral triggers to follow up based on browsing, cart activity, or checkout drop-off
Segment audiences dynamically based on cart size, product type, purchase history, or engagement level
Test and optimize every message in the flow with A/B testing, delivery windows, and performance analytics
Personalize messaging at scale, pulling in live cart details, product images, pricing, and offers
Platforms like Braze are built to help brands take action at the moment of highest intent. Whether your team is managing global retail campaigns or app-based micro-moments, the right tools can make all the difference.
Final thoughts on abandoned cart emails

Cart abandonment isn’t going away—but neither is customer intent. With the right approach, brands can turn dropped baskets into re-engagement opportunities that drive serious revenue. It takes more than a single follow-up. Success depends on timing, personalization, channel mix, and a message that feels relevant—not robotic.
By understanding why users abandon carts, crafting thoughtful flows, and testing what resonates, brands can build recovery strategies that work across industries and channels. A flexible engagement platform brings that strategy to life—helping teams reach the right people, in the right place, at the right time.
Ready to grow? Talk to our sales team.
FAQs about abandoned cart emails

Why are abandoned cart emails important for eCommerce?

Abandoned cart emails help eCommerce brands recover lost revenue by reminding shoppers to complete their purchase. These emails are triggered when a user leaves items in their cart without checking out, making them a valuable tool for re-engagement.
How many abandoned cart emails should you send?

Most brands send a series of 2–3 abandoned cart emails spaced over a few days. The first is typically sent within a few hours, followed by one or two reminders with added urgency or incentives.
What’s the best time to send an abandoned cart email?

The best time to send an abandoned cart email depends on the industry, audience, and even specific customers. Test timing to find what works best for your customers.
What’s the average conversion rate of abandoned cart emails?

Conversion rates vary, and performance depends on timing, content, incentives, and how well the email aligns with user preferences.
How do you set up an abandoned cart email flow?

To set up an abandoned cart email flow, use a customer engagement platform with real-time tracking and automation. Trigger emails based on cart behavior, personalize the content, and sequence the flow across multiple touchpoints.
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class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Braze Data Platform</span><span class="text-sm font-normal text-gray-600">Unify, activate, and distribute your data</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-white w-12 h-12 bg-purple-400 rounded-full"><svg width="24" height="24" role="img" aria-label="grid-01"><use href="/icons/sprites.svg#grid-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Cross-Channel</span><span class="text-sm font-normal text-gray-600">Send all your messages from one place</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CAPABILITIES</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/product/brazeai-decisioning-studio"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="route"><use href="/icons/sprites.svg#route"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI Decisioning Studio™<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Deliver 1:1 personalization, at scale</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/journey-orchestration"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="skew"><use href="/icons/sprites.svg#skew"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Journey Orchestration</span><span class="text-sm font-normal text-gray-600">Create multi-step, cross-channel experiences</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/ai-agents"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="cube-02"><use href="/icons/sprites.svg#cube-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">BrazeAI™ Agents<span class="inline-block rounded text-xs text-white font-normal leading-none p-1" style="background:#3608D7">NEW</span></span><span class="text-sm font-normal text-gray-600">Scale smarter engagement with always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting &amp; Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance &amp; uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="browser"><use href="/icons/sprites.svg#browser"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Web Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/sms"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="message-text-square-02"><use href="/icons/sprites.svg#message-text-square-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">SMS/RCS</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/whatsapp"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-call-01"><use href="/icons/sprites.svg#phone-call-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">WhatsApp</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/cross-channel-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="dots-grid"><use href="/icons/sprites.svg#dots-grid"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md text-purple-700">View all channels</span></div></a></li></ul></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap p-2 sm:p-3 bg-[#C9C4FF80] relative z-10 gap-3 items-end sm:justify-between xl:justify-start rounded-lg mt-4"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Solutions"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Back</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-6"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Industries</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/solutions/retail-and-ecommerce"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center 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type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Resources","item":"https://www.braze.com/resources"},{"@type":"ListItem","position":2,"name":"Blog","item":"https://www.braze.com/resources/articles"},{"@type":"ListItem","position":3,"name":"Abandoned cart email...","item":"https://www.braze.com/resources/articles/abandoned-cart-email"}]}</script><div class="mt-8 flex flex-col gap-6 sm:mt-12 md:flex-row md:pb-16"><div class="flex shrink-0 grow basis-0 flex-col gap-8"><h1 class="text-display-md font-bold text-white">Abandoned cart emails 101: Timing, content, and conversion tips</h1><p class="flex gap-3 text-xs font-extrabold text-white"><span>Published on September 10, 2025</span><span>/</span><span>Last edited on September 11, 2025</span><span>/</span><span>15<!-- --> min read</span></p></div><div class="shrink-0 grow basis-0"><img alt="Abandoned cart emails 101: Timing, content, and conversion tips" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd4e084708f873ca2d1fcd827cd3479298ae21e65-1920x1080.png&amp;w=640&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd4e084708f873ca2d1fcd827cd3479298ae21e65-1920x1080.png&amp;w=1200&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fd4e084708f873ca2d1fcd827cd3479298ae21e65-1920x1080.png&amp;w=1200&amp;q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTHOR</span><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=256&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fa871ef5dc9e894d320555710664c2e67f03dad70-1000x1000.png&amp;w=384&amp;q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Team Braze</h6></div></div></div><div class="flex flex-col gap-6"><p>Every time someone adds an item to their cart but doesn’t check out, there’s an opportunity waiting. It might look like a lost sale, but with the right message at the right moment, it can turn into a conversion.</p><p>The role of an abandoned cart email is to remind customers what they left behind and encourage them to complete their purchase. These messages help recover revenue, but also reduce friction, revive interest, and reconnect with high-intent shoppers.</p><p>And there’s a lot of potential on the table. The scale of that opportunity is massive. Some research suggests that just over <a href="https://baymard.com/lists/cart-abandonment-rate" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">70% of shopping carts are abandoned</a> worldwide, with others reporting around <a href="https://analyzify.com/statsup/cart-abandonment" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">$4 trillion in lost revenue</a> globally each year. These exits can happen for many reasons—from surprise shipping fees to distractions—but well-timed messaging can make a major difference.</p><p>This article breaks down what makes an abandoned cart email effective, why timing and personalization matter, and how to structure a recovery series that actually delivers. You’ll also see how brands can go beyond email—combining push, SMS, and in-app messaging to build journeys that meet people where they are.</p><p><strong>Contents</strong></p><ul><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#what" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">What is an abandoned cart email?</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#how" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How abandoned emails help recover lost revenue for eCommerce brands</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#craft" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">How to craft more effective abandoned cart email strategies</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#20" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">20 abandoned cart email best practices</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#brands" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Why brands shouldn&#x27;t rely on email only for abandoned carts</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#real" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Real-world abandoned cart campaigns</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#choosing" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Choosing a customer engagement platform</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#final" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Final thoughts on abandoned cart emails</a></li><li class="mb-2 ml-10 list-disc"><a href="https://www.braze.com/resources/articles/abandoned-cart-email#faq" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">FAQs about abandoned cart emails</a></li></ul><div id="what"></div><h2 id="h-f5a30e5d6494" class="my-4 text-gray-900 lg:text-display-lg">What is an abandoned cart email?</h2><p>An abandoned cart email is a follow-up message sent when someone adds items to their online shopping cart but doesn’t complete the purchase.</p><p>These messages are typically triggered automatically based on user behavior. They often include product details, images, and a clear path back to checkout. Some brands also layer in incentives—like free shipping or limited-time discounts—to encourage action.</p><p>Abandoned cart emails are one of the most widely used (and highest-performing) types of behavioral messaging in eCommerce.</p><img alt="an email from sneaker planet asking you to complete your order" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1d230670913163f857c26d86240fa016ff08a646-2400x2160.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1d230670913163f857c26d86240fa016ff08a646-2400x2160.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1d230670913163f857c26d86240fa016ff08a646-2400x2160.png&amp;w=1920&amp;q=75"/><div id="how"></div><h2 id="h-8a8332fa5b5a" class="my-4 text-gray-900 lg:text-display-lg">How an abandoned cart series of emails can help recover lost revenue for eCommerce brands</h2><p>Cart abandonment is a major source of revenue loss. Shoppers show clear intent—browsing, selecting items, and getting to the final step—before dropping off.</p><p>Abandoned cart emails give brands a second chance to convert those high-intent users. They create a bridge between interest and action by removing friction, restoring context, or simply reminding someone what they were about to buy.</p><p>When singular messages are built into an abandoned cart series of emails, they can significantly boost revenue per recipient and recover a meaningful percentage of lost sales. If extended across multiple channels, they become even more powerful.</p><div id="craft"></div><h2 id="h-b32e01dff844" class="my-4 text-gray-900 lg:text-display-lg">How to craft more effective abandoned cart email strategies</h2><p>Not every abandoned cart recovery message leads to a click. And not every click leads to a conversion. But with the right strategy, brands can significantly improve their chances of turning hesitation into purchase.</p><p>Before building your email content or flow, it helps to understand why customers abandon their carts and what elements actually drive re-engagement.</p><img alt="a computer screen shows a delay and a message from carly friedrich" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0658ce918c2d26d2a8573c615051c72c38ed7103-2400x1782.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0658ce918c2d26d2a8573c615051c72c38ed7103-2400x1782.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0658ce918c2d26d2a8573c615051c72c38ed7103-2400x1782.png&amp;w=1920&amp;q=75"/><h3 id="h-8bc3c80c2609" class="my-4 text-gray-900">Cart abandonment checklist</h3><p>Most abandoned carts aren’t a rejection—they’re a pause. Customers get distracted, lose trust at a key moment, or run into unexpected costs that make them hesitate.</p><p>Use this cart abandonment checklist to identify common friction points and shape your recovery messaging accordingly:</p><ul><li class="mb-2 ml-10 list-disc">Unexpected shipping fees, taxes, or service charges</li><li class="mb-2 ml-10 list-disc">Forced account creation before checkout</li><li class="mb-2 ml-10 list-disc">Long or complicated checkout forms</li><li class="mb-2 ml-10 list-disc">Limited payment options or security concerns</li><li class="mb-2 ml-10 list-disc">Unclear return policies or delivery timelines</li><li class="mb-2 ml-10 list-disc">Technical issues (e.g., slow site, broken form fields)</li><li class="mb-2 ml-10 list-disc">Simply browsing or comparing across sites</li><li class="mb-2 ml-10 list-disc">Lack of urgency or motivation to complete the purchase</li></ul><p>Each of these factors points to a different messaging opportunity—whether that’s a pricing clarification, a reminder email with product visuals, or a follow-up that re-emphasizes trust and ease.</p><h3 id="h-08566a0ff585" class="my-4 text-gray-900">What are the key components of an abandoned cart email series?</h3><p>There’s no perfect formula, but high-performing shopping cart reminder emails tend to include the following elements:</p><h4 id="h-f27587b9c7c0" class="my-4 text-gray-900"><strong>A clear subject line</strong></h4><p>Use simple, relevant language to draw attention. Mention the product, the action, or the benefit (“Still deciding?” or “Your cart’s waiting”).</p><h4 id="h-c97f829470ef" class="my-4 text-gray-900"><strong>Recognizable product details</strong></h4><p>Include the item’s name, photo, price, and any chosen options (like size or color). This re-establishes context and saves the user from needing to backtrack.</p><h4 id="h-a2c83bd3ce7c" class="my-4 text-gray-900"><strong>A single, strong call to action</strong></h4><p>Tell the customer exactly what to do next—ideally with a button that says something like “Return to cart” or “Complete your order.”</p><h4 id="h-3e7c649b3e50" class="my-4 text-gray-900"><strong>Consistent branding and tone</strong></h4><p>Use your usual voice, visual style, and layout. The message should feel like it’s part of the shopping experience, not a separate system.</p><h4 id="h-0517a6818329" class="my-4 text-gray-900"><strong>Supporting content</strong></h4><p>Add elements like customer reviews, free shipping banners, or reminders about return policies—especially for first-time buyers or high-value carts.</p><h4 id="h-b5243b6ab4dc" class="my-4 text-gray-900"><strong>Mobile-friendly design</strong></h4><p>Make sure the message is readable and clickable on any device. Large images, short paragraphs, and vertical layouts can all help.</p><div id="20"></div><h2 id="h-1517908ec2c8" class="my-4 text-gray-900 lg:text-display-lg">20 abandoned cart email best practices that actually work</h2><p>You’ve got the trigger. You’ve got the cart data. But what turns an abandoned cart email from background noise into a conversion tool is how you design the experience. This list of 20 abandoned cart email best practices help build trust, increase relevance, and nudge the customer at just the right moment.</p><p><strong>Identify why customers drop off</strong></p><p>Before writing a single line of copy, make sure you understand the most common friction points. That might be cost, trust, timing, or complexity. Use this insight to shape tone and messaging.</p><p><strong>Create a sequence, not just a one-off email</strong></p><p>A well-timed series—usually two to three emails spaced over a few days—gives customers multiple opportunities to come back. Each message should have a different focus, from reminder to benefit to incentive.</p><p><strong>Write in your brand’s voice</strong></p><p>Recovery emails shouldn’t sound like automated system alerts. Keep the tone consistent with your website, product pages, and post-purchase flows.</p><p><strong>Lead with clarity in the subject line</strong></p><p>Tell people what the email is about in as few words as possible. Mention the product, the cart, or the next step. You don’t need to be clever—just clear.</p><p><strong>Show what they left behind</strong></p><p>Include item photos, names, and prices. Make it easy for the customer to recognise what they were interested in—no mental heavy lifting required.</p><p><strong>Segment based on cart size or customer status</strong></p><p>Someone abandoning a £15 item isn’t the same as someone abandoning a £500 one. New and returning users often respond better to different messaging strategies too.</p><p><strong>Make the CTA obvious</strong></p><p>Use one button. One action. One next step. It should be visually distinct and use action-oriented language like “Return to cart” or “Checkout now.”</p><p><strong>Offer free shipping if it’s a known barrier</strong></p><p>High delivery fees are a common reason for abandonment. If you can, offer free shipping in the final email as a way to encourage return.</p><p><strong>Wait a little before sending the first email</strong></p><p>Sending it immediately can feel robotic. Find the right delay for your audience.</p><p><strong>Use social proof to build confidence</strong></p><p>Include star ratings or short reviews to reassure buyers—especially if they’re new to your brand or hesitant about the product.</p><p><strong>Prioritize mobile-first design</strong></p><p>Most emails will be opened on a phone. Keep content stacked vertically, use large tap targets, and minimize distractions.</p><p><strong>Use discounts selectively</strong></p><p>Don’t train people to expect one. Save the offer for your final email or for specific segments like high-value carts or infrequent buyers.</p><p><strong>Adjust CTA tone to suit your brand</strong></p><p>You can experiment with softer or playful CTAs—like “Take another look” or “Treat yourself”—but they still need to be clear and action-focused.</p><p><strong>Trigger emails based on behaviour, not batch schedules</strong></p><p>Recovery emails should react to abandonment in real time, not wait for a daily send window.</p><p><strong>Include product suggestions when it fits</strong></p><p>If someone hasn’t returned for their original item, show alternatives. This can turn a lost sale into a different conversion.</p><p><strong>Use urgency—but only when it’s genuine</strong></p><p>Limited stock or time-limited offers work well when real. Don’t fake it. It erodes trust.</p><p><strong>Suppress users who’ve already converted</strong></p><p>Don’t keep emailing customers who’ve completed the purchase through another channel. Use logic to remove them from the flow automatically.</p><p><strong>Keep branding consistent across channels</strong></p><p>Your emails should look and feel like your website or app. From fonts to colors to tone, consistency builds trust and recognition.</p><p><strong>Test subject lines, layout, and timing regularly</strong></p><p>What works now might not work later. A/B and multivariate testing is essential for refining your approach over time. The best abandoned cart email timing and messaging will vary based on a variety of factors.</p><p><strong>Expand the flow across multiple channels</strong></p><p>Not everyone checks their email. Add push notifications, SMS, or in-app reminders to meet customers where they’re most likely to respond.</p><div id="brands"></div><h2 id="h-58cc5e156150" class="my-4 text-gray-900 lg:text-display-lg">Why brands shouldn&#x27;t rely on email only for abandoned carts</h2><p>Email is a proven channel for abandoned cart recovery—but it’s not always the most effective on its own. Customers don’t live in their inboxes. They switch between apps, tabs, and devices. Relying solely on email means you risk missing the moment they’re ready to act.</p><p>Cross-channel orchestration gives brands more options. With the right signals, you can trigger a cart reminder as a push notification while someone’s still browsing on mobile, follow up with an SMS if they’ve opted in, or use in-app messaging to prompt checkout the next time they open your app. Each of these channels works best when it&#x27;s triggered in the right moment for the right user.</p><p>Instead of repeating the same email sequence, you can switch tactics depending on where the user is in their journey, their preferences, and past behavior.</p><p>Brands using Braze often build dynamic abandoned cart flows that span multiple touchpoints—moving seamlessly between mobile and desktop, email and app, with logic that adapts based on behavior and conversion signals. Whether that’s suppressing a message once someone completes a purchase or delivering a second push notification only if the first was ignored, the goal is the same—help people pick up where they left off, without creating friction or fatigue.</p><h2 id="h-98917eb0f617" class="my-4 text-gray-900 lg:text-display-lg">Free abandoned cart flow examples by industry</h2><p>Cart abandonment strategies differ depending on the industry. Customer expectations, industry norms and buying behavior shape the flow. Here are generalized examples of abandoned cart message flows across different sectors—each of which could include email, push, SMS, or in-app reminders, depending on the audience.</p><p>These flow ideas are designed to be flexible and can be adapted using tools like Braze to create cross-channel experiences.</p><h3 id="h-cce2abca346b" class="my-4 text-gray-900">Retail and eCommerce</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: Reminder with product image, name, and CTA</li><li class="mb-2 ml-10 list-disc"><strong>Push notification (if no conversion)</strong>: Gentle nudge with incentive or limited-time offer</li><li class="mb-2 ml-10 list-disc"><strong>Email 2 (24–48 hours later)</strong>: Include social proof or UGC for the product</li><li class="mb-2 ml-10 list-disc"><strong>Email 3 (72 hours later)</strong>: Incentive (e.g., free shipping or 10% off)</li></ul><h3 id="h-81298d509f8d" class="my-4 text-gray-900">Media and Entertainment</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>In-app message (next app open)</strong>: Resume where you left off—e.g., paywall or subscription cart</li><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: Reinforce value—benefits of subscription or trial</li><li class="mb-2 ml-10 list-disc"><strong>Push (24 hours later)</strong>: Highlight exclusive content or upcoming release</li><li class="mb-2 ml-10 list-disc"><strong>Email 2</strong>: Discount for first-time sign-up or bundle deal</li></ul><h3 id="h-9ede8ce19de9" class="my-4 text-gray-900">Travel and Hospitality</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: Cart summary—saved destination, flight, or accommodation</li><li class="mb-2 ml-10 list-disc"><strong>Push (1 day later)</strong>: Alert about limited availability or price changes</li><li class="mb-2 ml-10 list-disc"><strong>Email 2</strong>: Highlight user reviews or flexible cancellation policy</li><li class="mb-2 ml-10 list-disc"><strong>Email 3</strong>: Offer discount code for booking within 24 hours</li></ul><h3 id="h-6558b6193d4c" class="my-4 text-gray-900">On-Demand Services</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: “You were almost there”—summary of service or delivery cart</li><li class="mb-2 ml-10 list-disc"><strong>Push (within 2 hours)</strong>: Tap to resume order with CTA</li><li class="mb-2 ml-10 list-disc"><strong>SMS (day after)</strong>: Offer time-limited incentive or free delivery</li><li class="mb-2 ml-10 list-disc"><strong>Email 2</strong>: Remind of benefits or refer-a-friend rewards</li></ul><h3 id="h-176ded291caa" class="my-4 text-gray-900">Financial Services</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: Resume application or saved quote (with clear CTA)</li><li class="mb-2 ml-10 list-disc"><strong>Push (next login)</strong>: Nudge to complete onboarding or open account</li><li class="mb-2 ml-10 list-disc"><strong>Email 2</strong>: Reinforce trust—include security info or testimonials</li><li class="mb-2 ml-10 list-disc"><strong>SMS (optional)</strong>: One-time reminder for opted-in users</li></ul><h3 id="h-5d0f81467b5c" class="my-4 text-gray-900">Health and Wellness</h3><p><strong>Flow summary</strong>:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Email 1</strong>: Product detail recap—benefits, ingredients, etc.</li><li class="mb-2 ml-10 list-disc"><strong>In-app message</strong>: Reminder tied to wellness goal or plan</li><li class="mb-2 ml-10 list-disc"><strong>Email 2</strong>: Personalised recommendations or complementary products</li><li class="mb-2 ml-10 list-disc"><strong>Push or SMS (final)</strong>: Offer small discount or consultation</li></ul><p>For more inspiration, explore our breakdown of <a href="https://www.braze.com/resources/articles/abandoned-cart-email-push-examples" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">abandoned cart email and push examples across verticals</a>.</p><div id="real"></div><h2 id="h-03513a91ef47" class="my-4 text-gray-900 lg:text-display-lg">Real-world abandoned cart campaigns</h2><p>Here’s how two very different brands used Braze to build smart recovery flows that converted intent into action.</p><h3 id="h-674de6178863" class="my-4 text-gray-900">BlaBlaCar brings journeys back on track</h3><p><a href="https://www.braze.com/customers/blablacar-case-study-abandoned-cart" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">BlaBlaCar</a> is a long-distance carpooling service connecting millions of drivers and passengers across Europe. With a digital-first model and high volume of daily bookings, the team needed a scalable way to bring users back when they dropped off mid-journey.</p><h4 id="h-b188d4339a0b" class="my-4 text-gray-900">The challenge</h4><p>Many users were selecting trips but not completing their bookings. These drop-offs represented missed revenue and poor user experience—especially when customers were likely just distracted or uncertain.</p><img alt="a computer screen shows a flow chart that says add item" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad4de2c06a7414ff631c7b0138f4adaf187b111d-2400x1200.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad4de2c06a7414ff631c7b0138f4adaf187b111d-2400x1200.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fad4de2c06a7414ff631c7b0138f4adaf187b111d-2400x1200.png&amp;w=1920&amp;q=75"/><h4 id="h-79d971356aa3" class="my-4 text-gray-900">The strategy</h4><p>Using Braze, BlaBlaCar built a behavior-triggered abandoned cart flow across email, push notifications, and some thoughtfully-deployed webhooks. Messages were automatically sent based on user device, engagement level, and timing. Each message included pre-filled booking details and a direct path back to checkout.</p><img alt="a video that says how blablacar drove a 30 % bookie in braze" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F80bcb8a7df32694b2b7185494475b65d8473a956-2400x1322.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F80bcb8a7df32694b2b7185494475b65d8473a956-2400x1322.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F80bcb8a7df32694b2b7185494475b65d8473a956-2400x1322.png&amp;w=1920&amp;q=75"/><p><a href="https://www.braze.com/customers/blablacar-case-study-abandoned-cart?wvideo=xxqvh5s5p8" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">BlaBlaCar Case Study | Abandoned Cart Campaigns</a></p><h4 id="h-0caaf815312e" class="my-4 text-gray-900">The results</h4><p>The campaign drove a <strong>30% increase in bookings</strong>, and a <strong>48% uplift</strong> in click rate.</p><h3 id="h-8e97d88f76aa" class="my-4 text-gray-900">Uber Carshare helps users finish the trip</h3><p><a href="https://www.braze.com/customers/uber-carshare-case-study" rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" aria-label="External link">Uber Carshare</a> is an Australian peer-to-peer car-sharing platform that lets users book nearby vehicles on demand. With short booking windows and a mobile-focused customer base, cart abandonment meant losing out on ready-to-go renters.</p><h4 id="h-e046b0b7f83a" class="my-4 text-gray-900">The challenge</h4><p>Many users browsed and added vehicles but dropped off before confirming the booking. Uber Carshare needed a solution that could follow up in real time and adapt to each user’s intent and context.</p><img alt="a screenshot of an app that says rent cars on your black fuel us on us and we &#x27;ve got you covered" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F99a5489918aca948c13375e90a946af07fa22ae0-2400x1210.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F99a5489918aca948c13375e90a946af07fa22ae0-2400x1210.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F99a5489918aca948c13375e90a946af07fa22ae0-2400x1210.png&amp;w=1920&amp;q=75"/><h4 id="h-1cd304e2627a" class="my-4 text-gray-900">The strategy</h4><p>The team used Braze Canvas to build a segmented abandoned cart flow triggered by in-app behavior. Messages were sent via push, email, or in-app channels depending on user preferences and included personalized trip details and car availability.</p><h4 id="h-0dcfe44f1cd4" class="my-4 text-gray-900">The results</h4><p>The strategy led to a <strong>20% increase in conversions</strong>, while also driving long-term engagement and increased app usage.</p><div id="choosing"></div><h2 id="h-9b550a8a9b3c" class="my-4 text-gray-900 lg:text-display-lg">Choosing a customer engagement platform</h2><p>Recovering abandoned carts is a personalized, real-time response to customer behavior, choosing the right message for each person, and delivering it on the channel they’re most likely to engage with. That kind of orchestration requires more than a basic email tool.</p><p>A strong customer engagement platform should give your team the flexibility to:</p><ul><li class="mb-2 ml-10 list-disc"><strong>Build cross-channel abandoned cart flows</strong> with email, push, SMS, and in-app messaging</li><li class="mb-2 ml-10 list-disc"><strong>Use real-time behavioral triggers</strong> to follow up based on browsing, cart activity, or checkout drop-off</li><li class="mb-2 ml-10 list-disc"><strong>Segment audiences dynamically</strong> based on cart size, product type, purchase history, or engagement level</li><li class="mb-2 ml-10 list-disc"><strong>Test and optimize</strong> every message in the flow with A/B testing, delivery windows, and performance analytics</li></ul><p><strong>Personalize messaging at scale</strong>, pulling in live cart details, product images, pricing, and offers</p><img alt="a phone screen shows a hamburger pizza and a man" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="w-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff75db3fe86fbd76530da8f6f87293ed1f5b06c30-2400x1466.png&amp;w=828&amp;q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff75db3fe86fbd76530da8f6f87293ed1f5b06c30-2400x1466.png&amp;w=1920&amp;q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Ff75db3fe86fbd76530da8f6f87293ed1f5b06c30-2400x1466.png&amp;w=1920&amp;q=75"/><p>Platforms like Braze are built to help brands take action at the moment of highest intent. Whether your team is managing global retail campaigns or app-based micro-moments, the right tools can make all the difference.</p><div id="final"></div><h2 id="h-e1dbeb2f55f0" class="my-4 text-gray-900 lg:text-display-lg">Final thoughts on abandoned cart emails</h2><p>Cart abandonment isn’t going away—but neither is customer intent. With the right approach, brands can turn dropped baskets into re-engagement opportunities that drive serious revenue. It takes more than a single follow-up. Success depends on timing, personalization, channel mix, and a message that feels relevant—not robotic.</p><p>By understanding why users abandon carts, crafting thoughtful flows, and testing what resonates, brands can build recovery strategies that work across industries and channels. A flexible engagement platform brings that strategy to life—helping teams reach the right people, in the right place, at the right time.</p><div class="p-8 bg-primary-400 rounded-xl gap-8 flex flex-col text-white"><div class="flex flex-col gap-4"><div class="font-bold text-display-sm">Ready to grow? Talk to our sales team.</div></div><div class="flex flex-wrap gap-4"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-[#4411D6] bg-[#4411D6] text-white shadow-normal hover:border-[#1505C9] hover:bg-[#1505C9] hover:shadow-normal active:border-[#4411D6] active:bg-[#4411D6] active:shadow-focused disabled:border disabled:border-gray-200 disabled:bg-gray-200 disabled:text-gray-400 disabled:shadow-xs w-full sm:w-fit false" href="/get-started">Connect with sales</a></div></div><div id="faq"></div><h2 id="h-262212ab9fc6" class="my-4 text-gray-900 lg:text-display-lg">FAQs about abandoned cart emails</h2><h3 id="h-794017af4560" class="my-4 text-gray-900">Why are abandoned cart emails important for eCommerce?</h3><p>Abandoned cart emails help eCommerce brands recover lost revenue by reminding shoppers to complete their purchase. These emails are triggered when a user leaves items in their cart without checking out, making them a valuable tool for re-engagement.</p><h3 id="h-9824492d84c4" class="my-4 text-gray-900">How many abandoned cart emails should you send?</h3><p>Most brands send a series of 2–3 abandoned cart emails spaced over a few days. The first is typically sent within a few hours, followed by one or two reminders with added urgency or incentives.</p><h3 id="h-c02701146d73" class="my-4 text-gray-900">What’s the best time to send an abandoned cart email?</h3><p>The best time to send an abandoned cart email depends on the industry, audience, and even specific customers. Test timing to find what works best for your customers.</p><h3 id="h-de8c982412db" class="my-4 text-gray-900">What’s the average conversion rate of abandoned cart emails?</h3><p>Conversion rates vary, and performance depends on timing, content, incentives, and how well the email aligns with user preferences.</p><h3 id="h-02fbda34af03" class="my-4 text-gray-900">How do you set up an abandoned cart email flow?</h3><p>To set up an abandoned cart email flow, use a customer engagement platform with real-time tracking and automation. Trigger emails based on cart behavior, personalize the content, and sequence the flow across multiple touchpoints.</p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="hidden flex-col gap-8 bg-white  md:sticky md:top-20 md:flex"><div class="rounded-xl bg-primary-500 shadow-xl p-6 flex flex-col gap-6 items-start"><div class="w-full flex flex-col gap-4 flex-1"><span class="text-sm text-primary-100 font-bold">SUBSCRIBE</span><h4 class="!text-white text-display-xs font-extrabold">Be Absolutely Engaging.<!-- -->™</h4><p class="text-lg text-primary-100">Sign up for regular updates from Braze.</p></div><span class="hidden" id="formInvalidOptinValue">Please select one option only and then submit your preference.</span><span class="hidden" id="formInvalidBusinessEmail">Please enter your business email address.</span><div class="is-loading font-semibold text-center">Loading...</div><form id="mktoForm_4334" 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They often include product details, images, and a clear path back to checkout. Some brands also layer in incentives—like free shipping or limited-time discounts—to encourage action.\"]}],[\"$\",\"p\",null,{\"children\":[\"Abandoned cart emails are one of the most widely used (and highest-performing) types of behavioral messaging in eCommerce.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/1d230670913163f857c26d86240fa016ff08a646-2400x2160.png\",\"alt\":\"an email from sneaker planet asking you to complete your order\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"div\",null,{\"id\":\"how\"}],[\"$\",\"h2\",null,{\"id\":\"h-8a8332fa5b5a\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How an abandoned cart series of emails can help recover lost revenue for eCommerce brands\"]}],[\"$\",\"p\",null,{\"children\":[\"Cart abandonment is a major source of revenue loss. Shoppers show clear intent—browsing, selecting items, and getting to the final step—before dropping off.\"]}],[\"$\",\"p\",null,{\"children\":[\"Abandoned cart emails give brands a second chance to convert those high-intent users. They create a bridge between interest and action by removing friction, restoring context, or simply reminding someone what they were about to buy.\"]}],[\"$\",\"p\",null,{\"children\":[\"When singular messages are built into an abandoned cart series of emails, they can significantly boost revenue per recipient and recover a meaningful percentage of lost sales. If extended across multiple channels, they become even more powerful.\"]}],[\"$\",\"div\",null,{\"id\":\"craft\"}],[\"$\",\"h2\",null,{\"id\":\"h-b32e01dff844\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"How to craft more effective abandoned cart email strategies\"]}],[\"$\",\"p\",null,{\"children\":[\"Not every abandoned cart recovery message leads to a click. And not every click leads to a conversion. But with the right strategy, brands can significantly improve their chances of turning hesitation into purchase.\"]}],[\"$\",\"p\",null,{\"children\":[\"Before building your email content or flow, it helps to understand why customers abandon their carts and what elements actually drive re-engagement.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/0658ce918c2d26d2a8573c615051c72c38ed7103-2400x1782.png\",\"alt\":\"a computer screen shows a delay and a message from carly friedrich\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h3\",null,{\"id\":\"h-8bc3c80c2609\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Cart abandonment checklist\"]}],[\"$\",\"p\",null,{\"children\":[\"Most abandoned carts aren’t a rejection—they’re a pause. Customers get distracted, lose trust at a key moment, or run into unexpected costs that make them hesitate.\"]}],[\"$\",\"p\",null,{\"children\":[\"Use this cart abandonment checklist to identify common friction points and shape your recovery messaging accordingly:\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Unexpected shipping fees, taxes, or service charges\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Forced account creation before checkout\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Long or complicated checkout forms\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Limited payment options or security concerns\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Unclear return policies or delivery timelines\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Technical issues (e.g., slow site, broken form fields)\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Simply browsing or comparing across sites\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[\"Lack of urgency or motivation to complete the purchase\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Each of these factors points to a different messaging opportunity—whether that’s a pricing clarification, a reminder email with product visuals, or a follow-up that re-emphasizes trust and ease.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-08566a0ff585\",\"className\":\"my-4 text-gray-900\",\"children\":[\"What are the key components of an abandoned cart email series?\"]}],[\"$\",\"p\",null,{\"children\":[\"There’s no perfect formula, but high-performing shopping cart reminder emails tend to include the following elements:\"]}],[\"$\",\"h4\",null,{\"id\":\"h-f27587b9c7c0\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"A clear subject line\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use simple, relevant language to draw attention. Mention the product, the action, or the benefit (“Still deciding?” or “Your cart’s waiting”).\"]}],[\"$\",\"h4\",null,{\"id\":\"h-c97f829470ef\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Recognizable product details\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Include the item’s name, photo, price, and any chosen options (like size or color). This re-establishes context and saves the user from needing to backtrack.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-a2c83bd3ce7c\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"A single, strong call to action\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Tell the customer exactly what to do next—ideally with a button that says something like “Return to cart” or “Complete your order.”\"]}],[\"$\",\"h4\",null,{\"id\":\"h-3e7c649b3e50\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Consistent branding and tone\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use your usual voice, visual style, and layout. The message should feel like it’s part of the shopping experience, not a separate system.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-0517a6818329\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Supporting content\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Add elements like customer reviews, free shipping banners, or reminders about return policies—especially for first-time buyers or high-value carts.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b5243b6ab4dc\",\"className\":\"my-4 text-gray-900\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Mobile-friendly design\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Make sure the message is readable and clickable on any device. Large images, short paragraphs, and vertical layouts can all help.\"]}],[\"$\",\"div\",null,{\"id\":\"20\"}],[\"$\",\"h2\",null,{\"id\":\"h-1517908ec2c8\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"20 abandoned cart email best practices that actually work\"]}],[\"$\",\"p\",null,{\"children\":[\"You’ve got the trigger. You’ve got the cart data. But what turns an abandoned cart email from background noise into a conversion tool is how you design the experience. This list of 20 abandoned cart email best practices help build trust, increase relevance, and nudge the customer at just the right moment.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Identify why customers drop off\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Before writing a single line of copy, make sure you understand the most common friction points. That might be cost, trust, timing, or complexity. Use this insight to shape tone and messaging.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Create a sequence, not just a one-off email\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"A well-timed series—usually two to three emails spaced over a few days—gives customers multiple opportunities to come back. Each message should have a different focus, from reminder to benefit to incentive.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Write in your brand’s voice\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Recovery emails shouldn’t sound like automated system alerts. Keep the tone consistent with your website, product pages, and post-purchase flows.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Lead with clarity in the subject line\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Tell people what the email is about in as few words as possible. Mention the product, the cart, or the next step. You don’t need to be clever—just clear.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Show what they left behind\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Include item photos, names, and prices. Make it easy for the customer to recognise what they were interested in—no mental heavy lifting required.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Segment based on cart size or customer status\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Someone abandoning a £15 item isn’t the same as someone abandoning a £500 one. New and returning users often respond better to different messaging strategies too.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Make the CTA obvious\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Use one button. One action. One next step. It should be visually distinct and use action-oriented language like “Return to cart” or “Checkout now.”\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Offer free shipping if it’s a known barrier\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"High delivery fees are a common reason for abandonment. If you can, offer free shipping in the final email as a way to encourage return.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Wait a little before sending the first email\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Sending it immediately can feel robotic. Find the right delay for your audience.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Use social proof to build confidence\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Include star ratings or short reviews to reassure buyers—especially if they’re new to your brand or hesitant about the product.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Prioritize mobile-first design\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Most emails will be opened on a phone. Keep content stacked vertically, use large tap targets, and minimize distractions.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Use discounts selectively\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Don’t train people to expect one. Save the offer for your final email or for specific segments like high-value carts or infrequent buyers.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Adjust CTA tone to suit your brand\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"You can experiment with softer or playful CTAs—like “Take another look” or “Treat yourself”—but they still need to be clear and action-focused.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Trigger emails based on behaviour, not batch schedules\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Recovery emails should react to abandonment in real time, not wait for a daily send window.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Include product suggestions when it fits\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"If someone hasn’t returned for their original item, show alternatives. This can turn a lost sale into a different conversion.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Use urgency—but only when it’s genuine\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Limited stock or time-limited offers work well when real. Don’t fake it. It erodes trust.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Suppress users who’ve already converted\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Don’t keep emailing customers who’ve completed the purchase through another channel. Use logic to remove them from the flow automatically.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Keep branding consistent across channels\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Your emails should look and feel like your website or app. From fonts to colors to tone, consistency builds trust and recognition.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Test subject lines, layout, and timing regularly\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"What works now might not work later. A/B and multivariate testing is essential for refining your approach over time. The best abandoned cart email timing and messaging will vary based on a variety of factors.\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Expand the flow across multiple channels\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"Not everyone checks their email. Add push notifications, SMS, or in-app reminders to meet customers where they’re most likely to respond.\"]}],[\"$\",\"div\",null,{\"id\":\"brands\"}],[\"$\",\"h2\",null,{\"id\":\"h-58cc5e156150\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Why brands shouldn't rely on email only for abandoned carts\"]}],[\"$\",\"p\",null,{\"children\":[\"Email is a proven channel for abandoned cart recovery—but it’s not always the most effective on its own. Customers don’t live in their inboxes. They switch between apps, tabs, and devices. Relying solely on email means you risk missing the moment they’re ready to act.\"]}],[\"$\",\"p\",null,{\"children\":[\"Cross-channel orchestration gives brands more options. With the right signals, you can trigger a cart reminder as a push notification while someone’s still browsing on mobile, follow up with an SMS if they’ve opted in, or use in-app messaging to prompt checkout the next time they open your app. Each of these channels works best when it's triggered in the right moment for the right user.\"]}],[\"$\",\"p\",null,{\"children\":[\"Instead of repeating the same email sequence, you can switch tactics depending on where the user is in their journey, their preferences, and past behavior.\"]}],[\"$\",\"p\",null,{\"children\":[\"Brands using Braze often build dynamic abandoned cart flows that span multiple touchpoints—moving seamlessly between mobile and desktop, email and app, with logic that adapts based on behavior and conversion signals. Whether that’s suppressing a message once someone completes a purchase or delivering a second push notification only if the first was ignored, the goal is the same—help people pick up where they left off, without creating friction or fatigue.\"]}],[\"$\",\"h2\",null,{\"id\":\"h-98917eb0f617\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Free abandoned cart flow examples by industry\"]}],[\"$\",\"p\",null,{\"children\":[\"Cart abandonment strategies differ depending on the industry. Customer expectations, industry norms and buying behavior shape the flow. Here are generalized examples of abandoned cart message flows across different sectors—each of which could include email, push, SMS, or in-app reminders, depending on the audience.\"]}],[\"$\",\"p\",null,{\"children\":[\"These flow ideas are designed to be flexible and can be adapted using tools like Braze to create cross-channel experiences.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-cce2abca346b\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Retail and eCommerce\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": Reminder with product image, name, and CTA\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push notification (if no conversion)\"]}],\": Gentle nudge with incentive or limited-time offer\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2 (24–48 hours later)\"]}],\": Include social proof or UGC for the product\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 3 (72 hours later)\"]}],\": Incentive (e.g., free shipping or 10% off)\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-81298d509f8d\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Media and Entertainment\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"In-app message (next app open)\"]}],\": Resume where you left off—e.g., paywall or subscription cart\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": Reinforce value—benefits of subscription or trial\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push (24 hours later)\"]}],\": Highlight exclusive content or upcoming release\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2\"]}],\": Discount for first-time sign-up or bundle deal\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-9ede8ce19de9\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Travel and Hospitality\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": Cart summary—saved destination, flight, or accommodation\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push (1 day later)\"]}],\": Alert about limited availability or price changes\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2\"]}],\": Highlight user reviews or flexible cancellation policy\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 3\"]}],\": Offer discount code for booking within 24 hours\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-6558b6193d4c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"On-Demand Services\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": “You were almost there”—summary of service or delivery cart\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push (within 2 hours)\"]}],\": Tap to resume order with CTA\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"SMS (day after)\"]}],\": Offer time-limited incentive or free delivery\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2\"]}],\": Remind of benefits or refer-a-friend rewards\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-176ded291caa\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Financial Services\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": Resume application or saved quote (with clear CTA)\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push (next login)\"]}],\": Nudge to complete onboarding or open account\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2\"]}],\": Reinforce trust—include security info or testimonials\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"SMS (optional)\"]}],\": One-time reminder for opted-in users\"]}]]}],[\"$\",\"h3\",null,{\"id\":\"h-5d0f81467b5c\",\"className\":\"my-4 text-gray-900\",\"children\":[\"Health and Wellness\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Flow summary\"]}],\":\"]}],[\"$\",\"ul\",null,{\"children\":[[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 1\"]}],\": Product detail recap—benefits, ingredients, etc.\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"In-app message\"]}],\": Reminder tied to wellness goal or plan\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Email 2\"]}],\": Personalised recommendations or complementary products\"]}],[\"$\",\"li\",null,{\"className\":\"mb-2 ml-10 list-disc\",\"children\":[[\"$\",\"strong\",null,{\"children\":[\"Push or SMS (final)\"]}],\": Offer small discount or consultation\"]}]]}],[\"$\",\"p\",null,{\"children\":[\"For more inspiration, explore our breakdown of \",[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/resources/articles/abandoned-cart-email-push-examples\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"abandoned cart email and push examples across verticals\"]}],\".\"]}],[\"$\",\"div\",null,{\"id\":\"real\"}],[\"$\",\"h2\",null,{\"id\":\"h-03513a91ef47\",\"className\":\"my-4 text-gray-900 lg:text-display-lg\",\"children\":[\"Real-world abandoned cart campaigns\"]}],[\"$\",\"p\",null,{\"children\":[\"Here’s how two very different brands used Braze to build smart recovery flows that converted intent into action.\"]}],[\"$\",\"h3\",null,{\"id\":\"h-674de6178863\",\"className\":\"my-4 text-gray-900\",\"children\":[\"BlaBlaCar brings journeys back on track\"]}],[\"$\",\"p\",null,{\"children\":[[\"$\",\"a\",null,{\"href\":\"https://www.braze.com/customers/blablacar-case-study-abandoned-cart\",\"rel\":\"noreferrer noopener\",\"target\":\"$undefined\",\"className\":\"font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black\",\"aria-label\":\"External link\",\"children\":[\"BlaBlaCar\"]}],\" is a long-distance carpooling service connecting millions of drivers and passengers across Europe. With a digital-first model and high volume of daily bookings, the team needed a scalable way to bring users back when they dropped off mid-journey.\"]}],[\"$\",\"h4\",null,{\"id\":\"h-b188d4339a0b\",\"className\":\"my-4 text-gray-900\",\"children\":[\"The challenge\"]}],[\"$\",\"p\",null,{\"children\":[\"Many users were selecting trips but not completing their bookings. These drop-offs represented missed revenue and poor user experience—especially when customers were likely just distracted or uncertain.\"]}],[\"$\",\"$L26\",null,{\"src\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/ad4de2c06a7414ff631c7b0138f4adaf187b111d-2400x1200.png\",\"alt\":\"a computer screen shows a flow chart that says add item\",\"width\":800,\"height\":600,\"className\":\"w-auto max-w-full self-start overflow-hidden rounded-xl\",\"loading\":\"lazy\"}],[\"$\",\"h4\",null,{\"id\":\"h-79d971356aa3\",\"className\":\"my-4 text-gray-900\",\"children\":[\"The strategy\"]}],[\"$\",\"p\",null,{\"children\":[\"Using Braze, BlaBlaCar built a behavior-triggered abandoned cart flow across email, push notifications, and some thoughtfully-deployed webhooks. Messages were automatically sent based on user device, engagement level, and timing. 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