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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Abandoned Cart Email

An abandoned cart email is an automated message sent to a shopper who added items to their cart but left without buying. It reminds them of what they left behind and nudges them to complete the purchase.

Also known as: cart abandonment email, cart recovery email, abandoned cart recovery

Roughly 70% of online carts get abandoned, so most stores leave real revenue on the table. Abandoned cart emails recover a slice of it by reaching shoppers who already showed clear buying intent.

Why do abandoned cart emails work so well?

The shopper already chose your product — you're removing friction, not creating demand. That's why cart recovery emails are among the highest-converting automations in ecommerce, with open rates often above 40%.

When should you send one?

Send the first email about an hour after abandonment, while intent is fresh. A common sequence is three emails: a reminder within an hour, an objection-handler around 24 hours, and a final nudge near 48 hours.

What makes a great abandoned cart email?

Show the exact items left behind, pair a clear subject line with a single call to action, add light urgency, and include trust signals like reviews or an easy return policy. A small incentive can help — but isn't always necessary.

Related terms

Drip Campaign Email Automation Autoresponder Welcome Email Transactional Email

Related reading from Drip

9 Abandoned Cart Emails to Win Back Customers When Should You Send Your First Abandoned Cart Email?

Frequently asked questions

What is an abandoned cart email?
It's an automated email sent to a shopper who added products to their cart but didn't complete checkout. It reminds them of the items and encourages them to finish the purchase, often as part of a timed sequence.
When should you send an abandoned cart email?
Send the first one about an hour after abandonment, while buying intent is high. Emails sent within an hour convert at around 20%, compared with about 12% after 24 hours. A three-email sequence over 72 hours works well for most stores.
How many abandoned cart emails should you send?
Three is the sweet spot for most stores — a reminder within an hour, an objection-handler around 24 hours, and a final nudge near 48 hours. More than that risks feeling pushy and hurting deliverability.
Do abandoned cart emails need a discount?
Not always. Because the shopper already wanted the product, a clear reminder with the exact items, trust signals, and a single CTA often converts on its own. Save discounts for later emails so you don't train shoppers to abandon for a deal.
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