How To Craft Abandoned Cart Email Layouts That Win Shoppers Back (+ Real Examples)

Craft irresistible abandoned cart email layouts with these elements: catchy subject lines, clear CTAs, incentives, and social proof to win back shoppers.

The average global shopping cart abandonment rate is 75.28%.

But just because it is common doesn’t mean you should take cart abandonment as it comes.

The truth is, an impressive cart recovery email layout can help you recover your money. We’re talking about a third of people who purchase after receiving emails sent post-abandonment.

We have Klaviyo to back us up. As per the 2025 Benchmark report, abandoned cart email flows earn the highest average revenue per recipient RPR ($3.65) and the highest conversion rate (3.33%).

But, just letting cart abandoners know they have items sitting in their cart won’t magically prompt them to finish their purchase. You need to employ abandoned cart email layouts that give them pretty solid reasons to go from “maybe later” to “take my money now.”.

Here’s a complete breakdown of elements that make abandoned cart email templates irresistible. Let’s complete that with real-world examples from brands that are slaying it.

7 Must-Have Elements of High-Converting Abandoned Cart Email Layouts

Impactful abandoned cart email design is rarely about just one or two hero elements. It’s more about the thoughtful combination of multiple components that creates a winning abandoned cart email template. Each element contributes distinctly to locking attention, building trust, and nudging shoppers back to complete the unfinished.

You will understand that when discussing brand examples. For now, know that the best-performing emails harmonize these elements. Also, you don’t need every possible element in every cart recovery email. But the more these pieces work together, the more persuasive your message becomes.

Relying on just one or two features—such as only offering a discount or only displaying the cart—rarely delivers the same results as an email that feels personalized, visually appealing, urgent, and supportive.

Clear so far? Great, let’s jump into the anatomy of a good cart abandonment email layout.

1. Catchy Subject Line And Preview Text

Your subject line and preview text have three jobs:

1. Grab eyeballs
2. Get opened
3. Set the stage for what’s inside

The easiest way to nail all three? Get personal. Use their name. Mention the item they left behind. Dangle an offer tailored to their browsing.

But maybe “easy” isn’t your style. Cool. Go bigger.

Tell them what life’s like with that product. Paint a vivid picture of what they’re missing out. Make your subject line sound like a cheeky, funny friend—not a pushy brand.

Bonus points if you can reframe the price into something steal-worthy. Like—$28 for daily joy? Sold.

Whatever you do, don’t be boring.

Some examples:

• Your [Product] Is Practically Yours—Just One Click Away. Make it official and enjoy the perks (plus, check out your exclusive offer).
• [Name], Your [Product] Misses You! It’s still waiting in your cart—imagine the joy it’ll bring (plus, a little surprise inside).
• Is this goodbye or just a break? We’re not clingy, just checking in about your cart

2. Solid Copy

Your abandoned cart email layout should sport a copy that sounds like you. Copy that wastes zero time of shoppers. Short and razor-sharp. A little cheeky if that’s your vibe. Or soothing and supportive if that’s more your personality.

Graza, in my eyes, is one of the few brands that get it.

Image Source: Email Love for Graza

3. Abandoned Items

Wait—what was I buying again? That might be your shoppers’ question when they receive your cart recovery email. You’ve got to remind them about what items they left in the cart before changing their mind.

But don’t tell them what they left behind. Show them. Not in a vague “here’s your cart” way. In a “hey, remember this beauty? Still waiting for you” way.  Include the product image—big and beautiful. List the key details: price, size, color. And make sure each product links right back to where they can finish checking out.

As in:

Image Source: Email Love for Feetures

4. Compelling Incentives

Incentivize them. It knocks down the roadblocks—price, shipping costs, or something else—that caused them to abandon the cart in the first place.

Whether it’s a discount, free shipping, or a limited-time offer, the right incentive gives a gentle push towards the checkout.

See how Everlane does this.

Image Source: Email Love for Everlane

Having said that, not every abandoned cart email layout needs a giveaway. If slapping in a discount for every single browser hurts your margins, don’t.

Segment your audience. Reserve your best incentives for high-value carts. Create personalized offers for first-time buyers and returning shoppers.

The options are endless: “Free shipping on every order.” “Shop now, pay later.” “Try it for 30 days.” Make it time-bound for the right amount of urgency. And if slashing prices isn’t your style, highlighting value and reassurance can be just as powerful as a discount.

Stetson’s cart abandonment email sets a good example for small to medium businesses that can’t afford to offer free shipping to everyone. Like this brand, you can offer free shipping on select orders that exceed a certain amount.

Image Source: RGE for Stetson

If you have some form of guarantee—a very flexible, customer-centric return policy—it’s  a good idea to mention it. You probably don’t want to overstress the return policy, but a guarantee is also a great fit.

5. Social Proof

There is nothing like real people raving about products.  Because, at this stage of the journey, the customer is almost ready to buy. But have two main hesitations—is this product going to work for me? Can I trust this brand?

Bring your best reviews front and center in the abandoned cart email templates.

Image Source: Email Love for Naked Life Spirits

Here’s how:

• Drop in a glowing customer testimonial.
• Share UGC. Especially the kind that shows your product in the action.
• Try a “Customers also bought…” section to create stir-up FOMO.
• Flex your star rating and show the number of happy buyers.

6. Clear CTA

Make your CTA bold. Clear. Impossible to ignore. Use action-driven copy like “Complete Your Purchase,” “Return to Cart,” or “Claim Your Offer.” If you’re dangling a discount or free shipping, say so right there.

Make the path short. Your button should take them straight to checkout—not the homepage, not a product page, not a rabbit hole.

7. Product Recommendation

Image Source: Email Love for The Absorption Company

Abandoned cart email layouts are also your chance to upsell and cross-sell. Slide in a You might also love…” or “Pairs perfectly with…”section. Personalize these recommendations. Suggest items that go well with their carted products. Or highlight products that other shoppers snapped up after eyeing the same thing.

Wrapping Up

For savvy marketers, abandoned cart emails are more than a chance to recover lost sales. They craft these emails as a way to understand their customers, rewrite their experience, and build long-lasting relationships. It becomes even easier if you’re employing automated workflows. And if setting up these flows is beyond your bandwidth, don’t hesitate to summon the experts.