Using Shopify’s Abandoned Cart Email Feature To Recover Lost Sales

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If you are an online retailer, you know how frustrating it is when potential customers add items to their shopping carts, but then abandon the transaction without completing the purchase. This is a common occurrence that can be harmful to your business, as it leads to lost sales and revenue. According to a study by Baymard Institute, the average cart abandonment rate is 69.57%. Luckily, Shopify has an abandoned cart email feature that can help you recover some of those lost sales. In this article, we will discuss how to use this feature effectively.

Understanding Abandoned Cart Emails

Abandoned cart emails are automated messages that are sent to customers who have added items to their carts but have not purchased them. These emails are designed to remind customers about their unfinished purchases and encourage them to complete the transaction. The goal is to give customers a nudge and motivate them to come back to your website and complete their purchase.

Setting Up Abandoned Cart Emails in Shopify

To set up abandoned cart emails in Shopify, you will need to follow these simple steps:

  1. Log in to your Shopify account.
  2. Click on Settings, then Notifications.
  3. Scroll down to the Abandoned Checkout section and click on Enable.

Once you have enabled the abandoned cart feature, you can customize your email templates and create your email message.

Crafting an Effective Abandoned Cart Email

An effective abandoned cart email should be engaging, persuasive, and concise. Here are some tips to help you create an email that drives action:

Use personalized content

Using personalized content in your abandoned cart emails can go a long way in engaging your customers. Personalize your content by using the customer’s name, the items they left in their cart, and any other relevant information.

Create a sense of urgency

Create a sense of urgency in your email by emphasizing the scarcity of the item or promotion. Encourage your customers to act fast before the item runs out or the promotion expires.

Offer incentives

To further boost your chances of recovering lost sales, consider adding an incentive to your abandoned cart email. This could be a discount code, free shipping, or any other promotional offer that will motivate your customers to complete their purchase.

Keep it simple

Keep your email message concise and easy to read. Avoid using too much text and try to communicate your message in a straightforward and simple way.

Best Practices for Abandoned Cart Emails

To ensure that your abandoned cart emails are effective, here are some best practices to follow:

Timing is key

Sending your abandoned cart emails at the right time is crucial. According to research, waiting too long to send an abandoned cart email can reduce its effectiveness. Ideally, you should send your email within 24 hours of the cart being abandoned.

Test your email

Before sending out your abandoned cart email, make sure to test it thoroughly. Check for spelling errors, broken links, and other mistakes that could make your email less effective.

Measure results

To determine the effectiveness of your abandoned cart emails, track your results regularly. Shopify provides a built-in analytics tool that allows you to monitor the success of your abandoned cart email campaigns.


Abandoned carts are a common occurrence in e-commerce, but they don’t have to mean lost sales for your business. By using Shopify’s abandoned cart email feature, you can send personalized and effective messages that will help you recover some of those abandoned transactions. Keep in mind that creating an effective abandoned cart email requires time, effort, and testing. However, by following the best practices outlined in this article, you can increase your chances of success and boost your revenue.

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