What are abandoned cart emails?

Abandoned cart emails are automated emails sent to customers who add products to an online shopping cart but leave the website without completing their purchase. They remind customers about the items they left behind and encourage them to return and complete the order.

In B2B eCommerce, abandoned cart emails can include:

• Cart reminders – Show the products and quantities left in the cart.
• Product information – Provide specifications, availability, or related details.
• Personalized recommendations – Suggest relevant products based on the customer’s account or purchasing history.
• Assistance options – Offer contact information for sales representatives when a purchase requires clarification.
• Quotation or purchasing reminders – Remind buyers about pending quotes or business orders where supported.
• Follow-up messages – Send additional reminders based on the customer’s engagement.

For example, a business buyer may add 500 units of a product to their cart but leave before checkout. An automated email could remind them about the pending order and provide a link to return to their cart.

Abandoned cart emails can help businesses recover potentially lost sales, increase completed orders, and understand purchasing friction. However, businesses should follow applicable email marketing, privacy, and consent requirements and avoid excessive or misleading reminders.