Shopping basket abandonment is a common phenomenon in online retail. Many customers add products to their shopping basket but then do not complete the purchase. This is exactly where the shopping basket abandonment email comes in. It reminds customers in a friendly manner of the items they have left behind and helps them to complete the purchase process. In this way, sales can be generated from leads that were thought to be lost.
Why is the shopping basket cancellation email so effective?
Around 70 % of online shoppers cancel their purchase before finalising it. There are many reasons for this: hidden shipping costs, technical problems, a complicated checkout or simply distraction. This is where the shopping basket abandonment email can help by providing targeted reminders and impulses. It is particularly effective if the text addresses the customer personally and addresses possible inhibitions.
For example, a large furniture store can send an email reminding customers of the Scandinavian dining table and offer a small voucher at the same time. A fashion label could create trust with a recommendation of similar items or customer reviews. And an electronics supplier often uses product reviews and information on short delivery times in its email to make the purchase decision easier.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A large e-commerce retailer in the household appliances sector implemented an automated shopping basket abandonment email. The personalised message contained a reminder of the items in the shopping basket as well as a discount code for the next purchase. After a few weeks, the return rates increased significantly and sales from this campaign rose visibly.
How do you design a successful shopping basket cancellation email?
A good shopping basket cancellation email is short and clearly worded. It is important that it is sent within an optimal time window - usually between one and 24 hours after cancellation. This keeps the purchase request fresh in the mind.
Practical examples show that successful emails contain several elements: a friendly reminder of the products left behind, a clear call-to-action button with a direct link to the shopping basket and often a small incentive such as a discount or free shipping. In addition, a FAQ section can clarify frequently asked questions and thus dispel any remaining doubts.
For example, an online bookseller could send an email with the headline „Your book is waiting for you“, reminding you of the novel and offering free shipping. A supplier of sporting goods could entice customers with motivating phrases: „Almost there - your fitness equipment is just a click away!“
BEST PRACTICE with one customer (name hidden due to NDA contract)
A renowned fashion label uses influencer quotes and personal recommendations in its shopping basket abandonment email to increase purchase motivation. They also offer time-limited discount campaigns. This combination achieved an above-average response rate and significantly increased the average receipt.
Tips for integrating the shopping basket cancellation email into the marketing strategy
The shopping basket cancellation email should be part of a larger follow-up workflow that is closely aligned with the customer journey. It is important to communicate it not as an annoying disruption, but as a helpful service. The tone of voice should be friendly and supportive.
Many shops now rely on marketing automation to send these emails automatically and in a personalised way. For example, you can test different variants and initiate further specific steps based on user behaviour (e.g. reaction to an email). This increases the conversion rate in the long term.
The ability to collect customer feedback also helps to improve the checkout process. If many customers tell you via a shopping basket cancellation email that the shipping was too expensive or that something didn't work technically, a large number of business processes can be adapted.
BEST PRACTICE with one customer (name hidden due to NDA contract)
An e-commerce provider from the cosmetics sector combined the shopping basket abandonment email with a short survey on reasons for abandonment. The data obtained in this way led to a simplification of the checkout process. Since then, customers have reported a more relaxed shopping experience and the cancellation rate has fallen significantly.
My analysis
The shopping basket abandonment email is a proven tool for converting leads into sales in the long term. It gently reminds customers of their purchase intentions, offers support and can encourage the final purchase through targeted incentives. Success stands and falls with an empathetic, well-planned follow-up that combines technical expertise and psychological understanding.
iROI-Coaching supports companies with projects relating to shopping basket cancellation mail. We help to develop customised strategies that are tailored to customer needs and meet modern data protection and user-friendliness requirements. In this way, missed sales opportunities can be effectively minimised.
Further links from the text above:
Shopping basket cancellation email - it-resell
Shopping basket abandoners: get them back step by step - Brevo
What is shopping cart abandonment? - Optimizely
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