An abandonment email can be the difference between a lost sale and a loyal customer.
Why do these automated sends hold such power?
Unlike promotional blasts, they’re laser focused. Abandonment flows target high-intent customers exactly when it counts by leveraging recent interactions.
But some brands do it better, and you might wonder why. Usually, it’s a combination of years of testing, stacked marketing teams, amazing designers (and so much more). But it’s also a game of understanding your customers.
The brands that do it best know what their customers want.
So, to help you do more with your abandonment flows, we’ve put together a game-changing collection of eight tacts with examples from some top ecommerce brands.
Use it as inspiration, use it as motivation. We don’t mind, as long as it helps you make more sales from your email flows.
PS. Stick with us until the end for a free ebook filled with more than fifty email examples, plus insights, industry breakdowns, email timing, subject lines, and full sequences with follow-ups.
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Tactic 1: Offer Free Shipping
66% of American consumers expect free shipping on all online orders, while 80% anticipate it when hitting a certain dollar amount.
Clearly, even a small fee or a threshold that’s too high can sink the most loaded shopping carts.
This is exactly why this tactic works wonders.
While many proceed straight through the process, brands charging shipping will always find a large drop-off when shoppers reach this stage of the payment process.
Instead of risking margins and removing shipping fees, brands can remove this barrier with abandonment emails that offer free or discounted shipping. By doing this, you eliminate one of the most common objections, and make it easy for customers to complete their purchase.
How Igloo does it
It’s clear this Igloo has a great tone but the real winner here is the free shipping. Igloo slides into the inbox with the subject line, “FREE shipping, no minimum (because your cart has no chill)."
Considering most expect free shipping, a $100 minimum could be a significant barrier. But it also makes for an even sweeter incentive. Along with waiving their shipping threshold, Igloo also gives shoppers a whole month to capitalize on this deal with a discount code.
While it may be risky to remove the fear of missing (FOMO) out of urgency with a long discount window, it’s clear they know their audience.
We’re pretty sure Igloo must have tested this one and discovered that this extended period works well for their brand, tapping into their customers’ preferences for thoughtful, pressure-free decision-making.
Tactic 2: Discount Diplomacy
64% of consumers reported that the most significant way a brand can engage with them is by surprising and rewarding them with offers simply for being loyal customers.
That means more than half of shoppers are just waiting for the right wave of savings to come along. While some brands hesitate to offer discounts, fearing it might erode their profit margins, strategic discounting can be a powerful tool – boosting conversions and enhancing long-term customer lifetime value (LTV).
Using this tactic in abandonment emails gives you the opportunity to capture lost sales without offering your discount to every website visitor.
How Billabong does it
Billabong shows their appreciation for their customers by tugging at the heartstrings with the subject line: “Our Way of Saying We Miss you.”
This brand isn’t discount shy, offering a huge 40% off sale. They also showcase trending sale items with this knockout offer to solidify the value proposition and highlight the perks of joining their loyalty program—free shipping, exclusive rewards, and early access to sales.
This email isn’t just about making a sale; it’s about creating a sense of belonging and rewarding loyalty, proving that the right discount strategy can lead to long-term success.
Tactic 3: Conduct Surveys
Incorporating a survey into abandonment emails is a strategic approach that goes beyond simple reminders or discounts, converting potential lost sales into valuable customer insights.
71% of business leaders agree that customer feedback is essential for driving sales which directly impacts growth and profitability.
This tactic is crucial for understanding the reasons behind incomplete purchases in order to improve future strategies.
How Waterdrop does it
Waterdrop kicks off by acknowledging customer hesitation and expressing genuine interest with the subject line, “Something holding you back?”
Then the twist! Instead of a hard sell, Waterdrop opts for a soft inquiry. They do this with comprehensive options that cover a wide range of potential objections:
- Timing issues ("not ready to buy yet")
- Price concerns ("price is too high", "not enough value")
- Product uncertainty ("not sure if I'm going to like it")
- Competitive factors ("decided to try something else")
- Open-ended option ("Other")
This approach works on three levels: a) It shows they value customer opinion, b) Signals a commitment to improving their offerings, and c) Re-engages the customer in a non-pushy manner.
Not only does this strategy incentivize immediate purchases from previous emails, but it also harvests valuable data on customer pain points, helping to fine-tune future marketing efforts and product refinements.
Tactic 4: Creating Urgency
Urgency can be a powerful motivator in driving conversions. In fact, emails with time-sensitive content see a 22% higher engagement rate.
By nudging shoppers with the added pressure of time, these emails become more than simple reminders, effectively highlighting the product’s value and scarcity.
However it’s important to create urgency without being too pushy. You don’t want to come off desperate. Adding personality to your content can help with the balance. Take a look at Knix for a great example.
How Knix does it
By combining humor and scarcity, Knix taps into the FOMO effect while keeping it classy and avoiding the “discount brand” approach.
Their playful tone acknowledges the customer’s interest while adding a dash of urgency by emphasizing that their products are exclusive and won’t be around for long. They’re not just selling underwear; they’re selling an experience that’s too good to pass up.
Knix puts out their value proposition front and center, not being shy about tooting their own horn; They know their period underwear is revolutionary, and they’re making sure you know it too.
Knix is a masterclass in balancing humor, value proposition, and gentle persuasion without overwhelming customers. It’s a clever way to remind you of what you left behind, not being afraid to use it to their advantage in the most charming way possible.
Tactic 5: Social Proof
Think about the last time you looked at reviews to make a purchase decision. Did it influence you?
We’d bet it did because there’s no denying that we live in a world where social proof is enormously valuable to any business.
With 92% of consumers trusting peer recommendations over traditional ads, showcasing endorsements and customer reviews can seriously build trust and credibility.
Most brands add some level of social proof in their emails, but we’ve picked a brand that has taken it up a notch.
How HexClad Does It
HexClad backs up and strengthens its email credibility with triple-layered social proof.
- They feature two 5-star customer reviews that highlight the cookware’s performance.
- They mention “Michelin Star Chefs”
- They highlight 18,000+ satisfied customers with 5-star reviews.
Hexclad also offers a $100 referral program that leverages word-of-mouth marketing. This turns satisfied customers into brand advocates, reinforcing an exclusive community.
Tactic 6: Design First
It takes just half a second for users to form an opinion about your email.
In that fleeting moment, they decide whether to engage or hit the junk button. And since 94% of first impressions are based on design, a well-crafted email isn’t just nice to look at—it’s your best shot at standing out in an inbox flooded with 121 emails per day.
So make sure your first email visually hits it out of the park. Even if the recipient doesn’t convert right away, they’ll remember your email and are more likely to convert on the next one.
How Olipop does it
Olipop’s abandonment emails are a visual feast. Their strategy is all about creating an experience that’s as delightful to the eyes as their sodas are to the taste buds, turning their email into a virtual vending machine.
The real star of the show? The product showcase. Olipop shows the colorful lineups of abandoned items. Each product image is crisp, vibrant, and practically begging to be clicked. The clean layout and ample blank space guide your eyes effortlessly to the checkout button, which pops against the background and is impossible to miss.
The design is so polished that navigating to the bottom of the email is effortless, where three engaging options await—each thoughtfully placed to catch your attention.
Tactic 7: Freebies & Gifts
Offering a freebie is more than just a temptation—it's a powerful loyalty builder. In fact, 90% of consumers say that receiving a free gift with a purchase increases their brand loyalty.
Unlike discounts, freebies are tangible and often irresistible, whether it’s something you wouldn’t normally buy or a sample you’ve been curious about. It’s also a great way to get customers testing new products (that they may order again in the future).
The appeal grows even stronger when customers can choose their gift, making the purchase experience even more engaging and memorable. Take a look at Valentte’s approach below.
How Valentte does it
Valentte kicks things off with an irresistible free gift—a choice between a Reed Diffuser or Candle—making it the star of the show. By letting customers pick their gift, they add a personal touch. This limited-time offer taps into the scarcity effect, nudging shoppers to act fast.
To sweeten the deal, Valentte also highlights their customer-friendly perks like Free Delivery, No-hassle returns, and a “Happiness Guarantee,” all aimed at easing any worries. They round it out with a personal touch, offering direct assistance backed by the founder, which builds trust and makes customers feel valued.
This strategy draws customers back with the promise of a risk-free, luxury fragrance experience, turning them into loyal fans.
Tactic 8: Use Event Enrichers
This tactic is a little different from the rest but might just have the biggest impact — because if you want your emails to work, you need people to see them.
The need for event enrichers arose after privacy laws tightened, making it harder for platforms like Klaviyo to capture key abandonment events—like browse, cart, and checkout—and link them to opted-in emails.
This challenge means brands are missing out on up to 70% of trackable events and 30% of identifiable emails, leaving a lot of revenue on the table.
But there's a way to turn this around: first-party flow enrichment.
How Modular Closets does it
Modular Closets knows that crafting the perfect cart abandonment email is only half the battle.
The real power lies in making sure every customer actually gets those emails by ensuring every interaction is accurately tracked and linked to the right email address.
Their secret weapon for 54% more revenue in 30 days? The Klaviyo Flows Enricher, works behind the scenes to capture customer journeys and identify emails that would otherwise be missed.
The tool ensures that emails are sent only to those who have opted in and haven’t received an email yet — specifically targeting the users that Klaviyo missed.
What about Modular Closets email? The brand combines plenty of best practices for a well-rounded email strategy. From a striking design, a clear reminder, a benefit showcase, and a helpline, all the way to a few great reviews.
Turning Abandonment into Purchase Opportunity
The strategies you’ve just explored are more than just tips—they’re proven tactics to help you turn abandoned sessions into completed purchases.
But the real magic happens when you start testing and experimenting to see what works best for your audience. Whether it’s A/B testing your emails or simply asking your shoppers what they want, it’s all about finding the right approach for your brand.
These eight tactics are a great starting point, but figuring out what truly resonates with your customers will take your email game to the next level.
Ready to start experimenting and see what sticks? Download our ebook for more than 50 email examples with industry breakdowns, email timing, subject lines, and full sequences with follow-ups.
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Want to try our Klaviyo flow enricher? Book a demo with our team.
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