Insights and key metrics for boosting conversions — Stripo.email

Acquiring customers is merely the first step for eCommerce stores. One big challenge is the high cart abandonment rate. This problem occurs when customers add items to their online shopping carts, but then suddenly leave without making a purchase. The solution? Effective tools to help you win back your online shoppers.

One of the most powerful solutions to prevent shoppers from abandoning their carts is well-designed abandoned cart emails. Quality email design combined with well-timed and relevant email messaging can increase clicks and conversions, thereby transforming abandoned carts into recovered sales.

Below, we examine the latest cart abandonment statistics and provide practical tips to demonstrate how abandoned cart emails can boost your conversions and yield a higher return on investment (ROI).

Top 10 key statistics on abandoned cart emails

Don’t think of cart abandonment emails as merely polite reminders to customers to return to online stores. These emails must be treated as robust tools for re-engaging your potential buyers and recovering lost sales. 

Here are a few interesting email metrics on abandoned carts for 2025:

• average shopping cart abandonment rate: 70.19% (Baymard); 40% in the US (Statista);
• open rate: 45%-50% (Klaviyo);
• click-through rate (CTR): ≈ 21% (Moosend);
• conversion rates after email: 18% (Amra & Elma);
• mobile cart abandonment statistics: Up to 50% (Amra & Elma, Statista);
• time to recovery: sending an email within one hour after customer abandonment actions boosts conversions by 20% (Amra & Elma);
• average ROI per abandoned cart email: $5.81 revenue (Cartboss);
• unsubscription rate: 0.19% for eCommerce (Mailchimp).

Key indicators for personalized cart abandonment emails

Adding personalization to your abandoned cart emails helps you drive performance across all key metrics and reduce negative shopping cart abandonment statistics.

1. Open rates: With personalization, you can expect to improve your open rates by 26%. All you need to do is make the subject line more personalized (for example, by mentioning the recipient’s name). 
2. Click-through rates: Do you know that personalized product offers and calls-to-action increase CTR by 41%? When a recipient clicks on an email, they’re likely to return to the site, as it reminds them of the items they left in their carts.
3. Conversion rates: Personalization drives the average conversion rate to 20%. Why? Customers are provided with exactly what they want.
4. Time to recovery: Emails implemented using subscriber behavior and timing lead to faster customer recovery. Sending a follow-up email within the first hour after cart abandonment is particularly powerful.
5. Revenue per email: Cart abandonment stats reveal that personalized emails can generate up to 58% of all email-driven revenue. 
6. Customer lifetime value (CLV): Personalization increases customer loyalty (CLV rises to 20%-30% in the long run).
7. Cart value vs. conversion: Personalized offerings are most effective for mid-value online shopping carts, as they engage customers to make a purchase. An email such as, “Hi John, your Nike sneakers are almost gone — complete your order today and get 15% off. Don’t forget to check out our shoe care kit!” engages the customer to add even more items to the cart.
8. Bounce rates: Personalization also reduces bounce rates because emails are more relevant to your clients’ interests (they won’t skip the emails right away). “Still looking for that perfect yoga mat? We’ve saved your picks — take another look!” 
9. Shopping cart abandonment rate: A personal touch helps decrease the cart abandonment rate by making your emails more effective at bringing customers back. You show that you are paying attention to your customers. For example, “Hey Maria, your skincare favorites are still waiting!” 
10. Engagement rates: Your personalized email on shopping cart abandonment can enhance recipient engagement by up to six times compared to non-personalized mass emails.

Abandoned cart email best practices for online retailers 

Together, let’s figure out how you can improve your email marketing campaign to stop the abandonment of shopping carts. Improve your checkout flow and checkout design, follow the best timing for sending emails, segment customers, and keep other key points in mind as well.

Follow proper timing for sending emails 

Send the first email an hour after cart abandonment, the second within 24 hours, and the third within 48-72 hours. This tactic reduces the average cart abandonment rate and helps to avoid lost revenue.

Segment your customers 

Do you know that high-value carts remain abandoned more often (particularly in industries like jewelry or luxury goods)? Segmenting customers based on the value of their abandoned shopping carts can boost your sales. For high-value carts, it is recommended to use more personalized offers and discounts.

Create clear, compelling calls-to-action

Buttons in emails for abandoned carts should be clear and prominent, with calls to action such as “Complete Your Purchase” or “Return to Cart,” or even something more direct, such as that in the example below.

Offer free shipping or lower shipping costs

One of the main reasons why customers abandon purchases is the complicated checkout process, slow delivery, window shopping, and high shipping costs. That’s why free shipping is one of the most significant incentives to encourage shopping. In addition, provide a sufficient number of payment methods to make the purchasing process faster.

(Source: Monosend/Statista)

Simplify checkout flow

A complicated checkout flow is another big reason for high cart abandonment rates. To address this, try to make the checkout page as simple as possible. You can also add a guest checkout option, which does not require the customer to create a profile. 

Use personalization

Apart from simplifying the average checkout flow, use personalization in emails. It will be helpful to address the recipient by their name and also recommend products based on the customer’s previous behavior.

Consider mobile optimization

Mobile open rates are 60%-70%, which is higher than they are on desktops. This means you should focus on optimizing mobile email. CTAs need to be big, bright, and simple to tap on touchscreens, with clear calls to action. Make emails on shoppers’ abandoned carts simple to read and visually appealing on mobile devices to reduce the mobile cart abandonment rate.

The role of abandoned cart emails in eCommerce growth

Let’s take a look at the сore aspects and positive impact of abandoned cart emails on eCommerce business growth:

• Abandoned cart email conversion rates

The typical conversion rate of abandoned cart emails is 10%-15%, which places them among the most effective email marketing tools.

By recovering customers, abandoned shopping cart messages can increase total online sales volume by 20%-30%.

• Cost and return of sending cart abandonment email campaigns

Automated messages cost almost nothing to deliver and can prevent customer abandonment actions, thus generating high returns (with a return on investment typically exceeding 400%).

Not only do these messages induce first-time buys, they also support customer loyalty, thereby increasing lifetime value. These emails often say, “We remember this item caught your eye.” This gives subscribers a sense of receiving personalized attention.

Continually targeted communication keeps customers engaged, reduces the average cart abandonment rate, and also increases brand awareness. Your email is a powerful touchpoint that adds perceptual details to customers’ impressions. They look at your item options, the logo, and tone of voice and remember you.

The power of timing: When to send emails on abandoned carts?

The timing of sending emails regarding abandoned carts is crucial in determining the effectiveness of the campaign. Appropriate timing leads to greater open rates, CTRs, and conversions.

Below are the best timing points that are of significance in this regard:

1. First email (within one hour of abandonment on shopping carts): Since this is the most important message after cart abandonment, it has to be quick and discreet. Emails sent within one hour can increase conversion rates by up to 20%.
2. Second email (24 hours after): The second email, with additional incentives such as a promotion or complimentary delivery, targets non-respondents to the first email regarding abandoned carts.
3. Third email (48-72 hours after): This is the last opportunity to recover the customer after cart abandonment and should ideally be accompanied with an even better offer than the previous one or a temporary incentive. 

The optimal timing for sending the email also varies depending on your business field and target audience. Thus, it’s crucial to perform A/B tests to identify the most suitable interval. 

It must be noted that a customized send timing that takes into account customers’ geography and activity levels can significantly reduce the shopping cart abandonment rate and improve campaign performance. For example, when you send emails in the evenings or during lunch breaks, you reach people when they’re most active. The key is to understand your subscribers and be aware of their “active hours.”

How to reduce cart abandonment rate by improving email performance

If you want to reduce the cart abandonment rate with emails, A/B testing must be utilized to optimize open rates, CTRs, and conversions. Such testing involves comparing two versions of emails against each other to determine which one performs better. 

Compulsory-test factors in A/B tests

Subject line: Try out various subject lines to determine which one attracts the consumer’s attention to their shopping carts better. Compare, for example, “You left items in your cart” and “Don’t miss out — complete your purchase.”

(Source: Zettasphere)

Email copy: Experiment with differences in wording and length. For example, test a short email versus a long one to see which one yields more conversions.

Call to action: Test different button texts, such as “Complete Your Purchase” or “View Cart,” and see which one performs better.

Design and layout: Explore the impact of different designs and layouts on recipient behavior and cart abandonment rate. For example, you could test the results of emails with images of products as compared to those of emails without. Below is a good example of an attractive email design for eCommerce sites by H&M.

(Source: Email from H&M)

Successful example of A/B testing 

Cult Beauty, while conducting A/B tests on email subject lines, discovered that the optimum result was obtained from “You left something in your basket — can we help?”, with a 54.34% open rate and a 15.95% conversion rate.

(Source: Zettasphere)

Wrapping up

Abandoned cart emails remain one of the most effective tools for engaging online shoppers and generating additional sales in eCommerce. With accurate data, personalization, timely sending, and mobile optimization, eCommerce sites can truly stand out. 

Let’s say a few words about what to expect in the coming years. Here are the future trends and developments in email campaigns for abandoned shopping carts:

• increased application of artificial intelligence for behavior prediction and exciting personalization (63% of email marketing professionals have already used AI);
• increased emphasis on interactive emails where desktop and mobile users can take actions directly within the message, thus helping to simplify the complicated checkout process;
• growing focus on automation and multichannel marketing for eCommerce sites (email + SMS + push notifications);
• a need for greater focus on data protection and compliance with the General Data Protection Regulation (GDPR) and other relevant laws.

Do you have an eCommerce website? Perhaps you’re ready to create your own abandoned cart email? Use your new knowledge, our ready-to-use email templates, and build your next successful email marketing campaign! Don’t let your shopping carts be abandoned!