Are you tired of losing potential customers to abandoned carts? We know the feeling. That’s why we’ve compiled a list of abandoned cart email statistics to help you understand the problem and find solutions.
From our experience working with clients in the e-commerce space, we know that abandoned carts can be frustrating and lead to lost revenue. But fear not! By learning from these statistics, you can better understand why customers abandon their carts and what you can do to prevent it.
As an agency, we’ve seen firsthand the success that comes from implementing abandoned cart email strategies for our clients. Trust us, it’s worth the effort.
So, if you’re a business owner looking to improve your e-commerce strategy, or simply want to learn more about abandoned carts, this article is for you.
Let’s dive in and discover how you can turn those abandoned carts into converted customers.
Abandoned Cart Email Statistics (Key Takeways)
- Abandoned cart emails have a conversion rate of 3.62%, indicating their potential for success in reducing cart abandonment.
- The average click rate for abandoned cart emails is 9.5%, demonstrating the value of personalized and relevant messaging.
- 98% of abandoned cart emails are sent within 24 hours of cart abandonment, emphasizing the importance of timely communication.
- Abandoned cart emails with simple reminder subject lines have a 47.67% open rate, indicating the effectiveness of clear, straightforward messaging.
- 90% of abandoned cart emails show or list the abandoned products, highlighting the value of reminding customers of their prior interest.
- 81% of abandoned cart emails offer a percentage-based discount, indicating the potential for incentives to drive conversions.
- 85% of travel accessory retailers use abandoned cart emails, indicating the popularity of this strategy within the industry.
- Sending three abandoned cart emails leads to the highest overall revenue suggesting that sending multiple emails maximizes their chances of success.
General Cart Abandonment Email Statistics
1. Abandoned cart emails have a conversion rate of 3.62%.
That’s right: only about one in every 28 people who receive an abandoned cart email actually ends up completing their purchase. Talk about a major disappointment.
But why is the conversion rate for abandoned cart emails so low? It could be that the timing of the email is off, or that the subject line isn’t compelling enough to grab the reader’s attention. It could also be that the email itself isn’t personalized or doesn’t offer a compelling enough reason for the customer to come back and complete their purchase.
Regardless of the reason, it’s clear that retailers need to step up their game when it comes to abandoned cart emails. After all, abandoned carts represent lost revenue and missed opportunities, so it’s in a business’s best interest to try and recover as many of them as possible.
During a three-month study, customers produced more than $60 million worth of sales straight from abandoned cart emails, with the average revenue per receiver standing at $5.81.
In order to maximize the effectiveness of abandoned cart emails, it is important for businesses to carefully craft their messaging and timing in order to maximize the chances of conversion. Additionally, leveraging data and analytics can help businesses better understand their customers and tailor their abandoned cart emails to better meet their needs.
If you’re a retailer who wants to improve your abandoned cart email conversion rate, here are a few tips to keep in mind:
- Make sure the timing of your abandoned cart emails is right. You don’t want to send the email too soon after the cart has been abandoned, as the customer may still be deciding whether to make a purchase. On the other hand, if you wait too long, the customer may have already moved on and forgotten about their abandoned cart.
- Craft a compelling subject line that grabs the reader’s attention and encourages them to open the email. Use language that’s personal, urgent, and actionable to increase the chances that the customer will click through to your site.
- Personalize the email itself by using the customer’s name and including relevant product recommendations based on their browsing history or previous purchases. This will make the email feel more personalized and relevant to the customer, increasing the likelihood that they will complete their purchase.
- Offer a compelling reason for the customer to come back and complete their purchase. This could be a discount code, free shipping, or a limited-time offer. Whatever it is, make sure it’s something that will incentivize the customer to act now.
By following these tips, you can improve your abandoned cart email conversion rate and turn those lost sales into actual revenue. So don’t let those abandoned carts go to waste – take action and start seeing better results from your abandoned cart emails today.
(Klaviyo)
2. The office supplies industry has the highest abandoned cart email conversion rate at 3.87%.
The data above indicates that the office supplies industry has the highest abandoned cart email conversion rate at 3.87%. This suggests that businesses in this industry may have particularly effective abandoned cart email strategies in place, or that customers in this industry are particularly receptive to abandoned cart emails.
Additionally, the relatively high conversion rates in the food and beverage, apparel and accessories, and toys and hobbies industries indicate the potential for success with abandoned cart emails in these sectors as well.
Overall, these numbers highlight the value of abandoned cart emails for businesses across a variety of industries.
(Klaviyo)
3. Cart abandonment emails have an average open rate of 51.21%.
When observing data by industry, the highest cart abandonment email open rates are in home and garden at 52.73%. Apparel and accessories and sporting goods rank second, with 52.61% each, followed by jewelry and food and beverage, at 51.85% and 51.76%, respectively.
Abandoned cart emails in the hardware and home improvement industry have an average open rate of 50.72%, followed by toys and hobbies at 50.24%, automotive at 50.09%, and specialty at 50%.
Some of the lowest average cart abandonment email open rates are found in the office supplies industry at 49.86%, health and beauty at 49.44%, electronics at 49.16%, and mass merchant at 45.99%.
(Klaviyo)
4. The average cart abandonment email click rate is 7.2%.
Data on cart abandonment email click rates by industry reveals that the highest are in hardware and home improvement at 7.9%. Sporting goods has the second-highest conversion rate of 7.84%, followed by home goods and automotive, at 7.75% and 7.6%, respectively.
Abandonment cart emails in the jewelry industry have an average click rate of 7.5%, followed by apparel and accessories at 7.4%, food and beverage at 7.35%, toys and hobbies at 7.27%, and speciality at 7.05%.
Some of the lowest average cart abandonment email click rates are in the electronics industry at 6.94%, office supplies at 6.64%, mass merchant at 6.52%, and health and beauty at 6.44%.
(Klaviyo)
5. At 85%, travel accessory retailers are the most common abandoned cart email senders.
Jewelry retailers rank second at 77%, followed by those in apparel and footwear and accessories at 75% and 74%, respectively.
Equal 66%-portions of beauty and cosmetic retailers and florists send cart abandonment emails, and so do 63% of consumer electronics retailers, and equal 58%-portions of food and beverage retailers and those in hobby, recreation, and leisure.
The share of home retailers that send abandoned cart emails stands at 56%, followed by 54% of eyewear retailers, 50% of pet retailers, 48% of those in health and wellness, and 39% of retailers in the automotive industry.
(Rejoiner)
Abandoned Cart Recovery Email Benchmarks by Order Size
6. For orders between $1 and $49 in size, cart abandonment emails can retrieve up to 12.5% of lost purchases.
The above figure refers to the top 10% of businesses with 1-99 orders per month.
When it comes to the top 10% of businesses within the $1-$49 order size range, those with 100-499 orders per month rank second, with an 11.7% recovery rate.
Businesses with over 1,000 orders per month follow closely with 11.4%, while those in the top 10% with 500-999 orders per month have a 10.3% recovery rate.
For orders of between $1 and $49, the average lost purchase recovery rate due to cart abandonment emails is highest among businesses receiving 500-999 orders per month, at 3.4%. Those with 1-99 orders per month rank second at 3.1%, followed by those with 100-499 and over 1,000 orders per month, at 2.8% and 2.3%, respectively.
The highest recovery rate of the bottom 10% of companies is found among those with 500-999 orders per month, at 0.6%. Those with 1-99 and 100-499 orders per month have a lost purchase recovery rate of 0.5%, while the corresponding figure for the bottom 10% of businesses receiving over 1,000 orders per month is 0.4%.
(Klaviyo)
7. For orders sized between $50 and $99, cart abandonment emails can retrieve up to 14.1% of lost purchases.
The above figure refers to the top 10% of businesses with 500-999 orders per month.
When it comes to the top 10% of businesses within the $1-$49 order size range, those with 100-499 orders per month rank second, with a 13.1% recovery rate.
Businesses with 1-99 orders per month follow with 12.1%, while those in the top 10% with over 1,000 orders per month have an 11.4% recovery rate.
For orders of between $50 and $99, the average lost purchase recovery rate due to cart abandonment emails is highest among businesses receiving more than 1,000 orders per month, at 3.8%. Those with 1-99 orders per month rank second at 3.5%, followed by those with 500-999 and 100-499 orders per month, at 3.4% and 3%, respectively.
The highest recovery rate of the bottom 10% of companies is found among those with 1-99 orders per month, at 0.7%. Those receiving 100-499, 500-999, and over 1,000 orders per month each have a lost purchase recovery rate of 0.5%.
(Klaviyo)
8. For orders between $100 and $499 in size, cart abandonment emails can retrieve up to 12.9% of lost purchases.
The above figure refers to the top 10% of businesses with 100-499 orders per month.
When it comes to the top 10% of businesses within the $100-$499 order size range, those with 1-99 orders per month rank second, with an 11.8% recovery rate.
Businesses with over 1,000 orders per month follow with 11.1%, while those in the top 10% with 500-999 orders per month have a 10.1% recovery rate.
For orders of between $100 and $499, the average lost purchase recovery rate due to cart abandonment emails is highest among businesses receiving over 1,000 orders per month, at 5%. Those with 100-499 and 500-999 orders per month share the second place at 4.7%, followed by those with 1-99 at 4.1%.
The highest recovery rate of the bottom 10% of companies is found among those with 500-999 orders per month, at 0.6%. Those with 100-499 orders per month have a lost purchase recovery rate of 0.5%, while the corresponding figure for the bottom 10% of businesses receiving 1-99 and more than 1,000 orders per month is 0.4% each.
(Klaviyo)
9. For orders sized $500 or more, cart abandonment emails can retrieve up to 14.9% of lost purchases.
The above figure refers to the top 10% of businesses with 1-99 orders per month.
When it comes to the top 10% of businesses within the $1-$49 order size range, those with 100-499 orders per month rank second, with a 13.8% recovery rate.
Businesses with over 1,000 orders per month follow closely with 11%, while those in the top 10% with 500-999 orders per month have a 9.1% recovery rate.
For orders of $500 or above, the average lost purchase recovery rate due to cart abandonment emails is highest among businesses receiving over 1,000 orders per month, at 5.4%. Those with 100-499 orders per month rank second at 5.1%, followed by those with 500-999 and 1-99 orders per month, at 4.4% and 3.9%, respectively.
The highest recovery rate of the bottom 10% of companies is found among those with 1-99 orders per month, at 0.6%, closely followed by those receiving 100-499, at 0.5%.
(Klaviyo)
Cart Abandonment Recovery Email Sequences
10. 54% of online retailers send a single cart abandonment email.
Most eCommerce retailers surveyed (54%) send only one cart abandonment email. A smaller portion (21%) send two cart abandonment emails, and even fewer (16%) send three cart abandonment emails.
Only 7% of retailers surveyed send four cart abandonment emails, and only a very small percentage (2%) send five or more cart abandonment emails.
This data suggests that most eCommerce retailers surveyed use a relatively low number of cart abandonment emails in their marketing efforts.
This may be because sending too many emails can be perceived as intrusive or annoying by potential customers, which can hurt the retailer’s reputation and decrease the chances of converting abandoned carts into actual purchases.
(Rejoiner)
11. Sending a single abandoned cart email results in the highest open rate, at 63%.
The performance of two emails shows the second-best results with a 49% open rate, followed by four and three emails at 47% and 46%, respectively.
Sending five cart abandonment emails results in an open rate of 39%, while the corresponding figures for six and seven emails are 35% and 32%, respectively.
(Klaviyo)
12. Sending one cart abandonment email results in the highest click rate, at 14.5%.
The performance of two emails shows the second-best results with an 11.8% click rate, followed by three and four emails at 10.7% and 10.5%, respectively.
Sending five cart abandonment emails results in a click rate of 8.1%, while the corresponding figures for six and seven emails are 6.8% and 6.2%, respectively.
(Klaviyo)
13. Sending one abandoned cart email generates the highest revenue per recipient, at $10.75.
The performance of two emails shows the second-best results with an $8.28 revenue per recipient, followed by three and seven emails at $5.52 and $4.62, respectively.
Sending five and four cart abandonment emails results in an open rate of $4.36 and $4.29, respectively, while the corresponding figure for six emails is $2.59.
(Klaviyo)
14. Sending three abandoned cart emails generates the highest overall revenue.
As mentioned earlier, the retailers that sent one email had the highest open and click rates, which suggests that timely emails can improve performance.
However, the retailers that sent two or three emails had the higher overall revenue, even though their open and click rates were lower. This suggests that sending multiple emails in a series can be effective in generating revenue, even if the open and click rates are not as high as those for a single email.
It may be worth considering sending a series of emails to customers, rather than just a single email, in order to maximize revenue.
(Klaviyo)
15. When sending multiple cart abandonment emails, the first one has the highest open rate, at 63%.
The second email in a sequence of multiple abandoned cart emails has an open rate of 49%, followed by the fourth and third at 47% and 46%, respectively.
The fifth email of a cart abandonment series has an open rate of 39%, while the corresponding figures for the sixth and seventh are 35% and 32%, respectively.
(Klaviyo)
16. The first email in an abandoned cart sequence has the highest click rate, at 13.6%.
When sending multiple cart abandonment emails, the second and third have a click rate of 11.1% and 10.1%, respectively.
The corresponding figures for the fourth and fifth emails are 9.6% and 8.1%, while the sixth and seventh emails have a click rate of 6.8% and 6.2%, respectively.
(Klaviyo)
17. The first email in a cart abandonment series generates the highest revenue per recipient, at $10.76.
When sending multiple abandoned cart emails, the second email generates $8.27 in revenue per recipient, followed by the third, which generates $5.52.
The seventh email generates $4.62 in revenue per recipient, followed by the fifth and fourth emails, which generate $4.36 and $4.29. The sixth email generates the lowest revenue per recipient, at $2.59.
(Klaviyo)
18. In 98% of cases, the first email is sent within 24 hours of cart abandonment.
In 89% of cases, the first email of an abandoned cart series is sent within 12 hours, in 68% within six hours, in 40% within one hour, while the first email is sent within 30 minutes of cart abandonment in only 5% of cases.
(Rejoiner)
19. The second email of a cart abandonment series is sent within 48 hours in 91% of cases.
In 75% of cases, it’s sent within 24 hours, and 18% of the second cart abandonment emails are sent within 12 hours.
In 88% of cases, the third email of an abandoned cart sequence is sent within 96 hours, while 69% are sent within 72 hours, 48% within 48 hours, and 20% of the third emails are sent within 24 hours of cart abandonment.
The fourth email of a cart abandonment series is sent within 120 hours in 79% of cases, within 96 hours in 70% of cases, while 60% are sent within 72 hours, and 25% within 48 hours.
In 86% of cases, the fifth email of an abandoned cart sequence is sent within 168 hours, while 71% of fifth emails are sent within 144 hours, 50% within 96 hours, and 36% within 72 hours.
(Rejoiner)
Cart Abandonment Email Subject Lines and Content
20. Emails with simple reminder subject lines have a 47.67% open rate.
More specifically, the ‘It looks like you left something behind…’ subject line also generates $11.21 in revenue per recipient.
Abandoned cart email subject lines with emoji have an open rate of 39%, while those containing ‘free shipping’ or a dollar or percentage symbol have an open rate of 38.31% and a click rate of 10.75%.
(Klaviyo)
21. 44% of abandoned cart emails mention an offer in the subject line.
Another 18% include the word ‘cart’, while 12% of cart abandonment email subject lines say ‘Complete your purchase’ and 10% are questions like ‘Did you forget something?’.
Only 9% contain the words ‘forget’ or ‘forgot’, while equal 7%-portions of abandoned cart email subject lines contain the word ‘order’ or the brand’s name.
The word ‘expire’ is found in 5% of cart abandonment email subject lines, while equal 4%-portions contain emoji or the recipient’s first name.
Equal 2%-portions of abandoned cart email subject lines contain the abandoned item or the word ‘help’, while less than 1% mention low stock or inventory.
(Rejoiner)
22. 22% of cart abandonment emails contain the word ‘Complete’ in their CTA.
When an offer is included in the email, 20% of abandoned cart emails include the offer in their CTA.
‘Complete your purchase’ is used as CTA in 11% of cart abandonment emails, while 10% contain the word ‘shop’ or ‘shopping’ in their CTA.
Another 9% use ‘Items in your cart’ as CTA, 8% contain ‘check out’ or ‘checkout’, and 7% of abandoned cart emails use ‘Return to cart’ as CTA.
(Rejoiner)
23. 44% of abandoned cart emails mention scarcity in the body or subject line.
The item selling out or no longer being available accounts for 58% of all scarcity, the offer expiring accounts for 23%, and the cart expiring or items no longer being reserved accounts for 19% of all scarcity.
Only 10% of cart abandonment emails mentioning scarcity also mention low supply quantities or limited stock.
(Rejoiner)
24. In cart abandonment email sequences, there is a 100% likelihood that the eighth email mentions scarcity.
At 80%, the sixth email is the second-most-likely to mention scarcity, followed by the fifth at 71%, the fourth at 62%, and the third at 54%.
The second and seventh emails in abandoned cart email series have an equal 50%-likelihood to mention scarcity, and the same applies to 36% of the first emails.
(Rejoiner)
25. 11% of abandoned cart emails contain humor in the body or subject line.
While the seventh and eighth emails in a cart abandonment series are not likely at all to contain humor, the likelihood is highest when it comes to the sixth email, at 20%.
Only 12% of the first emails contain humor, closely followed by 11% of the second emails. Equal 8%-shares of the third and fourth emails contain humor, and the same applies to 7% of the fifth emails in an abandoned cart sequence.
(Rejoiner)
26. 90% of cart abandonment emails show or list the products that are abandoned.
In an attempt to further optimize conversions, another 83% of such emails offer to restart the session on a different device.
Furthermore, 13% of abandoned cart emails contain product recommendations, and 64% of brands that include recommendations do so in every email of their campaigns.
While the seventh and eighth emails in a cart abandonment series are not likely at all to contain product recommendations, the likelihood is highest when it comes to the sixth email, at 20%. Only 17% of the third emails contain recommendations, closely followed by 15% of the fourth emails, and equal 14%-shares of the second and fifth emails.
(Rejoiner)
Abandoned Cart Recovery Email Offers
27. 81% of abandoned cart emails offer a percentage-based discount.
Even though the most popular, studies reveal that this type of discount performs the worst in terms of open rate and revenue per recipient.
Dollar-based discounts, found in 12% of cart abandonment emails, have been found to generate the highest revenue per recipient of up to $15.91.
Even though they’re used in a mere 5% of abandoned cart emails, free shipping offers generate a click rate of a whopping 12.53%.
Free gifts accompanying the purchase are the least popular cart abandonment email offers, at 2%.
(Rejoiner, Klaviyo)
28. 40% of emails with a percentage-based discount offer 10% off.
The second-most-popular discount is 15% off, used in 20% of percentage-based discount emails, followed by 20% off offered by 12%, while 5%, 25%, and 30% off deals are each found in 3% of abandoned cart emails including a percentage-based discount.
Of emails with a dollar-based discount, 5% offer $10 off, 1% offer $5 off, and the remainder offer miscellaneous discounts.
(Rejoiner)
29. The majority (or 59%) of offers come as static coupon codes.
Dynamic codes are how 25% of offers are delivered, while 16% are directly added to the cart.
Research has found that abandoned cart emails containing a discount code have a 44.37% open rate and a 10.85% click-through rate.
(Rejoiner, Klaviyo)
30. 35% of brands that send cart abandonment emails include an offer.
Another 4% of brands improve their offers over the course of their abandoned cart email sequence.
The majority (or 61%) of brands send a single offer in a cart abandonment email series, while 27% send two. 8% of brands send three, while only 3% send four offers in their abandoned cart email sequences.
When it comes to when the first offer is sent, the majority (or 50%) of brands send it in their first cart abandonment email, while 30% do so in their second email. 18% of brands send their first offer in the third email, while only 2% do so in the fourth email of an abandoned cart email series.
(Rejoiner)
31. In cart abandonment email sequences, there is a 100% likelihood that the seventh and eighth emails contain an offer.
In 64% of cases, it is the fifth email that contains the offer, in 62%, the fourth, and in 59%, the third.
The sixth email contains an offer in 40% of cases, followed by the second in 36% of cases, while the first email of an abandoned cart email series contains an offer in 18% of cases.
(Rejoiner)
32. At 67%, travel accessory retailers are the ones most likely to include an offer in abandoned cart emails.
Those in health and wellness rank second at 58%, followed by eyewear retailers at 57%, and florists at 50%.
Among automotive retailers, 43% include an offer in their cart abandonment emails, and so do equal 38%-portions of beauty and cosmetics and home retailers, 35% of those in the apparel industry, and 32% of footwear and accessories retailers.
Equal 29%-portions of those in the hobby, recreation, and leisure industry, consumer electronics, and jewelry retailers include an offer in their abandoned cart emails, and so do 14% of food and beverage retailers.
Interestingly, pet retailers aren’t likely at all to include an offer in their abandoned cart emails.
(Rejoiner)
Conclusion
As we’ve seen, abandoned carts can be a major source of frustration for e-commerce businesses. But by understanding the problem and implementing abandoned cart email strategies, you can turn those lost customers into loyal ones.
So, what’s the next step? Take what you’ve learned from these stats and start implementing abandoned cart email campaigns for your own business. With the right approach, you’ll be able to reduce cart abandonment and increase conversions.
And remember, it’s not just about the numbers. By reaching out to customers who have abandoned their carts, you’re also building trust and showing that your business cares about their experience. So go forth, put these strategies into action, and watch your revenue grow.
Thanks for reading!
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