5 Abandoned Cart Angles that aren't "you forgot this"
Just because every brand and his dog are sending abandoned cart emails that lead with “You forgot/left something behind/your cart misses yewww!” (or the equally fucking annoying “what happened?” play), doesn’t mean you have to.
In fact, it’s all the more reason not to.
It’s boring.
It’s annoying.
It puts the customer in the wrong.
And it doesn’t meet them where they’re at — either uninterested or still deciding.
Because they didn’t forget. You failed to help them decide.
But when almost all the abandoned cart swipes and email platform templates are still shouting “YOU FORGOTTT”, it can be hard to come up with something different.
So here’s 5 abandoned cart anglEs that don't suck, complete with copy swipes:
1. Remind them
Yep, it can be as simple as just reminding them, minus the shaming around “forgetting” or the naff “what happened??” spin.
This can still come off as a little creepy, in that “we’re watching your every move” kind way, so tread carefully.
COPY SWIPES: Still looking? / See something you like? / Take another look
Worx goes for the simple “Take another look” angle. The bar is low, but at least they didn’t add shame to the mix.
2. Help them decide
If they haven’t made a decision yet, maybe they just need more info?
So ask if they have questions, point to customer service and/or use your abandoned cart emails to overcome common objections — guarantees, warranties, returns policies, use cases, customer reviews are all powerful objection busters.
COPY SWIPES: Still thinking it over? / Got questions about [product]? / Can I help you?
Whiskey loot lead with “Still thinking about it?” and then the email to future-pace (things you could do with your whiskey loot crate) AND answer FAQs.
3. Call out the problem you solve
What will they gain or avoid by buying from you? How will your product(s) improve their everyday existence?
COPY SWIPES: Ever had your leggings tear on you? / Don’t get left in the dust
Sunday Collective highlights how investing in their pieces will mean buying fewer clothes that last longer (a problem the customer gets to avoid)
4. Compliment them
Everyone enjoys being complimented on something cool they’ve found.
Give them a warm fuzzy feeling that they’ll associate with your brand.
COPY SWIPES: You have great taste! / Nice pick / Nice [product type]!
Everlane compliments the potential customer with the line “You have great taste.”
5. Help them imagine having the thing
Sometimes the biggest thing you’re trying to overcome is the comfort of inertia.
So use future-pacing and give them a reason (that’s not a faux expiring discount code 🤢) to make the decision now, rather than delay it further.
COPY SWIPES: Make it yours / Take me home / Cart today, closet tomorrow
Lego focuses on the idea of owning the thing, via the line “Make it yours in a snap!”
Now you’ve got 5 abandoned cart angles to try out, and 0 reasons to fallback on lame shit like “you forgot” or “your cart misses you!”.
Pick one that fits your brand, dig into what hesitations people have about buying from you and use those emails to help them make a decision instead.
Don’t have the time or motivation to get it done? Book a sesh and lemme take care of it for ya.