A year ago, I opened one of my own brand’s abandoned cart emails – and cringed. It sounded like a robot begging for money. And I had written it.
It was stiff. Salesy. Desperate. That’s when I realized: the problem wasn’t our product – it was how we were showing up in someone’s inbox.
Because in e-commerce, it’s not just about reminding someone they left something behind – it’s about making them feel like you actually noticed.
Here are the mindset shifts that changed how I write – and why they might change your results too.
Nobody Wants Another Announcement in Their Inbox
Nobody likes getting yelled at by an ad.
Most abandoned cart emails sound like announcements. They’re stiff, overly polished, and try too hard to sell. They forget there’s a real person on the other side.
Now think about how you’d text a friend. You’d say, “Hey – saw you checked this out. Got questions? That tone – casual, conversational, unforced – immediately lowers resistance. It makes the reader feel like you’re helping them, not hustling them.
You don’t need cleverness or corporate polish. You need warmth, timing, and clarity. Because if it feels like a real message, people treat it like one.
The bar for “authentic” is shockingly low in ecommerce.
That’s why even a tiny bit of humanity in your copy stands out.
So next time you write an abandoned cart flow, ditch the pitch – and imagine you’re texting someone you care about.
Good copy doesn’t sell. It connects.
Your First Line Decides If They Keep Reading – Or Delete You
No one wants to be sold to – especially in the first sentence.
First lines are friction points. They either pull someone in – or push them away. And most brands blow it within five words.
Think of your inbox like a hallway. You’re walking past dozens of people waving signs. The one who says, “Hey, real quick – got a second?” will grab your attention faster than “LIMITED TIME OFFER!”
In copy, tone trumps tactics. Your first line should feel like someone noticed you, not like you’re the next number on their list.
The best copy doesn’t act like it has a megaphone – it acts like it has ears. So instead of starting with what you want to say, start with what they might want to hear.
It’s not about grabbing attention – it’s about earning it. And if your opener feels like a pitch, you’ve already lost.
Convincing Is Costing You Customers. Understanding Gets Them Back.
The best abandoned cart emails aren’t persuasive – they’re empathetic.
Most brands assume the customer needs more convincing. But most people don’t abandon because of logic – they abandon because of uncertainty. You don’t overcome doubt with pressure – you overcome it with understanding.
Maybe they weren’t sure about the fit. Maybe the timing wasn’t right. Maybe they just got distracted and forgot.
Your job isn’t to argue – it’s to say, “We get it. We’re still here if you need us.” That’s how you turn silence into trust – and trust into sales.
We’ve trained ourselves to write emails that push. But the most effective copy pulls the customer back in – gently. It reminds them you’re still listening, even when they step away.
Understanding earns the second chance that convincing can’t.
Bonus: Your Brand Voice Is Killing Conversions. Here’s Whose Voice to Use Instead.
Your customers have already written your best copy – you’re just not using it.
They’re telling you what they care about in reviews. They’re explaining their hesitations in support tickets. They’re sharing what moved them in testimonials.
So instead of guessing what to say, steal it. Use their exact words – their phrases, tone, even slang. Mirror their doubts and speak directly to their desires.
You’re not trying to sound “on-brand.” You’re trying to sound like you actually listened.
Too many ecommerce brands write from the top down – not the ground up. But when your copy sounds like them, they’ll believe it was written for them.
And belief converts more than branding ever could.
The best copy doesn’t echo your voice – it reflects theirs.
It’s Not Just Copy. It’s Connection.
E-commerce isn’t a transaction business – it’s a trust business.
People don’t abandon carts because they hate your product. They abandon because something didn’t click. And the email you send next decides whether they come back – or disappear.
When your copy feels human, it reopens the conversation. It signals, “We see you,” instead of “Buy now.” It shifts you from being a seller to being a guide.
That tone – the one that feels like a friend – is what drives long-term brand loyalty. Because it’s not the discount that brings them back. It’s the feeling you left them with.
The best abandoned cart emails aren’t clever. They’re clear, warm, and just human enough to stand out. And that’s what makes them work – over and over again.
People ignore sales tactics. They remember how you made them feel.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.