One email is not enough. Learn about the “Cart 2.0” scenario that recovers customers via email, SMS and push in 48 hours
Every abandoned shopping cart is a lost opportunity. According to a report by the Baymard Institute, more than 70% of shopping carts are abandoned*. E-commerce companies are using more and more solutions to encourage the customer to return and complete the purchase. In 2025, the recovery of abandoned shopping carts goes far beyond a single reminder email. The modern approach is multi-channel, automated communication sequences that combine email, SMS and push notifications into a personalized experience that can convert lost opportunities into loyal customers.
Why do customers abandon carts?
Understanding shopping cart abandonment mechanisms is key to building effective recovery strategies. Today’s shopper is a discerning, comparison-shopping, option-conscious tech geek who has access to an unlimited number of alternatives. Each shopping cart abandonment is the result of a series of micro-decisions made in a matter of seconds. An overly complicated ordering process, unexpected delivery costs, lack of a preferred payment method, doubts about the return policy – any of these elements can be the point at which a customer decides to abandon.
Today’s purchase path rarely takes place on a single device. A customer may start researching on a phone on the way to work, only to later finalize the order on a laptop. Problems completing the purchase on another device is another potential abandonment point.
Email – the foundation of effective customer communication
Email continues to be the primary channel for recovering abandoned shopping carts. However, campaigns for abandoned shopping carts don’t have to rely solely on email. They are thoughtful sequences that tell a story and build purchase motivation. The email should be sent within 1-3 hours of the cart abandonment. This is the moment when the product is still fresh in the customer’s mind. The message should be subtle and focused on removing potential barriers. It is best to include helpful links to how to buy step-by-step, where to find the return policy, information on payment and delivery options. In later steps, it is worth using other forms of communication, such as SMS or push notifications.
SMS – reach customers instantly and go straight to the heart of
SMS messages have an impressive open rate of almost 100 percent, ensuring that the reminder of an abandoned shopping cart is seen. This makes SMS a powerful tool in the battle to win back customers. The standard abandoned cart sequence simply adds SMS to existing automation. SMS works best as an element of urgency and immediacy. Short, concise messages with clear CTAs can be especially effective at times when customers are mobile and have limited time to make a decision.
The limitations of SMS force creativity in content delivery. Effective messages use personalization elements, such as the customer’s name, the name of a specific product, or even the location of the store. Forget boring texts like: “You have stuff in your shopping cart.” By preparing a message with content tailored to a specific customer, there is a much higher likelihood that they will return and complete the purchase.
Push notifications, i.e. mobile marketing
Send notifications to customers using the mobile app. iPresso analyzes user activity and sends personalized notifications, catching the attention of the recipient. When creating an abandoned cart recovery scenario, you can include mobile push notifications as the last step. For mobile app users, it’s worth offering a small discount to encourage them to return.
Customer journey map
A successful multichannel strategy starts with a deep understanding of the customer path. Each user requires a customized approach. Loyal customers who shop regularly may only need a gentle reminder. New users may require more information about the brand and guarantees. Customers looking for promotions will only respond to discount codes, while the premium segment may be more interested in exclusive access to pre-sale collections.
Have we made you curious about the customer journey topic? Read our article on this topic – click here.
This is how you recover an abandoned shopping cart
Here’s what the sequence might look like, using email, SMS and push notifications for a customer who has abandoned a shopping cart:
1. An email (one hour after the cart was abandoned) with the title: “[Name], your purchases are waiting! Finish them today!”. In the content, the system will automatically insert photos and short descriptions of the products that are in the cart.
2. SMS (triggered after 24 hours of cart abandonment, if the email did not bring the result) with the content: “[Name], complete your order and get free delivery on your next purchases! Check out: [Short Cart Link]”.
3. Push notification (after 2 days of cart abandonment, if the previous steps didn’t work) – “Your cart at [Company Name] is still waiting! Finish your shopping and enjoy a 10% discount! Click here! [Cart link].”
Why it works?
- Each subsequent message offers an additional incentive (free delivery on the next purchase, discount) to increase the chances of conversion.
- Using the customer’s name and referring to specific products in the shopping cart builds a relationship.
- You gradate the intensity, so the customer doesn’t feel pushy.
Summary
Recovering Abandoned Carts 2.0 is a comprehensive strategy that goes far beyond traditional reminder emails. It’s a combination of emails, SMS and push notifications into personalized sequences that treat each customer uniquely, with their own preferences and motivations.
The future belongs to those companies that can create automated sequences that recover abandoned shopping carts. Investing in Marketing Automation isn’t just about rescuing abandoned shopping carts – it’s about building solid, profitable customer relationships for years to come. Want to learn more? Click here and contact us.
