The generic reminder also doesn't work. Your customer knows they abandoned their checkout and most likely doesn't need reminding. What they need is reassurance (either that or their payment failed and they need to wait until payday to try again!).

The Real Reasons for Abandonment

The question is why did they abandon their checkout? The answer is probably one of these common concerns:

• Is the Price too High?
  The customer simply decided they didn't want to pay the money. The checkout screen gives them a big number that includes tax, postage, and every item in one figure. They could be balking at the postage, the unexpected tax (sales tax, VAT, duties), or maybe, and most likely, the postage.
• Can I Trust This Company?
  Is this product going to work? Is it high quality? What happens if it breaks? All these concerns can creep up on a customer at checkout.
• Will the Courier Lose It?
  Everyone has experience of the courier throwing the package over a 6-foot wall. I ordered a €2,000 PC once and the courier left it on my front lawn - not even at the front door.
• Can I Return It?
  It's hard sometimes to tell what a product you buy online will look like in person. Clothes that are XL can be anything from two sizes too small to two sizes too big. All these thoughts can stop a sale.
• Will I Regret This?
  Everyone gets a high when they buy, and like all highs what goes up... Sensible people will rightly pause for a moment and wonder if they need the items in their cart more than they need the money. They might decide they don't.

Crafting the Perfect Abandoned Cart Email

A well-crafted abandoned cart email is a conversation, not just a reminder. Note that you will need to tweak it for first vs. loyal customers, customers under or over the free shipping threshold, and by cart value, etc. Send it after an hour, keep it plain text, keep it friendly, and follow up after 24 hours.

Here is a perfect abandoned cart email template:

Make sure to use personalisation and address customer concerns head-on. There are other strategies for reducing abandoned checkouts, such as retargeting ads or on-site pop-ups, but this email will be a very good start.