# Cart Recovery Email & SMS Templates

## Template Selection Guide

Choose templates based on the touch position in your sequence and the message purpose:

| Touch Position | Purpose | Tone | Incentive Level |
|---|---|---|---|
| Touch 1 (30-60 min) | Helpful reminder | Friendly, no pressure | None |
| Touch 2 (4-6 hours) | Social proof / value reinforcement | Confident, testimonial-driven | None or free shipping |
| Touch 3 (24 hours) | Objection handling + soft incentive | Empathetic, problem-solving | Free shipping or small discount |
| Touch 4 (48 hours) | Urgency + stronger incentive | Direct, time-limited | Moderate discount |
| Touch 5 (72 hours) | Final chance + best offer | Urgent but respectful | Best available offer |

---

## Email Templates

### Touch 1: The Helpful Reminder

**Purpose:** Bring the shopper back while the purchase intent is still warm. No selling pressure — just make it easy to return.

**Subject Line Options:**
- A: "Your [Product Name] is waiting for you"
- B: "Did something go wrong? Your cart is saved"
- C: "Still thinking about [Product Name]?"

**Preview Text:** "We saved your cart so you can pick up right where you left off."

**Body Structure:**
```
Hi [First Name],

We noticed you were checking out [Product Name] — great choice.

Your cart is saved and ready whenever you are.

[PRODUCT IMAGE + NAME + PRICE]

[CTA: Complete Your Order →]

If you had any trouble with checkout, just reply to this email and we'll help sort it out.

[Brand sign-off]
```

**Key Principles:**
- No incentive — this is a service message, not a sales pitch
- Include the specific product image and name (personalization)
- Offer help in case checkout had technical issues
- Single, clear CTA
- Keep it short (under 100 words)

---

### Touch 2: Social Proof & Value

**Purpose:** Reinforce the purchase decision with evidence from other customers. Address the implicit objection: "Is this product actually worth it?"

**Subject Line Options:**
- A: "Here's what [X,XXX] customers say about [Product Name]"
- B: "[Product Name]: the reviews speak for themselves"
- C: "Still deciding? [X,XXX] people already chose [Product Name]"

**Preview Text:** "See why customers rate [Product Name] [X.X]/5 stars."

**Body Structure:**
```
Hi [First Name],

Still thinking about [Product Name]? You're in good company — here's what our customers are saying:

⭐⭐⭐⭐⭐ "[Short, specific review quote addressing common objection]"
— [Reviewer Name], Verified Buyer

⭐⭐⭐⭐⭐ "[Second review quote addressing different objection]"
— [Reviewer Name], Verified Buyer

[PRODUCT IMAGE]

Your cart is still saved:
[Product Name] — $[Price]

[CTA: Get Yours Today →]

[Brand sign-off]
```

**Key Principles:**
- Select reviews that address the top purchase objections for this product
- Include verified buyer badges for credibility
- Still no discount — let the social proof do the work
- Product image reminder for visual reinforcement

---

### Touch 3: Objection Handler + Soft Incentive

**Purpose:** Directly address the most likely reason they didn't purchase. Introduce the first incentive (typically free shipping).

**Subject Line Options:**
- A: "We'll cover shipping on your [Product Name]"
- B: "A little something to help you decide on [Product Name]"
- C: "Your [Product Name] + free shipping = done"

**Preview Text:** "Free shipping on your saved cart — but only for [X] hours."

**Body Structure:**
```
Hi [First Name],

We get it — sometimes you need a minute to think it over.

Here's what might help: we're covering shipping on your order today.

[PRODUCT IMAGE + NAME + PRICE]
Shipping: FREE (saving you $[X.XX])

[CTA: Claim Free Shipping →]

Why customers love [Product Name]:
✓ [Key benefit 1]
✓ [Key benefit 2]
✓ [Key benefit 3]

Plus, every order comes with [guarantee/return policy].

[CTA: Complete Your Order →]

This offer expires in [X] hours.

[Brand sign-off]
```

**Key Principles:**
- Lead with the incentive (free shipping is the most common abandonment cause)
- Add time limit to create urgency without being pushy
- Reinforce product benefits in bullet format
- Mention guarantee/return policy to reduce risk perception

---

### Touch 4: Urgency + Stronger Incentive

**Purpose:** Create genuine urgency with a meaningful incentive for shoppers who haven't responded to softer approaches.

**Subject Line Options:**
- A: "[X]% off your [Product Name] — expires tonight"
- B: "Last chance to save on [Product Name]"
- C: "We saved you [X]% on [Product Name] — check your cart"

**Preview Text:** "Your exclusive [X]% discount expires in [X] hours."

**Body Structure:**
```
Hi [First Name],

Your [Product Name] is still in your cart, and we'd love to see it find a good home.

Here's an exclusive offer just for you:

[X]% OFF YOUR ORDER
Use code: [UNIQUE_CODE]
Expires: [Date/Time]

[PRODUCT IMAGE + NAME]
Was: $[Original Price]
Now: $[Discounted Price] with code [CODE]
You save: $[Savings Amount]

[CTA: Apply Discount & Checkout →]

[Urgency element: "Only [X] left in stock" or "Sale ends [date]"]

[Brand sign-off]

P.S. This code is just for you and expires in [X] hours.
```

**Key Principles:**
- Show the math (original price, discount, final price, savings)
- Use unique, single-use discount codes (not shareable)
- Clear expiration creates genuine urgency
- P.S. line reinforces exclusivity and time limit

---

### Touch 5: Final Chance

**Purpose:** Last recovery attempt with the strongest offer and most direct urgency.

**Subject Line Options:**
- A: "Final notice: Your [Product Name] cart expires today"
- B: "We're closing your cart (but here's one last offer)"
- C: "Your best deal on [Product Name] — ending soon"

**Preview Text:** "Last chance to save [X]% before your cart is cleared."

**Body Structure:**
```
Hi [First Name],

This is our last reminder about [Product Name] in your cart.

We're offering our best price — [X]% off — but this expires tonight at midnight.

[PRODUCT IMAGE + NAME]
Final price: $[Discounted Price] (save $[Amount])

[CTA: Get [X]% Off Now →]

After tonight, this offer is gone.

If [Product Name] isn't right for you, no worries at all — we just didn't want you to miss out.

[Brand sign-off]
```

**Key Principles:**
- Respectful tone — acknowledge they may not want the product
- Strongest discount of the sequence
- Clear, final deadline
- Short and direct (no fluff at this point)
- Include an emotional "out" so it doesn't feel like harassment

---

## SMS Templates

### SMS Touch (typically Touch 2 or 3 position)

**Template A: Simple Reminder**
```
[Brand]: Your [Product Name] is still in your cart! Complete your order here: [short link] Reply STOP to opt out
```
Character count: ~100 (varies by product name)

**Template B: With Incentive**
```
[Brand]: Still want [Product Name]? Here's free shipping on your order — today only: [short link] Reply STOP to opt out
```

**Template C: Urgency**
```
[Brand]: Heads up — [Product Name] is selling fast. Your cart is saved: [short link] Reply STOP to opt out
```

### SMS Compliance Requirements
- Must include brand name at start
- Must include opt-out instructions (STOP)
- Must have prior SMS marketing consent
- Respect quiet hours (9pm-9am local time)
- No more than 1 SMS per abandonment sequence
- Deep link should go directly to cart, not homepage

---

## Push Notification Templates

### Push Touch (typically Touch 3 or 4 position)

**Template A:**
- Title: "Your cart misses you"
- Body: "[Product Name] is waiting. Tap to complete your order."

**Template B:**
- Title: "Almost yours!"
- Body: "Complete your [Product Name] order and get free shipping today."

**Template C:**
- Title: "Going fast"
- Body: "[Product Name] is popular right now. Your saved cart expires soon."

### Push Best Practices
- Title: 5-7 words maximum
- Body: Under 40 characters for full visibility on all devices
- Include product image as rich notification where supported
- Deep link to cart page, not homepage
- Limit to 1 push per sequence
- Best performing time: 10am-2pm local time