Most ecommerce stores obsess over the abandoned cart email.
It’s become a standard. A default. Everyone does it.
But here’s the problem: it’s not where the real opportunity lives anymore.
If your email only triggers after someone adds to cart, you’re missing out on a much bigger audience. The ones who browsed, clicked around, maybe even tapped on the product photo, then dipped.
They didn’t add to cart, so they’ll never see your standard flow.
But they were warm. Curious. One psychological nudge away from conversion.
Here’s what the best stores do instead.
They send the “Empty Cart Nudge” email.
Yes, even when the cart is still technically empty.
Step 1: Use your data
Go into your ecommerce platform or analytics tool. Filter your visitor sessions to see:
Users who viewed 2+ products
Spent 2+ minutes on site
Came from email, SMS, or a saved link
That’s your list. These visitors had intent.
They were looking for something. They didn’t just bounce.
This isn’t cold traffic. This is almost warm.
Step 2: Build a new flow
Set up an automated email or SMS flow triggered by those soft behaviors.
The logic should be something like:
“Visited 2+ PDPs in one session, no add to cart, no purchase, no other automation triggered.”
Give it a slight delay: 45 minutes to 2 hours after session end.
Then send a message like:
“Still thinking about it? We saved your spot.”
“You’re not alone: most of our customers look twice before buying.”
“We noticed you were eyeing something… want a closer look?”
The tone should be gentle, not creepy. Familiar, not pushy.
You’re reaching out like a real person who noticed them hesitate. And you’re giving them a safe path back.
Step 3: Recommend with intention
This is not the time to push your bestseller again.
Instead, use behavioral matching:
Recommend the product they viewed twice
Pair it with a UGC photo
Mention a review from someone like them
Example:
“You clicked on the Willow Shorts three times. They’re low in stock now in your size.”
“Here’s what Ashley in San Diego said: ‘They feel like clouds, but don’t ride up. Bought 3 more pairs.’”
“Just a heads-up: these usually sell out before Thursday.”
Suddenly, it’s not just a reminder. It’s a pull.
Step 4: Give them a reason to act
This is where urgency meets trust.
Options:
Limited sizes left
Small batch item
UGC campaign closing soon
Shipping cut-off approaching
Example:
“We only made 120 of these. Less than 30 remain.”
“This color won’t be back until October.”
“We’re closing our free shipping promo tonight.”
Notice: still no discounts. No hard push.
You’re just being clear about the opportunity.
Why it works:
It fills the gap between cold visitors and full cart abandoners
It activates the curious, not just the committed
It creates intimacy without creepiness
It reclaims revenue from forgotten sessions
You don’t need more ads.
You need more gentle pulls.
One email. One nudge. One sale you would’ve missed.
Repeat it at scale.
And your "empty cart" starts to fill itself.