Abandoned Cart Tags allow you to create personalized email experiences that recover lost revenue by automatically including product details, pricing, and direct cart links, driving better conversion rates than generic reminders. When integrated into your email templates, these dynamic tags streamline the customer journey by reducing purchase friction and maximizing your e-commerce marketing ROI.
A cart is considered abandoned when a customer adds items but doesn't proceed to checkout. In these cases, a timely email reminder is the most effective way to re-engage customers and prompt them to complete their purchase.
Marketing Cloud's predefined abandoned cart tags can be embedded across email components, including newsletter headings, product catalogs, and action buttons, to inform customers about their unpurchased items and guide them through the steps needed to check out.
To learn more about sending abandoned cart emails to your Neto, Shopify, and ClickBank contacts, read our Sending Abandoned Cart Email article.
Similarly, to learn how to send such emails to third-party contacts, refer to our Abandoned Cart REST API Integration article.
The following is a screenshot of the WYSIWYG content editor with the Abandoned Cart Tags drop-down highlighted:
Below is the list of predefined abandoned cart tags:
- {{abandoned_items_array...}} – The tag displays the item information (product name, pricing/SKU details, etc.) in a series of data structures laid out consecutively.
- {{abandoned_items...}} – The tag displays the item information in an "HTML" preview list format, showcasing the product image and its description, quantity, and pricing details.
- {{restore_cart_url...}} – The tag redirects users to the store's item checklist page, where users can modify their cart items before checkout. They can be inserted as a link via text or by an action button.
Here’s what the email preview may look like:
