From: Glossier
Subject: One less lonely bag in the world

Only you can help!

This cart abandonment email from Glossier defies conventional best practices… and it works. My favorite thing about this campaign (and all of Glossier’s marketing) is the copywriting. Every sentence has a consistent “bite” to it. This email demonstrates that your cart abandonment trigger doesn’t always have to follow “best practices” to be effective. Use humor, test different visuals but most importantly provide the recipient with a clear path back to their previous session.