This cart abandonment email from Dot & Bo provides the good ol’ Cinderella rationale to act quickly — “because this code expires at midnight” within 2 weeks.
The limited time discount is not the only “because" factor in this email that explains why you need to move fast. The cute owl lamp is not a random product but something I left in my shopping cart before leaving the site. This customization based on my behavior makes the message feel relevant and that this call to action is for me rather than any ol’ Joe Schmoe.
Read more about the importance of the word “because” in your email marketing in our article The One Power Word to Persuade Them All.