Part (all) of a search marketers job is to increase sales. To that end implementing an abandoned cart system allows you to double back to someone who almost bought and try once again to convert them. Once an abandoned cart system is in place you should work on optimizing for conversions, after all higher conversion rates mean more sales which makes everyone happy.
To this end I found this blog post 37 Examples of Abandoned Shopping Cart Emails which has the text of 37 different abandoned cart emails sent out by various companies on the web. Not only did I find the text interesting but the fact that Zappos has two text messages shows they are split testing their abandoned cart emails.