What tone should I use in cosmetics recovery emails?

As a cosmetics brand owner, I've been struggling to craft recovery emails that actually bring customers back without sounding desperate or pushy. Our abandoned cart rates are hovering around 70%, which is killing our potential revenue. I've tried generic 'come back' messages, but they feel impersonal and get zero engagement. The challenge is striking that perfect balance between friendly encouragement and genuine value proposition. My team and I have been brainstorming how to make these emails feel less like a sales pitch and more like a personalized conversation. We want to understand the psychology behind why customers abandon their carts in the first place and then design a communication strategy that feels authentic to our brand's voice. It's not just about recovering a sale—it's about maintaining a relationship and showing customers we genuinely care about their beauty journey and experience with our products.