Effective Email Reminders For Abandoned Carts

CLIENT: How should we time our Klaviyo Abandonment flows? ME: Here's my general rule of thumb: Generally, the more intent a customer has in buying... The quicker you should follow up with them if they don’t buy. Here's what I mean: 👉 Active on Site Abandonment Definition: Someone landed on your website, but hasn't landed your product pages. These people have low intent. They might've: – Accidentally landed on your site – Browsed through your collection pages – Checked out your blog Chances are, they might come back to check out your products again... So we don't have to follow up with them so quickly. ✅ Time to follow up = 4 hours 👉 Browse Abandonment Definition: Someone landing on your product pages, but didn't add to cart. These people have medium intent since they have: – Checked out your website – Likely gone through a collection page – Looked at a specific product they were interested in Could they come back and add it to their cart? Sure, but let's follow up with them promptly in case they're looking at competitors. ✅ Time to follow up = 3 hours 👉 Abandoned Cart Definition: Someone added a product to their cart, but hasn't gone to the checkout page. These people have high intent since they have: – Looked at a specific product – Determined it was a product they wanted to buy – Added the product to their cart But for some reason they haven't reached the checkout page. We'll give them a shorter amount of time before following up. ✅ Time to follow up = 2 hours 👉 Abandoned Checkout Definition: Someone who's reached the checkout page, but didn't complete their purchase. These people have the highest amount of intent since they have: – Added product(s) to their cart – Decided they were ready to buy – Entered the process of entering their shipping & CC info But they didn't buy. These people are red hot. If they haven't Completed Checkout within 1 hour, you absolutely need to follow up with them. ✅ Time to follow up = 1 hour Most split tests I’ve run for timings confirm this. As for follow up emails, it’s better to at least follow up once a day or else they’ll forget what they were shopping for. I personally couldn’t tell you what I was shopping for 2-3 days ago, and most people couldn’t either. CLIENT: Wow, that makes a lot of sense. Thanks for the breakdown! ME: No problem :)

I’ve audited over thousand ecommerce email flows and I can spot a mistake in 10 seconds. The most common one? “Add to Cart” is treated like a step. Let me explain. Brands build abandonment flows around this logic: “Oh they added to cart. Let’s remind them” But “Add to Cart” is actually a micro conversion. It tells you intent and even identity. Yet most flows just say: “Hey! You forgot something” No segmentation. No context. No personalization. Try this instead: • Segment by cart size: Big cart = bundle messaging. Small cart = urgency. • Segment by product price: High ticket? Remind them of value, not speed. Low ticket? Use scarcity. • Segment by SKU category: Abandoned cookware? Highlight how it simplifies meal prep. Left gym gear? Push transformation angle. Even better? If they always abandon without purchasing, they’re not forgetful. They’re price sensitive. Start testing offers. Turn your “reminder” emails into sales machines. Because Add to Cart isn’t just a behavior. It’s data if you’re listening.

6 abandoned cart email templates that actually recover revenue: Each one covers a proven angle. Rotate them in a 3-email flow or test 1:1. 1. Simple Reminder Template Subject: Still thinking it over? Why it works: - Sometimes people just forget. This is a clean, non-intrusive nudge. Best for: Loyal customers or premium brands Send in: Email 1 (1–4 hrs after cart abandonment) Copy: - You left something in your cart - We saved it for you - Complete your order anytime CTA: Return to Cart 2. Discount/Incentive Template Subject: Here’s 10% off to complete your order Why it works: - Drives action from price-sensitive customers. Creates urgency with a deal. Best for: New customers, competitive markets Send in: Email 3 (48–72 hrs after abandonment) Copy: - Still on the fence? - Use code SAVE10 at checkout - Offer expires in 24 hours CTA: Claim My Discount 3. Social Proof Template Subject: A customer favorite is waiting for you Why it works: - Highlights reviews and popularity to build trust and reduce hesitation. - Best for: High-consideration purchases or new shoppers - Send in: Email 2 (12–24 hrs after abandonment) Copy: - This item is a customer favorite - Rated 4.8/5 by thousands of buyers - Get yours before it’s gone CTA: See Reviews 4. Urgency/Scarcity Template Subject: Almost gone—don’t miss out Why it works: - Taps into FOMO. Limited stock or time-sensitive offers push action. Best for: Popular items, limited editions Send in: Use in any email for urgency layering Copy: - We can’t guarantee it’ll be here later - Only a few left in stock - Secure yours now CTA: Complete My Order 5. Personalized Recommendation Template Subject: We saved your cart (plus a few things you might like) Why it works: - Cross-sells and personalization can increase AOV and relevancy. Best for: Repeat customers, larger catalogs, data-rich brands Send in: Email 2 or 3, depending on data depth Copy: - Here’s what you left behind - Plus, these go great with it - Let us know if you have questions CTA: Return to Cart 6. Problem-Solution Template Subject: Questions about your cart? We’ve got answers Why it works: - Handles common objections like shipping, returns, or product fit. Best for: Complex products, new brands Send in: Email 2 or 3 to educate and reassure Copy: - Not sure about sizing, delivery, or returns? - Here’s what you need to know - We’re here to make it easy CTA: Read FAQs You'll want to compile these into a multi-touch email flow. Here's an actual flow example: Email 1: Simple reminder (1–4 hrs) Email 2: Social proof or problem-solution (12–24 hrs) Email 3: Incentive or founder-style plain text (48–72 hrs) Optional Email 4: Follow-up 5–7 days later