Definition
An email abandoned cart flow is an automated sequence of messages sent to shoppers who add items to their online cart but leave without completing the purchase. The flow aims to bring those shoppers back to finish their order, recovering revenue that would otherwise be lost.
Because abandoned cart shoppers have already expressed strong purchase intent, this flow is among the highest-converting automations in ecommerce. The reminder alone recovers a meaningful share of abandoned carts, and a short sequence recovers even more.
How It Works
The flow is triggered when a shopper leaves items in their cart without checking out within a set window, typically measured in hours. It then sends a series of timed reminders through email automation, escalating from a gentle nudge to a stronger incentive.
- Message one sends soon after abandonment, often within an hour, while intent is fresh.
- Message two follows a day later, adding social proof, urgency, or product details.
- Message three introduces an incentive, such as free shipping or a discount, for hesitant shoppers.
Each message shows the specific items left behind and provides a direct link back to the cart, removing the friction of having to find and re-add items.
Why It Matters
Cart abandonment is a major source of lost revenue, with the majority of carts typically left uncompleted. The abandoned cart flow is the most direct way to recover that revenue, and it does so at very low cost, since the shoppers are already known and interested.
The flow also pays for itself quickly. Because it targets people on the verge of purchase, even modest recovery rates translate into significant revenue relative to the effort required to set up the automation.
Best Practices
- Trigger the first email promptly, before the shopper has moved on.
- Display the exact items and a clear return-to-cart button.
- Use a short sequence rather than a single message to capture hesitant shoppers.
- Reserve discounts for the later messages, so you do not train shoppers to abandon for a code.
Example
A fashion retailer triggers its abandoned cart flow when a cart is left for two hours. The first email simply reminds the shopper of their items, the second adds a customer review, and the third offers free shipping. Together the sequence recovers about 12 percent of abandoned carts, adding meaningful monthly revenue.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is a triggered message sent to online shoppers who added items to their cart but did not complete the purchase.
Abandoned Cart Sequence Flow
An abandoned cart sequence is an automated flow of emails that reminds shoppers who left items in their cart, over several sends, to return and complete their purchase.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
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Frequently Asked Questions
Typically within the first hour or two after abandonment, while the shopper's interest is still active. Delays reduce the chance of recovery.
Commonly two to three messages, escalating from a reminder to an incentive. More than three risks annoying the shopper without meaningfully increasing recovery.
Not always. Many shoppers return with a simple reminder. Reserve discounts for the final message so you only pay the margin cost for the shoppers who truly need the nudge.
By the recovery rate — the share of abandoned carts that convert after receiving the flow — along with the revenue recovered and the flow's return on investment.