The 3-email abandoned cart flow that pays our ad spend
We recover about 14% of abandoned carts with three emails. No discount until the last one.
Email 1 (1 hour): plain text from a real name, subject is the product name. No offer.
Email 2 (22 hours): reviews for the exact product they left, plus delivery and returns reassurance.
Email 3 (68 hours): 10% off, expires in 24 hours, one button.
The mistake we made for a year was discounting in email one and training people to abandon on purpose.
3 replies
"Training people to abandon on purpose" is the most expensive lesson in e-commerce and nobody warns you.
Does this hold for high ticket? My furniture is £400 to £1,800 and people take weeks to decide.
Stretch it out — 1 hour, 3 days, 8 days — and swap the discount for a free swatch or a callback. Discounting a £1,800 item just tells them to wait for the sale.
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