đź“ť Cart vs. Checkout Abandonment: Why You Need Two Different Flows
Before diving into the strategy, it’s critical to understand the difference between cart abandonment and checkout abandonment:
- Cart abandonment: A subscriber adds items to their cart but never begins the checkout process.
- Checkout abandonment: A subscriber enters the checkout process (provides shipping or payment details) but fails to complete the purchase.
👉 Because these two behaviors are triggered by different actions, you actually need two separate flows. However, the emails in each flow can largely be the same, because they have the same end goal: converting warm leads who almost bought, but didn’t.
Common Reasons for Cart Abandonment
Cart abandonment happens for a handful of common reasons:
- Browsing mindset – they were only exploring products, not yet ready to purchase
- Price concerns – the total cost feels too high or outside their budget
- Shipping friction – unexpected fees or long delivery times
- Trust issues – uncertainty about product quality or brand reliability
- Distraction – the shopper simply gets sidetracked and forgets to complete checkout
- Complicated checkout – too many steps, forms, or slow load times
- Limited payment options – customers don’t see their preferred method (e.g., PayPal, BNPL, Apple Pay)
By understanding why people abandon their carts, you unlock the ability to win them back. Each objection—whether it’s price, shipping costs, lack of trust, or simple distraction—can be directly addressed through your abandoned cart email flows. If price is the barrier, a time-sensitive discount can help. If shipping is the issue, highlight free shipping thresholds or faster delivery options. If trust is lacking, showcase reviews, testimonials, user-generated content (UGC) and guarantees. Flexible payment solutions, such as installment plans can be used to accommodate different budgets.
Crafting email flows that target these exact concerns is the most effective way to turn hesitant browsers into paying customers. Instead of guessing, you’re answering the objections standing between your customer and the checkout button—making conversion far more likely.
🚨 Why Cart Abandon Flows Are Absolutely Critical
Many ecommerce brands set up only a checkout abandon flow (especially using default setups on Klaviyo), but this is a huge mistake.
***Klaviyo’s default “abandoned cart flow” is actually a checkout flow, meaning it only fires if someone starts checkout. It completely misses shoppers who added to cart but didn’t reach checkout.
Consider this:
- According to studies, 70% of ecommerce carts are abandoned, which leaves a vast pool of untapped revenue for eCommerce brand owners.
- Cart abandonments are vastly more common than checkout abandonments.
- Abandoned cart emails have an average open rate of 45% and a conversion rate of 10-15%.
- 30% of abandoners intend to come back but forget. By the time they remember, their buying desire is gone.
- 59% abandon while browsing, treating their cart like a wishlist or “like button.”
- 20% buy from a competitor instead. If you don’t follow up, your lead becomes their customer.
đź’° Most of those people will leave your site and more often than not won’t return. Without an effective cart abandon flow, you’re literally burning money you already had in hand. The aim should be to reclaim 20-40 percent of those lost sales.
🎯 How Many Emails Should You Send?
A strong cart / checkout abandon flow should be 3 to 8 emails, depending on your sales cycle and AOV (average order value). Send the flow over a period of two weeks, which is the average decision cycle for most people, especially if your product has a high AOV.
The abandoned cart flow only activates if the customer has already shared their details—either by joining your email list or entering their information at checkout. The flow should address different objections that people typically have and they may be experienceing after adding to cart.
- Shorter flows (3-5 emails) generally work for low-ticket, impulse-friendly products.
- Longer flows (6-8 emails) are better for higher AOV items or when customers take longer to decide.
⏱️ When Should You Send Cart Abandon Emails?
- Email 1: Between 30-60 minutes after abandonment. This window can be A/B tested to see what converts best for your audience.
- Subsequent emails: Sent at 1-2 day intervals to steadily nudge the shopper.
Cart Abandonment in Klaviyo: The Setup Checklist
- Filters: Target potential customers who abandon their carts but haven’t engaged with the flow in the past 3-5 days. This prevents over-messaging and ensures you’re not spamming people who may have added new items, removed products, or returned multiple times.
- Create a segment of subscribers who are currently in the automated flow and then exclude that segment from your newsletter campaigns. Alternatively, you can use a flow filter to exclude subscribers who are already in the automated flow from receiving newsletter emails.
đź’Ś The Ideal Cart & Checkout Abandon Flow Email Breakdown
đź“© Email 1: Quick Cart Reminder
This brief reminder can be highly effective in converting prospects. In this email, simplicity is key—avoid unnecessary words or flashy graphics that might distract from the main goal. Focus on clearly showing the customer exactly what they left behind and provide a straightforward path to complete their purchase.
Content:
- Dynamic product block (Klaviyo) of the abandoned item (image, name, price).
- Use prominent calls to action.
- Ensure the email grabs their attention and keeps them engaged.
Extra ideas:
- Add a sticky Shop Now button.
- Consider a reassurance note on secure checkout.
đź“© Email 2: Nudge From The Founder
This email serves as a gentle, personal nudge designed to build trust and encourage action. Similar to the previous message, it aims to remind those who may still be on the fence, while reaching additional prospects who respond better to a more authentic, human touch. Using a plain-text format, this founder’s note adds warmth and sincerity, helping to convert those final hesitant buyers.
Content:
- Same dynamic product block.
- Short branded headline like “Join thousands who love [Brand Name]”.
- Social proof (like “4.9 stars from 1,200 happy customers”).
- Address objections through risk reversals: easy returns, 30-day satisfaction guarantee, free shipping.
Power strategies:
- If you offer a “30-day no-questions return policy,” highlight it boldly.
- Use customer photos if possible.
***Split the follow-up emails based on the specific product a customer viewed. For example, if they abandoned a gaming chair, they should receive content and testimonials about gaming chairs—not unrelated products like computers. From there, layer in urgency with a flash discount and timed reminders, while ensuring those messages exclude anyone who has already purchased to avoid redundancy or frustration.
đź“© Email 3: Send a 24-hour Flash Discount to New Customers
For non-buyers, offering a time-sensitive price incentive can be the push they need to convert. Make this a flash discount loaded with urgency to trigger impulse buying and drive immediate action.
Content:
- Offer an incentive to seal the deal (e.g., a limited time discount or compelling offer). The offer should be irresistible and tailored to the customer’s preferences.
- Include a dynamic abandoned product block.
- Mention flexible payment solutions you offer, such as installment plans.
- Reminder of risk reversals & a short review.
- “Try us risk-free today. If you’re not 100% happy, return it easily.”
Extra ideas:
- Brief mention of your money-back guarantee or warranty to further remove risk.
đź“© Email 4a: Personal Founder Outreach (No Discount – Repeat Buyers)
✅ Audience: Customers who’ve bought from you before.
This email is the final opportunity to convert past buyers. For past customers who didn’t complete their current cart, it’s time to let them go gracefully. Include a personal, founder’s touch to make this feel sincere and human, and offer support in case any objections remain unaddressed. This heartfelt message serves as a last-ditch effort to win them over.
Content:
- A plain-text style email from the founder thanking them for considering another purchase.
- Offer personalized help: “Any questions? Just reply to this email.”
- Explain why you aren’t offering discounts to loyal customers—“We work hard to keep everyday prices fair for returning customers.”
Goal: Make it human and caring, without undercutting your pricing.
đź“© Email 4b: Discount to First-Time Shoppers
✅ Audience: Shoppers who’ve never purchased.
For non-buyers, offering a time-sensitive price incentive can be the push they need to convert. Make this a flash discount loaded with urgency to trigger impulse buying and drive immediate action.
Content:
- Offer a small discount (e.g., 10% off).
- Dynamic abandoned product block.
- Reminder of risk reversals & a short review.
- “Try us risk-free today. If you’re not 100% happy, return it easily.”
đź“© Email 5: Last Chance on Discount
Last chance emails are proven performers—use strong urgency to prompt that final decision. Keep the message simple and laser-focused on the offer. Emphasize the extreme urgency around the customer’s discount and abandoned cart, making it clear this is their absolute last chance to complete the purchase.
Content:
- Words like “Last call,” “Offer ends tonight,” or “Your exclusive discount ends in hours.”
- Dynamic abandoned product block.
- A row of bestsellers for them to browse alternatives.
🔥 The Power of a Proper Cart Abandon Flow
Done right, a cart & checkout abandon flow recovers 10-20% of abandoned carts, making it one of the highest ROI automations in ecommerce.
By addressing shopper doubts, showing authentic customer love, and adding timely urgency, you’ll pull shoppers back in before they buy elsewhere or forget entirely.
