Abandoned cart automation sends a timed series to shoppers who added items but did not check out, usually one to three messages over 24 to 72 hours, often with the cart contents embedded.
What good looks like#
- Done: Capture email early in checkout or via identified sessions.
- Done: Send the first message within an hour, the second at 24 hours, and an optional third with a modest incentive.
- Done: Embed the actual products with images and a one-click return link.
- Done: Suppress if the purchase completes at any point.
What bad looks like#
- Seen in audits: Discounting in the first message, training shoppers to abandon.
- Seen in audits: Sending to carts that were already purchased on another device.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
How many abandoned cart emails should I send?
Two or three. Beyond that, returns fall and complaints rise.