Lots of proposals include an item called “abandoned cart email”. But it covers two different situations: someone added something to the cart and left. Or someone had already started checkout, typed in their address, and then dropped off. For a fashion relaunch, we deliberately built the two flows separately, because they reach different people.
The difference
Abandoned cart: The customer is interested but hasn’t decided yet. Maybe they’re comparing, or they got distracted. You can only reach them if you know who they are, i.e. if they’re logged in or have already identified themselves via your newsletter.
Abandoned checkout: The customer wanted to buy. They entered their email and dropped out just short of the finish line, often because of shipping costs, a missing payment method or an interruption. They’re much closer to buying.
How we set up the two flows
| Abandoned cart | Abandoned checkout | |
|---|---|---|
| Who it reaches | Known visitors who added something to the cart | Anyone who entered their email in checkout |
| Attitude | Inspire, remind | Help, remove obstacles |
| First email | The product, matching alternatives, reviews | The actual cart, shipping, returns, payment methods |
| Timing | A bit later, no pressure | Faster, while the intent is fresh |
| Discount | Usually not | If at all, only in a later email |
| Flow exit | As soon as the customer starts checkout, the second flow takes over | As soon as the customer buys |
That last point is crucial: the flows must not overlap. Otherwise someone who almost bought gets two emails with different messages at the same time.
Your takeaways
- Automations should reflect behavior, not just send emails on a delay. How far someone got determines the message.
- Check what you have today. Many stores only have the standard email for abandoned checkouts. The cart situation gets no follow-up at all.
- Define the handover between flows. A customer should only ever be in one flow.
- Marketing emails need consent. In Germany, both flows count as advertising. They only go to customers who have opted in.
Are your email automations still running on defaults? We build them around what your customers actually do.