Over the past few years I've audited and/or worked with a couple hundred DTC/Ecommerce brands.

Not a single brand was leveraging this flow I'm going to talk through. But first, I want to make sure you understand the funnel (see screenshot I made below).

The 4 abandoned flows are:

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1. Site Abandonment

2. Browse Abandonment

3. Abandoned Cart

4. Abandoned Checkout

The Site Abandonment, Browse Abandonment, and Abandoned Cart Emails all require a subscribe to be already on your list. The Abandoned Checkout Email can be sent to someone already on your list or you can collect their email at checkout.

Here are the triggers for each flow:

1. Site Abandonment = Active on Site

2. Browse Abandonment = Viewed Product

3. Abandoned Cart = Added to Cart

4. Abandoned Checkout = Checkout Started

In my opinion, all Ecom/DTC brands should leverage ALL 4 OF THESE.

So which was the flow that I've never seen in an account before they started working with us?

The Site Abandonment Flow.

Here’s an example of a funny site abandonment email we built for one of our clients.

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