The 3 Abandoned Ecommerce Email Flows
For brands leveraging Shopify and Klaviyo, there are 3 ecommerce abandoned flows you can (and should) send.
As you can see in the image above, the 3 are:
1. Browse Abandonment Email Flow
2. Abandoned Cart Email Flow
3. Abandoned Checkout Email Flow
Let’s start with the Browse Abandonment Email Flow.
For this flow, a person must already be on your list to receive these emails. Someone is eligible to receive these emails if they come to your website and view a product(s) but don’t make it any further (they don’t add to cart or start checkout or make a purchase).
Important Note: To enable this flow, you must add a custom snippet of code to your website. You can find the details of how to do that here.
Here’s an example of the first browse abandonment email we send for our client, IBEX.
Subject line used for the example below: Take a step towards comfort
Additional subject lines that work well for our clients:
- Just dropping in…
- Still thinking about it?
- This is a helpful email…
- You’ve got great taste
Let’s now discuss the Abandoned Cart Email Flow.
Again for this flow, a person must already be on your list to receive these emails.
Those that add a product to their cart, but don’t start checkout or make a purchase are eligible to receive these emails.
Important note: To enable this flow, you must add a custom snippet of code to your website. You can find the details on how to do that here.
Here’s an example of a first abandoned cart email we send for our client, IBEX.
Subject line used for the example below: You've Left Some Sheep in Your Basket.
Additional subject lines that work well for our clients:
- Oops, did something go wrong?
- Cart Reserved.
- Forgetting something?
- Re: your cart
Last, but certainty not least, we have the Abandoned Checkout Email Flow.
The few nice things about this flow, among many, are 1) by default this is ready to go in your account after you integrate Klaviyo and Shopify, 2) this flow drives a lot of revenue since people are furthest in your funnel, and 3) these emails get sent to folks already on your list as well as folks who start checkout (so long as they enter their contact info) but leave before purchasing.
The content for this first email is very similar to the one shown above for the Abandoned Cart Flow.
Here’s an example of our second abandoned checkout email we send for our client, IBEX.
Subject line used for the example below: Your skin will thank you for it
Additional subject lines that work well for our clients:
- Did you forget this?
- We can help
- Oops, you forgot something!
- Come back!
Because the Abandoned Checkout flow is so important, there are a few additional things I felt were worth sharing.
The info I created below has some insightful info.
1. It shows you how powerful this flow can be. One of our clients generates $83K per month from this flow alone.
2. It shows you the subject lines and timing delays we found to be optimal for this specific client.
3. It shows you a few additional subject lines that you can test.
- Don’t miss out!
- [PRODUCT NAME] is selling fast: Complete your purchase now
- Last Chance.
4. It shows you the trigger that will help you understand and identify the flow. The trigger for the Abandoned Checkout flow is Started Checkout.
I wanted to end by sharing the overview of the Abandoned Checkout Email Flow and the purpose of the two emails you should absolutely have in this flow.
Abandoned Checkout Email Flow Overview:
Doing this will help you recover and convert more of your most engaged visitors that you’re driving to your website. It is a follow-up sequence sent to someone who has added items to their cart and gotten through a portion of the checkout and then left the site without purchasing.
Purpose of Abandoned Checkout Email 1:
Remind the customer of the item(s) left behind. (Bonus: Showcase trust and credibility, i.e. reviews and testimonials).
Purpose of Abandoned Checkout Email 2:
Educate customers on what your company stands for (this helps encourage prospects to complete their order) and remind them of the item(s) left behind.
I hope this helps!
If you have any questions or feedback, please don’t hesitate to reach out.
Email Design:
The best platform for designing high converting emails is Email Up.
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