Abandoned Cart Flow
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An abandoned cart flow is an automated sequence of messages triggered when a contact adds items to an online cart but fails to complete the transaction within a defined period. It usually consists of multiple touches that progressively remind, reassure, and incentivize the buyer to return and purchase.
- Business impact: One of the highest-ROI automations in ecommerce and DTC, often recovering a significant percentage of otherwise lost revenue.
- Common structure:
- Reminder of items left behind
- Social proof or value reinforcement (reviews, benefits, guarantees)
- Time-bound incentive (discount, free shipping, bonus item) where appropriate
- Best practices: Respect frequency caps, exclude recent purchasers, align incentive level with margin, and test timing (e.g., 1 hour, 24 hours, 72 hours after abandonment).
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