Most eCommerce brands lose 70% of their sales before checkout is complete.
That’s not a rounding error. Seventy percent of shoppers who add something to their cart leave without buying. For a brand doing $50,000 a month in revenue, that’s potentially $115,000 in sales sitting in abandoned carts every single month.
The abandoned cart email sequence is the single highest-ROI automation you can build. It targets people who already wanted to buy. They found your product, chose their size or variant, went all the way to checkout — and then something stopped them. Your job is to remove that obstacle and bring them back.
Here’s the exact sequence I build for Shopify clients, including real subject line examples and the Klaviyo setup.
Why people abandon carts (and why it matters for your emails)
Before you write a single word of copy, you need to understand why people leave.
The most common reasons: they got distracted, they wanted to think about it, they were comparison shopping, shipping costs surprised them, or the checkout process felt too complicated.
Notice what’s not on that list: they decided they didn’t want the product.
That’s the insight that changes how you write these emails. Most abandoned cart shoppers still want what they put in the cart. They just need a nudge, a reassurance, or occasionally an incentive to come back and finish.
Your email sequence speaks to all three.
The 3-email abandoned cart sequence
Email 1 — The gentle reminder (send 1 hour after abandonment)
This email assumes the best — they got distracted, their phone died, their kid needed something. Keep it light and helpful.
What to include:
- A clear reminder of what they left behind — show the product image, name, and price
- A direct link back to their cart (Klaviyo does this automatically)
- A warm, human tone — not “YOU LEFT SOMETHING BEHIND” in all caps
Subject line examples that work:
- “You left something behind”
- “Still thinking it over?”
- “Your cart is waiting, [First Name]”
What not to do: Don’t offer a discount yet. You’re leaving money on the table if you lead with discounts — most people will come back without one.
Email 2 — The value builder (send 24 hours after abandonment)
If they didn’t come back after Email 1, they need more than a reminder. They need a reason to trust you.
What to include:
- 2–3 customer reviews specifically about the product they abandoned
- Your return policy stated clearly and confidently
- Any relevant trust signals — “ships in 24 hours,” “handmade in the USA,” “100% satisfaction guarantee”
- The product image again with a direct cart link
Subject line examples that work:
- “Here’s what other customers are saying”
- “Still on the fence? Read this”
- “[First Name], here’s why [Product Name] is worth it”
What not to do: Don’t make this email about you. Every word should be about removing their hesitation.
Email 3 — The offer (send 48 hours after abandonment)
This is your conversion email. By now you’ve reminded them, you’ve built trust, and you’ve earned the right to make an offer.
What to include:
- Your best incentive — 10–15% off, free shipping, or a small gift with purchase
- A genuine urgency element — “This offer expires in 24 hours” not “Limited time only”
- One clear call to action — one button, one link, straight back to their cart
Subject line examples that work:
- “Here’s 15% off — just for you, [First Name]”
- “Your cart + a little something extra”
- “Last chance — your offer expires tonight”
What not to do: Don’t stack multiple offers or add confusing conditions. Simple wins.
How to set this up in Klaviyo
Step 1: Create the flow
In Klaviyo go to Flows → Create Flow → Browse the flow library → search “Abandoned Cart” → select the pre-built template.
Alternatively: Flows → Create Flow → Build Your Own → set trigger to Active on Site → add filter Checkout Started → add filter Has not placed order since starting this flow.
Step 2: Set your email delays
- Email 1: 1 hour after trigger
- Email 2: 23 hours after Email 1 (total: 24 hours)
- Email 3: 24 hours after Email 2 (total: 48 hours)
Step 3: Add a flow filter
At the flow level — not the email level — add: Placed Order zero times since starting this flow.
This automatically removes anyone who purchases during the sequence. They won’t receive a discount offer after they’ve already paid full price.
Step 4: Set all emails to Live
Switch each email from Manual to Live. Click Save.
From this moment, every abandoned cart triggers the sequence automatically.
What to expect from your abandoned cart sequence
A well-built abandoned cart sequence recovers 5–15% of abandoned carts on average. For high-intent shoppers — people who made it all the way to checkout — that number is often higher.
For a brand losing $115,000 a month to cart abandonment, recovering even 10% of that is $11,500 in monthly revenue from a sequence you set up once.
The setup takes one afternoon. The revenue runs indefinitely.
If you’re not sure whether your current abandoned cart sequence is set up correctly — or if you don’t have one running yet — I offer a free 20-minute email audit for Shopify brands. I’ll look at your Klaviyo account and tell you exactly what’s working, what isn’t, and what I’d change.
Book your free email audit here →
Naomi is a Certified Klaviyo Partner and founder of Signify Studio, an email marketing agency for eCommerce brands based in Clearwater, Florida.