Contents of this article
Why people abandon their shopping carts (and what to do)
Before writing a single email, you need to understand why someone reached the shopping cart but didn't complete the purchase. The most common reasons are:
- Unexpected costs: Shipping or taxes appear at the very end and ruin the decision.
- They weren't ready to buy: They were comparing or saving for later.
- Complicated payment process: Too many steps, mandatory registration, or lack of payment methods.
- Doubts about the product: They didn't find enough information or reviews to trust it.
- Distraction: Life simply interrupted the process.
Your abandoned cart flow should address each of these objections progressively. Not with a single generic "you forgot something in your cart" email, but with a strategic sequence that resolves doubts, builds trust, and creates real urgency.
The 3-email structure that recovers sales
This is the proven standard sequence for e-commerce. Each email has a specific purpose and you shouldn't mix them up:
01
This email arrives when purchase intent is still high. Its sole purpose is to remind the customer what they've already purchased, showcase the product with an attractive image, and make returning easy with a clear call to action. No pressure, no discount, no false urgency.
What to include: Image of the abandoned product, product name, price, back to cart button, and optionally a line about your shipping or returns policy.
02
If they didn't buy after the first email, they have a question. This email addresses that question with social proof: product reviews, number of satisfied customers, guarantees, and return policy. You're not directly asking for the sale—you're demonstrating that the purchase is safe.
What to include: 2–3 real customer reviews, key product benefits, warranty or return policy, and a back-to-cart button.
03
The last attempt. Here you can use real scarcity (limited stock if applicable), time urgency, or a concrete incentive. If you decide to offer a discount, make sure it expires after 24–48 hours and don't repeat it in the next cycle to avoid training your audience to expect coupons.
What to include: A clear message of urgency or incentive, product with price (crossed out if there is a discount), a CTA with urgency, and an expiration date if you are using a coupon.
Copy and subject lines for each email
The subject line is what determines whether an email is opened or not. Here are tested options for each of the 3 emails, plus more preheader ideas:
Subject A: "You forgot something, [Name] 👀"
Subject B: "Your cart is waiting for you"
Subject C: "[Product Name] is still available to you"
Preheader: "You have [product] saved. One click and it's yours."
Subject A: "This is what those who have already bought it say"
Subject B: "Do you have questions? Here's the answer"
Subject C: "More than [X] customers trust us"
Preheader: "Buy with confidence — no questions asked returns."
Subject A: "Last chance: 10% OFF only until tomorrow"
Subject B: "There are only a few units left of what you chose"
Subject C: "[Name], your cart expires today"
Preheader: "Coupon: VUELVE10 — valid for 24 hours."
{{ first_name }} variable in your subject lines. Personalized emails with names have a 10% to 20% higher open rate than generic ones. Klaviyo automatically inserts it from Shopify data.
How to configure it in Klaviyo step by step
Check the Klaviyo–Shopify integration
In Klaviyo → Integrations → Shopify, make sure the "Started Checkout" and "Placed Order" events are enabled. Without these events, the flow won't have the data to trigger.
Create the flow from scratch or use the template
Klaviyo → Flows → Create Flow → Browse ideas → search for "Abandoned Cart". The Klaviyo template already has the correct trigger: "Started Checkout". Use it as a base and customize the content.
Configure the trigger and filters
Trigger: Started Checkout . Critical filter: Has not placed order since starting this flow . Without this filter, the customer will receive emails even if they have already purchased. Also add: "Is in list → Newsletter" to only send to subscribers with consent.
Add the 3 emails with their delays
Email 1: Time Delay → 1 hour → action "Send Email". Email 2: Time Delay → 23 hours (so that it arrives 24 hours after abandonment). Email 3: Time Delay → 48 hours (total: 72 hours since abandonment).
Use dynamic blocks to display the product
In Klaviyo's email template, use the "Product" block with the variable {{ event.extra.line_items }} . This automatically displays the exact product the customer left in their cart, with the image, name, and price updated in real time.
Activate the flow and monitor the first 7 days
Switch the flow from Draft to Live. Review metrics on day 3 and day 7: open rate, click rate, and revenue generated. If email 1 has an open rate lower than 30%, review the subject line first.
Critical errors that sabotage the flow
Do not filter those who have already purchased
If you forget the "Has not placed order" filter, your customers will receive abandoned cart emails after they've already made a purchase. This destroys the brand experience and generates unnecessary unsubscribes.
Offer a discount from email 1
You're training your audience to abandon their shopping carts to wait for the coupon. The discount is the last resort, not the first argument. First, a reminder, then trust, and only lastly, the incentive.
Do not use dynamic product blocks
A generic "back to cart" email that doesn't show the specific product has much lower conversion rates. Customers want to see exactly what they left behind—Klaviyo automates this if you configure it correctly.
Send the 3 emails in less than 24 hours
Bombarding the customer with three emails in a single day generates unsubscribes and spam complaints. The 1-hour → 24-hour → 72-hour interval is calibrated to avoid exhausting the subscriber's patience while maintaining their purchase intent.
Key Metrics of Abandoned Cart Flow
These are the metrics you should check weekly in Klaviyo → Flows → your abandoned cart flow:
| Metrics | Healthy benchmark | Warning sign | What to review |
|---|---|---|---|
| Open Rate Email 1 | 35–50% | Less than 25% | Subject line and sender name |
| Click Rate general | 5–10% | Less than 3% | Email design and CTA |
| Conversion Rate | 5–15% | Less than 3% | Landing page and checkout process |
| Unsubscribe Rate | Less than 0.3% | Greater than 0.5% | Frequency and relevance of the flow |
| Revenue per recipient | $1.5–$5 USD | Less than $0.8 | AOV and email conversion rate 3 |
Review these metrics every Monday. If the open rate for email 1 drops below 30% for two consecutive weeks, A/B test the subject line before changing anything else. 80% of performance problems start there.
Internal link: related articles
If you're building your Klaviyo strategy from scratch, these articles will help you complete the system:
- Complete guide to email marketing with Klaviyo →
- How to clean up your list in Klaviyo: the 5 essential segments →
Do you want your Abandoned Cart Flow active this week?
I configure it with the correct copy, dynamic product, timing, and filters. No errors, no revenue left on the table.
Schedule your consultation → See Klaviyo's CourseFrequently Asked Questions about the Abandoned Cart in Klaviyo
Set up your Abandoned Cart and start recovering sales today
If you prefer to learn how to do it yourself, the course teaches you how to build this and all the essential flows from scratch.
View the Email Marketing Course → Or hire me directly
