The 4 Abandonment Email Flows That Every Ecommerce Brand Needs To Have
Recover last sales and unlock revenue you didn't know existed
Why You Should Read This
With competition at an all time high, there are more window shoppers and abandoners than ever before (people are going to your site checking you out, then just leaving).
To put into context… 70% - 85% of carts in ecommerce are abandoned.
There are many possible explanations for this:
  • They had an objection
  • They got distracted
  • They wanted to come back later
Bottom line… if we don't remind them properly they will leave and we lost a sale.
Max Sturtevant
I'm Max. I'm the founder of Well Copy, an email marketing agency that has generated over $100M in email attributed revenue for clients.
Social Media Profiles
Abandoned Site Flow
What Is The Site Abandon Flow?
This flow is going to trigger when someone goes to your website, but doesn’t actually view any products or go further down the funnel.
Usually it’s because they didn’t find a product they like and we just need to show them what we have.
The trigger to find inside of Klaviyo: Active on Site
Site Abandon Flow Strategy
These users didn't click onto any products, so we want to show them what we have.
We don't need too much here, especially since it is lower intent than a cart or browse abandon flow…
Just 1 or 2 emails to re-engage them is perfect.
Site Abandon Email 1
Email Content:
  • Encourage browsing
  • Show product(s)
  • Offer support
Subject Line Ideas:
  • Find what you're looking for?
  • There's more here!
  • We saw you seeing us…
  • Ready to come back?

Quick Tips:
  • Include a button above the fold so the customer doesn't need to scroll
  • Make sure to include individual buttons for each product you should
  • Include category buttons for customers to shop by category (in the footer is fine)
Email Example:
Site Abandon Email 2
Email Content:
  • Personal reminder
  • Address brand uniqueness
  • Point in the right direction
Subject Line Ideas:
  • Just checking in
  • Find everything okay?
  • Here to help out

Quick Tips:
  • Keep it short and snappy, no one wants to read an essay
  • Update the sender name to the founders name for a more personal feel
Email Example:
Abandoned Browse Flow
What Is The Abandoned Browse Flow?
This flow triggers when someone views a product on your site but doesn’t add anything to their cart.
It means they showed interest but didn’t take action—so our job is to remind them what caught their eye and guide them closer to purchase.
The trigger to use in Klaviyo: Viewed Product
Abandoned Browse Flow Strategy
These users did click on a product, which means they had intent—we just need to nudge them.
This is higher intent than site abandon, so we want to be a bit more persuasive. Highlight benefits, provide social proof, and answer questions they might have.
Also, the item they browsed may not be the one they want… so we want to show other products.
4 emails works well here, spaced out over 3-4 days.
Abandoned Browse Email 1
Email Content:
  • Dynamic Klaviyo block
  • Give social proof
  • Show other products
Subject Line Ideas:
  • Something catch your eye?
  • Watcha got there?
  • Saved for you

Quick Tips:
  • Make your buttons nice and big
  • Feature multiple products that may better fit the customer
  • Put the dynamic content block as high up in the email as possible
Email Example:
Abandoned Browse Email 2
Email Content:
  • Dynamic Klaviyo block
  • Simple reminder
  • Answer FAQs
Subject Line Ideas:
  • Take another look!
  • Quick reminder
  • Don't wait on this one

Quick Tips:
  • Answer only 3 FAQs to avoid overwhelm
  • Try to sneak in some social proof (one testimonial is good)
Email Example:
Abandoned Browse Email 3
Email Content:
  • Discount opener
  • Dynamic Klaviyo block
  • Show other products
Subject Line Ideas:
  • Still thinking?
  • A gift for you 🎁
  • 10% OFF your viewed item!

Quick Tips:
  • Mention the discount in the preview text or subject line
  • Put the discount high up in the email for easy access
Email Example:
Abandoned Browse Email 4
Email Content:
  • Text-based last chance
  • Personal discount reminder
  • Educate on brand info
Subject Line Ideas:
  • Checking in on your gift
  • Hey, It's Ashley!
  • Saved this discount for you…

Quick Tips:
  • Bold your main points, especially the discount
  • Make it seem personal, like the founder reaching out
Email Example:
Browse Abandon Dynamic Content Formulas
  1. Create a "Table" block in Klaviyo
  1. Add an image on the left side
  1. Use a "Dynamic Image"
  1. Insert the dynamic variable "{{ event.ImageURL }}"
  1. Add text on the right side
  1. For the item name use "{{ event.Name }}"
  1. For the price use the variable "{{ event.Price|default:'' }}"
  1. Add the correct link to the photo, text, and buttons
  1. Use the dynamic link "{{ event.URL }}" which will take the customer top the product page they viewed
Abandoned Cart / Checkout Flows
What Is The Abandoned Cart Flow?
This flow triggers when someone adds a product to their cart but doesn’t start the checkout process.
They liked what they saw enough to add it to cart, so this is high intent—we just need to push them across the finish line.
It isn't the farthest intent where they go to the payment page (checkout abandon), but it is still very high intent.
The trigger to use in Klaviyo: Added to Cart
What Is The Abandoned Checkout Flow?
This flow triggers when someone starts the checkout process (enters email/starts filling out info) but doesn’t complete the purchase.
This is the highest intent flow—they were right there and just didn’t finish.
The trigger to use in Klaviyo: Started Checkout
Abandoned Cart / Checkout Flows Strategy
These users are one or two clicks away—so every email should reduce friction, provide assurance, and make buying feel easy.
To save time, you can use the same emails for both of these flows. If you have time, try to make them slightly different.
We really want to mix in an emotional feel, we've found that text based emails from the founder perform really well with getting people over the edge.
Abandoned Cart / Checkout Email 1
Email Content:
  • Simple reminder
  • Dynamic Klaviyo block
  • Brief product Info
Subject Line Ideas:
  • Your order is ready to ship
  • One click away!
  • Your cart is waiting

Quick Tips:
  • Include relevant shipping information (should as free shipping threshold)
  • Have the button and dynamic content at the very top of the email so the customer doesn't need to scroll
Email Example:
Abandoned Cart / Checkout Email 2
Email Content:
  • Text-based email
  • Personal reminder
  • Social proof
Subject Line Ideas:
  • Quick check-in
  • Holding onto your order
  • Have any questions with your order?

Quick Tips:
  • List out just a couple social proof points
  • Avoid using too many CTAs, keep it simple
Email Example:
Abandoned Cart / Checkout Email 3
Email Content:
  • Discount opener
  • Dynamic Klaviyo block
  • Social proof / FAQs
Subject Line Ideas:
  • $XX OFF Your Cart!
  • Limited time discount on your order
  • Just for you 🎁

Quick Tips:
  • Feature the discount code and offer at the very top of the email
  • Keep it as simple as possible… the discount should be the main aspect of the email
Email Example:
Abandoned Cart / Checkout Email 4
Email Content:
  • Text-based last chance
  • Personal discount reminder
  • Offer support
Subject Line Ideas:
  • Last chance
  • Still want XX% OFF?
  • Your cart is expiring (and your gift)

Quick Tips:
  • Add a PS section offering support
  • Bold your main points and discounts for the customer
  • Avoid too many CTAs that will cause overwhelm
Email Example:
Cart Abandon Dynamic Content
  1. Create a "Split" block in Klaviyo
  1. Add an image on the left side
  1. Use a "Dynamic Image"
  1. Insert the dynamic variable "{{ event.ImageURL }}"
  1. Add text on the right side
  1. For the item name use "{{ event.Name }}"
  1. For the price use the variable "{{ event.Price|default:'' }}"
  1. Add the correct checkout link to the photo, text, and buttons
  1. If you have a cart page on your site, use that link.
  1. Will most likely be "storename.com/cart"
  1. If you don't, use the dynamic link "{{ event.URL }}"
Checkout Abandon Dynamic Content
Abandoned Checkout Dynamic Content
  1. Create a "Table" block in Klaviyo
  1. Under table settings select "Dynamic"
  1. Under "Row collection" enter "event.extra.line_items"
  1. Under "Row alias" enter "item"
  1. Add an image on the left side
  1. Use a "Dynamic Image"
  1. Insert the dynamic variable "{% if item.product.variant.images.0.src %}{{item.product.variant.images.0.src}}{%else%}{{item.product.images.0.src|missing_product_image}}{%endif%}"
  1. Add text on the right side
  1. For the item name use "{{ item.product.title }}"
  1. For the price use the variable "{% currency_format item.line_price|floatformat:2 %}"
  1. For the quantity use the variable "{{ item.quantity|floatformat:0 }}"
  1. Add the correct checkout link to the photo, text, and buttons
  1. Use the dynamic variable "{{ event.extra.checkout_url|default:'' }}"
A/B Tests and Optimization
Why You Should Test
We want to make more money.
Small tests here and there can give you 25-50% revenue boosts here and there that compound over time.
This outline I have given you is only a starting point.
Every brand is different and will require a different optimizations.
Small little alterations will make or break the success of your abandonment flows.
To display the impact of A/B testing here's a list of some recent tests we ran for clients.
Subject line test resulting in nearly 4x in conversions
Long form vs short form test resulting in 3.5x more conversions
Alignment test on content resulting in nearly $5k extra in one month
4 way content test resulting in nearly 2x in revenue
Product display test resulting in 6x more conversions
Text based layout test resulting in 40% boost in conversions
Email content test resulting in 2x the conversion rate
Important A/B Tests To Run
  • Subject lines and preview texts
  • Time delays between messages
  • Your offer (Ex. $10 off vs 10% off)
  • What products are featured in email graphics
  • Text based emails vs graphic based emails
  • Long form content vs short form content
  • Linking to specific products vs collections
How To Set Up A/B Tests in Flows
That's It For This One!
Thanks for reading, I hope you got some value :)
Join My Free Daily Newsletter
Actionable free tips, content, and guides that others will try to sell to you for $497+

The Inbox

The Inbox Newsletter Signup

Ecommerce Email Marketing Mastery

Want More Help?
If you're an ecommerce brand doing at least $50k/mo - book a free discovery consultation call.
Made with