What is an abandoned cart email workflow?

An abandoned cart workflow automatically sends emails to shoppers who added items to their cart but did not complete checkout. It is one of the highest-ROI automation sequences in ecommerce.

A typical abandoned cart sequence includes:

First email (1-4 hours): Gentle reminder that items are waiting. Second email (24 hours): Highlight product benefits or reviews. Third email (48-72 hours): Create urgency or offer incentive.

The workflow requires tracking cart activity and matching it to email addresses, typically through account login or checkout initiation.

Abandoned cart emails commonly achieve 40-50% open rates and 10-20% conversion rates, making them among the most effective automated campaigns.

Abandoned carts represent intent without completion. A well-timed reminder often provides the nudge needed to finish the purchase.