How to build an abandoned cart email sequence
A good abandoned cart sequence sends two or three emails: a friendly reminder within a few hours showing the items, a second email a day later with reviews or answers to common questions, and optionally a final email with a small incentive. Stop the sequence as soon as they buy.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- First email within a few hours.
- Add reassurance in the second email.
- Use discounts sparingly.
Email 1: reminder
Sent within one to four hours, showing the products and a button back to the basket.
Email 2: reassurance
Around a day later: reviews, delivery and returns information, or FAQs.
Email 3: incentive (optional)
A small offer or free delivery after two or three days, if margins allow.
Setup
Build it in Klaviyo or Shopify Email, and exclude people who've purchased.
Frequently asked questions
How do I reduce abandoned carts?
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