Cart abandonment is one of the most valuable moments to automate. Shoppers who added items but didn't check out are already interested — a timely nudge can recover a meaningful share of that lost revenue.
The anatomy of a cart recovery flow
- Email 1 (1 hour after abandonment): A simple reminder with product images and a direct link back to checkout.
- Email 2 (24 hours): Address common objections - shipping cost, return policy, or reviews.
- Email 3 (48-72 hours): A small incentive, like free shipping or a modest discount, to close the sale.
Klaviyo's approach
Klaviyo triggers off its native 'Started Checkout' and 'Placed Order' events, letting you branch flows based on cart value, product category, or customer history - useful for tailoring incentives to your most valuable carts.
Mailchimp's approach
Mailchimp's abandoned cart automation connects directly to your Shopify store data and is quick to set up with pre-built templates, making it a good starting point if you want cart recovery live quickly.
Best practices either way
Keep the first email free of discounts - many recoveries happen without one. Save incentives for the second or third touch, and always test send timing against your own audience's behavior.