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How to F*ck Up Your Cart Abandon Flow (And What to Do Instead)
Max Sturtevant
June 18, 2025
The Inbox Newsletter
Hey it’s Max from The Inbox Newsletter.
If your cart abandon flow has one or two emails and a discount in email #1… you’re burning money.
This is one of the easiest flows to fix… and yet, most stores f*ck it up completely.
Let’s fix it!
Key Takeaways:
One or two emails won't cut it, aim for 4-5 well-timed touchpoints.
Keep copy short, visuals strong, and your CTA above the fold.
Don’t give away margin too early, save discounts for later in the flow.
Use dynamic cart blocks to remind customers exactly what they wanted.
1. You’re Stopping at 1-2 Emails
A single reminder is not enough.
Abandonment flows are high-intent, high-leverage sequences.
Your customer got all the way to the cart, don’t ghost them after one nudge.
What to do instead:
Aim for 4-5 emails over 3-5 days. Start soft, build urgency, and hold off on discounts until the end of the flow.
2. Your Copy is Too Damn Long
No one abandoned the cart hoping for a novel.
The goal here isn’t storytelling, it’s reminding and re-selling.
What to do instead:
Snappy copy. Bullet points. “Hey, you left this.” Done. Customers should know exactly what to do within 2 seconds of opening the email.
If I have to scroll to find your “Complete My Order” button, your flow already failed.
What to do instead:
Put your main button above the fold. Every. Single. Time. Then repeat it further down if needed.
4. No Dynamic Cart Block = No Context
A static email with “You left something behind” doesn’t cut it.
Your customer needs to see exactly what they left.
What to do instead:
Use Klaviyo’s dynamic product block to auto-load the cart content. This gives visual context and reactivates interest.
5. You’re Giving Discounts Too Early
Offering a 10-15% discount in email #1 might convert a few people… but you’re slicing your margins before they’re even necessary.
What to do instead:
Reserve discounts for the final email or two. Try converting full-price first, then sweeten the deal if needed.
This document goes over ALL of the core abandonment flows you need with winning strategies we use for our 8-9 figure accounts.
Email Inspiration Of The Day
Brand:
Thrivin Gymwear
Email Design:
https://drive.google.com/file/d/105FrdAHHnGCC3otbue93XyjhzZLzWbpd/view?usp=sharing
Notes:
Great example of what an abandonment email SHOULD be.
Simple, to the point, and checks all of the boxes above.
Don’t overcomplicate it!
Template of The Day
Testiomonial Template #9
If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here »
Helpful Links Of The Day
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »
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