One of the most valuable emails for any ecommerce business is the cart reminder or abandoned cart email. Why? It's simple: Someone was interested in buying from your store, clicked to add an item to his/her cart, entered in shipping information but then stopped.
There are a lot of reasons this could happen. This person may not have their credit card in front of them, perhaps the checkout process was too complicated, or maybe he/she wants to look around a bit more before placing an order. While there are a lot of reasons why people leave mid-checkout, most often it's not because they're no longer interested in the product.
After you integrate your ecommerce store with Klaviyo, you'll find several "best practice" flows ready and waiting your account. One of these flows is the Abandoned Cart flow.
NoteIf you use Magento, install the Magento Extension before leveraging our Abandoned Cart flow, as the Extension is what allows Klaviyo to receive data whenever someone starts a checkout. For most other ecommerce platforms, after enabling Klaviyo's built-in integration, you should see Started Checkout data populating in your account. This guide will walk through how to review and customize the Abandoned Cart flow that you will find pre-populated in your account.
How the Abandoned Cart Flow Works
Klaviyo's Abandoned Cart flow works by tracking:
- Whenever someone begins the checkout process
- Whether or not each person continues on to complete the checkout process and place an order
If someone starts but doesn't complete the checkout process, this is considered an abandoned cart. This functionality can be understood by looking closely at how this flow's trigger and flow filter are configured:
Those that did place an order after entering this flow will be filtered out of the flow. This is because they will fail the flow's "Has Placed Order zero times since starting this flow" filter.
Even if you have more than one email in your flow, Klaviyo will check your Flow Filters before each individual email is sent out. This means that if someone goes back to complete his/her purchase after Email 1, this person won't get any other emails in your series.
If someone abandons the checkout process and never goes back to complete the process, he/she will get all emails in your Abandoned Cart series.
Customize Klaviyo's Pre-Built Abandoned Cart Flow
We provide an Abandoned Cart flow for you out-of-the-box that contains two emails that are almost ready to go -- all you need to do is customize them to match your branding.
If you're looking to build new abandoned cart email templates with your store's branding, we recommend cloning the default templates we've built for you. Doing so will prevent you from losing the dynamic content blocks needed to pull customer abandoned cart information, e.g., product image, product name, price etc.
For an abandoned cart flow, we recommend sending at least two emails:
- Email #1 should send between one and four hours after someone starts the checkout process if he/she doesn't complete the process
- Email #2 should send one to two days later as another reminder if someone still has not gone back to complete the checkout process
To customize our pre-built flow templates, click into each email. You will immediately see the option to update the from label, reply-to email, and if you'd like, the subject line of each email.
Next, you can click Edit Content. If you completed the Setup Wizard, your logo, colors, and fonts will already be applied to these flow emails. If you didn't complete this step, you can edit your logo, colors, and fonts within each email itself, but then you will have to do this for all emails individually one-by-one.
The provided abandoned cart email templates will contain a suggested layout and example text, but you can edit these emails however you'd like. A few notes:
- Header Image
If you adjust your template's header image, we recommend selecting an image that's at most 600px wide and no more than 300px tall.
- Template Style
You can click on the Styles icon in the left sidebar to update styles, such as the background color and link color for your email.
- Navigation Links
Abandoned cart templates also come pre-built with navigation links. You may need to update your navigation links so they link to the correct page of your site.
- Preheader Text
You will want to update the preview text at the top of the email. This is what will show up in someone's inbox next to the subject before they open your email.
When you're done editing and customizing your templates, you should also preview what your email looks like to make sure you are happy with the result.
Learn moreRead more about previewing emails in Klaviyo.
When scheduling your abandoned cart emails, keep in mind that people first enter this flow when they start their checkout. If you schedule an abandoned cart email to send immediately, this means someone will get the email immediately after starting checkout. You want to give your customers some time to complete the checkout process on their own before you start sending reminders. Typically, this means waiting at least 2 hours before following up with a first cart abandonment email. Checkout this post for more tips on Abandoned Cart email timing.
Not everyone that lands on your website and starts the checkout process is the same. Some shoppers may already be loyal customers, others may barely be familiar for your brand. The good news is that with Klaviyo, you can use flow branching to build more tailored journeys for different segments all within a single flow series.
Here are a few ways to target your Abandoned Cart series to maximize conversion potential:
Past Purchasers vs. Non-Purchasers
If someone comes to your site and starts a checkout for the firs time, this is big moment. This shopper found you and is close to becoming a first-time buyer, but something is holding them back. You might know the largest pain-points for shoppers that are new to your brand and have just the right message. You may want to offer an eye-catching discount to get this new lead to convert. For repeat customers, you may want to follow up with a reminder, but may focus more on the cart items and less on warming them up to your brand; you may not even want to offer a discount of any kind.
International vs. Domestic
Often, ecommerce stores are able to offer certain perks, like free shipping, to domestic customers. If your store is able to do this, you may want to make this explicit in your Abandoned Cart emails.
Use a Conditional Split to target recipients based on their location. In this example, we have one path for those located in the U.S. -- where we give free shipping -- and everyone else gets filtered down a different path.
Targeting based on cart value will give you the opportunity to message those with high-value items in their cart differently. For example, you may want to offer a discount or other incentive to recipients with a cart value greater than $100.
Use a Trigger Split in your Abandoned Cart flow to create parallel paths for high-value and low-value cart abandoners.
Cart size is similar to cart value. You may want to offer a discount to only those who have more than a certain number of items in their cart -- let's say three items.
Depending on your ecommerce integration, you can target recipients based on the specific product they've added to their cart or the category/collection the product belongs to. For instance, you may want to message men and women differently.
For this, you can use Splits or create separate flows for separate collections using Trigger Filters to limit the scope of each flow:
If you sell items that aren't in the Men's or Women's collections, you'll want to make sure these shoppers receive abandoned cart emails, too.