# Abandoned Cart Email Sequence: Eco-Friendly Skincare Brand

**STORE:**
GreenGlow Naturals - Organic skincare products

**AVERAGE ORDER VALUE:**
$65

**BRAND VOICE:**
Warm, natural, trustworthy

**DISCOUNT STRATEGY:**
10% off in final email only

---

## EMAIL 1: THE GENTLE REMINDER

**Timing:** 1 hour after cart abandonment

**Goal:** Catch distracted shoppers, remove friction, no pressure

---

**Subject Line Options:**
1. Your cart is waiting for you
2. Did something go wrong?
3. You left something behind
4. Still thinking it over?
5. Your GreenGlow order is incomplete

**Preview Text:** Your items are saved and ready when you are

---

**Email Body:**

```
Hi {{first_name}},

Looks like you left a few things in your cart at GreenGlow Naturals. No worries—it happens!

Your items are saved and waiting for you:

[DYNAMIC CART CONTENTS BLOCK]

If you ran into any issues during checkout, just reply to this email and we will help sort it out.

Ready to complete your order?

[COMPLETE MY ORDER - BUTTON]

Your skin will thank you,
The GreenGlow Team

P.S. We offer free shipping on orders over $50, and everything comes with our 30-day happiness guarantee.
```

---

**Why This Works:**
- Friendly, not pushy (no guilt trip)
- Asks if there was a problem (removes friction)
- Shows cart contents (visual reminder)
- Single clear CTA
- P.S. reinforces value props (free shipping, guarantee)
- No discount yet (saves margin)

---

## EMAIL 2: THE OBJECTION HANDLER

**Timing:** 24 hours after cart abandonment

**Goal:** Address common hesitations, build trust, add social proof

---

**Subject Line Options:**
1. Questions about your order?
2. Here is why 10,000+ customers trust GreenGlow
3. Not sure if it is right for you?
4. What is holding you back?
5. Your cart is still saved (plus a few answers)

**Preview Text:** We thought you might be wondering about these things

---

**Email Body:**

```
Hi {{first_name}},

Still thinking about your GreenGlow order? We totally get it—choosing skincare is personal, and you want to make sure it is right for you.

Here are answers to the questions most people have:

**Will it work for my skin type?**
All GreenGlow products are formulated for sensitive skin and are dermatologist-tested. If you are not sure which products are right for you, reply and we will help you choose.

**What if I do not like it?**
Every order comes with our 30-day happiness guarantee. If you are not completely satisfied, we will refund you—no questions asked.

**Is it really natural?**
Yes! We use only certified organic ingredients. No parabens, sulfates, or synthetic fragrances. Ever. Check out our full ingredient list on every product page.

---

Do not just take our word for it:

"I have tried so many natural skincare brands and GreenGlow is the only one that actually works. My skin has never looked better." - Sarah M., Verified Buyer

"Finally, products that are gentle AND effective. I am a customer for life." - James T., Verified Buyer

---

Your items are still waiting:

[DYNAMIC CART CONTENTS BLOCK]

[COMPLETE MY ORDER - BUTTON]

Questions? Just hit reply—we read and respond to every email personally.

Warmly,
The GreenGlow Team
```

---

**Why This Works:**
- Acknowledges hesitation (validates their pause)
- Answers top 3 objections proactively
- Social proof from real customers
- Reinforces guarantee (risk reversal)
- Still no discount (saving for email 3)
- Personal touch (we respond personally)

---

## EMAIL 3: THE URGENCY CLOSER

**Timing:** 48-72 hours after cart abandonment

**Goal:** Create urgency, offer incentive, final push

---

**Subject Line Options:**
1. Last chance: 10% off your cart
2. Your cart expires tonight
3. We saved your cart (but not for much longer)
4. Final reminder + a little something for you
5. Before your items sell out...

**Preview Text:** This is your last reminder, plus a thank-you discount inside

---

**Email Body:**

```
Hi {{first_name}},

This is our last reminder about the items in your cart. After today, we cannot guarantee they will still be in stock.

But before you decide, we wanted to say thank you for considering GreenGlow—so here is 10% off your order:

**Use code: COMEBACK10**

[DYNAMIC CART CONTENTS BLOCK]

**Your total with discount: ${{discounted_total}}**

[CLAIM MY 10% OFF - BUTTON]

This code expires in 24 hours, so do not wait too long!

---

Still on the fence? Here is what you are getting:

- Certified organic, clean ingredients
- Free shipping on orders over $50
- 30-day money-back guarantee
- Products that actually work (see our 4.9-star reviews)

If now is just not the right time, no hard feelings. We will be here when you are ready.

Take care of yourself,
The GreenGlow Team

P.S. Remember, your code COMEBACK10 expires in 24 hours. Use it or lose it!
```

---

**Why This Works:**
- Creates urgency (cart expires, stock concern)
- Discount feels like a gift, not desperation
- Shows discounted total (visualizes savings)
- Reinforces all value props one more time
- Graceful exit if they still say no
- P.S. repeats urgency and code

---

## SEQUENCE TIMING OVERVIEW

| Email | Timing | Goal | Discount |
|-------|--------|------|----------|
| 1 | 1 hour | Catch distracted shoppers | None |
| 2 | 24 hours | Address objections, build trust | None |
| 3 | 48-72 hours | Create urgency, final push | 10% off |

---

## SUBJECT LINE PERFORMANCE GUIDE

| Type | Example | Expected Open Rate |
|------|---------|-------------------|
| Curiosity | Did something go wrong? | 45-50% |
| Direct | Your cart is waiting | 40-45% |
| Personal | {{first_name}}, you left something behind | 42-48% |
| Urgency | Last chance for your cart | 38-44% |
| Discount | 10% off your saved cart | 44-50% |

---

## DISCOUNT STRATEGY OPTIONS

| Strategy | When to Use | Pros | Cons |
|----------|-------------|------|------|
| No discount | High-margin products, luxury brands | Protects margins | Lower recovery rate |
| Email 3 only (10%) | Most stores | Balances margin and recovery | Some expect discount earlier |
| Escalating (5% then 10%) | Competitive markets | Maximizes recovery | Trains customers to wait |
| Free shipping only | Mid-price products | Feels valuable, low cost | May not be enough incentive |
| Bundle/gift | Beauty, food, subscription | Adds value without discount | More complex to set up |

---

## KLAVIYO SETUP INSTRUCTIONS

1. Go to Flows > Create Flow > Abandoned Cart
2. Set trigger: Checkout Started > Has not placed order
3. Add Email 1 with 1-hour delay
4. Add Email 2 with 24-hour delay (from trigger)
5. Add Email 3 with 48-hour delay (from trigger)
6. Add filter: Exclude if order placed
7. Enable flow

---

## SHOPIFY EMAIL SETUP INSTRUCTIONS

1. Go to Marketing > Automations
2. Select Abandoned Checkout template
3. Customize with your email copy
4. Note: Shopify Email only allows 1 abandoned cart email natively
5. For 3-email sequence, consider Klaviyo or Omnisend

---

## A/B TESTING RECOMMENDATIONS

| Element | Test Options | Impact |
|---------|--------------|--------|
| Subject lines | Curiosity vs. Direct | High |
| Email 1 timing | 1hr vs. 4hr vs. same day | Medium |
| Discount amount | 10% vs. 15% vs. free shipping | High |
| Email 3 timing | 48hr vs. 72hr | Medium |
| CTA button text | Complete Order vs. Return to Cart | Low |

---

## KEY METRICS TO TRACK

| Metric | Good | Great | Excellent |
|--------|------|-------|----------|
| Email 1 Open Rate | 40% | 50% | 60%+ |
| Email 1 Click Rate | 8% | 12% | 15%+ |
| Overall Recovery Rate | 5% | 10% | 15%+ |
| Revenue per Email | $0.50 | $1.00 | $2.00+ |