How do I reduce cart abandonment?
Short answer: A 3-email recovery sequence (1h, 24h, 72h) recovers ~15% of carts. Pair with guest checkout + transparent shipping for an extra 5-8%.
Full answer
Cart abandonment is universal in DTC — average rate is 65-75%. Recovery is engineered, not optional.
The standard 3-stage sequence: 1h: "Forgot something?" — single-product reminder with the cart contents. 24h: Social proof — review excerpt + the product details. 72h: Last call — typically a small incentive (free shipping, not a discount).
Recovery rate: ~15% on average. Pair with guest checkout, transparent shipping costs (no surprises at checkout), and an obvious "still here?" payment-method coverage and the recovery curve lifts another 5-8 percentage points.
Anti-pattern: leading with the discount in email 1. Trains customers to abandon for a coupon.