Abandoned Carts: The Secret Weapon Most Brands Overlook 🛒

Hey, it's Jordan from the Email Intel Newsletter.

Let’s talk abandoned carts.

Most DTC brands have them—and most just throw a discount at them and hope for the best.

But that’s a short-term game.

Sure, a discount can nudge someone back to their cart, but if you want sustainable results, you need a more thoughtful approach.

Here’s how you can create an abandoned cart email sequence that brings real value:

1. Remind, Don’t Pressure

Your first email should be a gentle nudge.

No hard sell—just a friendly “Hey, noticed you left something behind.”

Maybe add a product photo and a simple button like “Complete Your Order” or “Still Interested?”

This email should land within an hour or two of the abandoned cart.

Strike while the iron’s warm, but keep it light.

2. Emphasize Benefits Over Price

Instead of pushing discounts early, focus on the value of your product.

Is it handcrafted? Ethically sourced? Does it have stellar reviews?

Use this second email to remind them why they wanted your product in the first place.

Highlighting key benefits taps into that emotional buying process.

You can even throw in some social proof here:
“Still thinking it over? Here’s what one of our customers had to say:
‘Best purchase I’ve made all year!’ – Alex T.”

3. Create Urgency Without Being Pushy

This is where most DTC brands fall short.

They slap on a discount and expect conversions to flow.

But if urgency feels fake, customers sense it a mile away.

Instead, be authentic.

If there’s real scarcity (limited stock, time-sensitive offers), mention that—but always be transparent.

For example:
“Just a heads up—this product’s selling fast and we’ve only got a few left in stock.”

4. Personalize the Experience

Personalization goes a long way in re-engaging someone.

Use their first name, recommend complementary products, or suggest an upgrade based on what they abandoned.

Something like:
“Hey [First Name], we noticed you’re looking at our bestselling [Product]. Want to add [Related Product] to complete the set?”

5. Your Last Shot – The Discount

Here’s where the discount comes in—but only if necessary.

Send this as the last email in the sequence, 48-72 hours after cart abandonment.

By now, they’ve been reminded, shown value, and maybe seen some urgency.

If they still haven’t converted, then it’s time to offer a small incentive to seal the deal.

Pro Tip:

Offer more than a generic discount like “10% off.”

Personalize it:
“Here’s a special offer just for you: Get 10% off your [Product] in the next 24 hours.”

The takeaway?

A solid abandoned cart sequence is more than just a discount code.

It’s about creating a conversation with your customer, reminding them why they added that product in the first place, and leading them to the checkout in a way that feels natural.

Let me know how your abandoned cart strategy is working—and if you need any help fine-tuning it, hit reply and let’s chat!

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »