Cart abandonment journeys are triggered when a customer adds a product to their cart. Cart abandonment journeys help to capture potential customers with relatively high intention to purchase. Adding a cart abandonment journey that leverages both email and SMS is a great way to capture additional conversions from interested shoppers.

Heads up: this article assumes that you're already familiar with the triggered email journeys step, as well as the basics of how Triggered email journeys work. Before you dive in here, you may want to review the following:

You should know

  • If you have browse, cart, or checkout abandonment journeys live at the same time, Attentive will automatically only reach out to the customer with the outreach targeted at the latest point of the customers’ journey. For example, subscribers will not receive a cart abandonment email if they start the checkout process, only the checkout email.
  • Attentive enforces quiet hours for automated messages. If an automated SMS message is triggered during quiet hours, the delivery will be delayed until quiet hours are over. If you want to make adjustments to your quiet hours, you can do so in the Settings tab. To learn how, see Quiet Hours.
  • Curious about the results? Keep in mind that your results will vary depending on the size of your subscriber list and their level of engagement. We've seen the following for cart abandonment journeys with triggered emails:
    • Average open rate: 36%
    • Average CTR: 3.7%
    • Average CVR: 48%

Best practices: cart abandonment journey that sends triggered emails

For cart abandonment journeys, we recommend sending a text message before you send emails. We’ve seen direct increases in conversion rates when SMS messages are sent within the first hour after a subscriber abandons a site. Then, branch against subscribers who have already added something to their cart, and send email messages to all other subscribers.

Note: If you're using Shopify with a live checkout abandonment journey, we recommend that you branch on Has started checkout instead of Has made a purchase. To learn more about the Has started checkout branch, check out FAQs: Shopify checkout started trigger.

  1. After the Added to cart trigger, add a 30 minute wait step.
  2. Add a Branch step.
    For this cart abandonment journey, we’ll use branch steps to avoid spamming subscribers who have already made at least one purchase since beginning the journey. Branch on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  3. In the Else branch, add a first Send text message step. Don’t forget to include the name of and a link to the product!
  4. After the Send text message step, add a 1 hour Wait step.
  5. Add another Branch step. As before, branch on What action the subscriber has taken, and then Has made a purchase at least once since starting this journey.
  6. In the Else branch, add your first Send email step. Echo the messaging sent in the first text message in the journey, reminding subscribers that haven’t yet returned to checkout that their cart is still available.
    Subject line suggestions:
    • You left this behind!
    • Forgetting something?
    • We noticed you checking us out.
  7. After the Send email step, add a 2 day wait step, followed by another branch step to filter out subscribers who purchased at least one item since beginning the journey.
  8. In the Else branch, add your second Send email step. Use the second email to add a sense of urgency. This might either be sale-specific (i.e. ending soon!) or a cart expiry notification.
    Subject line suggestions:
    • Still thinking it over? Hurry! Sale ends soon.
    • Oh no! You left something behind.
    • Your cart is expiring soon!
  9. After the second Send email step, add a 5 day Wait step, followed by another branch step to filter out subscribers who have purchased at least one item since beginning the journey.
  10. In the Else branch, add your third Send email step. Because this email will be sent a full week after the subscriber originally added something to their cart, we recommend including like an incentive or discount to incentivize purchase even more.
    Subject line suggestions:
    • Here’s x% on us
    • Don’t miss out! Here’s an additional x% on us
    • Hey {first name}, how about x% off?
  11. At the end of the journey map, add an End journey step.
  12. Click Turn on in the upper right corner. And you’re done! Your cart abandonment journey is now live.