The goal of Abandoned Cart emails is to encourage online store visitors to complete the order. Once a customer leaves a cart with products and does not complete a purchase, Omnisend sends a reminder with the products your customers abandoned and with a link to the checkout page they have started.

Contents

Before you start
When the cart is abandoned?
Tracking visitors and their abandoned carts
Set-up process
Content of the message (personalized information)
Achieving better results
Testing your Abandoned Cart
Native Abandoned Cart Workflow

Before you start

  • Is available to the customers on the Paid plans (Standard, Pro, Enterprise) and on the Free Trial one.
  • All of the user roles, except for the Analyst, can access the settings for the automation workflow settings.
  • The automation can be triggered for subscribed and non-subscribed customers. See what workflows can be triggered for different customers' statuses.
  • The automation can't be triggered Retrospectively.

When the cart is abandoned?

A cart becomes abandoned when it meets all of these 3 rules:

  • A visitor adds a product to cart;
  • The order is not completed;

A single visitor (with the same email address) can receive only one abandoned cart email in 24 hours. If a visitor abandons two carts in 24 hours, they will not receive the 2nd email.

The count for the abandoned cart trigger starts from the moment when you show any activity in the cart. For example, if you add or remove a product from the cart and do not do any action for the time specified in the delay - the email will be sent.

Abandoned cart automation is available for Omnisend Trial, Standard, Pro, and Enterprise plan users.

Tracking visitors and their abandoned carts

Omnisend has advanced technology for tracking abandoned carts - a visitor doesn't have to be subscribed to receive the Abandoned Cart email.

At the moment, we have 2 main options for tracking:

1. Abandoned checkout. A visitor needs to add a product to the cart and proceed to the checkout. Further operation depends on your store's platform.

2. Abandoned cart via cookies. After your subscribers complete at least one of the steps described below, we place a cookie in their web browser, which allows us to recognize them when the cart is lost:

  • Clicks any link in your Omnisend newsletter (this means that they already subscribed or have triggered any other message in the past)
  • Subscribes using your Omnisend signup form (becomes a new subscriber).

Of course, abandoned cart tracking is different for each e-commerce platform you use. In the list presented, you can see how it work for our direct integrations.

For all of the integrations, cart recovery URL works across different browsers and devices. If you abandon a cart on the desktop and follow the link from your phone, you will be directed to the check-out page you have abandoned.

Note, you may see some anonymous users in the Live View section leaving their carts behind, it means that we didn't capture the customer email address, and for that reason, the recovery email is not sent.

Set-up process

To set-up Abandoned Cart automation workflow proceed to the Audience tab -> Shoppers -> choose Abandoned cart email with 3 (recommended) or 1 email in the sequence.

Automation trigger settings

The default trigger in the automation is set to Abandoned Cart, meaning that the sequence will be triggered when the customer adds items to the cart but doesn't make a purchase. Moreover, you can also add a filter to the trigger settings, so the email would be sent to the customers abandoning a particular product in the store or spending a certain amount.

Automation trigger settings

Audience filter

You may also target your automation, based on your customers' Profile data (Country, Gender, Tag, etc.) and their belonging to a specific Segment.

Important! Segment-based audience filter adds overhead to the system. Therefore when possible, it is better to avoid using it.

Audience filter

Exit conditions

The default trigger in the Abandoned Cart workflow is set to Order is Placed, meaning that the customer exit after getting all messages or placing the order. If the customer places the order, he exits the sequence at any stage. However, you may also cancel the flow under certain conditions. For example, if you have both an Abandoned Cart and Abandoned Product automation, you may want to cancel the second one when cart abandonment is triggered.

Exit conditions

Frequency

If you choose not to trigger the workflow for contacts who have already been in this automation, the same customer won't be able to trigger this sequence within a specific time.

Conditional Split

With the Conditional Split block, you may send different messages based on the abandoned cart details or your customers' profile data. If you wish to set-up a Segment-based filter, it is better to apply it in the Split condition settings after the delay.

Split Condition.


Content of the message (personalized information)

You may add Email, SMS, and Push Notification messages to your Abandoned cart sequence. Once the block is added, you will need to provide all of the details, including the sender's email address, the sender's name, etc. If some data is missing still, you will see the warning message: 'Missing email information' or 'Missing SMS information'.

Abandoned Cart products

Unlike the rest of the Automation workflows, Abandoned Cart automation has Abandoned Products content block that will bring the products your customers were browsing to the content of the email message.

Shop Now button within the Abandoned Products block already has a link set to the page of the product your customer was browsing.

Cart recovery link

Apart from the Abandoned Products block, you will find a button with the link leading to the store check-out page - the check-out button that is named as 'Complete your order' in the default templates. This button also has that link pre-set. However, in contrast to the Shop Now one, it leads to the check-out page and carries the information your customer has submitted.

Important! You don't need to add the check-out link to the default button, as it will be added by default. See the difference in the settings for default and pre-set button:

You may also add that link to some other blocks' settings. For example, to the Shop Now button from the Discount Content block. Note, this link should only be added to the buttons with the Link field in their settings.

In the Abandoned Cart template, we recommend adding the Discount Content block, offering a unique discount code to every new subscriber (for Shopify), and a single code (for other platforms).

Find more information on the Discount Content block.

Note, if you send a test email, the Abandoned Cart content block and Complete your order button won't be populated with the products and with the link to your store. The best way to test the flow is to trigger the sequence in your store.


In your Abandoned Cart series, you may send a series of different emails, with a single reminder in the first, a discount offer in the second and final reminder in the third.

If your customer doesn't respond to the Email message, you may try sending the SMS message with the link to the cart your customers abandoned.

6 Ways to Nail Your Abandoned Cart Emails in 2020
Read more about SMS in automation here.

Achieving better results

It is very important to understand that after the Abandoned cart is enabled, it must be “warmed up”. In other words, you need to spread as many cookies as possible - send more newsletters, enable Omnisend Signup forms. Day-by-day the number of subscribers (who have your tracking cookie) will increase.

More cookies → More abandoned carts tracked → More cart reminder emails sent → More carts recovered.

Here are examples of successful Cart Recovery emails.

Testing your Abandoned Cart

If you are testing your Abandoned Cart yourself on the same day, use different email addresses. Omnisend sends one abandoned cart email per day to one email address, therefore, using multiple ones will help you overcome this limitation. You will be able to test with the same email address the next day.

As soon as the cart is created it triggers the automation workflow, no matter whether you are active or not. So if there is no delay set in the workflow, your cart abandonment message will be sent as soon as the cart is created. Just note, the default delay in this sequence is set to 1 hour.

Using an incognito window on your browser is also recommended.

Native Abandoned Cart Workflow

Using abandoned cart reminders on both Omnisend and your store platform (applicable for Shopify and Bigcommerce) is not recommended. When these two features overlap, they will overwhelm your customers. Before you enable the Abandoned cart on Omnisend, make sure your cart abandonment workflow is disabled on the store platform.

Note, enabling it on Omnisend does not automatically disable the one on Shopify.

Reach out to the Support team if you have any questions!

FAQ

Will the Abandoned Cart sequence be sent to non-subscribed contacts? Yes, but you may add an exit condition to the workflow that will cancel the flow for non-subscribed customers.

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