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You’re Leaking $$$ Without These 4 Core Abandonment Flows

Author

Max Sturtevant
April 23, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

If you don’t have these four email flows live, you’re losing money daily. And not just a little. Potentially thousands each month.

Most ecom brands are flying half-blind with broken setups and missing opportunities. Let's fix that.

  • There are four critical abandonment flows you need: Site, Browse, Cart, and Checkout.

  • Each flow should include 3–4 emails to maximize revenue recovery.

  • Use dynamic blocks, emotional text-based emails, and delayed discounts strategically.

  • AB testing your flows is a must. Timing, subject lines, and format can significantly impact results.

Why 4 Abandonment Flows Matter

70% of carts in ecommerce are abandoned. Now imagine that's just one of the four abandonment types. You also have visitors who:

  • Land on your site but bounce (Site Abandonment),

  • View a product and leave (Browse Abandonment),

  • Add to cart but don’t check out (Cart Abandonment),

  • Or start checkout and vanish (Checkout Abandonment).

Each step needs a dedicated recovery system. Set these up in Klaviyo and watch your lost revenue return.

Step-By-Step Setup: What You Need

Metrics in Klaviyo You Must Track:

  • Active On Site → Site Abandonment

  • Viewed Product → Browse Abandonment

  • Added to Cart → Cart Abandonment

  • Checkout Started → Checkout Abandonment

Make sure these are firing properly in your Klaviyo metrics. If not, reach out to their support.

Cart & Checkout Abandon Flows

Cart Abandon is often overlooked. Most brands only run a Checkout flow. But cart abandoners are earlier in the funnel.

Flow Strategy:

  • Email 1 (30 min delay): Show exactly what was left. Use a dynamic block, keep it simple.

  • Email 2 (1 day later): Personal, text-based email from the founder/team. Emotional tone + social proof.

  • Email 3: Open with a discount. Include FAQs and testimonials.

  • Email 4: Final reminder, urgent tone, text-based with support offer.

The same flow structure works for Checkout Abandon. You could have the same emails if you want, but I recommend changing them a little bit. Just make sure the trigger is different.

Browse Abandon Flow

These users showed interest but didn’t convert. They might need different products or more education.

Flow Structure:

  • Email 1 (1 hour later): Show the product they viewed + other options.

  • Email 2: Answer common objections and reinforce value.

  • Email 3: Introduce a discount.

  • Email 4: Text-based, brand-education, personal close.

Site Abandon Flow

These visitors didn’t even click on a product. Low intent? Maybe. But still worth a nudge.

Flow Structure:

  • Email 1 (4 hours later): Encourage browsing, highlight bestsellers.

  • Email 2: Text-based email from the founder/team. Educate on what makes your brand unique.

Bonus: AB Test Everything

Optimize over time with these top 5 tests:

  1. Time Delays: 10 min vs. 30 min vs. 2 hrs

  2. Subject Lines + Preview Texts

  3. Text-Based vs. Graphic Emails

  4. Social Proof vs. Info Content

  5. Email Volume: Try 4 vs. 5+ emails in a flow

This video breaks these all down in-depth. Insanely valuable. Watch Video »

Email Inspiration Of The Day

Brand:
Wander + Ivy

Email Design:
https://drive.google.com/file/d/1HJOd86pqoyXvxVZVhbavWzdHMt_lYvWn/view?usp=sharing

Notes:
If you missed this email idea for Earth Day, don’t worry. You can still send something like this.

A simple email about your sustainability efforts is great for building customer goodwill.

Hero Section Template #7

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 850+ members with daily posts from me, access to me for support 24/7, and private calls.

  • Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

  • Mix and Match Email Design Templates: 134 email section templates that can make 5,000+ unique email designs with, learn more »

  • QuickFlow Templates: All core 7 core email marketing flows fully templatized with examples, learn more »