A cart abandonment recovery playbook
The sequencing and timing we use for abandoned cart recovery, without relying on discounting as the only lever.
The playbook sequences a reminder message first, focused on removing friction (a saved cart link, answering a likely objection) rather than leading with a discount, since discount-first messaging trains customers to abandon carts deliberately in order to receive one.
A discount is reserved for a later step in the sequence, and only for customers who haven't returned after the friction-focused message, so it functions as a genuine last-resort incentive rather than an automatic default.
Timing is set against the category's typical decision window — a low-consideration impulse category can recover most of its abandoners within hours, while a considered purchase category needs a longer, more patient sequence.
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