Pre-send checklist
Pre-send checklist for an abandoned cart email
A cart reminder fills itself in with a name, a product, a price and a link. Each of those can be empty, out of date or wrong. Because it is automated, a fault runs until a customer tells you.
The inbox line
- The subject mentions the item or the cart, so it is clear why they are getting it.
- It does not pretend to be a reply or a personal note if it is not one.
- The sender name is the shop name.
- The preview text is useful when the product name is missing.
Inside the email
- The link returns to the saved cart, on a phone as well as a desktop.
- The price and stock shown are current when the email is sent.
- It still reads properly with a cart of one item and a cart of ten.
- There is a way to get help: a reply address or a support link.
The send
- It stops the moment the order is completed.
- It only goes to people who agreed to marketing email, where the law requires that.
- The delay is long enough that someone still checking out is not interrupted.
- The number of reminders is capped.
One tip
Abandon a cart yourself, then finish the order ten minutes later. If the reminder still arrives, the stop rule is broken.
Common questions
How soon should an abandoned cart email be sent?
After the shopper has clearly left, not while they may still be paying. Many shops wait about an hour for the first reminder; test what suits your customers.
Do I need consent to send cart reminders?
That depends on the country and on what the shopper agreed to. In many places a reminder counts as marketing. Check the rules that apply to you; this checklist is not legal advice.
More checklists
CW-01 · 12 CHECKS
A newsletter
For the regular send that is easy to stop checking.
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CW-02 · 12 CHECKS
A welcome email
The first email a new subscriber gets. It sends itself, so check it well once.
Open checklist
CW-03 · 12 CHECKS
A product launch
One chance, many people watching, and a page that must be live.
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CW-04 · 12 CHECKS
A sale or promotion
Codes, end dates and exclusions: the details people complain about.
Open checklist
Final call
A sent email cannot be unsent.
Check the inbox line before it leaves. Free, no account, nothing uploaded.