Abandoned Cart Email

70% of carts are abandoned. That's normal shopping behaviour, not a bug — people get interrupted, switch devices, hesitate, compare. The fix isn't a louder reminder. It's understanding that the three reasons people don't buy are different reasons, and each one needs a different email.

Email 1 is the distraction email. They got pulled away mid-checkout — phone rang, child appeared, train arrived. The job is a soft reminder: "still interested?" with the product image and a single CTA back to the cart. No discount. If you discount in Email 1, you teach your customers to always abandon and wait for the code. The number of brands quietly destroying their margins because of this is enormous.

Email 2 is the objection email. They're hesitating — usually about price, quality, shipping, or fit. The job is to handle it directly with social proof and risk reversal: review quotes, star rating, the guarantee restated in plain language, the return policy made obvious. Still no discount. The argument is "here's why the doubt is misplaced", not "here's a bribe".

Email 3 is the inertia email. They want it, they just haven't acted. This is where the discount lives — or the scarcity, or the deadline. The cadence adapts: impulse buys at £20 get 1h/24h/48h; considered purchases at £100+ get 2h/48h/7 days; bespoke or wedding-tier purchases stretch to 24h/1 week/2 weeks. Subscription carts get a different Email 2 entirely, because the objection there isn't "is this worth £X" — it's "do I want to commit to paying £X every month".

You get three subject lines per email (curiosity, benefit, urgency) so you can A/B test, preview text for each, full body copy with merge tags ready to paste into your platform, and sequence settings — frequency caps, suppression rules, when to exclude low-AOV carts where the Email 3 discount would erode the margin to nothing. If the average cart is £15, 10% off is £1.50; the skill flags that and suggests free shipping or a bundled bonus instead. Honest about what won't work at every price point.