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How to Recover Lost Sales with Klaviyo Abandoned Cart Emails
"Every e-commerce brand loses money daily, and most don’t even know it."
Every e-commerce brand loses money daily, and most don’t even know it. Industry data shows that nearly 70% of online shopping carts are abandoned. That means for every 10 customers who add something to their cart, only three make it to checkout.
Now, here’s the good news: Abandoned cart emails can recover up to 20–30% of those lost sales. And if you’re using Klaviyo, you’ve got one of the most powerful tools in the market to do it right. The platform combines behavioural triggers, customer segmentation, and automation in a way few email platforms can only dream of matching.
In this blog, we’ll take a look at how Klaviyo abandoned cart emails work, what makes them effective, and how to build a high-converting flow that turns hesitation into revenue.
Let’s get right in.
What Are Klaviyo Abandoned Cart Emails?
Klaviyo abandoned cart emails are automated email messages sent to shoppers who add items to their cart but leave the site without completing their purchase.
These emails are part of Klaviyo’s powerful email automation platform built specifically for e-commerce.
Unlike generic email tools, Klaviyo integrates deeply with e-commerce platforms like Shopify, WooCommerce, BigCommerce, and Magento, giving it access to customer behaviour in real-time. This means it doesn’t just send a basic reminder, it tailors each message based on:
- Cart contents
- Customer history (first-time visitor vs returning buyer)
- Order value
- On-site behaviour (like time spent or last page viewed)
So, how do Klaviyo abandoned cart emails work? Keep reading to find out.
How Klaviyo Abandoned Cart Emails Work
Klaviyo tracks behavior, segments users, and personalizes messages based on what each customer does. This level of intelligence turns what used to be a simple reminder into a high-converting, revenue-generating engine.
Here’s how it all works:
- Klaviyo Tracks Shopper Behaviour in Real Time
Once you install Klaviyo on your store:
- Every visitor is tracked (via browser cookies and email addresses)
- Their actions, like viewing a product, adding it to the cart, or starting checkout, are logged in real-time
- These events become “triggers” for automation flows
Klaviyo also identifies whether the visitor is:
- A first-time visitor
- A returning customer
- A subscriber who never purchased
This allows you to personalise the email based on where they are in the customer journey.
- Abandoned Cart Logic is Triggered
There are typically two key events Klaviyo watches for to identify cart abandonment:
- "Added to Cart" (ATC): When someone adds a product to the cart but never initiates checkout
- "Started Checkout": When they reach the checkout page, fill in their info, but don’t complete the order
You can build separate abandoned cart flows for each of these events:
- ATC Flows: These flows work best for browsers who didn’t commit far into the funnel. They are often educational or soft-sell email flows.
- Checkout Abandonment Flows: These flows target warm leads, browsers who almost purchased. These types of email flows are more persuasive and urgent.
- Smart Segmentation
On Klaviyo, you can dynamically adjust your abandoned cart emails based on things like:
- Cart Value (e.g., carts over $100 might get an incentive)
- Product Type (e.g., skincare vs apparel, tone and visuals may differ)
- Geographic Location (e.g., add delivery estimated time of arrival based on city)
- Behavioural History (e.g., returning visitors get a loyalty reward)
- Email Engagement (e.g., if they ignored the first email, make the subject line better)
- Dynamic Content Insertion with Product Blocks
Klaviyo’s abandoned cart emails include the following:
- Product name
- Image
- Price
- Link to cart
- Quantity (optional)
This is done through Klaviyo’s Product Feed + Dynamic Blocks, which updates each email in real-time depending on what’s in the shopper’s cart.
This helps customers see exactly what they were considering. It allows them to resume checkout with one click. It gives the illusion that the product has been“saved” just for them
- Flow Automation with Conditional Logic
In Klaviyo, you build “Flows” (automated email series) that use trigger + time + condition logic.
For example:
- Trigger: Checkout Started
- Wait: 1 hour
- Condition: Has not placed order
- Action: Send Email #1
- Condition Branches:
- If the order is placed → exit flow
- If no order is placed after 12 hrs → send Email #2 with discount
- If Email #2 is opened but was not clicked → resend variation with a stronger CTA
This level of logic-driven automation ensures you're not sending the same email to everyone.
Instead, each email adapts to:
- Timing
- Customer actions
- Engagement level
- Reporting & Optimization
Once your flow is live, Klaviyo tracks:
- Open rate
- Click-through rate
- Revenue attributed
- Conversion rate per email
- Device type, location, and more
From here, you can:
- Run A/B tests on subject lines, images, and CTA buttons
- Optimise send times using Smart Send
- Test whether a discount in Email 2 boosts conversions or reduces AOV
Summary: The Klaviyo Abandoned Cart Engine at a Glance
Best Subject Lines & Templates For Klaviyo Abandoned Cart Emails
Your subject line is your first (and sometimes only) chance to win the shopper back. It must balance one (or more) of these psychological principles:
- Urgency/FOMO: Creates pressure to act (“Before your cart expires…”)
- Curiosity: Invites a mental itch to open (“We saved this for you, take a look”)
- Personalisation: Feels direct and relevant (“Hey Sarah, you left something behind”)
- Value/Reward: Offers an incentive (“10% off just for coming back”)
- Social Proof: Leverages testimonials (“Over 10,000 customers love this”)
- Loss Aversion: Emphasises what they’re missing (“Don’t let your favourites sell out”)
Top-Performing Abandoned Cart Subject Lines
- “Oops, did you forget something?”
- “Still thinking it over? Here’s 10% off”
- “[First Name], your cart is going to expire”
- “Get it before someone else does…”
- “Complete your order and enjoy free shipping”
- “Something’s waiting in your cart”
- “Open me for a little surprise”
- “We saved this for you…”
- “See why everyone loves this product”
- “Best-seller alert: You chose a fan favourite”
Pro Tip: Subject lines with personalisation and urgency see 20–30% higher open rates than generic ones.
High-Converting Email Templates (Copy + Structure)
Here are three foundational templates with complete structure and copy examples that you can load directly into Klaviyo:
Template 1: Gentle Reminder (No Discount)
Subject Line: “Still deciding? No rush, but here’s a reminder”
Header: "We noticed you left something behind..."
Body Copy:
Hi [First Name]
Your cart’s still waiting, and we’ve saved everything just the way you left it.
We don’t want you to miss out on your favourites.
Click below to complete your checkout.
CTA: [Return to Cart]
Best Use: First email in your flow (sent 1–2 hours after abandonment). Works well for brands with a premium or boutique tone.
Template 2: Urgency + Discount Offer
Subject Line: “Your cart’s about to expire + here’s 10% off”
Header: "Complete your order before it’s gone..."
Body Copy:
Hi [First Name]
Good news: Your cart is still here.
Even better news: We’re giving you 10% off if you complete your purchase today.
But hurry, this offer expires in 12 hours, and popular items may sell out.
CTA: [Claim My 10% Off]
Best Use: Second email in the flow (12–24 hours later), ideal for first-time buyers or during promotion periods.
Template 3: Testimonial & Social Proof
Subject Line: “People are loving [Product Name]—see why”
Header: "Thousands of happy customers can’t be wrong"
Body Copy:
Hi [First Name]
Here’s what people are saying about [Product Name]:
⭐⭐⭐⭐⭐ “Best thing I’ve ever bought. Came back for a second.”
⭐⭐⭐⭐⭐ “Even better than I expected!”
You are so close to joining them. Return to cart and complete your purchase.
CTA: [Return to Cart]
Best Use: Final nudge email (48–72 hours later). Works great if you have real reviews or high social media engagement.
Timing & Automation Strategies for Higher Conversions
Most e-commerce brands make the mistake of either sending abandoned cart emails too late (when the shopper has moved on) or too aggressively (leading to unsubscribes).
A high-performing abandoned cart email flow typically includes 3 emails, spaced to match buying behaviour psychology:
Email 1: Soft Reminder (1–2 hours after abandonment)
- Friendly tone
- No pressure
- Includes product image, CTA to return to cart
Email 2: Urgency + Offer (12–24 hours later)
- Introduce a limited-time discount (if needed)
- Include free shipping, if applicable
- Highlight return policy or guarantee
Email 3: Final Nudge (48–72 hours later)
- Emphasise scarcity or low stock
- Include customer reviews/testimonials
- Use a clear CTA: “This is your last chance!”
Advanced Tips For Using Klaviyo
Use the following advanced strategies to recover even more lost revenue by making every email smarter, more relevant, and more persuasive.
- Segment by Cart Value for Smarter Incentives
Someone abandoning a $30 item doesn’t warrant the same follow-up as someone walking away from a $300+ order.
How to do it:
Use conditional splits in Klaviyo’s flow builder:
- Under $50: Gentle reminder, no discount
- $50–$150: Add urgency + offer free shipping or 10% off
- $150+: Offer limited-time 15% off or free gift with purchase
Why it works:
Customers with high cart values may need stronger incentives or reassurance (e.g., better return policies, guarantees). On the other hand, discounting low-value orders eats into your margins.
- Personalise with Dynamic Product Blocks
Instead of generic reminders, show the exact products the customer left behind using Klaviyo’s dynamic product feed block.
Pro Tip: You can even highlight low-stock status or price drops on those items dynamically.
“Your size in [Product Name] is almost gone! Complete your purchase before it sells out.”
Why it works:
This adds a sense of urgency and personalisation, two of the strongest psychological triggers for conversion.
- Use Smart Send Time Optimisation
Klaviyo lets you enable Smart Send Time, which automatically determines the optimal time to email each user based on historical open/click behaviour.
Example:
If Sarah typically opens her emails around 7 PM and John opens around 8 AM, Klaviyo adjusts the send times automatically.
Why it works:
Email timing can improve open rates by up to 10–20%, especially for abandoned cart flows where recency of intent matters.
- Exclude Recent Buyers or Loyal Customers
Avoid sending abandoned cart emails to someone who just made a purchase or who regularly buys without discounts.
You can implement this by adding a conditional filter: “Placed Order in the last 7 days” = False
Why it works:
Sending cart recovery emails with incentives to VIPs may train them to wait for deals, hurting long-term revenue and perceived brand value.
- A/B Test Everything, Not Just Subject Lines
Yes, subject lines matter. But also test:
- CTA buttons: “Return to Cart” vs “Claim My Offer”
- Email layout: single-column vs product grid
- Offer language: “10% Off” vs “$10 Off”
- Tone: playful vs premium
How to do it:
Klaviyo’s built-in A/B testing tool lets you run tests within flows, so you can iterate without stopping your automations.
Why it works:
Small tweaks can lead to big lifts in conversion. Klaviyo’s reporting makes it easy to find the winners.
- Add SMS to Your Abandoned Cart Flow
Email is great. But SMS is instant, personal, and high-converting (average click-through rate is 19%+).
How to do it:
Klaviyo supports adding SMS directly into your flow:
- Send an SMS reminder 1 hour after cart abandonment
- Include a short message + cart link (e.g., “Hey [Name], you left this in your cart! Finish checking out here: [link]”)
Important: Make sure the user has opted into SMS marketing.
Why it works:
Text messages reach users faster and are often seen within minutes, ideal for time-sensitive reminders or limited offers.
- Include Reviews & UGC in Recovery Emails
Don’t just rely on product images; include social proof to reinforce trust.
How to implement:
- Embed customer testimonials (especially for first-time buyers)
- Add UGC photos (Klaviyo integrations like Okendo, Loox, or Yotpo can automate this)
Why it works:
Buyers who abandon their carts are often unsure. Social proof builds trust and reduces perceived risk.
- Use Exit Conditions to Prevent Over-Messaging
Once a user completes their purchase, they shouldn’t keep getting recovery emails.
Add an exit condition in your flow: “Placed Order = True” → stop sending emails immediately.
Why it matters:
Over-emailing post-purchase can create confusion, damage trust, or even lead to spam complaints.
Wrapping Up on How to Recover Lost Sales with Klaviyo Abandoned Cart Emails
Every cart left behind is a potential customer who was interested enough to start buying, but not confident enough to finish. Klaviyo abandoned cart emails are your opportunity to close that gap.
With the right subject lines, automation strategy, and conversion-focused copy, you can recover up to 30% of otherwise lost revenue. And because it’s automated, it keeps working in the background, bringing sales back while you focus on growing your store.
Not sure how to use Klaviyo abandoned cart emails? Send a DM to Pro Marketer to get started.
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