Abandoned cart recovery is the cheapest revenue in eCommerce and most brands leave two thirds of it uncollected by treating it as a single reminder.
The structure that works branches on intent signal and cart value. High value carts get a different sequence to impulse carts. Repeat customers get a different message to first time visitors. And browse abandonment, which most brands ignore entirely, deserves its own lighter touch flow.
Across our accounts, a properly branched programme recovers 12 to 18% of abandoned revenue versus 4 to 6% for a single email setup. Neither number requires discounting, which is the other mistake: discounting a cart that would have converted anyway just funds your own margin erosion.