My $100M Abandoned Cart Recovery System (Shopify and Klaviyo Email Marketing)

0:00You are leaking thousands of dollars every single month if you do not have these four automated abandonment email flows live. These are the site abandoned, browse abandoned, cart abandoned, and checkout abandoned email flows. To just map this out for you, a recent study showed that seven out of 10 of e-commerce carts are abandoned. And cart abandoned is just one of the four abandonment types that we're going to be going over in this video in creating systems for recovery. I'm going to break down the exact strategies and email

0:25templates that are working today. Exactly how to set up these flows and the best AB tests that you should run to optimize these over time. Step zero is getting your email sending provider set up and making sure that you have these metrics firing. Hopefully, you have an email sending provider already and hopefully it's Clavio. That's what I'm going to be going over in this video, but this will apply for any email sending provider, specifically for e-commerce brands. I'm going to assume you already have a platform and we're just going to go over metrics and making

0:48sure these metrics are properly firing. The first one that we need is active onsite. That's the lowest in the funnel. And this is for anybody who goes to your website. So the second I load up Nike's website right here. And I have a Claio profile, that's going to fire the active on site trigger. And you can check to see if you have this in Claio just by heading over to metrics. And then the trigger that we want is active on site right here. If you click on it, you can see if it is being tracked. If it's not, then you have some issues. But right here, we can see we have around like 200

1:16or so people who are firing this every single day. So we're all good to go there. That's going to be the trigger for the side abandoned flow. The next in the funnel is going to be viewed product. So right now I haven't clicked on anything. But the second I actually look at a product page and I click right here. This is going to fire the viewed product trigger. You want to make sure you have this by just looking up viewed product right here. And if you click on

1:37we can see that this is being tracked. So we're all good. This is going to fire the browse abandoned flow if I were to look at this product and then close out of the website right now. Next up and what 80% of brands I audit don't have is added to cart. So, what fires added to cart is if I actually click this right here, this add to bag button. And then right here, this is in my cart. And that's what's going to fire this trigger right here. You can see there are two

2:00here. They're a little bit different. This is through Claio and this one is through Shopify. You can see this one isn't working. If you don't see this added to cart Shopify trigger loaded up, then just disable your Claio Shopify integration, then reenable it, and it should show up. And right here, we can see what this is tracking. Again, 80% of the brands I audit don't have a flow for added to cart. They only have it for the next one in the funnel, which is checkout started. Most brands have a checkout abandoned flow, which is going to fire if I go to my cart and then actually click checkout. So, if I click

2:28checkout right here, we're taken into the checkout page. We can just go guest checkout. And right here is what fires the checkout started trigger, which if we look up, let me make sure I spell it correctly. That's going to be this one right here. And most brands just have a flow for checkout started, but they don't have it for added to cart. So, we want to make sure that we're doing both because checkout started is farther down the funnel. but we want to make sure we're tracking. If any of these triggers aren't working for you, just look up a Clavio support article and it should help you out. If not, you can reach out

2:53to their support team. You don't need to be a technical genius. Trust me. You can also book a call with me in the description if you're an e-commerce brand and I'll help you out. So, now that we have set up, let's actually talk about the email flows. The email flows one and two that we're going to talk about, which are the most important are

3:06abandoned cart and abandoned checkout. Especially make sure you have cart abandoned properly set up. I keep saying it because it is such a big problem. Not a lot of brands have cart abandoned setup. It's a huge opportunity to recover revenue. So, what I'm going to do is I'm going to go over the strategy and the sequence of emails that we like to send and have found to be optimal for our over 100 different e-commerce partners we work with right now. So, to get the most bang for our buck, we're going to be sending four emails for each of them. We don't just want to send one

3:28or two emails. We want to make sure we have multiple follow-ups cuz people forget or maybe they don't get their paycheck until Friday and they're waiting to buy something. Or maybe they're going to different customer websites adding a few items to cart and waiting to make a decision. Either way, the more reminders the better. So right here I have two simple diagrams just of a mock abandoned cart and abandoned checkout flow strategy just to save time because I know you're probably busy. You can have the same flows for abandoned cart and abandoned checkout. They can be

3:51the same content but different triggers. Obviously we want them to be different but to keep things simple we can have them be the same. And so what we see here we're just going to wait 30 minutes to fire that first email. We don't want to wait too long. We want to get that impulse purchase to have email one where we just do a simple reminder. We have a dynamic clavio block to show exactly what the person left behind and then

4:09give some brief product information. That's all you need. You don't need to go too crazy. And then we're going to follow up with daily emails. You could change these to kind of two days, but I found that people need daily reminders and it's just what converts better. Email two, we like to do a textbased personal reminder. So, we've tried to

4:23hit them with just showing the product. Now, we need kind of an emotional appeal and then a little bit of a social proof appeal. I found that a founder personally reaching out to get somebody to buy is way more impactful. And not a lot of people do this. this strategy that I found it's starting to get a lot of popularity. And then email three and four is where we have discounts. We're opening up a discount. Try to get somebody over the edge to purchase. They are so close to buying. They just need a little ump. A lot of people will do discounts right off the bat. But I don't

4:48like to do that. I like to try to get the sale by saving margins first and then if we can't get them with a couple reminders, then we'll try to get the discount. So again, just a simple email with a discount opener dynamic clio block and then plug in some social proof or frequently asked questions. Then we're going to follow it up again with a textbased last chance having a lot of urgency in offering some support as

5:06well. This is most bang for your buck. I've tested this on 8 figure brands, seven figure brands, and this is the winning strategy for 2025. Here we have just a different way to look at that graphic with a couple different examples for email one. Again, you can see how simple this is. Just a simple reminder, almost there, one click away. Show the dynamic item that the person left behind or the different items. We have a button up here and then some brief product information on the bottom. What's so good about our chocolate bars? If this person added to cart, they already have a base understanding. That's why we're

5:33not going too much in depth. Just kind of reminding them about what we stand for. And then email two, this textbased reminder. You can see, hey, I hope you are well and keeping in good health. This coming from a team member on the team just works so well. And it looks like it's a friend reaching out to you, which is why it works so well. You can see a simple button right here removing all friction for the buyer. Then mixing in some social proof about how we're verified by 40 patents. We have 26 research studies, yada yada yada. And

5:56then again, giving off that warm feel. This prints. So try this out if you don't already. Then email three, this is where we're going to do the discount. We're just going to keep it really simple. Hey, here's your discount. Here's the discount code. Claim your exclusive deal. You can see the button high up in the email so the customer doesn't need to scroll. Which then leads us to the Clavio dynamic block. And then putting in some social proof and risk reversals right here. And then answering some frequently asked questions. This frequently asked question block goes a long ways. So I highly recommend you do that. And then email for just a

6:22textbased sort of last chance on the discount. Make it personal. Offer support. If you want to make it important, put it in the PS section because everybody reads a PS section. But again, you can see how simple all these emails here are. Don't need to over complicate this. People are so close to buying, they just need a little nudge. So, let's actually build this inside of Clavia. So, what I like to do when I'm building these abandonment flows since we're going to have dynamic content, I like to start with Clavio templates. So, let's do the cart abandoned flow first. I'm going to search for the correct flow here. We

6:50actually want it to be the Shopify added to cart trigger, that newer one right here. This is the template that we want to do. Click onto this. It's going to give us just this quick little template. Let's go in and start building the flow. We can see right here it has our trigger all set up. It even has these filters. So, if somebody goes to checkout or they place an order or they've been in the flow in the last 7 days, they're not going to receive this flow. So, these

7:09are the correct filters that we want. And what they did here is wait 4 hours. I'm going to change that as we went over. We want this to be 30 minutes. And I'm going to delete the SMS just for this video. So, we have abandoned cart email one. And then we have this one right here. Time delay. We're going to change this to one day. So boom, here's email one. We have the subject line, forgetting something, then preview text right here. You don't need to overthink

7:34your subject lines and preview text. Just do what you think makes sense. And then you can test from there. So we can do forgetting something and then preview text like you're one click away. And I find that dot dot dot works really well for getting opens. So to edit the email, we just want to go into template right here. And what we really are looking for is this dynamic Clavio block. This is why we use this Clavio template because it's already going to load up with the correct sort of variables that you need to dynamically load in what that person left behind. And you can still go in and

8:03edit the size of this however you want it to look. Edit the fonts. Essentially, what this is doing is it's going to show the person's product on the left and then the information on the right. So, if you want to keep things simple, you can edit text right inside of Claio like forgetting something. You can drag in an image to put your

8:21logo up at the top here. We have this. We have a Clavio button and it has the dynamic link which will take somebody to the cart which is perfect. Now, if you wanted to be more advanced, you can upload images designing your emails inside of Figma right here. So, you can see here like this example for Aloe. If I wanted to remove this and then just have a section up at the top of our email that just says forgetting something, I could do something like this. Use this slice tool to slice this email. Export this image just like this. Exported. Go back here. Upload this image. And then boom, right here we have

9:07this section. We could get rid of this if we wanted. Get rid of this copy and just have this dynamic section. And then we could go in, grab images of like the rest, whatever we wanted to do in this email. If we look at this other example like we had before, we would upload the image of this, this, and then this in the footer. So get creative, mess around, use some stuff in Clavio and also mix in some stuff in Figma if you want. And then for the textbased emails, we wait one day here. So all that we want to do if we want to make this email

9:32textbased like we have for our second email here, just like this, we go into Clavio. What we want to do is change template right here. And then we just go right here and then we change change template. And then we want text only just like this. And if we click on then this is going to load just this plain text and you can put in your copy right here. I'm going to have a video in the description with all the links that you need to have a shop button where you say shop now. And if you want a link to the actually to the actual dynamic cart of

10:08this person, which in this case is going to be this, and then it'll dynamically take the person to their cart. Again, it'll be in the description for you. And then for the rest of the flow, we can just duplicate our time delays and add in the third emails, third and fourth emails, and create them just like we did these others, but create our discount code inside of Shopify and just insert that into the copy of our emails. It's that simple. So, that's the abandoned cart flow. Let's talk about the checkout abandoned flow. Now, again, we're going to go off of a template. Claio confuses everybody with the cart versus checkout

10:39abandoned. The checkout abandon is actually this one right here. Abandoned cart reminder and standard. I know it's kind of confusing, but this is actually checkout abandoned. If you click in, you can see the trigger is checkout started, which is what we want for abandoned checkout. So, I'm going to label this as abandoned checkout. And if we click on then inside it looks the exact same as that cart abandoned one but we can see the trigger is actually checkout started and then the filter will just stop people from those who place order from receiving this flow or have been in this in the past 7 days. This is perfect. So

11:10again right here we'd want to change this to a 30 minute delay. Get rid of the SMS and then edit the emails just like we did for abandoned card. Again edit it the same way. What's super key to know though is that the dynamic content for abandoned checkout and abandoned cart are different. So that's why we use these Clavio templates. It'll automatically come in with the correct dynamic content. And you can actually see by going to preview and test if the dynamic content is loading and what exactly it looks like for users. And if any of that isn't working, reach out to Claio support. They'll give you the correct

11:43ones. So just copy the emails that you did for abandoned cart right here. Follow this flow and you are all set. Those are the two most important ones. The card abandon and the checkout abandon. Now, let's talk about the browse abandoned flow. Again, as a reminder, this for anybody who views a product, but they don't purchase. They just get up and leave. Here's the flow strategy right here. It's very similar to cart and checkout abandon. Almost the exact same, but focusing a little bit more on why the person came. So, if you look at email one, we're actually waiting 1 hour this time. I found that

12:10to be the optimal time. Give some people some time to check out other things and then remind them of the first item they checked out 1 hour later. dynamic clavio block gives some social proof and instead of carton checkout abandon where we're just showing that product, we want to show other products because maybe a person didn't find exactly what they wanted. We then follow that up one day later answering FAQs and having a simple reminder and then we enter with the discount and then that textbased personal reminder also educating on the brand. So if we look at these examples, you can see them here. Did something

12:39catch your eye? So changing the copy to be along the lines of, hey, you viewed this product, do you want it? and then mixing in different social proof, but mostly mixing in other products. So, you can see right here these different products just in case somebody wants to shop for something else. We then follow that up with just a simple reminder

12:54being like, "Hey, take another look." And then giving some more brand information and FAQs that might get somebody further down the funnel. Follow that up with that discount, adjusting the copy about still thinking about it. Here's this discount. Show the dynamic section. And then also show other products cuz now this person has a discount. Maybe they still want to shop other products. So, let's show that to them. And then following it up again

13:13with that text base, just personal. Really hit home on being personal. Educate on the brand a bit and give that discount. Perfect execution right here. So inside of Clavio, let's do the same thing where we create a flow. And you can see right here, browse abandoned. If you want to look it up, just look up browse abandon right here. You can just use this standard one, browse abandonment. You can see the trigger is this little gear, viewed product. Use this template. And once we go inside, we can see viewed product. And they already have the profile filters here. But we actually also need to add the added to

13:42cart. So we want to make sure that anybody who adds to cart isn't receiving this flow. So we want to change this to cart right here and make it added to cart zero times. And we're going to say in the last 24 hours just to be safe. Just like that. We're going to change this time delay then to 1 hour. And just like we did for cart abandoned checkout abandon, we're going to upload and put in our browse abandon emails. So if we go in and edit, you can see again since this is a Claio template, it already has this dynamic section loaded in. We can

14:12see the copy right here. Everything that you need is right here. You can go off these templates that I've given you, but you just go in and you can see we also have a product section right here. So Clavia has an awesome feature where you can insert products right here. Drag this in and you could do whatever you want. You could do dynamic and just show best sellers like right here and it'll choose some of your best sellers to show the customer. or you can do static and

14:34pick out what exact products you want. And that's what we're going to be doing in a couple of these emails and browse abandon. So, you need to know how to do that. And if we just go in and preview, then we can see our products and the recommended items here. Now, this isn't optimized at all. These are optimized emails. If you want to learn how to do email design, I have other videos on my channel. But just having these emails in place are what are going to be the main revenue drivers for you. So, just like before, we can just drag and drop our different time

15:00delays and just build out our different emails. And this is going to recover sales from people who look at items, don't add to cart or checkout, and then leave. The last flow we want to talk about is the website abandon flow. Anybody who goes to your website, but they don't view any products, they don't add any items to cart, and they don't go to checkout. Here's the simple strategy

15:18that we do. Just two emails is perfect. We want to wait 4 hours because these people are a lot lower intent. We want to see if waiting a little bit can get them to actually find a product that they want. Or maybe their day has calmed down and they're open to start scrolling. So, we wait four hours. All we want to do is encourage browsing, show off some of our products, and offer support. We just want to get these people onto the website. And then a day later, you can see kind of a theme here with the personal reminders, doing a textbased email, educate a little bit on

15:45our brand uniqueness, and try to point the customer in the right direction because the goal of this is just to get them back on the website to browsing. So if we look at these examples right here, email one is just encourage browsing. You can say, "We noticed you stopped by. Did you get a chance to check these out? They're selling fast." So pushing people to shop by the different category and then showing off some of our products right here so that a person doesn't need to go to the website to actually view these products. So you have these and then offer support just down here. Do

16:09you have any questions or concerns? There's the link to the help center or also give your email that people can reach out to. Perfect execution. Nice and simple. And then email two, just waiting one day later having a personal reminder. address how our brand is unique by saying like, you know, we have over 200 styles you can choose from and try to point them in the right direction with checking out our best sellers or if you got a new iPhone 16, you can shop these and just be friendly and try to make it seem like a friend is reaching out. That's the strategy. Nice and simple. So, inside of Claio, we can

16:35create a flow. And for this flow, we actually don't have any templates inside of Clavio. And we don't need to cuz there isn't any dynamic sections here cuz nobody checked out a specific product and we need to show that. We're just showing general products. So we can just go to create flow up here and then build our own. So we go to build our own we can change this to site abandon and then create it manually. And right here for the trigger just like before we want to do the active on site. So I'm just going to go off metric right here. And active on site is right here. Profile

17:06filters. I'll have this in the doc in the description. But very similar to the other ones, we want to talk about somebody has viewed product zero times cuz then they would get the browse abandoned flow since starting this flow. We also want to make sure it's cart abandoned as well. If anybody adds to cart, we don't want to have them. And then also somebody hasn't gone to checkout right here since starting this

17:30flow. And then also placed order. Somebody placed an order. We don't want them to receive this. placed order zero times since starting this flow. And then also we want to do has not been in this flow. You could do anything from 7 to 30 days. I just like to do 30 days. And then boom, we're all set there. Confirm our trigger. And then just like before, we're going to drag in

17:52our time delay right here to 4 hours. And then we are going to just drag and drop our emails and create our emails. Drag this one. Do a time delay right here between the second email, which is going to be textbased. So this is going to be the textbased one and then this is going to be the graphic one which you can design inside of Figma similar to one here or you can just build for simplicity right inside of Clavio. And that is the site abandon flow. All right, so those are the four money-making abandonment flows that you want to have set up. These are the

18:21quickest, most concise emails that are going to get you the most bang for your buck. You can get more advanced and having like eight to 10 email flows, but that's really not necessary unless you're doing millions of dollars a month. Since we only have so few emails, we want to make sure that these are optimized. So you need to make sure that you're running AB tests over time so that you can continue to convert people who were abandoning your products. So these are the five highest levers AB tests that you should be running. The first one is the time delay until that first email. So for abandoned cart and

18:48checkout we had a 30 minute time delay as we went over in that template, but for some brands a 4-hour time delay is better. For others, a 2hour, for some a 10-minute time delay is the best. It really just depends brand to brand. Waiting 30 minutes is typically the best, but it really does vary. and I've seen it go a wide range. So to A to B test the time delay, you have to kind of do a workaround here. So all that you want to do is you want to add a conditional split right here. And what you can do with this split is do a

19:14random sample and then we can do a 50/50 random sample and then we'll have the 30 minute time delay on this side and then we could have, you know, a 2-hour time delay on the other. So what I would do is I would clone this, drag it here, and then change it to 60 minutes. And then

19:30we want everything else to be the same. So, we would duplicate this over, drag it in, and then move this stuff over as well. This 20 hours, so I'd change that to just one day. And then boom, we could just turn this on. And you just compare the numbers over time. If you click show analytics, it'll show you the numbers on these. You could just look over time what the 30 minute delay is doing in terms of revenue right here, and what the 1 hour is doing. It depends on how much traffic this flow is getting for how long you need to run a lot of these

19:58tests. If you're getting millions of visitors every single day, then probably a test is only going to need to be run for one day. But if you're only getting a couple hundred people a month or a couple thousand people, it may take some more time for these tests to actually get you conclusive results. Go off feel. If you see one starting to perform better, then just go with that one and make that time delay the standard. The second highest level AB test is your subject lines and preview texts. This is up there at number two, just because it's very easy to do and think of different subject lines and preview

20:23text. You don't need to change any of the content of your emails. You just got to change some of the text. You can test subject lines that are more browsebased where it's like, "Hey, did you forget something?" Or you could be more aggressive where you're like, "Finish your order today or you're one click away." Test doing those more browse based things versus more aggressive. You can test using emojis or not using emojis. Just test test. It's going to be different for everybody. The third highest lever AB test is doing the graphic based emails, which I showed you, versus doing textbased emails, which I showed you. Sometimes those

20:50personal based emails absolutely crush it and you could just have flows with that. and other times you do need a little bit more graphics and people need to see kind of the product in action in order to convert. Test those against each other. Four is social proof versus informational content. Some products just need more information for people to buy and others they just want to see how

21:07other people are liking the product. With a product that's very intricate, then maybe education on how that product works is probably a better use of space in your emails. But for others, if it's pretty simple and they just want to know if the product works, then maybe just showing those testimonials is the better way to go. Just test it out, see what works. And then five, the next highest lever is adding more emails. Usually when you add more emails, you make more money. But you can test that out and look at some of the numbers. Again, it's just test test test. When I'm setting up AB test for one of my 100 clients, seven

21:34to eight figure e-commerce brands, these are the ones that I'm starting out with. Now, if you are a brand that's doing at least $50,000 a month, and you want help with all these flows, or your brand isn't generating at least 30% of revenue from email, you're leaving money on the table. You can build this all yourself with everything that I showed you. Or you can book a strategy call with me with the link in the description, and

21:50then I'll help map that all out for you. That does it for this video. Let me know if you have any questions. I know we move pretty fast here, but I wanted to try to keep this as quick as possible. This could be a 4-hour long video, but I'm trying to condense it to more like 30 minutes. So, of course, let me know if you have any questions and I'll get to it. Subscribe to my newsletter, inbox newswsletter.com/subscribe. Get a 75page guide on email marketing. And of course,

22:08be on the lookout for more videos. Appreciate you taking the time to watch this. I hope you have a good one. Aas.