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Using cart abandonment tool

Following up on abandoned carts can make a difference between a customer who decided to bounce from the checkout to loyal, long-standing customer. Having this tool in place will help you find out what is it the customer actually needs, will help you tailor a specific offering for this particular customer and is essential to success of any subbox business.

Why do I need cart abandonment?

Getting people to give up on your product and to bounce off of the checkout can drive your conversion rates very low. Nobody wants to keep the money on the table and losing up on potential customers when they've already set one foot through the door. 

Having a cart abandonment sequence properly in place and retargeting the abandoned carts via email is the #1 thing you should be doing in situations like this according to Neil Patel.

To make things more easier to understand for you, just take a look how proper usage of cart abandonment translates in the terms of money for some of the Subbly users:

Now what do you think of that?

Is cart abandonment free on all plans?

Yes, it is!

However, there are certain usage-limits on how much cart abandonment sequences can you have active during the month depending on the pricing plan you are. 

You can double check the plans we currently offer HERE. For more information on how much usage you have left on your plan, you can double check the My Plans section of your admin. 

When is the cart considered abandoned? 

Please note that the number of the active sequences you'll get on the abandoned cart chain of emails will not be the same as the number of abandoned carts you will be seeing on your Analytics app? Why? Because not every abandoned cart is immediately added to the sequence. In order for the abandoned cart to be added to the sequence, it will need to 

The cart abandonment works by checking every few hours for any checkout processes (carts) that haven't been updated since 24 hours ago. We also check for an existing cart abandonment sequence for the given customer/lead and the GDPR consent as well. If there is an existing sequence for the same email, we ignore it and if consent is required and none is given, we also ignore it. Otherwise we create and start a new sequence.

How this works?


You can access your cart abandonment panel here. Here's where you can see the overview of how much money you recovered through your cart abandonment activity post-checkout.

But first things first, you'll need to customize the email templates which will be added to your Emails section upon activation of this feature, and you can also setup and use a Zapier trigger for cart abandons which is optional, but also useful if you want to use your cart abandon events for something more than just following up with emails.

Editing email templates

You might want to customize 3 new email templates associated with cart abandonment facility. 

In order to do that you can simply click on the appropriate button on your Cart Abandonment section of your Subbly admin. 

You will be taken to the Emails section where you'll find 3 new email templates at the bottom of the page (set to inactive  by default). 

Feel free to change the content of these emails accordingly in order for them to align with your abandonment strategy.

These sequential emails are sent exactly on the 1st, the 3rd and the 5th day from the day the cart was initially abandoned. We are not able to change this setup on a standalone basis.

Setting up Automations trigger (Optional)

Before we proceed with further explanation here please note that setting this one is optional! One most common use case for this one would be to set the zap which will automatically fetch customer's emails (for the abandoned carts) to an external endpoint (as these are not automatically being populated inside your Subbly admin. 

In order to set a webhook for the cart abandons, you will need to go to the Settings tab on your Cart Abandonment section on your admin, and to simply click on the link as in the picture:

From here you will be taken to the Automations app where you can set the automation accordingly.

For additional information on how you can handle the Automations, please see here.

Email Sequence

  • When the sequence starts we immediately send them the first email in the sequence.
  • 3 days after the cart was abandoned the second email is sent, and 5 days after the cart was abandoned we send the 3rd email.
  • There is a special link for unsubscribing which must be included in the email templates, this link will remove the email from the sequence and no more marketing emails will be sent to them (if they're an existing customer).
  • If the Zapier trigger is setup then when an abandonment sequence starts (as per above) we send the event data to Zapier, including the email of the customer/lead.

If the merchant plans on just using the Zapier trigger then he/she can disable the email triggers we have so they can use their own tools.

You can also use Zapier to send cart abandonment email sequences after the cart becomes abandoned by setting up zaps. You can see how to use the Zapier integration here.

Tracking & restoring the cart 

There is a special link variable that should be included on the email templates (it is by default) and is also passed in the Zapier hook or through the automation. The link sets a cookie and also restores the cart, minus secure info like card details and shipping address for the customer. If they are an existing customer they will need to login.

If the customer completes the checkout, the subscription / order is recorded is attributed to the cart abandonment tool. All future orders of the subscription will also be attributed.

The total amount of money recovered from the tool is calculated from this and displayed on the cart abandonment dashboard. It also shows the number of active sequences for that store.

From the Cart Abandonment panel you are able to see the emails which are already included in the sequence. You are also able to export them and manipulate further from here.

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