Short answer: Build two separate flows in Klaviyo. An abandoned checkout flow triggered when someone starts checkout, and an abandoned cart flow triggered when they add to cart but never reach checkout. Send the first message within an hour or two while intent is fresh, follow up a day later with reassurance and reviews, and leave any discount to the final message.
Cart versus checkout: two different buyers
Klaviyo can trigger on both “Added to Cart” and “Started Checkout”. They are not the same person. Someone who reached checkout has entered details and almost bought; someone who only added to cart may still be browsing. Treat them differently, and exclude anyone who appears in both so nobody gets two sets of reminders.
Setting it up in Klaviyo
- Confirm your Shopify integration is connected and the relevant events are flowing
- Create a flow with the Started Checkout trigger
- Add a flow filter to skip anyone who has placed an order since triggering
- Build three emails with time delays between them
- Insert the dynamic cart block so the email shows the exact items
- Set the flow live and check the first real sends manually
Timing and message sequence
| Message | Timing | What it should do |
|---|---|---|
| 1 | 1-2 hours after abandoning | Simple reminder, show the items, one clear button |
| 2 | Around 24 hours later | Handle objections: reviews, delivery, returns, sizing |
| 3 | Around 48-72 hours later | Last call, scarcity if genuine, incentive only if you use one |
What each email should say
Email 1: the reminder
Short and friendly. Show the products, one button, nothing else competing for attention. Many recoveries happen here with no discount at all.
Email 2: remove the doubt
Most people did not forget; they hesitated. Address the usual reasons: is the quality good (reviews and customer photos), will it fit (size guide), when will it arrive (delivery estimate), what if it is wrong (returns policy).
Email 3: the nudge
A final reminder. If you offer an incentive, put it here, never in the first email, or you teach customers to abandon carts deliberately.
Should you add SMS?
SMS works well for checkout abandonment because it is immediate, but only with proper consent. A common pattern is email at one hour, SMS at four hours, email again the next day. Keep it to one SMS per abandonment.
Common mistakes
- Discounting in the first email
- Not excluding people who already purchased
- Running cart and checkout flows without exclusions, so people get both
- Sending only one reminder
- Generic emails that do not show the actual products
- Never testing timing or subject lines
For Indian D2C brands
If you offer cash on delivery, remember that a recovered COD order can still fail at delivery. Confirm COD orders before dispatch. See how to reduce COD returns and RTO.
Frequently asked questions
How many abandoned cart emails should I send?
Three is a sensible default for most D2C brands. Test a fourth only if the third still produces orders.
When should the first email go out?
Within one to two hours, while the purchase is still on the customer’s mind.
Should I offer a discount?
Not in the first message. Many shoppers return without one. If you use a discount, save it for the final email.
What is the difference between abandoned cart and abandoned checkout?
Abandoned cart means items were added but checkout never started. Abandoned checkout means the customer began checkout and left. Checkout abandoners are closer to buying and usually recover better.
Want these flows built and optimised? See our Klaviyo agency service.