06/24/25 | The Rehm Copy Newsletter

I was comparing some of our clients to some of the accounts I'm auditing right now in terms of abandoned cart performance...

And I noticed something interesting.

The brands using the "standard" 3-email abandoned cart sequence were leaving serious money on the table.

You know the standard flow:

Email 1: "You forgot something!"

Email 2: "Still thinking it over?"

Email 3: "Last chance + 10% off"

It works. But it's not optimized for 2025 buyer behavior.

In today's market, competition (especially in Ecommerce) is extremely high.

The average person abandons their cart multiple times before making a purchase.

Yet most flows treat cart abandonment like it's a one-time event.

Wrong approach.

You need to be educating, objection handling, and peppering in offers if you're able to do so.

So here's an abandoned cart flow that you can steal if you want to outperform your competitors:

The 7-Touch Cart Recovery System

Email 1 (1 hour): The Gentle Reminder

No pressure. No discounts. Just a simple reminder with clear next steps.

This email should feel helpful, not pushy. Include cart contents and a clear CTA.

Email 2 (24 hours): The Urgency Creator

Create urgency without discounting. Use inventory scarcity, not time pressure.

If you don't have real inventory constraints, use social proof: "47 people viewed this item today."

Email 3 (3 days): The Objection Handler

This is where most flows go wrong. They jump straight to discounts.

Instead, address the real reasons people hesitate: shipping costs, return policy, sizing concerns, product quality.

Email 4 (1 week): The Social Proof Bomb

Show them they're not alone in wanting these products. Use recent customer activity, reviews, or user-generated content.

Email 5 (2 weeks): The Education Play

Shift from selling the product to showing them how to use it. This overcomes "post-purchase anxiety" before they even buy.

Email 6 (1 month): The Exclusive Offer

NOW you can offer a discount. But make it feel earned, not desperate.

Email 7 (45 days): The Final Value Play

Don't beg. Show them the transformation they're missing by not being a customer.

The biggest mistake I see businesses make?

They treat cart abandonment like a problem to solve quickly.

It's not a problem. It's normal buyer behavior.

Your job isn't to guilt them into buying. It's to educate and nurture them through their natural decision-making process.

Most people need multiple touchpoints before they buy.

ESPECIALLY for higher-priced items or new brands.

You want your abandoned cart flow to feel more like a helpful friend rather than a pushy salesperson.

The businesses that understand this psychology are recovering more carts, and obviously getting way more buyers as a result.

The ones that don't are wondering why their cart recovery rates are stuck in the single digits.

Adam