Best Choice
Tinyemail
If you’re on Shopify, tinyEmail can automatically send abandoned cart emails when someone starts checkout but doesn’t finish. You flip it on, and it does the follow-up for you so you’re not manually chasing lost sales. That alone can turn “almost” buyers into real orders.
Best for Entrerpreneurs
Moosend
Moosend is very direct about cart abandonment being a high-converting way to boost eCommerce revenue. It offers a ready-made abandoned cart “recipe” you can customize and let run 24/7. That’s the exact kind of automation that quietly prints recovered sales.
Best for Cold Outreach
Smartlead
For small businesses scaling email volume, Smartlead’s value is risk control. It’s trying to reduce the chance your sending gets punished while you ramp up campaigns. That stability is what keeps your abandoned-cart and post-purchase flows dependable month after month.
Best for Social Media Managers
Encharge
For creators and founders who hate messy systems, Encharge is basically a “map it once, run it forever” tool. You build flows for onboarding, retention, and reactivation and let the automation keep things consistent. Consistency is what makes revenue feel calmer.
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You can turn today’s store traffic into more checkouts… with emails that arrive right on time. Cart abandonment is common, and many benchmarks place it around the 70% range, so recovery emails become a clear lever.
In this guide, you’ll get a simple funnel map, a 3-email cart recovery timing table, and a calm AOV plan built around bundles, complements, and proof.
One helpful anchor to keep in your back pocket: Klaviyo’s 2024 benchmarks highlight abandoned cart flows as a top automation for revenue per recipient ($3.65) and placed order rate (3.33%).
You’ll also track AOV the clean way, using Shopify’s formula: AOV = Total Revenue ÷ Number of Orders. Baymard Institute
If you have a tiny team, this is built for you. You’ll set up the flows once, then improve them with small weekly tweaks
…subject lines, first sentences, offers, and bundles. By the end, you’ll have a system you can explain in one sentence to yourself: “We send the right email at the right moment, and it earns its place.”
What an ecommerce email funnel is… and the 4 flows to set up first
An email funnel is a set of messages that trigger around real moments… signup, cart, purchase, and re-engagement. The fastest wins come from setting up four flows in a simple order, so you build momentum fast.
Before you write a single line of copy, decide what each flow is “for.” When a flow has one clear job, it becomes easier to write, easier to measure, and easier to improve.
Here’s the simple build order that keeps things steady: Welcome → Abandoned Cart → Post-Purchase → Win-Back.
Flow 1… Welcome (new subscriber → first purchase)
Welcome emails warm up a new subscriber fast… and they also teach your future emails what “relevant” looks like. You’re setting expectations, sharing your best sellers, and inviting a small first step.
A simple welcome flow often includes a quick hello, a “start here” product pick, and one piece of proof that feels real, like reviews or a short customer story.
Reviews matter because research from Northwestern’s Spiegel Research Center found conversions rise when reviews are displayed, with larger lifts for higher-priced products.
Flow 2… Abandoned cart (intent → checkout)
Cart recovery is the “moment of intent.” Someone already raised their hand by adding to cart, and timing brings them back while that intent is still warm. Many strategy guides recommend a 3-email sequence in the first few days.
Flow 3… Post-purchase (one order → next order)
Post-purchase emails turn a transaction into a relationship. The goal is care first, clarity second, and a smart next offer third… the kind that feels like help and care.
Post-purchase emails are commonly used for tips, cross-sells, upsells, loyalty invites, and review requests.
Flow 4… Win-back (quiet subscriber → re-engaged)
Win-back emails are a gentle re-introduction. You’re reminding someone why they cared in the first place, and you’re giving them one clear next step to take.
Shopify’s win-back guidance references a practical inactivity window of 90 to 180 days without opens or clicks as a point to remove or suppress unengaged contacts after several attempts.
Quick win callout: Keep every flow simple at first… one goal per email, one primary button, one clear next step. Then you improve from there, with your metrics dashboard.
Metrics dashboard… the only numbers that tell you what’s working
A small dashboard makes your email system feel calm. Track a short list of numbers that connect directly to orders and basket size, then improve one thing at a time.
If you want this to feel light, keep the ritual small. Pick one day each week, open your dashboard, and ask two questions: “What earned the most?” and “What is easiest to improve next?”
Metric 1… Revenue per recipient and placed order rate
If you want one “money truth” metric, follow revenue per recipient and placed order rate. Klaviyo’s abandoned cart benchmarks spotlight these two numbers as a clear way to compare flows and find your biggest lever.
A simple weekly habit:
- Choose the flow with the highest revenue per recipient
- Improve the first email in that flow
- Keep the rest the same for one week so your test is clean
Metric 2… AOV, tracked with one clean formula
AOV is your “basket size” signal. Shopify’s definition and formula keep it simple: AOV = Total Revenue ÷ Number of Orders.
When AOV rises, every recovered cart is worth more, and every post-purchase offer starts from a stronger base.
Metric 3… Clicks that lead to action
Clicks matter when they lead to the right page. Your cart email click should land in the cart with the items ready. Your post-purchase click should land on the exact complementary product page, or a pre-built bundle page.
Litmus’ ecommerce email guide emphasizes measuring outcomes like repeat purchase rate and AOV uplift, along with flow performance signals that show where to improve.
A fast way to tighten clicks:
- One primary button per email
- A link that lands exactly where the email promise points
- A headline on the landing page that matches the email CTA
Metric 4… Compliance and deliverability signals you respect
You can protect deliverability by honoring opt-outs promptly, keeping identification clear, and ensuring your sending setup is authenticated. For bulk senders, Google requires SPF and DKIM, plus DMARC.
This is the quiet foundation of everything you do… your best copy deserves to arrive.
Welcome flow… turn new subscribers into first-time buyers
Welcome emails set the tone and create your first easy win. A short series gives new subscribers confidence, shows bestsellers, and sets preferences for better recommendations later.
A welcome flow feels strongest when it does two things at once… it helps the subscriber, and it teaches you what they care about.
Email 1… “You’re in the right place”
Keep it short. Remind them what they’ll get from being on your list. Give one next step, like “See the best sellers” or “Take the quick preference pick.”
A simple structure you can reuse:
- 1 sentence: what you stand for
- 1 sentence: what they’ll get
- 1 button: where to start
Email 2… “Start here” product picks
This is where you guide, gently. Pick 3 products, each with one sentence explaining who it’s for. Your goal is clarity… clarity feels like trust.
A helpful product-pick format:
- “If you want ___, start with ___.”
- “If you care most about ___, choose ___.”
- “If you’re brand new, this one is the easiest first step.”
Email 3… Proof that feels human
Reviews are powerful because they reduce uncertainty. Northwestern’s Spiegel Research Center reports meaningful conversion lifts when reviews are displayed, with larger effects for higher-priced items.
A simple structure:
- One customer line
- One result or feeling
- One product link
Email 4 or 5… Offer or bundle that feels like value
This is a great place for a starter bundle. Bundles can increase basket size, and research in the Journal of Retailing and Consumer Services (2024) found product bundling increases shopping basket size, with effects linked to how people perceive the bundle as a “whole.”
Keep the offer framing friendly:
- Name who it’s for
- Name what it includes
- Name the outcome it supports
Abandoned cart email timing… the 3-email sequence that recovers revenue
Cart recovery is where revenue returns fast and predictably. A simple 3-email series across the first few days is widely recommended, and it gives you a clean rhythm to follow as you test copy and offers.
If you want cart emails to feel natural, match the message to what the shopper is feeling in that moment. Early on, they want an easy return. Later, they want reassurance and a reason to finish.
Email 1… Reminder with a clear path back
This first email earns results because it removes friction. Keep the subject clear. Put the product image in the email. Add one button that returns them to the cart.
Rejoiner’s research and guides consistently highlight the first three days as the most valuable recovery window. lettrlabs.com
Copy blocks that work well here:
- A one-line reminder of what they chose
- A clear “return to cart” button
- A short note that answers the top question you hear most
Email 2… Proof and reassurance
This email answers, “Is this worth it?” Use reviews, a short FAQ, and a friendly reminder about shipping times or returns… whichever is most common for your customers’ hesitation.
A simple reassurance stack:
- Proof: 1–2 reviews or a short story
- Answer: 1–2 lines of FAQ
- Clarity: shipping and returns in plain language
Email 3… Value, urgency, and a gentle incentive
This email is where incentives can fit naturally… like free shipping thresholds, a small gift, or a limited-time bonus. Shopify’s abandoned cart examples reference a 1-hour, 1-day, and 3-day pattern based on Rejoiner’s guidance.
A clean way to present value:
- “Here’s what you get”
- “Here’s how long it lasts”
- “Here’s the single step to finish”
Post-purchase timeline… turn one order into two and lift AOV
Post-purchase emails turn one order into a relationship. When you guide customers with tips, proof, and a smart next offer, repeat orders and AOV lift become much easier to earn.
A post-purchase flow feels best when it follows the customer’s real timeline. Start with clarity, then help them succeed, then invite the next step.
Day 0… Thank you, clarity, support
Keep this one calm and useful. Confirm what they bought. Show how to get help. If you have a “how it works” guide, link it.
Litmus lists order confirmation, product tips, and personalized recommendations as common post-purchase building blocks.
A simple layout:
- 1 line: confirmation
- 1 line: what to expect next
- 1 link: support and FAQs
Day 3 to 7… Tips that build confidence and reduce returns
When your product requires a setup process, be sure to clearly demonstrate it. If sizing is important, provide guidance to ensure users achieve the perfect fit. For consumable items, offer tips on proper storage to maximize their usability.
A quick tip format:
- “Do this first…”
- “Watch out for this…”
- “Here’s the easiest way to get the best result…”
After delivery… Review request that feels personal
Reviews influence buying decisions, and Spiegel’s research reports large conversion lifts when reviews are displayed, especially for higher-priced items.
A review request is stronger when it includes:
- A single button
- One sentence explaining why it helps
- A quick reminder of what they bought
Next offer… Complement, replenish, bundle
Klaviyo’s post-purchase guide highlights post-purchase emails as a place for cross-sell and upsell opportunities and word-of-mouth growth.
Helpful next-step ideas that stay natural:
- Complement: “Pairs well with what you bought”
- Replenish: “Ready when you’re ready”
- Bundle: “The set that makes it easier”
Bundles vs discounts… a fast decision guide to boost AOV
Bundles feel like value, and value raises basket size when the pairing makes sense. Current research supports that bundling can increase shopping basket size, and discount strategy works best when it’s precise and tested.
Think of bundles and discounts as two different “yes paths.” Bundles help the customer choose more with confidence. Discounts help the customer decide faster when the decision feels tight.
Choose bundles when your products “belong together”
A bundle works when the customer already wants the pair… they just want help seeing it.
Examples:
- Cleanser + moisturizer
- Camera + memory card
- Protein + shaker bottle
The 2024 study on bundling ties the effect to how people perceive the bundle as a single whole, which shifts how they judge the total purchase.
Bundle copy that stays simple:
- “Made to go together”
- “Everything you need in one set”
- “Start here, then add this”
Choose thresholds when you want to lift basket size gently
A threshold offer is simple: “Spend X, unlock Y.” This approach can feel like a reward… and it keeps the customer choosing what they add.
A few clean threshold examples:
- Free shipping over X
- Free gift over X
- Extra sample over X
Choose discounts when a specific barrier needs relief
Discounts work best when your email explains the reason clearly… “welcome gift,” “thank you,” “returning customer,” “last chance.” Keep it clean, keep it measured, keep it trackable.
A fast “discount clarity” checklist:
- One reason
- One window
- One link to use it
Win-back flow… re-engage quiet subscribers and bring revenue back
Win-back flows invite quiet customers back in a way that feels respectful. The goal is a short sequence with relevance and a clear next step, plus a simple “sunset” rule to keep engagement healthy.
Win-back works best when it feels like a fresh start. Keep it short, keep it relevant, and make the next step obvious.
Step 1… Define “inactive” in a way your store can use
Shopify’s win-back guidance references a practical inactivity window of 90 to 180 days without opens or clicks as a point to remove or suppress unengaged contacts after several attempts.
Pick one window that matches your buying cycle… and keep it consistent.
Step 2… Write a 3-email sequence with one goal each
Email 1: “Still interested?”
Email 2: “What’s new”
Email 3: “Last call to stay subscribed”
Subject line ideas that stay warm:
- “A quick check-in…”
- “New in the shop…”
- “Want to stay on the list?”
Step 3… Sunset with care
A sunset flow is designed to phase out unengaged subscribers to keep your list healthy.
Google also emphasizes authentication requirements for bulk sending, which supports reliable delivery when you send at scale.
TinyEmail quick-start… build the funnel in one sitting
Now you build. Start with the tinyEmail defaults for Shopify automations, get the first version live, then tune timing and copy as you learn what your buyers respond to.
This section is your “weekend setup” path… get it live first, then make it better with the dashboard you already built.
Step 1… Install and open Automations
tinyEmail’s Shopify automation setup starts with installing the app, logging in, and choosing Automations from the menu to view templates.
Step 2… Turn on the core templates
tinyEmail’s “More Email Automations” documentation highlights three core automations: Product Review, Welcome Series, and Win Back Flow.
Start there… then add abandoned cart next, using the timing table you already have.
Step 3… Personalize with one small “preference” step
Keep personalization simple. Ask one question, then segment based on the answer. Even a two-path split can make recommendations feel tailored.
A simple preference question can be:
- “What are you shopping for today?”
- “Which style fits you best?”
- “What problem are you solving?”
Step 4… Keep compliance and deliverability steady across regions
This is a quick checklist you can keep in every flow, across English-speaking markets:
- In the US, CAN-SPAM guidance emphasizes accurate headers and subject lines, plus clear opt-out handling.
- In the UK, the ICO explains the “soft opt-in” concept for emailing existing customers under PECR, with specific requirements.
- In Canada, CASL guidance focuses on consent, identification, and an unsubscribe mechanism in each message.
- In Australia, ACMA guidance emphasizes consent, sender identification, contact details, and easy unsubscribe.
Google’s sender guidelines also explain that all senders need SPF or DKIM, and bulk senders need SPF, DKIM, and DMARC.
Conclusion
Your store already has intent… it shows up in carts, checkouts, and first purchases. Email funnels help you meet that intent with care and timing, so revenue returns and AOV rises without chaos.
Start with the four core flows: welcome, abandoned cart, post-purchase, and win-back. Use the 3-email cart cadence as your repeatable rhythm, and track a small dashboard that ties to revenue per recipient, placed order rate, and AOV.
Then keep improving one small piece each week… subject line, first sentence, offer, or bundle. When you want a simple next step, choose one flow, adjust one email, and watch the dashboard for a week.
If you’re building this on a weekend, start with Welcome and Abandoned Cart first. Save your best-performing email as a template, and reuse its structure across the next flow.
If you’re using tinyEmail, you can start from the core templates like Welcome Series, Product Review, and Win Back Flow, then layer in your cart recovery timing next.
Here’s a quick finish-line checklist you can copy:
- 4 flows live, in order
- 3-email cart timing set
- One post-purchase cross-sell or bundle offer
- One win-back “sunset” rule
Use this as general educational information. For legal requirements in your region, a qualified professional can confirm your exact setup.
Tinyemail: Small list, big revenue energy
Moosend: Recover the cart, boost the AOV
Smartleads: More inbox placement, more money
Encharge: A real funnel builder for behavior-based emails
