What’s the Optimal Timeframe for Sending Abandoned Cart Emails?
We asked CEOs and Founders about the best timeframe for sending abandoned cart recovery emails and their reasoning. From sending the first email after 30 minutes to utilizing a two-stage approach, here are four different strategies to consider.
- Send The First Email After 30 Minutes
- Send The First Email Within Three Hours
- Utilize A Two-Stage Approach
- Send The First Email Within Two Hours
Send The First Email After 30 Minutes
As a leader of a sticker-printing company with 200K per month in sales, I'd say that sending the first email 30 minutes after they abandoned the cart is a good strategy since they must have a reason for leaving the cart. The key here is to not send the first email right after the trigger. Let them breathe.
After that, you can schedule the rest of the emails every day for around 4-5 days. Having said that, be aware that there are no exact answers in marketing; much depends on the product or services being offered and factors such as pricing, which may be the reason they are having trouble making a decision.
Send The First Email Within Three Hours
In my experience, the optimal time-frame for sending abandoned-cart recovery emails is within one to three hours after the cart is abandoned. This time-frame strikes a balance between being timely and not coming off as too pushy. When sent within this window, the potential buyer is still in the mindset of purchasing and hasn't fully moved on, making it more likely that they'll return to complete their purchase.
I've found that sending a follow-up email 24 hours later and a final reminder after 48 hours also works well, particularly when combined with an incentive, such as a discount or free shipping. This approach creates a sense of urgency while keeping the brand top-of-mind without overwhelming the customer with too many reminders. The initial email within the first few hours, followed by gentle nudges, has consistently led to a higher recovery rate and a boost in overall conversions.
Utilize A Two-Stage Approach
The optimal time frame for sending abandoned cart recovery emails involves a two-stage approach. The first email should be sent within 1-2 hours of cart abandonment. This quick follow-up capitalizes on the customer's recent interest and often catches them while they're still thinking about it. It serves as a gentle reminder and can be effective for people who get distracted.
The second email, if the first doesn't convert, should be sent approximately 24 hours after abandonment. This timing allows for a full day's cycle, potentially reaching the customer at a similar time to when they were originally shopping. We've found this 24-hour mark to be a sweet spot—it's soon enough that the product is still fresh in their mind, but it gives them time to reconsider if they were hesitant about the purchase. For higher-priced items, a third email 3-5 days after abandonment can be effective, as customers might need more time to decide. The key is balancing persistence with respect for the customer's inbox.
Send The First Email Within Two Hours
In my experience, the best time to send the first abandoned-cart email is within 1-2 hours after the cart is abandoned. This window captures the buyer when their intent is still fresh, often reminding them of their interest before distractions take over. Following up with a second email 24 hours later and a final one at 72 hours can help convert those who need extra time or reassurance. This staggered approach has led to higher recovery rates, as it balances urgency without being too pushy.