[{"data":1,"prerenderedAt":211},["ShallowReactive",2],{"all-articles":3},[4,81,150],{"id":5,"title":6,"body":7,"category":62,"cover":57,"description":63,"draft":64,"extension":65,"meta":66,"navigation":67,"ogImage":68,"path":69,"publishedAt":70,"readingTime":71,"seo":72,"seoDescription":73,"seoTitle":74,"stem":75,"tags":76,"updatedAt":68,"__hash__":80},"articles\u002Farticles\u002Fabandoned-cart-emails.md","Why Most Abandoned Cart Emails Underperform",{"type":8,"value":9,"toc":56},"minimark",[10,14,17,20,25,28,31,34,37,41,44,47,50],[11,12,13],"p",{},"The most common abandoned cart setup I encounter looks like this: three emails, a discount in the third one, the same sequence for every customer.",[11,15,16],{},"This is not a strategy. It is a default that someone configured years ago and nobody has touched since.",[11,18,19],{},"The problem is not the timing. The problem is that every customer receives the same sequence regardless of who they are, what they abandoned, how much it is worth, or how close they are to qualifying for free shipping.",[21,22,24],"h2",{"id":23},"how-i-approach-it","How I approach it",[11,26,27],{},"My first few emails are reminders, not selling. No discount, no manufactured urgency. Most people who will convert from the first email do not need to be talked into it — they need the reminder.",[11,29,30],{},"The third email I send is in plain text — no images, no branded template. Just a short message that looks more like a personal note than a marketing send. The format shift alone tends to get attention.",[11,32,33],{},"After those emails, I stop sending the same message to everyone and start segmenting by basket value. Someone who abandoned a high-value order deserves a different conversation from someone who left with one item. The free shipping threshold is worth checking here too — sometimes the right move is suggesting an additional product rather than offering a discount.",[11,35,36],{},"Discounts come last, not first. A customer who is close to converting does not need a margin-eroding offer to get there. I wait until someone has been genuinely inactive for an extended period before introducing stronger incentives. Before that point, discounting is a margin cost in exchange for revenue you would likely have recovered anyway.",[21,38,40],{"id":39},"the-part-most-stores-skip","The part most stores skip",[11,42,43],{},"Segmentation. Most abandoned cart sequences treat every visitor identically because conditional logic takes effort to set up. The result is copy that is wrong for everyone.",[11,45,46],{},"The customer who left a €150 basket and the customer who left a single €20 product are not the same person. The message, the format and the offer should reflect that.",[48,49],"hr",{},[11,51,52],{},[53,54,55],"em",{},"Vít Sláma works with ecommerce brands on email marketing, frontend development and automation. Based in the Czech Republic.",{"title":57,"searchDepth":58,"depth":58,"links":59},"",2,[60,61],{"id":23,"depth":58,"text":24},{"id":39,"depth":58,"text":40},"Email marketing","The problem is not the discount. The problem is treating every customer the same.",false,"md",{},true,null,"\u002Farticles\u002Fabandoned-cart-emails","2025-06-20",4,{"title":6,"description":63},"The biggest mistake in abandoned cart email is not the discount strategy. It is treating every customer identically.","Why Most Abandoned Cart Emails Underperform — Vít Sláma","articles\u002Fabandoned-cart-emails",[77,78,79],"Abandoned cart","Email automation","Ecommerce","Jy3t0pu9RnIlOi_5TKy1eMB7uyXMkNKJbUfGK7NmGlk",{"id":82,"title":83,"body":84,"category":139,"cover":57,"description":88,"draft":64,"extension":65,"meta":140,"navigation":67,"ogImage":68,"path":141,"publishedAt":142,"readingTime":71,"seo":143,"seoDescription":144,"seoTitle":145,"stem":146,"tags":147,"updatedAt":68,"__hash__":149},"articles\u002Farticles\u002Fecommerce-discounts.md","What Ecommerce Brands Misunderstand About Discounts",{"type":8,"value":85,"toc":134},[86,89,92,95,99,102,105,108,112,115,118,122,125,128,130],[11,87,88],{},"Discounts work. That is exactly the problem.",[11,90,91],{},"When you run a promotion, sales go up. The numbers look good. So you run another one. At some point, discounts are embedded in your calendar and you cannot stop — because the moment you do, revenue drops.",[11,93,94],{},"That is not growth. That is dependency.",[21,96,98],{"id":97},"the-costs-nobody-calculates","The costs nobody calculates",[11,100,101],{},"The margin hit is obvious. A 20% discount on a 40% margin product removes 50% of the profit on that sale, not 20% of revenue.",[11,103,104],{},"The less visible cost is customer expectation. Every discount you send teaches your audience that patience is rewarded. They wait for the sale. They open your emails to catch the next deal, not because they care about the brand. Over time, your list becomes a deal-hunting audience.",[11,106,107],{},"The third cost is to perceived value. Frequent discounting signals that the full price is wrong. The more often you discount, the less credible the full price becomes.",[21,109,111],{"id":110},"what-discounts-are-actually-for","What discounts are actually for",[11,113,114],{},"Used well, discounts are a targeted conversion tool — not a default.",[11,116,117],{},"They make sense when re-engaging customers who have genuinely lapsed and would not return otherwise. They make sense when clearing inventory. They make sense as an earned reward for loyalty. They do not make sense as the closing argument in every campaign.",[21,119,121],{"id":120},"the-alternative","The alternative",[11,123,124],{},"The alternative to discounting is making the value case more clearly. A well-constructed email sequence can address objections, demonstrate results and surface social proof — without touching the price. This is harder than adding a discount code. It is also what builds a customer base that buys at full price.",[11,126,127],{},"If your conversion rate only moves meaningfully during promotions, your marketing is not doing its job between sales. That is the actual problem to fix.",[48,129],{},[11,131,132],{},[53,133,55],{},{"title":57,"searchDepth":58,"depth":58,"links":135},[136,137,138],{"id":97,"depth":58,"text":98},{"id":110,"depth":58,"text":111},{"id":120,"depth":58,"text":121},"Ecommerce strategy",{},"\u002Farticles\u002Fecommerce-discounts","2024-08-02",{"title":83,"description":88},"Why discounts are not a growth strategy, and how to use them as the targeted tool they are.","What Ecommerce Brands Misunderstand About Discounts — Vít Sláma","articles\u002Fecommerce-discounts",[148,62,139],"Discounts","KA_dhA0hPPfoweDBbVSlwVBqUHDXAQ_HTd56PCUSyO0",{"id":151,"title":152,"body":153,"category":62,"cover":57,"description":199,"draft":64,"extension":65,"meta":200,"navigation":67,"ogImage":68,"path":201,"publishedAt":202,"readingTime":71,"seo":203,"seoDescription":204,"seoTitle":205,"stem":206,"tags":207,"updatedAt":68,"__hash__":210},"articles\u002Farticles\u002Freplenishment-flows.md","How I Approach Replenishment Flows",{"type":8,"value":154,"toc":194},[155,158,162,165,168,171,175,178,181,185,188,190],[11,156,157],{},"The replenishment flow is one of the most underrated automations in ecommerce. When it works, it is remarkably reliable. When it fails, the reason is almost always the same: someone set a fixed delay once and never thought about it again.",[21,159,161],{"id":160},"the-timing-problem","The timing problem",[11,163,164],{},"Most replenishment setups use a flat delay — thirty days after purchase, send the email. This works as a starting point and produces mediocre results forever.",[11,166,167],{},"The issue is that products run out at different rates for different customers. A 30-serving tub runs out faster for someone who trains daily than for someone who trains twice a week. Different pack sizes have different windows. A customer who bought two units should not receive the same timing as someone who bought one. Treating them identically is the default, not the correct approach.",[11,169,170],{},"When I build this flow, I build timing logic into it rather than a flat delay. The specific mechanics depend on the products and the platform. The principle is the same: timing should reflect how that customer is likely using that product.",[21,172,174],{"id":173},"the-discount-question","The discount question",[11,176,177],{},"I do not put a discount in the first replenishment email. A customer who is about to run out of a product they use regularly does not need one — they need a well-timed reminder. The discount, if I use one, goes in a follow-up to the segment that did not respond to the first email.",[11,179,180],{},"This is a small decision that has a meaningful impact on margin over time.",[21,182,184],{"id":183},"the-step-most-stores-skip","The step most stores skip",[11,186,187],{},"Identifying which products are actually eligible. Replenishment only works for consumables with a predictable usage cycle — supplements, skincare, food, cleaning products. Getting that list right before building the flow is more valuable than optimising the email copy.",[48,189],{},[11,191,192],{},[53,193,55],{},{"title":57,"searchDepth":58,"depth":58,"links":195},[196,197,198],{"id":160,"depth":58,"text":161},{"id":173,"depth":58,"text":174},{"id":183,"depth":58,"text":184},"The most reliably profitable automation in ecommerce email is also the most frequently set up wrong.",{},"\u002Farticles\u002Freplenishment-flows","2024-07-10",{"title":152,"description":199},"Why most replenishment flows underperform and how I approach building them.","How I Approach Replenishment Flows — Vít Sláma","articles\u002Freplenishment-flows",[208,78,209],"Replenishment","Retention","WHyY8gvY0RQk3PMk-7qrC0AsHqWjObJX8D-qWfsANG0",1786288248020]