🧠 Why You Need Abandoned Cart & Checkout Flows in 2025

Hey, it’s Ray.

Last time, I showed you how to build high-converting abandoned cart and checkout flows.

But today?

Let’s talk about why they matter so much in the first place.

Because if you’re setting up these flows without truly understanding their purpose, you might be missing out on the full impact they can have.

Let me explain…

Most Abandoned Carts Aren’t a “No, They’re are “Not Right Now”

First, let’s talk about buyer psychology.

Here’s what I’ve seen over and over again across dozens of ecommerce brands:

People don’t always abandon carts because they’re not interested.

In fact, most of the time, it’s the opposite.

They’re interested enough to browse, click “add to cart,” go to checkout…

But then? Something stops them.

It could be:

• A quick distraction (Slack ping, crying baby, another tab).

• Sticker shock at shipping or tax.

• An unclear return policy.

Or just cold feet.

That doesn’t mean they didn’t want to buy.

It just means they need a little nudge, a little reassurance, or a reminder that they left something behind.

That’s where your email flows come in.

Abandoned cart emails don’t “beg” for a sale.

They step in right when interest is highest and say, Hey, you were almost there. 

Here’s why it’s worth finishing.

That’s powerful.

Sending the Follow-up Email Way Too Late…

One of the biggest mistakes I made early on?

Sending the follow-up email way too late.

I already mentioned this briefly in my previous letter.

But let me elaborate today…

I figured a 24-hour delay was fine.

But by then?

The shopper’s attention had moved on.

They forgot they were even shopping.

Now, I tell clients: Send your first abandoned cart email within the first 1–2 hours.

That’s the sweet spot.

The purchase is still fresh in their mind, and they’re more likely to re-engage.

And yes, follow-ups matter too.

Your abandoned cart flow shouldn’t be a single email.

It should be a sequence, spaced out over hours and days, each with a clear message and a purpose:

1. First reminder: Light, friendly nudge.

2. Second: Reinforce benefits and answer objections.

3. Third: Add urgency or a gentle incentive.
   

If someone’s this close to buying, you don’t want to let them drift away.

But Wait, Isn’t This Annoying?

Let’s address the elephant in the room.

Is sending multiple abandoned cart emails… too much?

Honestly, not if you do it right.

What customers hate is generic spam.

What they appreciate is a well-timed message that shows you understand what they need.

Okay, Let’s Talk About Checkout Flows Too

Now here’s the kicker…

You can have the perfect abandoned cart flow, but if your checkout experience sucks, you’re still leaking revenue.

I’ve seen this way too many times.

Clients come to me saying, “We’ve got all the flows, but conversions still suck.”

And when I audit their site?

• Forms are long and confusing.

• There are no trust signals.

• They don’t offer guest checkout.

• There’s a surprise $12 shipping fee at the end.
  

All that effort in the email flow gets wasted because the checkout experience breaks trust.

The Role of Trust (And Why It’s Underrated)

I can’t emphasize this enough:

People don’t just abandon carts because of money or distraction.

They often bounce because they don’t feel safe or certain.

If there’s even a hint of doubt, like:

• “Is this site legit?”

• “Will this actually fit me?”

• “Can I return it if I don’t like it?”
  

Then, they’ll hesitate.

That’s why your email flow has to rebuild trust.

• Remind them of your easy return policy.

• Showcase reviews from real customers.

• Use language that’s reassuring, not pushy.

• Include visuals of the product in use.

What’s Your Next Step?

If you've made it this far, you're already ahead of most brands.

Because most people just slap together an abandoned cart email, hope for the best, and move on.

But not you.

You’re digging deeper, trying to understand why these flows matter, how they actually drive revenue, and what really moves the needle.

That’s what separates average email marketers from great ones.

Now, I’m not saying you need to overhaul everything overnight.

Start small. 

Audit your flows. 

Look at your timing, your messaging, and how your checkout experience feels from the customer’s point of view.

Even one or two tweaks can make a real difference.

And if you’re sitting there thinking,

 “Am I doing this right?”

 “Is this flow actually working?”

 “Should I be sending more emails? Less?”

That’s completely normal.

I’ve worked with hundreds of ecommerce brands, and almost everyone starts with those same questions.

That’s exactly why I share everything I’ve learned with you.

Give a few of these strategies a shot. 

Test what fits your brand. 

And when you’re ready to take it further, I’m here to help.

Let’s build something great together.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Ways to Level Up Your Email Game

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Check Out My Latest YouTube Tutorial!
Want to create a high-converting pop-up form that actually drives results?

In my newest YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

📝 Win Back Shoppers with These 10 High-Impact Abandoned Cart Subject Lines
A lot of brands lose potential sales due to ineffective subject lines that don’t grab attention.

We've compiled a list of 10 powerful subject lines that will help you win back those shoppers and boost conversions. Want to see the subject lines that work? 👉 Check out the full list here: 10 High-Impact Abandoned Cart Subject Lines to Win Back Shoppers

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.