A cart-abandonment email returned 2,815% ROI. Timing was everything.

Haven Holidays sent emails within 24 hours of someone abandoning a cart, tailored to where they dropped off. The campaign returned 2,815% ROI, with much higher open and click rates than their normal emails.

But here's the part most people get wrong, from a study of 200 brands:

Sent within 20 minutes of abandonment: 5% conversion
Within an hour: 4.5%
More than 24 hours later: just 2.6%

Speed nearly doubles the result. The longer you wait, the colder the intent. Someone who abandoned 20 minutes ago is still at their desk thinking about it. Someone you email tomorrow has moved on with their life.

If you've got any kind of cart or order form, the recovery email should fire in minutes, not days.

Do you have an abandonment email at all? And if so, how long does it sit before sending?

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A cart-abandonment email returned 2,815% ROI. Timing was everything.