Ecommerce lifecycle

Abandoned cart emails: what actually works

Cart abandonment is the easiest program to get wrong because the defaults work well enough to hide the problem. Here's the structure that actually moves incremental revenue — timing, sequencing, and the discount policy most teams have backwards.

9 min read

Browse abandonment: the program that sits between ads and cart

Browse abandonment catches the users who viewed a product and left without adding to cart. Smaller per-user lift than cart abandonment. Ten to twenty times the trigger volume. For most programs it's the biggest revenue lever you haven't shipped yet.

8 min read

Post-purchase emails: what to send after the receipt

Post-purchase is the highest-engagement window in the entire customer relationship and most lifecycle programs spend it sending a receipt, a generic welcome, and then silence. Here's the 30-day sequence that actually earns the second purchase.

8 min read

Replenishment emails: the lifecycle flow that buys itself

Replenishment emails remind users to re-order a consumable before they run out. Done right, they generate the highest revenue-per-send in any lifecycle program because purchase intent is already established. Here's the timing, data, and copy.

7 min read

Review request emails: the timing that actually produces reviews

A review request at the wrong time gets ignored. At the right time, it converts at 15–25% into a submitted review. Here's the timing, the message pattern, and why incentivising reviews almost always backfires.

7 min read

Free shipping threshold emails: the cart-value nudge that reliably lifts AOV

A user with $45 in their cart and a $50 free-shipping threshold will add another item to cross the line — if they realise it. The right email at the right moment surfaces the gap and reliably lifts AOV by 5–15%.

6 min read