For instance, if you’re a retailer, your cart abandonment email series might look like this: 1 The first message in the series would include the names and images of the products in the abandoned cart and be delivered shortly after the time period that most of your cart abandoners tend to return to their carts without prompting. This message would also highlight current sales and seasonal shipping deadlines and — depending on the price and types of products abandoned — include payment options and customer service information. 2 If the value of the cart warrants it, the second message 3 If the value of the cart continues to warrant it, the in the series would focus on alternative product, third message in the series would again highlight much like a browse abandonment email would. It the products in the subscriber’s cart along with might highlight products in the same category that are some alternative product suggestions that are cheaper, have features, are best-sellers, or are more informed by the subscriber’s response to the highly rated. Or it could suggest products that shoppers second email in the series. tend to browse, buy instead of, or buy along with the products in the subscriber’s cart. 5 BLUEPRINTS FOR BUILDING SMARTER EMAILS | 13