In a recent Business Bloomer Club Slack thread, we debated the timing of the first WooCommerce cart abandonment email.
Some store owners send it one hour after the cart is abandoned, while others question whether that’s too soon and potentially annoying.
I currently use a three-email sequence: +1 hour, +24 hours, and +7 days, with a discount only in the final email. But even I’m reconsidering that first touchpoint.
Is one hour a good balance between timely follow-up and respecting user space? Or should we wait at least 24 hours to avoid appearing desperate?
The timing of your abandonment emails can drastically affect open rates, click-throughs, and ultimately recovery conversions.
What works for one store may not work for another—so this post summarizes different strategies shared by WooCommerce professionals, considers user experience, and invites you to test what fits best for your products and audience.
Let’s explore the balance between effectiveness and tact.
Understanding Abandonment Email Timelines
Cart abandonment emails are essential for recovering potential lost revenue. However, the frequency and timing of these emails can be a double-edged sword. Too soon, and they might feel invasive. Too late, and the shopper may have moved on entirely.
In the discussion, multiple timings were shared:
- +1 hour: This was the most common initial touchpoint. Both I and others use this timing. It aims to catch the customer while your store is still fresh in their mind and their browser may still be open.
- +24 hours: Often used as the second reminder, this timing hits the customer after they’ve had some time to think but not enough to forget completely.
- +3 or +7 days: Typically reserved for a last chance reminder—often the email where a discount code is offered to incentivize return and purchase.
My personal strategy has been:
– Email #1 at +1 hour (no discount)
– Email #2 at +24 hours (no discount)
– Email #3 at +7 days (with a 10% discount)
Someone mentioned he follows a similar model and sees about a 20% cart recovery rate, which is quite healthy. Their strategy is more aggressive in the early phase (+1h, +1d, +3d), and they introduces a discount earlier—on the third day.
Is One Hour Too Soon?
While some users reported success with the +1 hour email, I’m starting to wonder if it’s too fast. Even though technically the customer left their cart behind, they might simply be busy, on a call, or distracted by something else—and receiving an email so soon might feel unnecessary or even annoying.
Someone chimed in with an important observation: “1-2 hours is the sweet spot.”
But it depends on the product type and customer base. For impulse purchases, a faster follow-up might work. For higher-ticket items, more breathing room may be better.
I’m considering removing the +1 hour email from my own setup, to avoid appearing too eager. Starting with the +24-hour email might strike a better balance, and I can always monitor the conversion data to see if that hurts recovery rates or improves perception.
Discount Timing: Not Too Soon
Someone rightly pointed out that you should not offer a discount too early. Doing so cheapens your product and trains users to wait for a better deal. A discount should be a last resort, not the first incentive.
I personally include a 10% off coupon in the final email after seven days. That gives the user plenty of time to make a decision, and only those truly hesitant might be swayed by the offer. This keeps your profit margin healthier and avoids cannibalizing your own pricing strategy.
Test, Analyze, and Adjust
The reality is—there is no one-size-fits-all solution. Here’s what you can do instead:
- A/B test different timings: Try one version with +1hr and another without it. See which results in more conversions or fewer unsubscribes.
- Segment by product type or price range: High-priced products may need more time for decision-making. Low-priced items might benefit from faster follow-ups.
- Monitor open and click-through rates: If the +1hr email has low engagement, it might be worth skipping.
- Pay attention to spam reports: If early emails generate complaints or unsubscribes, that’s a clear signal your timing is off.
Conclusion
There’s no perfect formula when it comes to WooCommerce cart abandonment emails, but timing is everything. In this thread, WooCommerce pros shared valuable perspectives—from the effectiveness of the +1 hour email to the importance of delaying discounts until the final message.
I’m personally leaning toward removing my +1hr email and relying on +24hrs and +7days instead—at least for now. But whatever strategy you adopt, make sure it aligns with your customers’ buying behavior, respects their inbox, and gives them a good reason to return.
