Should abandoned cart emails include a discount?
Not necessarily. Use reminders and reassurance first, and keep any incentive for the last email or for specific shoppers, so people do not learn to abandon on purpose.
Premium brands often protect price and lead with proof, shipping and returns information instead. Price-sensitive categories may respond to an offer.
Test it. Compare a flow with a discount in the final email against one without, and judge by margin, not just conversion.
In practice.
A store keeps the first two cart emails discount-free and offers free shipping in the third. It compares margin as well as orders, and finds the third email recovers a useful number of carts without teaching everyone to wait for a code.
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