When should the first abandoned cart email be sent?
Send it within a few hours of abandonment, while the shopper still remembers what they were buying. Most stores test somewhere between one and a few hours.
Waiting a day loses much of the intent that made the cart worth recovering. Later emails in the flow can be spaced further apart.
Always exclude people who have already bought, so nobody is reminded of a cart they completed.
In practice.
A store tests sending the first cart email after one hour against after four hours. The earlier email recovers more carts, so it makes one hour the default and tests the later emails separately.
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