Join 300+ eCommerce marketers in our new community—Claim our intro offer $1 for 90 days. Learn more. | | Hey it's Chase and Jimmy here! | It's no secret—about 70% of carts get abandoned. It happens. But what matters is how you bring those shoppers back. | Enter: Abandoned cart emails—some brands nail them, others make you want to abandon your inbox entirely. This week, we're breaking down Caraway's email and SMS flows—the wins, the missed opportunities, and the must-fix moments that could turn more browsers into buyers. | Plus, we're sharing our favorite AI prompt that prints money. If you want to craft emails that demand attention (and actually drive sales), you'll want to steal this. |
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| | ⛮ Smooooooth Operat-ions: What's New for March | | Make every send smarter. Omnisend's latest updates help you optimize subject lines, personalize at scale, and automate with precision—so every message hits the mark. | Stop guessing, start testing: Omnisend's AI subject line generator now supports A/B testing so you can compare, optimize, and drive more opens—without the guesswork. | No more awkward "Hey [blank]": Default text personalization ensures every email feels human, even when data is missing. | Respect preferences, send smarter: New automation controls let you segment messages based on subscription status—no more SMS to unsubscribed contacts. | Fix mistakes retroactively: Trigger workflows for entire segments, not just new contacts, so no one gets left behind. | Better forms, better data: More styling options and expanded customer fields mean polished sign-ups and richer insights from the start. | More flexibility for WooCommerce: Customize data syncs and contact filtering with Omnisend's latest plugin update. | Smarter workflows, cleaner data, better conversions. Put these updates to the test! Start your free trial today. | |
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| | 🧐 Anatomy of a Flow: Caraway's Abandoned Cart Email Game: The Wins, The Misses & The Must-Fix Moments | First Impressions Matter (A Lot) | Caraway's email and SMS flow starts strong, with a mix of brand-forward messaging, clean design, and timely nudges. | Their welcome and abandoned cart sequences aim to drive engagement and conversions, but as with any flow, there's always room for optimization (and a little more personality, please!). | | Breaking Down the Flow | Here's what Caraway sends after a user opts into their list and begins the shopping journey: | 1. Free Shipping Pop-Up Email | | ✅ Win: Quick, low-friction incentive to keep users engaged. | 🚀 Upgrade Idea: Add a limited-time countdown to create urgency and boost conversion rates. Nothing gets people clicking like a ticking clock! | | | 2. Pop-Up SMS Collection & Confirmation | | ✅ Win: Simple and effective, ensuring the SMS opt-in is clear. | 🚀 Upgrade Idea: Test a more engaging confirmation message—maybe something cheeky like, "Welcome to the Caraway club! Expect kitchen envy-worthy deals coming your way." | | | 3. Welcome Email & SMS | The Email: | Introduces the brand and its core values—eco-friendly, non-toxic, and aesthetically drool-worthy cookware. Includes a first-time purchase discount to nudge new customers to checkout. Visually stunning design that perfectly reflects Caraway's clean, modern aesthetic.
| The SMS: | | ✅ Win: Strong branding and well-executed touch points that make a great first impression. | 🚀 Upgrade Idea: Highlight free shipping more prominently—it's a simple yet powerful incentive that shouldn't get lost. Add more social proof, like customer testimonials, press mentions, or UGC, to reinforce trust and credibility. And for an extra touch of personality, a fun GIF of someone unboxing their cookware with pure joy could make the experience even more engaging! | | | 4. Add to Cart & Personalized SMS | Highly personalized SMS touch that connects the shopper directly to a real person, creating a seamless and engaging experience. Includes a direct link for instant shopping, making it easy to convert on the spot.
| ✅ Win: Low friction, highly personalized way to drive conversions. | 🚀 Upgrade Idea: Personalize the SMS by including the recipient's name and knowing exactly what it was they were browsing. "Hey Sarah, ready to ditch the toxins? Here's 10% off that [insert abandoned product]!" feels way more personal than just a generic promo blast. | | | 5. Add to Cart Reminder | | ✅ Win: Creative copy and a little nudge that keeps the momentum going for hesitant shoppers. | 🚀 Upgrade Idea: Introduce scarcity—"Only a few left in stock!" or "Your cart is about to ghost you…" to inject a little urgency and fun. | | 6. Ditch The Toxins Email | | ✅ Win: Smart use of educational content to drive consideration. | 🚀 Upgrade Idea: Add a quiz or interactive element to personalize product recommendations. "Which Caraway Color Matches Your Vibe?" would be a great way to engage users beyond just pushing a sale. | | 7. Abandoned Cart Email + SMS Follow-Up | The email reminds users of their cart, keeping the tone friendly (no guilt trips, just a lil' nudge). SMS is a concise, creative way to engage
| ✅ Win: Solid structure, progressively increasing urgency. | 🚀 Upgrade Idea: The SMS misses the mark by suggesting a totally different product instead of reminding them about what's actually in their cart. Aligning with the customer's preferences would have been a smarter move. A/B test subject lines emphasizing FOMO ("Your cart is expiring soon!" vs. "Still thinking about it?"). Also, why not throw in a fun GIF of cookware waving goodbye? | | | | The Good, The Bad & The Missed Opportunities | What's Working Well | ✅ Cohesive Branding – The email design, copy, and visuals stay consistent with Caraway's premium aesthetic.
✅ Multi-Channel Approach – Integrating email and SMS increases chances of recapturing lost sales.
✅ Educational Content – Positioning the brand as a healthier choice adds depth to the messaging. | Where They Can Improve | ❌ Limited Personalization – Adding the recipient's name and product recommendations could make the emails & SMS messages feel more tailored.
❌ No Surprise & Delight – A small unexpected incentive (bonus content, a time-sensitive extra discount) could increase conversions. Maybe a fun "Here's how to style your Caraway kitchen" guide?
❌ Missed Social Proof Opportunities – Featuring more customer reviews or UGC could further build trust. People love seeing real kitchens with Caraway in action!
❌ Lack of Consistent Touchpoints – More follow-ups referencing the exact product left in the cart (rather than a generic reminder) could nudge hesitant shoppers. Pair this with a gentle incentive, like free shipping or a limited-time offer, to push them over the edge. | | Final Verdict: A Strong Flow With Room for Personalization & Urgency | Caraway has a solid abandoned cart and welcome flow, balancing brand education with conversion-driven messaging. A few optimizations—like stronger personalization, urgency tactics, and interactive elements—could make this sequence even more effective (and way more fun!). | Would you tweak your brand's email flow after seeing this breakdown? |
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| | 💭 Community Convos: What's the perfect text to image ratio? | | Imagine having 300+ retention marketers, brand founders, and agency owners at your fingertips—ready to help you troubleshoot, optimize, and scale. | InsideThe eCom Email Certified Community, the conversations are nonstop: | ✅ Debating the perfect text-to-image ratio
✅ Sharing real-world campaign insights
✅ Hacking deliverability issues
✅ Optimizing post-purchase flows
✅ Exclusive contests & giveaways (like 1:1 strategy huddles with Jimmy Kim!) | Join the conversation. Get expert answers in seconds. | |
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| | 🤖 AI Power-Up: This AI Prompt Writes Emails That Print Money | Most emails get ignored. | But not the ones written with this formula. | Inspired by Gary Halbert—one of the greatest copywriters of all time—this prompt helps you craft high-converting emails that grab attention, keep readers hooked, and drive sales. | Here's how it works: | Use this prompt: | "Act as Gary Halbert, a master of direct-response copywriting. Think and write like him. | Create a high-converting email sequence for {Insert Brand Name} to sell more of {Insert Product Name}. | Follow these principles: | Start with an unignorable hook. Tell a story that builds an emotional connection. Highlight the customer's pain points. Present the solution as a no-brainer. End with a clear CTA that compels immediate action.*
| Format your email like this: | 📩 Subject Line Options: {3 scroll-stopping subject lines} | ✉️ Preheader: {One compelling line to boost opens} | 🎯 Hook (Opening Lines): {2-3 sentences that grab attention} | 📖 Story & Problem Setup: {A relatable story that highlights the problem} | 🔑 Solution & Product Tie-In: {Why this product is the perfect fix} | 🚀 Call-to-Action (CTA): {A direct, irresistible CTA} | This isn't just about writing emails—it's about writing emails that sell. | Try it and let me know how it works for you. |
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| | Annnnd that's a wrap for this edition!
Thanks for hanging with Chase and me—always a pleasure to have you here. | If you found this newsletter helpful (or even just a little fun), don't keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let's get them on board so they don't miss next week's drops. | Remember: Do shit you love. | 🤘 Jimmy Kim & Chase Dimond |
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