What should an abandoned-cart email say before offering a discount?

[ElenaMoretti]

Does your first abandoned-cart email include a discount, or do you begin with a reminder and an offer to help? For anyone who has tested both, what happened to completed orders and profit after discounts? I’d also like to hear whether addressing delivery costs, returns, or product questions made a difference. How do you decide when an incentive is worth offering?

 

[StuartB]

Normally, I wouldn't offer a discount right away. The customer may just have forgotten or have been distracted which is why they abandoned their cart. Offer to help or ask if there's anything you can do to help them complete their purchase. Offer discounts if there was no response or if the cart remains abandoned after a number of days.