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How-to

Runbook: Configure Abandon Cart Flow

Account: VITAG (Vitagen Labs)
Navigation: StoreFronts → [vitag.ultracartstore.com] → Communication → Flows

When to Use This Runbook​

Use when setting up the abandon cart email sequence for the first time, or when editing an existing sequence (changing delays, copy, or coupon offer). Abandon cart flows are one of the highest-ROI automations a DTC brand can configure — typically recovering 5–15% of abandoned carts that would otherwise be lost.

Who handles this: Owner or anyone with StoreFronts — Communications access (Marketing role).

Prerequisite: Transactional email must be configured (ESP connected — see 09-communications-setup.md).

Overview: How Abandon Cart Works in UltraCart​

When a customer adds items to the cart and leaves without purchasing, UltraCart captures the partial session if the customer has provided their email (either by signing in or entering it at checkout). The abandon cart flow fires a timed email sequence to bring them back.

UltraCart triggers the flow when:

  • The cart has been inactive for a defined period (typically 1–2 hours)

  • The customer email is known (they started checkout or are a returning logged-in customer)

  • The customer has not completed the purchase

Step 1: Navigate to Flows​

  1. Go to StoreFronts in the left nav

  2. Select vitag.ultracartstore.com

  3. Click Communication in the StoreFront menu

  4. Click Flows

  5. Click Add Flow or look for an existing Abandon Cart flow to edit

Step 2: Create the Flow​

When creating a new flow:

FieldValue
FieldValue

| Field | Value |

| Field | Value |

FieldValue
Coupon CodeCOMEBACK10 (or a code that matches your brand voice)
Discount TypePercentage off order
Discount Amount10%
Applies ToAll items (or specific products only)
SettingValue
Stop sending if purchased✅ Yes — critical; do not email someone who already bought
Stop sending if unsubscribed✅ Yes
Max emails in sequence3 (the three emails above)
Flow StatusDraft (keep in draft while building; activate when ready)

Step 6: Build the Email Templates​

For each email in the flow:

  1. In the flow step, click Create/Edit Email

  2. Use the StoreFront email editor (drag-and-drop or HTML)

  3. Add VITAG branding: logo, brand colors, footer with unsubscribe link + physical address (required by CAN-SPAM)

  4. Insert dynamic cart variables to show the customer their exact cart contents:

    • Cart item names and images

    • Cart total

    • Return-to-cart link (unique per customer)

  5. Save the template

Legal requirement: Every marketing email must include an unsubscribe link and your physical business address. UltraCart's email editor typically includes these in the footer template automatically — verify they are present.

Step 7: Test the Flow​

Before activating:

  1. Set the flow status to Test Mode (if available) or use a test email address

  2. Add an item to cart on the storefront using the test email

  3. Abandon the cart

  4. Verify Email 1 arrives after 1 hour

  5. Check that dynamic cart contents display correctly

  6. Verify the unsubscribe link works

  7. Verify the return-to-cart link takes you back to a populated cart

  8. For Email 3: verify the coupon code applies at checkout

Step 8: Activate the Flow​

  1. Return to Communication → Flows

  2. Set the flow status to Active

  3. Confirm the trigger (Abandoned Cart, 1-hour delay) is set correctly

Monitoring Performance​

After the flow has been running for 2–4 weeks:

  • Operations → Reporting → AI Reports: Prompt — "Show me the revenue recovered by my abandon cart flow in the past 30 days"

  • Or use the Abandoned Carts report under Operations → Reporting → Available Reports → Order

Track:

  • Recovery rate: % of abandoned carts that completed a purchase after receiving emails

  • Email open rate by step: Which email gets opened most?

  • Conversion by step: Which email drives the purchase? (Email 3 with the coupon will usually convert the most — but if Email 1 converts a lot, you know your audience is motivated without incentive)

  • Coupon redemption rate: If COMEBACK10 is used less than 5% of the time, your Email 1 and 2 are doing the heavy lifting. If it's used constantly, consider testing a smaller discount.

Optimization After Launch​

Once the flow is running and you have data:

  • Test subject lines: A/B test "You left something behind" vs. "Did something go wrong?" for Email 1

  • Test discount amount: 10% vs. 15% vs. free shipping in Email 3

  • Test timing: 1hr/24hr/72hr vs. 2hr/24hr/48hr — different audiences respond differently

  • Add SMS to the sequence (when Twilio is configured): SMS abandon cart messages can be even more effective than email if timed well — but are more intrusive, so use them after Email 1 fails (i.e., customer didn't open the email)

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