When to Send Abandoned Cart Emails (Timing That Works)

Send the first abandoned cart email one to four hours after the cart is abandoned, the second about 24 hours later, and the third 48 to 72 hours later. The first catches shoppers while they still remember the product; the second answers doubts; the third gives a final reason to act. Stop the sequence the moment they buy.

The timing table

Adjust for your products

• Impulse or low-cost items: lean earlier, as the decision is quick.
• Considered purchases (furniture, jewelry, equipment): allow more time between emails and focus on answering questions.
• Time-sensitive products (event tickets, limited drops): shorter gaps and honest stock or deadline messages.

Test before you trust

Compare two versions of the first email timing for a few weeks and check recovered revenue, not just opens. Your platform's reporting shows revenue per email.

Common timing mistakes

• Waiting a full day before the first reminder.
• Sending all three within a few hours.
• Not excluding people who purchased through another device or channel.

For what to write in each email, see our abandoned cart email guide.