Should I include a discount code in my abandoned cart emails? What's the best practice?

I've been running my Shopify store for two years now, and abandoned cart recovery has been a constant challenge. Every month, I see hundreds of potential sales just slip away. I've tried generic discount codes, but they feel like a blunt instrument. Sometimes I worry I'm training customers to expect discounts or worse—devaluing my brand. When I look at my analytics, I see around 60-70% of carts get abandoned. That's not just lost revenue; it's a massive leak in my conversion funnel. I know discounts can help, but I want a smarter approach. I don't want to give away margins unnecessarily or create a perception that my products aren't worth full price. What I'm really looking for is a nuanced strategy that creates genuine urgency, targets the right customers, and doesn't make me look desperate. I need a method that feels personalized, time-sensitive, and aligned with my brand's integrity. It's not just about throwing a discount code into an email—it's about understanding why customers are hesitating and providing the right motivation to complete their purchase.