Should I include a discount in my abandoned cart emails?

Question

I'm struggling to decide whether adding a discount to my abandoned cart recovery emails will help increase conversions or just train customers to expect discounts. My current email strategy isn't recovering many lost sales, and I want to understand the potential impact, risks, and best practices for using discounts in cart abandonment campaigns. What are the pros and cons of this approach, and how can I implement it strategically without hurting my profit margins?

Muhammed Tüfekyapan · Accepted Answer

How Should I Segment My Email List for Maximum Effectiveness?
Email segmentation sends the right message to the right subscriber, improving both open rates and conversion rates. A lapsed customer who hasn't bought in 6 months needs a very different email than a loyal customer who just made their third purchase.

Core Email Segments for Cosmetics Stores

SegmentDefinitionEmail Strategy

Subscribers (no purchase)Signed up but never boughtWelcome series, bestseller spotlight, first-purchase discount
New customers (0-90 days)1-2 orders, recentOnboarding, routine building, complementary product recs
Loyal customers (3+ orders)High-frequency buyersVIP early access, loyalty rewards, new product launches
At-risk customers (60-90 days)Bought before, going quietRe-engagement: "We miss you" + new arrivals highlight
Lapsed customers (90+ days)Bought once or twice, gone quietWin-back with 15-20% offer; sunset if no response
Skin type segmentsDry, oily, combination, sensitiveProduct recommendations matched to their skin profile

Setting Up Segments in Klaviyo
For each segment above, create a Klaviyo list segment with these conditions:

New customers: "Number of orders = 1 AND placed order within last 90 days"
Loyal customers: "Number of orders >= 3"
Lapsed customers: "Number of orders >= 1 AND last order date > 90 days ago"
Skin type: Set a custom profile property from sign-up form or quiz data

Segmentation Impact on Email Performance

Typical results from segmentation vs. batch-and-blast:

Open rates: +20-30% improvement
Click rates: +15-25% improvement
Revenue per email sent: +30-50% improvement
Unsubscribe rates: -30-40% improvement

Should I include a discount in my abandoned cart emails?

TL;DR - Quick Answer

Complete Expert Analysis

How Should I Segment My Email List for Maximum Effectiveness?

Core Email Segments for Cosmetics Stores

Setting Up Segments in Klaviyo

Segmentation Impact on Email Performance

Turn This Knowledge Into Real Revenue Growth

+32% Conversion Rate

60-Second Setup

14-Day Free Trial

Muhammed Tüfekyapan

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Use Cases

Segment	Definition	Email Strategy
Subscribers (no purchase)	Signed up but never bought	Welcome series, bestseller spotlight, first-purchase discount
New customers (0-90 days)	1-2 orders, recent	Onboarding, routine building, complementary product recs
Loyal customers (3+ orders)	High-frequency buyers	VIP early access, loyalty rewards, new product launches
At-risk customers (60-90 days)	Bought before, going quiet	Re-engagement: "We miss you" + new arrivals highlight
Lapsed customers (90+ days)	Bought once or twice, gone quiet	Win-back with 15-20% offer; sunset if no response
Skin type segments	Dry, oily, combination, sensitive	Product recommendations matched to their skin profile