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Rebuilding abandoned cart for SMS + email: 14% recovery uplift

How we doubled cart recovery for a fashion brand by treating SMS and email as one orchestration.

Rebuilding abandoned cart for SMS + email: 14% recovery uplift

We rebuilt abandoned cart for a $30M fashion brand by treating SMS and email as one orchestration. Recovery jumped from 11% to 25%. Here’s the pattern.

One orchestration, two channels

Most stores run SMS and email on separate timers and end up spamming. We sequence them: 1h email → 4h SMS → 24h email → 72h SMS final. Each step references the prior, so the customer feels a single thread, not two channels yelling.

SMS is for friction-removal, not selling

The SMS messages don’t pitch — they ask. "Did the page load too slow? Reply and tell us." That kind of message gets a 12% reply rate and tells you why people are dropping out.

SMS as research, email as conversion. Don’t blend the jobs.

The plain-text final email

Final email is plain text from the founder. No images. No CTA button. Reply rate is 8%. Recovery rate is double the branded version.

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