Who follows up with checkout abandoners, what they send, when, and whether the offer changes

1. How we answered this

For 42 funnels the FOTW team abandoned a real cart with a test email address and then filed every email that arrived under an "Abandon Cart Email Sequence" lesson in the members' course. Those 501 emails are the evidence base here. We extracted the subject line, the send timestamp and the body of each one, then read the sequences brand by brand. Where the PDF was image-only (8 brands) we rendered the first page and looked at it.

2. The shape almost everyone follows

Three camps on the offer itself, out of the 34 brands whose emails we could read:

• Reminder only, no offer change (12 brands): Dr. Pompa, MovesMethod, Paid Creators, IM8, Blissy, Rosabella, Armra, Kitsch (free shipping threshold only), SpoiledChild (adds a trial and a gift, no price cut), Instagram University (adds gifts, then a deadline on an already-discounted price), Agency BTS (case studies, bonuses, a downsell at day 38), PDF Farming (proof first; 50% arrives only at day 10).
• Reminders first, then a modest code on email 3 or 4 (10 brands): Comfort Wear 10%, GroundingWell 10%, BugMD 15%, The BBCo 20% + free shipping, bbco-provitalize $10, Mars Men $10, Forge 20% then a $230 "credit", RYZE 10% welcome, Particle 10% "manually authorized", Seranova 15% for 48 hours then a survey.
• Discounting from the first email, then holding or escalating (12 brands): Everyday Dose 40% constant, Simple 50% constant with two "extensions", Drivse 50% "voucher renewed", Wuffes up to 58%, UltimaPeak 50%, ColonBroom 71%, NativePath up to 72% rotating SKUs, Jumpspeak 50%, and the escalators: Lulutox 75 to 80 to 83%, Derila 70 to 80% then a downsell, Designrr 10 to 15% plus $497 of bonuses.

3. All 42 brands

Sorted roughly from most to least instructive. "Triggered" means the email references the cart, the unfinished order, or the specific product left behind. Every row links to the first email PDF in the FOTW course.

4. Camp 1: reminder only, no offer change

These are the cleanest examples for a business that does not want to train customers to wait for a discount. Dr. Pompa is the one to study: a considered health purchase made after watching a long presentation, followed up three times, one day apart, with no price change at all.

Email-PDF Dr. Pompa, email 1 (+24h): "Order pending". "Yesterday, you went to get the In-Home Cellular Inflammation Test Kit but didn’t finish your order... Maybe you got sidetracked? Maybe you had second thoughts?" Then his own symptom story. No code.open

Email-PDF Dr. Pompa, email 2 (+48h): "Complete your purchase". "It’s been a couple days since you checked out my thyroid presentation, yet my team is still waiting..." Offers a text version of the presentation to skim, lists the symptoms, then the order link. Same price.open

Email-PDF Dr. Pompa, email 3 (+72h): "One last reminder". "While this will be my last email reminding you, you can certainly come back at any time and order. But the question is this: Are you really willing to wait? And at what cost?" Closes with a personal faith note.open

Email-PDF MovesMethod, the only email: "Problem with your order". "I saw you were trying to buy the Mobility Toolkit but something happened once you got to the shopping cart. Just wanted to make sure it wasn’t a technical glitch... hit reply and let us know." One email, reply-to, no offer.open

Email-PDF Kitsch, +3h: "We saved your cart!" Cart contents with prices ($7 hair catcher, $12 brush cleaner). The only incentive is the standing free-shipping threshold on $35+. Two more cart emails on day 2 and day 4, then it is just the newsletter.open

Email-PDF IM8, single email: "Complete your Purchase". "You added items to your shopping cart and haven’t completed your purchase. You can complete it now while they’re still available." Nothing else. Paid Creators ("You dropped this..") and Blissy are the same one-email pattern.open

Email-PDF Armra, 5 emails over 18 days, no discount visible. Subjects are curiosity and education: "Saved This For You", "Did You Know About This?", "Tease Your Palate", "Your Last Wellness Tool". Image-only emails; we could not read the body text.open

Email-PDF Agency BTS, email 1 of 11 (day 2): "I’m still holding your spot". "2 days ago, you were all set to dive into the Agency BTS Masterclass, but it looks like your account isn’t active yet... I’m currently holding a spot for you, but here’s the catch, it won’t be available forever." Then a sneak peek of the modules. The lesson file names give the rest of the structure: AC2 + Case Study, AC3 + Sneak Peek, AC4 + Case Study, AC5 + Bonuses, an "Abandon Cart Downsell" 38 days later, three sales emails, an upsell offer and a live event.open

5. Camp 2: reminders first, discount on email 3 or 4

This is the most common "textbook" pattern in the library. Two or three plain reminders, then a modest code with a hard clock. The code is small (10 to 20 percent) and is framed as a favour from a named person.

Email-PDF Comfort Wear, email 4 (day 2): "Would 10% off make it a no-brainer?" Emails 1 to 3 were "Hold on! You left these behind", "You left these behind in your cart!", "They’re still waiting" with the shoe, size and $59.95 price. Email 4 introduces 10% on the entire cart; email 6 on day 3 says "before it’s gone for good".open

Email-PDF GroundingWell, email 2 (day 3): "Natalie here from GroundingWell...". "Your discount code for 10% OFF will expire at midnight... In case you forgot, use code at checkout: BEGROUNDED". Email 1 three days earlier was "Is this yours?": "we’ve saved your checkout for you! However, due to popular demand, we can’t hold it for long".open

Email-PDF BugMD, email 3 (day 4): "Your 15% OFF expires in 24 hours". "I’m quickly dropping by to remind you that your 15% OFF is still active, using code MYSTERY15." Email 1 was "You left your pest protection behind", email 2 sold value ("professional results for 66% less").open

Email-PDF Particle, +2h: "I Authorized A Discount For Your Cart". "Grant here, Customer Success Manager... Usually my team just sends a standard reminder... So I just went into our system and manually authorized a 10% welcome discount for your first order." Sent two hours after "Did You Forget Something?" (cart expires in 3 days, 30-day guarantee).open

Email-PDF The BBCo (Provitalize), free-shipping deadline email. The triggered sequence was three "Still want us to hold this for you, Ian?" emails built on testimonials, with "Forget something?" on day 2 adding 20% + free shipping. This later email cross-sells Radiancy with a free-shipping code that "ends tonight".open

Email-PDF Mars Men, +1h: "MAYDAY: Your T Support Is Still In Your Cart!" Followed the same evening by "Your Order Is Ready to Ship". The offer changes on day 4: "Extra $10 OFF Mars Men: Today Only... We never do this. But I’m in a great mood today". A "mystery discount" follows three weeks later.open

Email-PDF Forge, email 3 (day 2): "20% off the face she can’t ignore". Forge sends nightly story emails to abandoners. The 20% code lands on day 2 with an "[IMPORTANT] Your discount is about to expire" the next day.open

Email-PDF Forge, day 5: "[IMPORTANT] $230 Added To Your Forge Account". Styled as an account notification: "CREDIT BALANCE ADDED $230, auto-applies at checkout, expires tonight at 11:59 PM, no reissues, no rollovers." Day 7 is "You’ve won! 5 FREE Forge jars", day 8 "you still haven’t claimed your prize". A discount dressed as a credit, then as a prize.open

6. Camp 3: discounting from the first email, then holding or escalating

Brands that already run a deep "was $X, now 70% off" price simply keep repeating it, and either extend the deadline or add a few more points. The subject lines get more theatrical as the sequence goes on.

Email-PDF Everyday Dose, day 6: "Still running on regular coffee?" "Your Starter Kit is still waiting, and it’s still 40% off." The 40% never moves across 15 emails; each one answers a different objection (taste, the 2pm crash, gut, sleep). The "Starter Kit" is the library’s clearest smaller-package entry offer.open

Email-PDF Simple (fitness app), +4h: "act fast to claim your workout plan". "Your personal workout plan is ready and waiting... SAVE UP TO 50% NOW!" Eight emails in five days, using the quiz answers ("your target of 0 kg"), with the deadline "extended an extra 24 hours" twice and "we even lowered our fee for you".open

Email-PDF Wuffes, +2h: "We can’t hold Fido’s offer for long". Up to 58% is present from the start. The pressure is scarcity, not price: "HURRY! Return to cart before your products SELL OUT!" on day 1, "almost SOLD OUT" on day 22, then "extra 48 hours to claim up to 58%".open

Email-PDF Lulutox, day 2: "I think this is yours, Ian Nagy?" "We saved your 75% discount for you and... Added extra 5% and free delivery to your order." Day 5: "LAST CHANCE TO LOCK YOUR 80% OFF... valid for next 4 hours". Week 2: 83%, plus a fake "Your parcel is ready, awaiting your confirmation" and an "internal batch surplus" story.open

Email-PDF Derila Ergo, day 5: "You’re 1 of 100, Claim Your 80% Off Now". "Out of thousands, you are one of just 100 people we handpicked for an exclusive deal, an extra 10% off on top of your 70% discount." Day 6: "your reserved unit has now been made available to the public". Day 7: downsell to the original pillow. Day 8: "this will be our last email about it".open

Email-PDF NativePath, day 1: "We are reactivating your shopping cart!" "We were able to reactivate your shopping cart for just a few more hours." 15 emails in 4 days rotating up to 47, 54, 57 and 72 percent across collagen, krill and turmeric, addressed to "a VERY IMPORTANT SENIOR". Cart recovery as a wrapper for cross-selling.open

Email-PDF Designrr, +4h: "Checking in". "I couldn’t help to notice you were about to grab a lifetime license... But you didn’t go through with it... For the next 48 hours, you can still grab Designrr Lifetime license + $497 worth of bonuses." Day 1: 10% off for 48h. Day 4: "[6H Left]".open

Email-PDF Designrr, day 9: "Last day to get 15% off Designrr [16H Left]". After the first deadline passed, "Whoops, my bad" on day 7 reset the offer to 15% plus the $497 bonuses with a fresh 3-day clock. A rare documented example of a second, deeper deadline.open

Email-PDF UltimaPeak, day 1: "fwd: you need to claim your 50% discount". "Jason here from UltimaPeak. I noticed you were checking out our website but didn’t grab any Shilajit Gummies. That’s totally fine, I get it." The "fwd:" subject line trick appears at UltimaPeak, Lulutox, ColonBroom and Derila.open

7. Bonuses, credits, trials and downsells instead of price cuts

Where the offer changes without the price moving. These are the mechanics that translate best to a service.

Email-PDF SpoiledChild, day 3: "Try your match no strings attached". The cart ($55 collagen, $49 probiotics) is re-offered as a 21-day free trial plus a "Mystery Gift". Subject lines earlier in the 5-day run: "(1) Alert: We’ve upgraded your offer", "ACTION NEEDED: Claim this exclusive gift", "[PENDING] Your exclusive offer is ready to claim".open

Email-PDF Instagram University, day 5 of 25: gifts, then a deadline, then a call. 40 emails. Day 0: "Did something go wrong!?" plus "A surprise Gift for You! [Gift #1]". Gifts #2 to #12 (free coaching, playbook, masterclass) over a week. Day 6: "3 days left until the price goes back to normal". Day 7: "your $490 discount is closing... this $6.95 link will stop working". Then a "mentorship scholarship" that books a call with the head coach.open

Email-PDF PDF Farming, proof before price. Email 1: "I noticed you checked out the PDF Farming 4.0 Masterclass but didn’t go through with it yet. Maybe you’re wondering, Is this legit? Let me show you inside" (video). Email 2 "Others" links customer testimonials. Then myth, story, "How I’d start from zero". 50% off appears only at day 10.open

Scraped Provitalize (2026), email 1: "Back for more? That’s a smart move!" Cart with the $53 probiotic. Email 2 on day 1: "Symptoms making a comeback?". Email 3 on day 2: "$10 off won’t last forever" with a code. Scraped email images in the funnel dump.open

Course RYZE, SMS immediately after the exit pop-up phone capture. "You’re subscribed to recurring marketing SMS & cart reminders... Welcome to a healthier you!" A second text arrives exactly one day later: "Awaken the magic in your daily ritual... Take another look". Both link to the flagship mushroom coffee, not the chai left in the cart.open

8. The ones that ask why you stopped

Five brands treat the abandon as a conversation rather than a countdown. This is the group Logan should copy.

Email-PDF Seranova, day 3: "Quick question," "It looks like something made you pause before completing your order, and I’m curious about what that might have been. Would you be open to letting us know what held you back? I’ve put together a short 3-question survey... Plus, there’s a token of appreciation waiting for you once you finish!" Followed on day 6 by a dermatologist-signed "An honest question": "you’ve been opening our emails pretty consistently... but you haven’t bought anything yet."open

Email-PDF Seranova, day 1: "Still interested in these items?" "Use code ... to save 15% (48 hours left)" with the $99 Micro Infusion System. Day 2: "Expires Tonight". The survey comes only after the code has expired.open

• MovesMethod: "Just wanted to make sure it wasn't a technical glitch... hit reply and let us know so we can help you." (email above)
• RYZE, minutes after abandoning: "It's Andrée, the co-founder of RYZE. I just saw that you're one step away from finishing your order... Hit reply and let me know!" (PDF)
• Jumpspeak: "Can I help? It looks like you were right in the middle of signing up for our special. But it appears you didn't get a chance to finish the checkout process. I'm not sure..." then a 50% special with the guarantee restated. (PDF)
• Particle: the "Customer Success Manager" email above, which turns the discount into a personal favour with a reason ("trying a new grooming brand online is a big decision").

9. At the moment of leaving: exit pop-ups and SMS

Sixteen funnels in the library have a scraped exit-intent pop-up, and they do the same job as email 1 but instantly. Three flavours: a discount for staying, a gamified discount, and a phone-number capture that unlocks SMS cart reminders.

Scraped Viasox, exit pop-up. "Unlock a limited-Time Offer!" with "CLAIM MY DISCOUNT" against a "Decline Offer" button. Three variants captured.open

Scraped Simple Brain Fix, checkout-page exit pop-up. "ATTENTION! Do not leave this page without completing your order because your discount IS NOT guaranteed past today! Remember, your purchase today comes with our 60-Day, 100% Money Back Guarantee!"open

Scraped RYZE, exit pop-up step 2 of 3: phone capture. "Almost There! Sign up for texts to unlock your discount", with consent copy that explicitly includes "cart reminders". Step 1 was email capture for "FREE GIFTS & up to 40% off", step 3 a confirmation code. This is what produced the two SMS above.open

Scraped Clarity MD, gamified exit pop-up. "Try Your Luck, scratch below to see what you win", revealing "up to 60% off", then an email-capture step. Rosabella does the same with "YOU’VE GOT A MYSTERY DISCOUNT: what benefit are you looking for?"open

Scraped Uproot Clean, exit pop-up. "Would you like up to 50% OFF for Black Friday?" with "YES, PLEASE" and "No Thanks". Four variants captured.open

Scraped Niklas Pedde, exit pop-up on the sales page. Bonus stack rather than discount: "YES NIKLAS! I Want To Join... Get $9,855 Worth of BONUSES For FREE... Click Here And Go To Step #2". Also captured on upsell 2 and upsell 3.open

Other scraped exit pop-ups on file: MovesMethod (89% flash sale with name, email and phone fields), Memory Wave, AirMoto (on the advertorial), The Ridge, Nuzzle, GeniusWave (on the VSL), OFarm, Rosabella. Ryze is the only brand where the SMS cart reminders themselves are on file; Kitsch and Club EarlyBird have SMS screenshots but they are post-purchase.

10. What the FOTW hosts said about it

11. Translating this to a post-consultation service business

12. What the library doesn't have yet

• No service, consulting or agency-retainer abandonment sequence. Agency BTS and Instagram University are courses, not services.
• Delay from abandonment to first email is not recorded; only inter-email cadence is exact. Where the first email says "yesterday" or "within hours" we quoted it.
• SMS cart reminders are on file for one brand (RYZE). Resilia and Nuora are discussed by the hosts but their texts are not captured.
• Retargeting ads to abandoners are not captured anywhere in the library.
• Eight brands' emails are image-only PDFs (Obvi, HUM, Truvani, MoonBrew, Earth Breeze, Primal Queen, PetLab, Armra, Agency BTS). We read their first pages by eye but could not analyse the full sequences.
• No conversion or recovery-rate data exists for any sequence. The report describes what is sent, not what works.

13. Follow-up questions worth asking

• Which of these brands run the same abandon logic on their upsell pages, and does the offer differ there? (Niklas Pedde has exit pops on upsells 2 and 3.)
• Pull the post-purchase sequences for Dr. Pompa, Designrr and Agency BTS and compare tone before and after the sale.
• Which brands capture a phone number before checkout, and what does the SMS say? RYZE is documented; Resilia and Nuora are mentioned.
• For the discount-first brands, how does the abandon price compare with the exit pop-up price and the checkout price? Is the "extra 10%" ever real?
• Do any of the info-product brands (Instagram University, Agency BTS, PDF Farming) move abandoners to a booked call, and what does that call funnel look like?