An abandoned-cart message that does not annoy
Photo: Avila Ops Tecnologia
A message that does not annoy arrives one to three hours later, shows the product left in the cart, and asks a helpful question: “any questions about sizing or delivery time?” No discount, no “last chance,” no other message the same day. If the person does not reply, send a second the next day, then stop.
On Black Friday, abandoned carts surge because everyone is comparing. It is also when more stores send the wrong message: three the same day, with coupons and an urgent tone. Customers block you, and you lose not only the sale but the channel.
Why did they abandon it?
Usually for one of these reasons: shipping was more expensive than expected, they went to compare another store, checkout asked for registration or too much information, they postponed Pix and forgot, or they were simply making a wish list. None is resolved with “come back now, only 2 units left.”
A good message starts from what the person is thinking. If your most common cause is shipping, ask about shipping. If sizing uncertainty, ask about sizing. Discover the reason by asking the first ten people who reply.
What should you write, word for word?
First message, one to three hours later:
“Hi, Ana. This is Júlia from [store]. I noticed the green jacket stayed in your cart. If you have any questions about size, delivery time, or shipping, ask me here and I’ll answer. Here is your cart link: [link].”
Second message, the next day, only if there was no reply:
“Ana, just a reminder that your cart stays saved until Sunday. If it no longer makes sense, no problem; I won’t message again.”
Then stop. Two messages. The second says it is the last, and it is. A real person’s name, not “team.” A direct cart link rather than the homepage. No invented urgency.
| Do not write | Write |
|---|---|
| “Last units, hurry” | “Your cart stays saved until Sunday” |
| “Use coupon VOLTA10” | “Any questions?” |
| “Do not miss this opportunity” | “If it no longer makes sense, no problem” |
| Three messages in 24 hours | Two messages over two days |
Why should you avoid abandoned-cart discounts?
Because they teach customers to abandon. People receiving a coupon after leaving a cart learn that leaving produces coupons and start doing it every time. During campaigns, the price is already discounted; another coupon loses margin on people already planning to buy.
Shipping is the exception. If shipping caused abandonment and the cart is close to the free-shipping threshold, saying “R$ 30 more for free shipping” is useful information rather than a discount.
How do you automate without sounding like a bot?
Automation needs three things: who abandoned, what remained in the cart, and their WhatsApp number. This requires the number to be provided before checkout, with customers agreeing to WhatsApp messages from the store. WhatsApp itself requires permission. Without it, the message is an intrusion rather than service. Every message also needs an easy way to stop, such as replying “stop”; anyone opting out receives no more.
Manual sending through regular WhatsApp Business works up to around 20 carts a day. Beyond that, or when you want messages sent at 2 a.m. without anyone awake, you need the API, sending automatically from an approved template. Meta classifies cart reminders as marketing templates. Customer replies go to a person, not the bot.
What to do now
Write both messages with the service person’s name and your store’s most common abandonment reason. Send manually to today’s carts, only for opted-in customers, and see who replies. For automatic sending at the right time, with replies arriving in your WhatsApp, Avila Ops configures the automation: avilaops.com/automatizar-whatsapp or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
How long after abandonment should I send the message?
Between one and three hours. Earlier, people may still be comparing; after a day, they have forgotten what they were viewing. The second, if any, goes the next day.
Are WhatsApp abandoned-cart messages permitted under the LGPD?
They can be, if customers provided the number in your store and agreed to its WhatsApp messages, with an easy opt-out. WhatsApp requires permission, and the LGPD requires knowing what the number will be used for. Not for numbers obtained elsewhere.
Email or WhatsApp for abandoned carts?
WhatsApp gets more replies and is more intrusive. Email gets fewer replies and is less intrusive. For small stores serving customers through WhatsApp, use WhatsApp with a maximum of two messages.
Connections, made clear
From order to delivery, with every step in view.
An example of connecting E-Commerce with your team’s day-to-day work.
- OrderThe customer chooses items and places an order.
- ValidationCheck the details and product availability.
- ManagementSend the validated order to ERP.
- FulfillmentThe team prepares and dispatches the items.
- CustomerKeep the customer informed about next steps.
- Order. The customer chooses items and places an order.
- Validation. Check the details and product availability.
- Management. Send the validated order to ERP.
- Fulfillment. The team prepares and dispatches the items.
- Customer. Keep the customer informed about next steps.
Order
The customer chooses items and places an order.
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