Twenty First Century Herbs: Abandoned Cart Email That Recovers Lost Revenue
An abandoned cart email sequence for a herbal supplements brand, designed to recover lost sales without feeling pushy. The email reminds customers of items they left behind and gives them a clear, frictionless path back to checkout.
Screenshots of the live sales funnel we built for Twenty First Century Herbs. Click any image to view it full-size, or use the arrows to browse.
The challenge
Twenty First Century Herbs was losing an estimated 70 percent of carts to abandonment. Their existing cart recovery email was a single, generic reminder that converted at under 2 percent. The brand needed a sequence that felt personal, addressed the real reasons people abandon carts (distraction, doubt, price), and brought customers back without resorting to aggressive discounting that would erode margins.
What we built
We took a deliberate, page-by-page approach, every section had to earn its place. Here's what that looked like in practice:
- 01Built a 3-email abandoned cart sequence sent at 1 hour, 24 hours, and 72 hours after abandonment, each with a different angle and tone.
- 02Designed the first email as a gentle reminder featuring the exact products left behind (Candida Complex, Immune Complex, Probiotic) with a prominent GO BACK TO CART button that links directly to the pre-filled cart.
- 03Wrote copy that acknowledges distraction as the most common reason for abandonment, making the customer feel understood rather than chased.
- 04Used the brand's earthy, natural color palette and clean product photography to maintain visual consistency with the website and build trust.
- 05Held back the discount until the third email, preserving margins on customers who would have converted anyway with just a reminder.
- 06Integrated the sequence with the brand's ESP (Klaviyo) with smart logic to suppress the flow if the customer already completed the purchase.
The outcome
We launched in 2024 and have been tracking real numbers since. Here's what the funnel is doing 2 months in:
“We were writing off abandoned carts as a cost of doing business. Broadwave Digitals built a sequence that recovered $28,000 in 90 days without us discounting anything until the third email. The margin preservation alone was worth the engagement.”
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