AFTERGLOW SKIN
Brand type: Skincare – minimalist, sensitive-skin focused (example brand)
Industry: E-commerce / beauty
Service: Abandoned cart strategy, copy & email design
Platform: MAILCHIMP
Flow length: 4-email abandoned cart sequence
Goal: Increase recovered revenue + reduce fear around trying new skincare
Afterglow had a single, generic abandoned cart email that said little more than “You left something behind.”
For a skincare brand targeting sensitive, easily-triggered skin, this wasn’t enough. Their ideal customers were nervous about adding anything new to their routine. They needed reassurance, education and social proof, not just a reminder and a button.
The result?
Low recovery rate on abandoned carts
Missed opportunity to explain what makes their barrier-friendly formulas different
No system for addressing common fears (“Will I break out?”, “Is this going to burn?”)
What we did..
Audited the existing abandoned cart setup and identified messaging gaps for sensitive-skin buyers
Mapped a 4-step email journey designed around the customer’s emotions, not just the tech trigger
Wrote new copy for each email with a focus on barrier health, ingredient safety and routine simplicity
Introduced founder-led brand story to build trust and relatability
Added social proof and micro-FAQs to reduce fear of irritation or breakouts
Designed clean, skincare-appropriate layouts that feel minimal, calm and editorial – not shouty
Typical impact of a well-built abandoned cart flow for skincare brands:
Abandoned cart emails often recover 10–15% of otherwise lost revenue
Customers who receive a sequence (not just one reminder) are more likely to come back and purchase later
Sensitive-skin education content builds trust, leading to higher repeat purchase rates over time
These are industry benchmark figures for e-commerce skincare brands, not specific data from Afterglow Skin.
BEFORE – Single generic abandoned cart email
AFTER – 4-part abandoned cart flow that educates, reassures and converts
Gentle reminder:
Soft, no-pressure nudge that highlights barrier-friendly formulas and invites questions.
Brand story & reassurance:
The founder’s story + why Afterglow was built specifically for “I’ve tried everything” skin.
Social proof & FAQs:
Real reviews + answers to the biggest objections (breakouts, irritation, heavy textures, routine complexity).
Last-chance incentive:
Calm, non-aggressive “last call” with a small first-order incentive and clear expiry window.
Want a cart recovery flow that doesn’t feel pushy?
We design abandoned cart sequences that feel calm, honest and on-brand, especially for considered purchases like skincare, beauty and wellness.
Whether you’re starting from a single reminder email or a flow that isn’t performing, we’ll audit, rewrite and redesign it to recover more revenue (without annoying your customers).