Cart Recovery Email ROI Calculator
Incremental orders, not recovered ones.
Incremental contribution
$2,193
111 genuinely recovered orders
A share of recovered carts would have come back without the email — and you gave those people a 10% discount for doing what they were going to do. Counting all recovered revenue as incremental overstates the sequence's value by roughly 30%.
How the Cart Recovery Email ROI Calculator works
A share of recovered carts would have come back without the email — and you gave those people a discount for doing what they were going to do anyway. Counting all recovered revenue as incremental overstates the sequence's value substantially.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is a typical cart recovery rate?
Commonly 5% to 15% of emailable abandoned carts convert from the sequence. Rates well above that usually indicate a definition problem rather than exceptional performance.
Why does incrementality matter here?
Because abandoned cart sequences target people already close to buying. A meaningful share return unprompted, so crediting the sequence with every recovered order double-counts them and inflates the discount's apparent payback.
Should I include a discount?
Test it. Discounting on the first email trains customers to abandon deliberately, and it costs margin on people who would have returned. Many brands discount only on the third message, if at all.
How do I measure incrementality?
Hold out a random portion of abandoners from the sequence and compare conversion. It costs a little revenue and it is the only way to know what the flow is actually worth.