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Card class: Cross-Channel • Category: Email Marketing
$/30D recovered by the abandoned-cart programme.

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At a glance

30-day rolling revenue specifically attributed to the Dotdigital abandoned-cart programme. The single most quantifiable ROI in the Dotdigital connector. Industry baseline: a healthy 3-step abandoned-cart programme recovers 8 to 12% of would-be-lost cart-abandon revenue, which translates to 35 to 50% of total Dotdigital programme revenue for most B2C brands. This card is what justifies the Dotdigital subscription on its own.
What it countsSUM(orderValue) from orders attributed to the programme tagged “Abandoned cart” within the conversion window. Pulled from /v2/programmes/{id}/summary filtered to the 30-day period.
Why it’s a cross-channel cardThe numerator comes from Dotdigital; the meaningful denominator (cart-abandons that triggered the programme, total cart-abandons including non-consenting and guest carts) requires the commerce platform too. So the card joins both feeds and computes recovery rate as a percentage of trigger-able cart abandonments.
Healthy recovery rate8 to 12% of triggered abandoners convert within the 7-day attribution window. Below 5% the programme is broken or the content is wrong; above 15% the programme is over-discounting (training customers to abandon for the discount).
Step-level economicsStep 1 (T+1h) captures roughly 60% of total recoveries; Step 2 (T+24h) adds 25%; Step 3 (T+48h) adds 15%. Removing any step costs 15 to 25% of recovered revenue.
Attribution modelSame 7-day click + 1-day view default as parent revenue. The recovery is attributed if the contact clicks any of the 3 emails within 7 days and orders within the click window.
Discount inclusionIf Step 3 includes a discount, recovery rate typically rises 1.5 to 3 percentage points but order AOV drops 5 to 12% on recovered orders. The net is positive in most cases but margin matters; luxury and high-margin brands often skip the discount.
Mobile vs desktopRecovery rate is similar; mobile clicks higher, desktop converts higher. Combined recovery roughly equal.
RefundsNOT deducted. Recovered orders that get refunded later still count on this card.
Time window30D vsP
Alert triggerNone on this card; pair with Abandoned-Cart Programme Status for the on-off alert.
Rolesowner, marketing, finance

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Calculation

Calculated automatically from your Dotdigital data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

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Worked example

A UK B2C health-supplement brand on BigCommerce with Dotdigital. 30-day window: 03 Apr 26 to 02 May 26.
Funnel stepVolume
Total cart adds42,800
Cart abandons (no checkout completion)30,400 (71% abandon rate)
Abandons matched to a known Dotdigital contact18,200 (60% of abandons; rest are guests or non-consenting)
Programme entries16,800 (some excluded: just-purchased, suppressed, opted-out)
Step 1 (T+1h) opens9,240 (55%)
Step 1 clicks1,680 (10%)
Step 1 recovered orders988
Step 2 (T+24h) opens4,200 (25%)
Step 2 clicks504
Step 2 recovered orders412
Step 3 (T+48h, with 10% discount)2,520 opens, 252 clicks, 246 recovered orders
Total recovered orders1,646
Recovery rate (recovered ÷ programme entries)9.8%
Average recovered AOV£37.90
Total recovered revenue (this card)£62,400
What’s interesting:
  1. 9.8% recovery rate is healthy for a 3-step programme with a Step-3 discount. Without the discount the rate would be roughly 7.5 to 8%.
  2. Step 1 contributes 60% of recovery with the highest open and click rates because the contact still remembers the abandoned cart. By Step 3 the conversation is more aggressive (price-led), and recovery rate per send drops, but the marginal incremental revenue is still positive.
  3. The 60% abandon-to-known-contact conversion is the bottleneck. 12,200 abandons (40% of all abandons) are not attached to any known Dotdigital contact, usually because the customer is shopping as a guest or hasn’t yet given email consent. The single biggest lever to grow this card is raising the share of identified shoppers at cart: pre-cart email capture, guest-checkout email capture, or a “save my cart” feature that requires email.
  4. Compare to total Dotdigital revenue. If the brand’s total Dotdigital monthly revenue is £140,000, abandoned-cart contributes £62,400 = 44.6%. Pausing the programme for 7 days would cost roughly £14,500 of revenue that would not be recovered by any other email touch.
  5. The Step 3 discount adds £8,000 of recovery (246 orders × £32.50 AOV vs no-discount £37.90 AOV) at the cost of 14% AOV erosion on those orders. Net positive but worth re-testing every 6 months; some brands find that removing the discount and replacing with a “back-in-stock” or “review” social-proof step performs equally well without margin loss.

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Sibling cards merchants should reference together

CardWhy pair it with Abandoned-Cart Recovery Value
Abandoned-Cart Programme StatusThe on-off check. If status is not Active, this card crashes to zero. Always pair them.
Programme Step Drop-OffDiagnoses which step is leaking when recovery rate is below benchmark.
BigCommerce Cart Abandon RateThe supply side. Recovery is meaningless without abandon volume context.
BigCommerce Checkout Conversion RateThe complementary metric. Together they triangulate “how many of my carts ultimately convert, with or without email help”.
Dotdigital Email-Attributed RevenueThe total. Abandoned cart is typically 35 to 50% of programme revenue.
Dotdigital Programme Revenue MixThe programme/campaign split. Pausing abandoned cart drops programme share 10 to 15 percentage points.
Klaviyo Abandoned Cart RecoveryKlaviyo equivalent. Same definition, same 8 to 12% benchmark band.
Mailchimp Abandoned Cart RevenueMailchimp equivalent. Mailchimp Connected Site app required; setup is more fiddly.

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Reconciling against the vendor’s own dashboard

Where to look in Dotdigital: r1-app.dotdigital.com → Programmes, open the abandoned-cart programme, click the Reports tab. The summary view shows Conversions, Revenue, and Recovery Rate over the selected window. The detailed view splits by step. For the deeper Insights view: Insights → Programme Performance lets you compare programme revenue side-by-side across all programmes, useful for benchmarking abandoned cart against the rest of the lifecycle stack. Where to look in BigCommerce: The denominator (cart-abandon volume) comes from BigCommerce’s Analytics → Abandoned Carts report. The match between Dotdigital programme entries and BC abandon count is the diagnostic for “is the trigger pixel working”. Why our number may legitimately differ from Dotdigital’s dashboard:
ReasonDirection of divergence
Conversion-window settling. Recovery is attributed at the moment the order is placed, but the order can be up to 7 days after the click. Today’s number for “today” is provisional; the 30D rolling number is stable.Vortex IQ slightly low on the most recent 7 days
Time-zone. Programme reports run on account locale; Vortex IQ on UTC. ±1 day at the boundary.±0.3 to 0.6% on the rate
Step attribution. Dotdigital attributes a recovery to the most recent click; if a contact clicks Step 1 and Step 2 then orders, only Step 2 gets credit. The aggregated total is unaffected; the per-step split may differ from intuitive expectation.None on total
Suppressions during programme. A contact who unsubscribes between Step 1 and Step 2 exits the programme; their step-2 send doesn’t fire. Vortex IQ reads delivered sends, so the “denominator” naturally shrinks.None on rate
Cross-connector reconciliation:
CardExpected relationshipWhat causes legitimate divergence
klaviyo.klv_xc_abandoned_cart_recoverySame definition, comparable rateKlaviyo’s checkout-abandon trigger has slightly broader coverage (Klaviyo for Shopify) and recovery rates can be 1 to 2 percentage points higher on Shopify; on BigCommerce the platforms are comparable.
bigcommerce.bc_cart_abandon_rateIdentity check on supply sideProgramme entries should be ~50 to 70% of BC abandons (the rest are guests or non-consenting). A drop to <40% means the pixel isn’t firing on a subset of carts.
adobe_commerce.ac_cart_abandon_rateSame shape on MagentoDotdigital-Magento extension is the most-mature commerce integration; coverage typically reaches 65 to 75% of abandons.

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Known limitations / merchant FAQs

What’s a “good” recovery rate? For a 3-step programme on a BC or Magento store with healthy email capture: 7 to 12% is the typical band. Below 5% and something is structurally broken (programme paused, pixel mis-firing, or the entire population is unsubscribed). Above 14% usually means a small high-intent population (high cart values, high pre-cart email capture, generous Step-3 discount) and is hard to scale further. A 1pp lift from a programme already in the healthy band is worth more than a 5pp lift on a broken programme; tune what you have before adding steps. Why is my recovery rate climbing but total recovered revenue is flat? Almost certainly a denominator change: cart-abandon volume dropped (better checkout, fewer paid acquisition visits, or fewer back-in-stock buyers). Pair with BigCommerce Cart Abandon Rate. The card answers “how much we recovered”; the conversation often becomes “should we be losing fewer carts in the first place?” Should I add a Step 4? Usually no on a 3-step programme that already includes a discount. Step 4 sends typically open at <10% and convert at <0.5%; the marginal recovered revenue rarely covers the unsubscribe and spam-complaint cost. Where Step 4 works: B2B / high-AOV stores (long consideration cycles), and stores with a “back in stock” or “review” angle for the fourth touch (not a fourth discount). Test for 4 to 6 weeks against an A/B holdout before committing. Why is recovery attributed to email when the customer would have come back anyway? Honest read of last-touch attribution. Some 30 to 50% of abandoned-cart recovered revenue is “natural return” (the customer was always going to come back, the email accelerated it by hours rather than recovered it from zero). The card cannot distinguish; the only way to measure incrementality is a holdout test (suppress 5 to 10% of programme entries and compare order rates). Most brands skip this because the holdout cost is real and the directional signal from the card is good enough. My Dotdigital programme is paused. The card shows £0. What do I do? That is the correct reading. Dotdigital programmes pause for several reasons: bounce-rate spike triggered the abuse safeguard, deliverability issue on the sending domain, manual pause by a marketer, or programme version-update without re-enable. Open the Abandoned-Cart Programme Status card and the Dotdigital programme dashboard to identify the cause. Every paused day on a healthy programme is roughly 1/30th of monthly recovered revenue lost. Does this card include SMS recovery? Yes if the programme uses Dotdigital’s SMS channel for any step. Dotdigital aggregates email + SMS in the programme reports, and this card sums both. To split, build a programme-level filter or use the Insights view (manual export only). My BigCommerce abandoned-cart count is 30,500 but Dotdigital programme entries are 12,200. Where did the missing carts go? The 60% gap is normal and identifies the merchant’s “addressable abandons”. The 40% missing are: (a) guest checkouts where no email was given before abandon, (b) shoppers who hit “do not track” / cookie-consent rejection, (c) carts older than the programme entry window, (d) contacts already in the programme on a different cart and de-duplicated. The single highest-leverage growth lever is increasing the share of identified shoppers at cart, pre-cart email capture lifts addressable abandons by 15 to 25%. Why does Step 2 show higher open rate than Step 1? This is common when Step 1 is sent within minutes of abandon and lands during a low-engagement window (mid-afternoon, mobile-only, low-attention). Step 2 typically lands the next morning when the recipient is at a desktop. The right read is recovery rate per step, not open rate per step; Step 1 still drives most recovery despite the lower open rate because the buyer intent is freshest.

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Tracked live in Vortex IQ Nerve Centre

Abandoned-Cart Recovery Value is one of hundreds of KPI pulses Vortex IQ tracks across Dotdigital and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.