Boosting Revenue Through a Thoughtful Abandoned Cart Strategy for a B2B Health Supplier

A leading distribution company lacked an abandoned cart strategy in its eCommerce lifecycle.

While the brand’s customers ordered frequently—sometimes daily—the company had no automated process in place to recapture lost sales from incomplete purchases. Given the high order frequency and the B2B nature of the buyer (customers often build carts over time), the team needed to develop a strategy that was effective without being disruptive.

The goal

• Launch a customer-friendly abandoned cart automation that respects buying patterns

• Prevent email fatigue among frequent purchasers

• Lift monthly eCommerce revenue without straining the customer experience

The strategy

We started from scratch and built an abandoned cart journey in Klaviyo, carefully balancing urgency with patience.

Key strategic choices included:

• Wait time: We chose to wait 4 hours after a cart was abandoned to check for purchase activity, ensuring we didn't catch users still building their order.

• Send frequency cap: A user could receive no more than one abandoned cart email every 7 days, respecting high-frequency buyers.

• Email structure: A single email in the series, with a simple reminder message — “Looks like you forgot something.”

• Dynamic content: Included up to 4 product images from the customer’s cart and personalized the email with the vet practice name.

• Testing: We conducted A/B tests over several months for:

  • Subject lines

  • Email design and layout

  • Delivery timing (though in hindsight, this could have been tested earlier)

The execution

Using Klaviyo, we built and deployed the automation with custom logic for:

• Purchase delay detection

• Email suppression rules (based on the 7-day send cap)

• Real-time product and customer field pulls for dynamic rendering

This required careful attention to behavioral segmentation and send logic to avoid over-communicating with our core audience of busy veterinary practices.

The results

After one month of launching the abandoned cart email, we saw:

• Monthly revenue increase: From $350,000 to $400,000+ — a 15% lift

• Open rate: 45%

• Click-through rate: 35%

• ROI-positive in less than 30 days

The campaign has since become a core retention tool, contributing consistent incremental revenue with minimal operational overhead.

Key takeaways

• In B2B environments with high-order cadence, cart timing strategy matters more than urgency.

• Customer respect = revenue: Setting frequency caps showed we valued client time, which helped engagement.

• Next time, I’d test timing first. While design and subject lines matter, the send delay proved to be the biggest factor in performance.