We all know how important Abandoned Cart emails are (if you don't - stop reading now and go and turn them on) but do you treat all customers who abandon the cart the the same? 

Consider how the cart value and content matters.

If the Cart is well over your AOV the customer might want reminding about your various 'Pay Later' option such as Paypal Pay in 3, Klarna or Clearpay. 

The might also want to also be reassured about your delivery and returns options and even appreciate a customer service call.

Low value carts might only need a small discount or shipping promotion to help convert the customer.

If the products in the cart are from a single brand, following up with an abandoned cart that is focussed on that brand.

If you sell products that have natural upsells, then also consider creating emails that would help customers 'build' their order. 

For example, if you sold skateboard and your customer had just a deck in the cart - why not offer discounted grip tape and free fitting service?

Or an upsell or new trucks or wheels.

The are many ways you can turn a boring 'you have left items in your cart' email into a marketing and promotion engine that will get your customers abandoned carts converting.