Client: THREADED (Shopify apparel brand)
Brand voice: Jake Osei, former graphic designer who started making the basics nobody was getting right
Tone: Dry wit, confident, minimal, never desperate
Goal: Recover abandoned carts over 7 days
Email 1 · 1 hour after abandonment
Subject: You left something behind.
Preview: Your cart’s still here. No judgment.
Hey [First Name],
Looks like you got halfway through checkout and got pulled away. It happens.
Your cart’s still waiting:
[Cart Items + Images]
[Back to My Cart →]
— Team THREADED
Email 2 · 24 hours later
Subject: Still thinking it over?
Preview: Totally fair. Here’s what you’re getting.
[First Name],
Not here to push. But if you’re weighing it up, these three things usually settle it:
Fit. Every piece is tested on 12 different body types before we produce it. Not just mannequins.
Fabric. 280 GSM heavyweight cotton. It won’t thin out after three washes. Or thirty.
Returns. Don’t love it? Send it back within 30 days. Return shipping’s on us.
Your cart:
[Cart Items + Images]
[Complete My Order →]
— Jake
Email 3 · Day 3
Subject: Your size is selling out. Heads up.
Preview: Not a scare tactic. Just how we run things.
Hey [First Name],
Quick context — we make everything in small batches. It keeps the quality high and the waste low, but it also means when a size sells out, it’s usually gone for a few months.
Everything in your cart is still in stock today. I’d be lying if I said I was sure about tomorrow.
[Cart Items + Images]
[Grab Them While They’re Here →]
— Jake
Email 4 · Day 5
Subject: Okay, 10% off. You earned it.
Preview: Use code COMEBACK10 at checkout.
[First Name],
You’ve held out longer than most people do. I kind of admire it.
So let me make this easier:
10% off your cart with code: COMEBACK10
That takes your total to [Dynamic Cart Total].
It’s good for 48 hours. One use.
[Cart Items + Images]
[Use My 10% Off →]
— Jake
P.S. Free shipping over $75. Free returns within 30 days.
Email 5 · Day 7
Subject: Last one from me. Promise.
Preview: Your code expires tonight.
[First Name],
This is my last email about your cart. I know when to take a hint.
But before I go, your code COMEBACK10 expires tonight at midnight. Your cart’s still saved. And for what it’s worth, you picked well.
[Cart Items + Images]
[Finish Checkout →]
If the timing’s off, that’s cool. You know where to find us.
Talk soon, Jake
Founder, THREADED