Most B2B ecom brands treat an abandoned cart flow like a design project.
But in B2B, cart recovery usually isn’t a design problem.
It’s a message problem.
A lot of teams default to:
- design-heavy templates
- generic “you left something behind” reminders
- and copy that doesn’t match what the buyer is trying to accomplish
This client’s original flow was polished and on-brand — and it was still leaving room for improvement.
So we focused on the levers that tend to matter most in B2B: clarity, relevance, and urgency.
Our approach was simple:
- Plain-text emails that are easy to read
- Dynamic product blocks that surface the items instantly
- Copy written around the buyer’s job — not just the brand
- Table-stakes language that helps a buyer finish checkout
The first iteration (Forward Studios v1) stripped the flow down and made it easier to scan and act on.
Revenue per recipient jumped from $3.36 to $9.25 — roughly 3x.
But we didn’t stop there…
Over time, we learned that this client’s best customers respond to job-specific problems, challenges, and outcomes — so we shifted a few email angles, sharpened the copy, and rebuilt the flow again (Forward Studios v2), adding more job-relevant language and a bit more “now’s the time” urgency.
The result:
Before (Mar–Aug 2025): $3.36 Revenue per Recipient (RpR)
V.1 (Sep–Nov 2025): $9.25 RpR
V.2 (Dec 2025–Feb 12 2026): $19.74 RpR
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In the first ~70 days of v2:
- RpR increased by nearly 6x over the original version
- open rates climbed 5–10% per flow email
- click rates doubled or tripled for every flow email
- and overall flow conversion rate increased
Proof that in B2B ecommerce, abandoned cart performance is less about “better design”, and more about sending the right message to the right buyer at the right moment.
We could’ve stopped after the 3x lift. Most teams would.
But we’re invested in helping clients get the maximum potential out of the email list they already own.
