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The percentage of users who leave a process (like a cart or form) before completion.
Abandonment rate is a critical metric in email marketing for understanding where users drop off. For example, in e-commerce, a high cart abandonment rate may indicate a cumbersome checkout process. By analyzing this, marketers can trigger automated abandoned cart emails to recover potential lost sales. These emails typically include personalized product details, urgency messages (e.g., “Only 3 left in stock!”), and offers to re-engage users. Monitoring abandonment rates helps identify friction points and optimize the user journey.
