GDPR: Can I send abandoned cart/checkout emails without marketing consent?

Under GDPR, you can send certain abandoned checkout emails without marketing consent — but only when they fall under transactional/legitimate interest, not marketing.

Here’s the rule of thumb:

✅ Abandoned Checkout
Allowed without marketing consent if the email is strictly about helping the user complete a purchase they initiated.
(Example: “You left this item in your checkout — here’s your cart.”)

⚠️ Abandoned Cart
Usually not allowed without consent because the user may not have entered their email voluntarily during checkout. Needs explicit opt-in in most EU countries.

❌ Browse Abandonment
Not allowed without marketing consent — this is clearly marketing/behavioral tracking.

In short:
Only checkout abandonment can be sent without consent, and only when the user actively provided their email during the checkout process. All other flows require marketing permission.