Every business has cancelled orders once in a while. But you don't have to just let it go. You can find out why it happened from the source - the customers - and fix a problem if there was one to prevent it from happening in the future.
This is why it is a great idea to create an automated follow-up email for every customer who cancels their order.
Follow these steps:
Create a Custom Automation
Set the trigger event to be “When an order status changes to Cancelled”
Set the exit event to be “When an order status changes to Processing”
Design the email and set the time delay to at least 1 hour
Have in mind that often customers who cancel their orders have an issue with the processing of the payment and they will place a new order shortly after. Thus, the Exit event and the time delay are highly recommended in such a campaign.
NB! The same approach can be used for Failed orders.
As for what to write in the email - it doesn't have to be complicated. Just ask them why they canceled the order and if there's anything you can do to fix it. Stress on how important their experience is for you.
If they answer, you'll have first-hand feedback and ready points for optimization.