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How often to you browse an online shop, add something to your basket and think I’ll get it later?

It turns out that one of the toughest realities online businesses have to face are that a huge portion of people will go through the sales process, from their first visit to the website right to the checkout, and then drop off.

Data from Baymard, which is based on 34 different cart abandonment studies, found that a massive 68.81% of people abandon carts. That’s 68 sales out of 100 that disappear at the final step.

That’s a lot of missed sale opportunities.

So, how can email help reduce this percentage of lost conversions?

Radley London recovered 7.9% of lost sales simply by sending cart abandonment emails. They do work!

Whether you’re a marketer, ecommerce business or email designer, follow the abandoned basket best practice email checklist to convert those sales:

Ensure your emails include an image of the item that the recipient has left behind
Put clear call to action to bring the recipient back to their basket
Ensure your cart abandonment solution keeps items in the basket for when someone returns to the site
Set up an exit criteria to halt the sending of abandonment emails if the recipient makes a purchase
Include key customer service details that my help clinch the sale (i.e. telephone number)
Include additional cross sell items that are related to the product the customer likes
Send abandoned cart emails within 30 minutes to 2 hours after abandonment