# Recovering lost revenue through abandoned cart automation

### Recovering lost revenue through abandoned cart automation

Email Marketing, eCommerce, Automation

- 10% average conversion rate
- 50% average open rate
- 13% average click rate

### The challenge

Annie Sloan, a heritage paint company, faced a common e-commerce challenge: re-engaging customers who had abandoned their shopping carts. The objective was to encourage these potential customers to complete their purchases, thereby increasing overall sales and revenue.

### The approach

To address this challenge, we implemented a comprehensive email automation journey.

**Audience segmentation**

We segmented the audience based on their prior purchases to tailor the messaging, ensuring that new and existing customers received relevant content.

**Multi-step journey**

Initial engagement: An abandoned cart email was sent one hour after cart abandonment. This included real-time content based on the contents of their basket. For new customers, we also added a 10% discount code to encourage their first purchase.

Follow-up strategy: For existing customers, if no purchase was made, another reminder email was sent after three days, now including a 10% discount code. We also added dynamic content with recommended products based on purchasing history to entice customers. This sequence helped maintain engagement without overwhelming the recipients.

**Targeted markets**

Separate journeys were created and customised for four key markets: UK, US, Poland, and EU, each tailored to the specific preferences and behaviours of customers in those regions.

## The Results

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#### Immediate success

The journeys started generating results immediately. With an above 10% success/conversion rate.

#### Increased engagement

All emails continue to see above avg. engagement rates. With >50% open rates and >13% click through rates.

#### Looking forwards.

Due to the success of these journeys we are now looking to roll out multiple automations throughout the customer lifecycle.

> Wouldn't be without them. Incredibly supportive and knowledgeable team.

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### Ready to be our next success story?

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Source: https://h2o-creative.com/case-studies/annie-sloan-abandoned-cart-emails
Publisher: h2o creative (https://h2o-creative.com)
Description: How h2o creative built abandoned cart email journeys for Annie Sloan across the UK, US, Poland and EU, reaching a 10%+ conversion rate, 50%+ open rate and 13%+ click rate.

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