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Assumptions are expensive in email marketing. Sending campaigns based on what you think your audience prefers — without testing whether you're right — means leaving performance, and revenue, on the table.
A/B testing setup creates a structured approach to learning what actually works. By testing one variable at a time — a subject line, a sending time, a layout, a CTA — you build a clearer picture of your audience over time, and use that knowledge to make every future campaign perform a little better than the last.
A/B testing setup is the process of creating a structured framework for testing different variables in your email campaigns to identify what performs best. It involves selecting a variable to test — such as a subject line, send time, CTA or layout — setting up the test correctly within your platform, and establishing how results will be measured and applied to future campaigns.
You need this when cart abandonment is a significant source of lost revenue for your e-commerce business and you haven’t yet addressed it with automated re-engagement. It’s also relevant when you’ve trialled abandonment emails but they’re performing below industry benchmarks, or when your current recovery emails are generic and not personalised to the specific products the customer left behind.
This service includes the strategy, copywriting and design of an automated abandoned cart email sequence, typically two to three emails, triggered when a shopper leaves without completing a purchase. Covers personalisation with product details, dynamic content integration and platform setup. Delivered as a live, automated sequence integrated with your e-commerce platform.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
A cart abandonment email is an automated message sent to shoppers who have added items to their cart but left your site without completing the purchase. It reminds them of what they left behind and encourages them to return and complete the transaction.
Most e-commerce brands send two to three emails in a cart abandonment sequence — typically an initial reminder within an hour, a follow-up after 24 hours and a final message after 72 hours, sometimes with an incentive in the final email.
Within one hour of abandonment. Research consistently shows that send time has a significant impact on recovery rates — the faster the first email, the higher the likelihood of recovery while purchase intent is still fresh.
Not necessarily in the first email. Lead with the reminder and the convenience of returning to a saved cart first. If the first email doesn’t convert, introducing an incentive in the second or third email is a more strategic approach.
A clear reminder of what was left behind, including product image, name and price; a prominent link back to the cart; social proof if relevant; and a response to any common purchase barriers — returns policy, delivery times, security reassurance.
You can only send cart abandonment emails to users who have provided their email address — either at checkout or as an existing account holder. Anonymous cart abandonment can’t be contacted by email. GDPR compliance requires a lawful basis for sending.
Recovery rates vary by industry and implementation, but well-optimised sequences typically recover between 5% and 15% of abandoned carts. Even at the lower end of this range, the revenue impact is significant given that cart abandonment rates often exceed 70%.
Yes — and they should be. Including the specific products left in the cart, the customer’s name and relevant product recommendations significantly outperforms generic abandonment emails.
Through revenue attributed to the abandonment sequence, recovery rate (carts recovered as a percentage of carts abandoned), open rates, click rates and conversion rates at each step of the sequence.
Repeated abandonment without conversion may indicate a price or trust barrier rather than a timing issue. Analysing what’s being left behind and surveying non-converting visitors can help identify the underlying reason.