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An abandoned cart is a signal, not a dead end. Someone who added your product and walked away was interested enough to act — they just needed something more before they were ready to commit. The right follow-up, at the right moment, can be the difference between a lost sale and a completed one.
An abandoned cart flow responds to that signal automatically. It re-engages the shopper with a timely, relevant message that addresses hesitation, reminds them of what they were considering, and gives them a clear, easy path back to completing their purchase.
An abandoned cart flow is an automated email sequence triggered when a customer adds items to their online shopping cart but leaves without completing the purchase. It re-engages them with a reminder of what they left behind, addresses potential objections, and provides a clear route back to completing the transaction — recovering revenue that would otherwise be lost.
You need this when your email open rates are consistently below industry averages, when your subject lines are written reactively rather than to a tested formula, or when you’re running campaigns with significant revenue implications and want to maximise the chances of them being seen. Subject line optimisation is often the single highest-leverage improvement available to an established email programme.
This service includes a structured review of subject line performance across recent sends, development of a subject line formula and testing framework tailored to your audience, and a bank of tested subject line approaches for future use. May include A/B test design and delivery. Delivered as a subject line playbook with guidance and examples.
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?
It’s the process of systematically improving the subject lines of your emails to increase open rates — through testing, analysis of what’s working across your programme and application of proven subject line principles to every campaign you send.
Make the right person want to open the email. A subject line that generates opens from an unengaged audience is less valuable than one that generates opens from those most likely to act on what’s inside.
Personalisation, curiosity gaps, clear benefit statements, numbered lists, time-sensitivity and questions are all formats that tend to generate strong open rates — though performance varies by audience and context, which is why testing is essential.
Most email clients truncate subject lines at 40 to 50 characters on mobile. The most important information — the hook, the benefit, the key word — should appear in the first 40 characters.
Yes, when used sparingly and in context with your brand’s tone. Emoji can improve visibility in a crowded inbox and convey meaning efficiently. They perform differently across audience segments — testing is the only way to know how your specific audience responds.
Misleading or clickbait subject lines that the email content doesn’t deliver on, excessive punctuation or capitalisation, spam trigger words that affect deliverability, and subject lines so generic they give the reader no reason to open.
It should be an accurate and compelling representation of the email’s content. It doesn’t need to summarise everything — but it must not promise something the email doesn’t deliver. Misleading subject lines drive unsubscribes and spam complaints.
Preview text appears immediately after the subject line in most inboxes and provides a second opportunity to encourage the open. Subject line and preview text should work together, with the preview text adding context or extending the hook rather than repeating it.
Testing two variants at a time is the most practical approach for most businesses. More than two variants require a larger list to produce statistically meaningful results.
By documenting every test with the variable being tested, the result and what will be applied going forward. Over time this builds a body of knowledge about what resonates with your specific audience that no amount of general best practice guidance can replicate.