Abandoned cart email setup

Who can receive a reminder

A basket reminder can only go to someone whose email address you have, for example because they are signed in, started checkout or are already a subscriber. Treat basket reminders as marketing and send them only to contacts who have given consent or fall within the soft opt-in described in the ICO's guidance, with an opt-out in every message. If you are unsure whether a particular case counts as marketing, ask your adviser rather than assume it does not.

An illustrative reminder sequence

What the reminder says

Show the items left, with images, names and prices pulled from the basket, and a clear button back to checkout. Address likely hesitations: delivery costs and times, returns, sizing or how to get help. A friendly tone works better than pressure. Avoid claims such as 'only two left' unless the stock figure is live and accurate.

Discounts with caution

Offering a discount in every basket reminder can teach shoppers to leave baskets on purpose. Start without one, using the reminder and help emails, and look at results. If you add an offer, consider using it only in a final email, only for first-time customers or only above a basket value. Make sure codes are single-use or limited so they are not shared widely.

Exit rules

1. 01

   Order placed

   Flow stops at once.

   Output: Exit

2. 02

   Basket emptied

   Flow stops.

   Output: Exit

3. 03

   Unsubscribes

   Leaves all marketing flows.

   Output: Exit

4. 04

   New basket

   Restart rather than send two sequences.

   Output: Restart

Example: basket reminders for a bike parts shop

Testing basket reminders

The data behind it

Basket reminders rely on your shop telling your email platform about baskets and orders quickly. If orders arrive late, people may receive a reminder for something they already bought. Check how your shop and email platform connect and how quickly orders sync; your platform's documentation will explain what it supports.

Measuring results

Track orders placed after a reminder, the value of those orders, clicks per email and unsubscribes. Compare with the period before the flow, allowing for seasons. If you test a discount, compare orders and margins with and without it rather than orders alone.

Fixing the cause

Reminders help, but if many baskets are left at the same step, look at that step too. Surprise delivery costs, a long checkout or limited payment options are worth fixing on the website, where they affect every shopper, not only those you can email.

Shoppers who leave baskets often

Some shoppers add items regularly as a wish list. Sending them the full reminder sequence every time quickly becomes irritating. Set a limit on how often one person can enter the flow, for example no more than once in a couple of weeks, and keep later reminders shorter. Your platform's documentation will show whether it supports this kind of re-entry rule. Shoppers who keep returning to a basket are clearly interested; a lighter touch keeps them on side.