What are Abandoned Basket communications? | Intilery
What are Abandoned Basket communications?

What are Abandoned Basket communications?

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Abandon basket

Abandon basket campaigns are timely personalised communication designed to remind customers of a searched potential purchase, added to the on-site shopping basket, but for whatever reason was not progressed through to completion.

Why do I need them?

A basket reminder strategy can recover as much as 25% of abandoned revenue

When it comes to abandoned baskets, all digital marketers worth their salt should be thinking about how to get their hands on every penny that is not being converted on their websites.  There are of course a number of reasons why customers do not proceed to ‘check-out’ or ‘completion’ - it could be that they were price checking, they weren’t ready to buy yet or the process was just too complicated, misleading or time consuming to complete. Whatever the reason, you’ll want to utilise every opportunity available to ensure browsing customers become purchasers.  Conversion can be improved by using follow-up emails or onsite pop-ups that help convert ‘nearly purchased’ to actually purchased.

Did you know…

DM News recently reported that only 15% of retailers are utilising product page abandonment emails with just 5% of those sending a series of two reminders.  This valuable tactic is still heavily under-utilised by marketers, but is an effective strategy in the marketing toolbox used to target customers at decisive moments in the search and evaluation process. 

Shopping basket reminders have proven to help convert those slow to commit, and should serve as motivation for companies to start focusing on this valuable tactic in aiding conversion.  Of those brands who have incorporated abandon basket emails, very few fail to personalise in terms of content, with only 4 out of 10 retailers either featuring the abandoned product or include the product among other related items.  This constitutes a huge missed opportunity to engage with customers.


Until recent years, the appropriate technology to help marketers deliver real-time personalised follow-up campaigns was difficult to find – this now exists.  With the Intilery platform for example, marketers can go one stage further and begin to understand customer motivation, preferences and behaviour.

Through a single Customer View, clients are able to analyse channel, frequency and time of search and the associated events.  Actions are captured by device, as well as lag times between actions and number of products searched, before adding to basket for example.  The frequency of site visits, values, types, colours of products chosen – all important in understanding customer preferences.  The platform allows clients to automatically dispatch emails or on-site pop-ups designed to remind the customer that they are yet to fulfill the transaction.  These can (and should) all contain personalised dynamic, real-time content, based on products added to the basket or intelligent alternatives.

Importantly, brands should “strike while the iron’s hot”, and send/test e-mail communications within 24 – 48hrs after the basket has been abandoned for optimum response.   However, factors such as additional product pages visited or store interactions must be factored into the timing of the message and potentially used as exclusion criteria.


Beware ‘Big Brother’ – careful messaging that provides the balance between ‘you forgot to pay’ and ‘did you find everything you wanted’ should be considered. 

Try these Abandoned Basket email tips -

  • Make it clear why you are communicating – clear subject line or headers.
  • Use personalisation to recognise the recipient - a well-established practice and cannot be underestimated - but only if you are confident of data quality.
  • Reference the items in the abandon basket.
  • Suggest alternatives.
  • Make it easy for browsers to return - use a clear call to action in a number of formats to improve the clickthrough rate of your follow up emails so that the user can quickly recognise the action they need to take.
  • Display clear reasons to purchase from your brand - endorsement
  • Offer other methods to interact – phone, store, text, ensuring you can track the impact of doing so.
  • Trial incentives with certain segments – but don’t become overly reliant on them, A/B test it.
  • Include product endorsement techniques - product ratings, reviews, and availability of the product added to basket.
  • Make sure you have the technology and reporting in place to measure the result.

On-site Pop-Ups

These are useful techniques for helping to avert abandon baskets before the browser leaves the site.  They can be triggered by events such as if a customer gestures to leave your site before completing a sale, either through mouse movement or by clicking the ‘back’ button. Pop up messages can be automated and are designed to prevent lost transactions and improve the customer experience.

With the Intilery you can strategically place timed pop-up messages such as ‘are you sure you meant to leave’, or ‘can our on-line chat or call centre help” to try and save the sale before the customer decides to leave.  These can all be implemented with no impact on your website as they sit as ‘overlays’ that can be easily modified and applied to specific customer visits that meet set criteria if required.

For more ideas on how abandone basket campaigns can help you see this blog by econsultancy

The options are endless, make your marketing budget work harder by incorporating abandon basket campaigns as BAU.  If you would like advice on how you can implement on-site and email personalisation across all devices contact us now.


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