01 / Behind the approach
The decision behind the approach
Coordinate email and any permitted messaging around one recovery journey, with prompt purchase suppression.
02 / Behind the approach
The scope at a glance
- Diagnosis and Tracking Repair
- Build the Recovery Engine
- Optimize and Add WhatsApp Recovery
- Measure and Improve
Product interest
Help them decide whether the product fits.
A product view does not establish checkout intent. Where an identified visitor has permitted relevant follow-up, answer the product question before asking for a purchase.
- Match the message to the product or category viewed.
- Check the item is still available.
- Avoid claiming that a cart exists when it does not.
SubjectA closer look at the details
Still comparing? Explore the fit, fabric and care information before choosing your next piece.
Explore the productExample copy to adapt to the brand, offer and available information.A selection has been made
Remove uncertainty around the chosen items.
Use the saved selection as context, then check whether size, delivery or returns information would make the next decision easier.
- Recheck selected variants and current stock.
- Make delivery costs and conditions easy to find.
- Do not make a discount the automatic first response.
SubjectNeed a hand with your selection?
Review your selected items and check the size guide, delivery information and returns policy before deciding.
Review your cartExample copy to adapt to the brand, offer and available information.The purchase path has started
Make the route back simple and accurate.
Check the latest order status before sending. A recovery message should help the shopper continue, without suggesting that a completed payment failed.
- Use a valid return-to-checkout destination.
- Keep sensitive payment details out of messages.
- Suppress follow-up when the purchase is confirmed.
SubjectWould you like to continue your order?
You can return to checkout to review your order and the available delivery and payment options. Need help? Contact our team.
Return to checkoutExample copy to adapt to the brand, offer and available information.03 / Behind the approach
How the approach fits together
1. Understand the abandoned journey
Separate browsing from checkout abandonment and check whether stock, delivery or payment questions are blocking purchase.
2. Coordinate the follow-up
Use relevant messages across permitted channels, with purchase suppression and a clear stop rule.
3. Review commercial value
Look at fulfilled orders, discounts, returns and any comparison used to assess additional recovery.
04 / Behind the approach
What to measure
- Recovery rate: recovered purchases divided by the defined eligible abandoned population.
- Fulfilled recovery revenue: recovered orders after cancellations and returns.
- Contribution: recovery value after agreed costs.
Report the observation period, the source of each measure and any changes to the way data was collected. Compare like with like before treating a difference as improvement.
Offer a discount immediately?
Start with the reason for hesitation. Test an incentive only when its cost and likely contribution can be assessed.
Send on every available channel?
Choose a permitted route and coordinate frequency. Avoid email and messaging sequences competing for the same order.
Count every attributed sale as additional revenue?
Separate attribution from additional recovery. Use a suitable comparison or holdout where feasible, and state its limitations.
Eligibility
The agreed population of unfinished carts or checkouts that can receive follow-up.
Cart events, contact permissions and suppression records.
Recovered purchases
Purchases associated with the defined recovery population and observation window.
Order records reconciled with campaign reporting.
Fulfilled value
The value remaining after cancellations and returns, using a consistent treatment of tax and delivery.
Fulfilment, refunds and order status.
Contribution
Recovery value after the agreed product, incentive, channel and fulfilment costs.
Order economics and the documented cost model.
05 / Behind the approach
Discuss the project in context
Our team can explain the project scope, the measurement approach and what supporting material can be shared. A useful comparison starts with your current journey, operating conditions and business priorities.
06 / Behind the approach
When this approach is relevant
Use this as a starting point when the obstacle and operating conditions resemble your own. The first discussion should establish whether the underlying cause is similar and whether the required information and delivery capacity are available.
Event & audience map
Entry conditions, audience boundaries and the events used to decide what happens next.
Message sequence
The role of each message, its destination and the information needed to approve it.
Suppression checks
How purchases, opt-outs, unavailable items and sequence exits are handled.
Order reconciliation
The source, period and assumptions behind any reported recovery value.
Before we start
Questions about the approach
How should I read this case study?
This is a published project story. Discuss the project context, measurement and supporting material available to share with our team before comparing it with your business.
Should every abandoned cart receive a discount?
No. Useful information or assistance may address the barrier. Test the offer and consider its cost before making discounts the default.
Can the same approach work for our business?
The sequence may be useful, but it needs to fit your product, audience, systems and buying journey. We begin with the problem and the available evidence before proposing the scope.
What should we bring to the first conversation?
Your website, the target market and a short explanation of the obstacle are a useful start. Bring existing reports if available; access and any sensitive records can be discussed through the appropriate process.
Are the messages on this page the client’s actual emails?
No. The visual previews are illustrative message concepts that explain the approach. They are not screenshots or verbatim messages from the project. Ask our team what supporting project material can be shared.
How should email and WhatsApp recovery work together?
Only use channels for which the relevant permission and platform requirements are met. Coordinate contact frequency and order status, and stop recovery when a purchase or opt-out is recorded.
