01 / Behind the approach
The decision behind the approach
Compare recovery economics with a suitable control where feasible, and suppress completed or unsuitable orders.
02 / Behind the approach
The scope at a glance
- Coupon Leakage Audit and Measurement Cleanup
- Audience Tiers and Offer Ladder Build
- Creative Sequencing and Bid Tuning
- Incrementality Checks and Scaling
01 / Eligibility
Start with the customer state and purpose.
Agree which behaviour makes a message relevant. Check permissions, contact status and the observation window before putting a person into a sequence.
- Separate browsing from checkout abandonment and check whether stock, delivery or payment questions are blocking purchase.
- Define the entry event and audience window.
- Check recent purchases or account changes.
- Document exclusions and contact preferences.
The working decision
Start with the customer state and purpose.
Define the entry event and audience window.
02 / Sequence
Give each message one job.
Map the information a customer needs at this point. Connect the message to a useful destination and coordinate timing across any channels included in the scope.
- Use relevant messages across permitted channels, with purchase suppression and a clear stop rule.
- Check product or account information.
- Review frequency across active flows.
- Test the destination and personalisation fallback.
The working decision
Give each message one job.
Check product or account information.
03 / Review
Check exits and later customer value.
Test what happens when a purchase, opt-out or changed account state occurs. Review useful customer outcomes together with contact health and the cost of any incentive.
- Look at fulfilled orders, discounts, returns and any comparison used to assess additional recovery.
- Recheck eligibility before each send.
- Verify stop conditions and overlapping journeys.
- Keep platform attribution distinct from additional value.
The working decision
Check exits and later customer value.
Recheck eligibility before each send.
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.
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.
Use the same timing for every customer?
Let the product cycle and relevant behaviour inform timing. Document the rule and test whether it remains useful as the customer’s situation changes.
Use an incentive as the default message?
First check whether information, help or a practical reminder addresses the need. An offer should have a clear purpose and a cost the business can evaluate.
Recovery rate
recovered purchases divided by the defined eligible abandoned population.
Customer events, contact preferences and audience membership records.
Fulfilled recovery revenue
recovered orders after cancellations and returns.
Order and customer records, with cancellations, returns and the observation window stated.
Contribution
recovery value after agreed costs.
Fulfilled order or billing value, incentive records and the agreed cost categories.
05 / Behind the approach
What this example helps you evaluate
Use the approach to identify what needs to change, what your team must provide and how you would judge progress. The commercial outcome depends on the starting point, implementation and operating conditions.
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.
Audience logic
Entry events, exclusions, observation windows and the data needed to check eligibility.
Sequence map
The purpose, destination and timing rule for each message.
Exit checks
How purchases, opt-outs and changed customer status stop or redirect the flow.
Value review
Customer outcomes, contact health and incentive costs with attribution limits stated.
Before we start
Questions about the approach
How should I read this case study?
This is an illustrative composite scenario explaining a method. It is not a verified result for a single named client. Use it to understand the decisions and information the approach requires.
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.
