Abandoned Cart Emails For Jones Bootmaker

An abandoned cart email is a piece of communication sent to potential customers who have added products to their shopping cart but failed to check out. The email acts as a reminder to users who may have simply been distracted.

This tactic is common among customer retention (CRM) teams and is an incredibly effective way of recovering up to 14% of lost revenue. For Jones Bootmaker in particular, these email campaigns generate £1+ million per year in gross revenue.

The existing email templates were simple in their styling, did not match the image that the brand team wanted to portray and only offered customers the products they already added to their cart.

In an aim to boost revenue, the CRM team needed to find ways of improving the email templates. After a brainstorming session and some time digging through competitors emails for inspiration, I created a range of simple wireframes for the CRM team to review, making sure I had fulfilled all of their criteria.

The CRM team reviewed the wireframes, decided which elements they liked and how many products they wanted to suggest. Following this, I produced three finalised templates for the CRM team to alternate between to ensure that email content remains engaging. Finally I left comments on the designs to explain any new functionality and wrote tickets for the developer.

As a result of this project, the conversion rate and average order value increased by 5% and 3% respectively.