Using abandoned cart

Learn how to monitor abandoned carts and start sending abandoned cart emails. 


If you're not using Magento or Shopify, you can use our abandoned cart module. Abandoned cart emails are an essential tool and key sales recovery strategy for ecommerce businesses. 

Our abandoned cart module combines some of the platform's most powerful features — Web Behavior Tracking, program builder, and advanced personalisation — to help you convert your uncompleted orders and increase revenue.

Magento, Magento 2, or Shopify users

Abandoned cart for Magento, Magento 2, and Shopify is configured and implemented differently. The information below is not valid. To learn more about abandoned cart for Magento and Shopify, check out the Dotdigital for Magento 2/Magento or Shopify connector articles.

Abandoned cart emails

We send abandoned cart emails to customers and guests to remind them of any items left in a shopping cart they previously abandoned without checking out. The abandoned cart email is triggered to send a set amount of time after the customer abandoned the cart.

There can be many reasons why your customer did not complete their purchase, here are a few:
Technical problems — your website crashed or timed out.
Customer didn't have time to complete the checkout process, or they got distracted.
Customer hesitated at the price of their cart's contents.

When you send an abandoned cart email, it re-engages the customer. It can work as both a reminder and an incentive, especially if it includes a coupon code, to encourage the completion of the purchase.

Benefits of Abandoned cart emails

Research by marketing industry experts suggests that around 70% of online shoppers abandon their carts. That means roughly one in three carts is checked out the first time — that's a lot of potential sales to lose.

Research suggests that sending abandon cart emails sees average open rates go up by around 40%, whilst they increase purchase rate by almost 2000% when compared to that associated with standard promotion and marketing emails. 

The consensus is that they're genuinely a force to be reckoned with in terms of sales conversion strategy.

The abandoned carts module

The abandoned cart module makes innovative use of a combination of the platform's features:

  • Identifying a customer
    Web Behavior Tracking is an advanced module with the ability to collect identifiable contact data from browsing behaviour on your website. This will detect a customer and their cart.
  • Automating an abandoned cart campaign send
    The program builder will be used to create a specially built program that will run if there is no purchase after 20 minutes of a cart being abandoned. It will send an automated campaign to the customer associated with the abandoned basket.
  • Personalising the campaign content
    The campaign itself will use advanced personalisation, our scripting language that makes use of Liquid markup to create highly targeted and relevant content. This will enable the campaign to include the contact's name, relevant other details and, most importantly, their abandoned cart's contents. 

Send abandoned cart emails to guests

You can set up abandoned cart emails for guests in your web behavior tracking profile. Visitors that aren't recognised by Dotdigital are created as a contact, enrolled in the automation program, and sent abandoned cart emails.

To learn more, check out the article Installing Web Behavior Tracking

When you use abandoned cart emails for guests:

  • It's your responsibility to make sure you clearly display the correct consent text on your site.
  • We strongly recommend leaving your Regulatory settings on Enforce double opt-in for signups from signup forms and some API methods only (default). If you have to enforce double opt-in for all signups, then we don't recommend using abandoned cart emails for guests as the process won't work correctly. 

Set up Abandoned carts

We provide a purchasable and mandatory onboarding service, whilst the functionality itself comes for free. You just need to build your own campaigns.

Our Client Services team will work with you to ensure your program is worked out and set up in the best way possible for you.

Get the Abandoned carts module 

Contact us to purchase the abandoned carts module.

To contact us, go to Contact support.

The abandoned carts module works with Web Behavior Tracking, this means:

  • If you already have Web Behavior Tracking, you only need to purchase onboarding
  • If you don't have Web Behavior Tracking, you need to purchase Web Behavior Tracking and onboarding
  • Once you're onboarded, you get advanced personalisation for free (which is normally a monthly charge)
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