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The Challenge

H Samuel wanted to improve the performance of their abandonment emails. Their approach was the industry standard, a single templated message sent to every abandoner featuring a relevant product. However, despite being a common practice, the team felt this limited relevance and engagement.

When used as a tactic, abandonment emails are often sent too broadly, leading to lower impact and increased fatigue. While they can rescue conversions and even be helpful to relevant visitors, they can also come off as overly pushy or even creepy.

Without intent data, the H Samuel team had no way of knowing whether an abandoning visitor was one click from buying or just browsing. This meant every email took the risk of being a negative experience rather than a useful one. They decided to take a more targeted approach.

The Hypothesis

By adapting our abandonment emails to be more sales or nurture-focused, depending on visitor intent, we will improve clickthroughs and capture more high-intent revenue. 

H Samuel understood that different visitors have different needs. Some would benefit from a direct nudge, while others required a softer approach. They wanted to send the right kind of follow-up message, not based purely on onsite actions but on the visitors’ mindsets and behaviours. 

Sending sales nudges to everyone might recover a few extra orders, but it can also push people away. In fact, The �鶹��ý Gap research found that 21% of online shoppers say basket abandonment emails make them less likely to buy, and 55% say they have no influence on their behaviour.

The Solution

By integrating our real-time intent data with Bloomreach Engagement, H Samuel created three distinct visitor groups: low, medium and high intent. Each received a different email experience, aligned with their intent to purchase. 

High-intent abandoners got a timely message tied to what they'd browsed, with a clear reason to return and buy. Meanwhile, lower-intent abandoners received a lighter-touch campaign focused on brand USPs and gently encouraging them to stay connected. 

Targeting purchase intent allowed the H Samuel team to confidently focus subject lines and content. This resulted in a more impactful, relevant message compared to the previous, catch-all abandonment email. All while working within their existing workflow with no added complexity.

The Impact

Without �鶹��ý, H Samuel sent basket abandonment emails indiscriminately, resulting in lower performance and a higher risk of a poor customer experience.

With �鶹��ý, the team sent abandoning visitors appropriate emails, using their intent to make them more relevant and effective.

Key Results: 12% increase in clickthrough rate

This Play showed how a simple shift in targeting can influence performance. By listening more to their visitors and responding to their intent, H Samuel improved the engagement and return of their abandonment emails.

They’re now building on this approach to inform broader lifecycle campaigns, powered by affinity data and real-time behaviour.

Email performance isn’t just about more is more. It’s about timing, relevance and recognising who needs what. By listening to the intent of your visitors, you can make every message count.

Want to unlock more from your follow ups with visitors? Discover more about Abandonment Emails with �鶹��ý.

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