Abandon basket and abandon browse emails were set up and left to run for several years.

Emails were static, with the same message for all and totally lacking in any personalisation. Data files were passed to us daily and blast abandon emails were sent at the same time, every day.

While these emails generated some revenue, we immediately identified these initiatives as potential to optimise in order to increase open rate, click and ROI.



  • We designed a machine learning model to predict customer behaviour leveraging over 15 engineered variables. The model identified 475,000 out of nearly 1 million customers at high risk of churn
  • We created an experimentally designed campaign with; 5 different sets of incentives to win-back churned customers
  • Abandoned basket campaign has increased online sales by 20% accounting for £93K annual sales so far
  • The abandon browse campaign has a 57% open rate with 5% conversion and £116k YTD sales – with a 25% uplift

What was an initial one-month trial has become a key part of the digital marketing strategy

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