Ecommerce Abandoned Cart Email Strategy (Result: $24 EPC)

Storiarts sells high-quality literary goods to creative-minded individuals. You can buy scarves, gloves, pillows, tees, and totes with quotes, characters, and excerpts from your favorite books. Here’s a 32-second preview of some of Storiarts' best totes:


To get first-time visitors to convert into customers, Storiarts is using Sumo’s Reduce Cart Abandonment Shortcut. In the first two months using it, they’ve got 96 new customers and $5,000 in new sales.

Screenshot of results for a discount campaign in the sumo dashboard

Here’s how it works:

  1. A website visitor adds a tote (or other literary good) to their shopping cart, indicating a strong buying signal.

  2. The visitor gets distracted and goes to leave the website.

  3. Storiarts show the 15% off offer to encourage the visitor to buy now before they leave.

Screenshot of a discount popup generated by Sumo

So far 632 visitors have seen the 15% off offer, and 201 have entered their email address to get the 15% off code.

Screenshot of stats for a Sumo popup

The problem? Not everyone who enters their email redeems the code straight away.

So Eli Saleh (Marketing Manager) at Storiarts set up this simple cart abandonment email strategy in case people get the code and still leave the site without buying:

Screenshot of an email marketing funnel

The first email in the two-email sequence gets sent immediately after someone enters their email address for the 15% off offer. Here’s what it looks like:

Screenshot of a discount code offer generated by Sumo

Storiarts know that one of the major reasons people abandon their cart is because shipping costs are too high. To overcome that objection they remind people in the email that there is free shipping on orders over $50 in the US ($75 internationally).

The second email then gets sent 14 days later with a reminder for the discount code, if the person hasn’t redeemed the code the first time:

Screenshot of a discount code offer generated by Sumo

In two months of collecting 596 emails, this simple two-email cart abandonment email strategy has generated Storiarts an extra $1,437. The first email alone has a $24 EPC (earnings per click). That means for every person who clicks a link inside the email, Storiarts make $24.

Screenshot fo an email marketing funnel

In total, the abandoned cart email sequence resulted in 5% more people completing their purchase. To help small ecommerce businesses achieve similar results to Storiarts on their online store, we created the Sumo Reduce Cart Abandonment Shortcut.

The shortcut is based on the exact same strategy Storiarts is using. After signing up for Sumo here, you simply follow these three steps to set up the strategy on your site:

Step 1) Pick the Reduce Cart Abandonment Shortcut.

Screenshot of the Sumo Shortcuts dashboard

Step 2) Build the form that will appear after someone is about to leave your cart or checkout pages.

Screenshot of the settings page for Sumo

Step 3) Build the email that your visitor will receive with the discount after subscribing.

Screenshot of settings on the Sumo dashboard

Note: 90% of Storiarts' revenue comes from their first email. So to focus on giving you the features that will help drive the most revenue for your business we only include one email. If you’d like to add a second reminder email like Storiarts (or more) Sumo will let you connect to whatever email service provider you use.

If you want to try out this cart abandonment strategy for yourself, you can do it with a free 14-day Sumo Ecommerce account.

Try Sumo Ecommerce Free For 14 Days

If you want to express your love of great literature on your scarf, gloves or pillow, then check out Storiarts literary goods. Part of every purchase helps children worldwide learn to read, write, and create.

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