Email Marketing and E-Commerce: Bounce Emails

In an ideal world every visitor to an eshop would also make a purchase. As owners of an online store, however, you know this is far from the truth. In fact, 98% of visitors will leave it without making a purchase. Email Marketing on the other hand is a powerful tool that can help you and your visitors to regain and your sales to increase if implemented properly. Today we share with you how to achieve these goals with the so-called abandonment emails.

Let’s look at a typical example of the evolution of a sale at a eshop , as shown in below chart. Initially the user visits the store. He then navigates to the product categories and discovers what interests him. He then places them in the shopping cart, proceeds to the checkout process and finally finishes.

We notice that as long as the user moves from one stage to the next he reduces his intention to complete the purchase. As you can see in the layout, two are the main points of abandoning an eshop:

a) after navigating to the products of interest

b) after placing them in the shopping cart

Email is an effective way to drive these potential customers back to your store and encourage them to either complete or complete a purchase.

How? Sending these targeted email visitors, so-called “abandonment emails.”

Bounce email categories

According to the above, bounce emails can be divided into two categories:


  1. Browser abandonment emails : These are users who were browsed on the eshop and visited different product categories or a particular product and then left the site.

  3. Cart abandonment emails : This concerns users who have placed products in the shopping cart and then abandoned the eshop before and during the market completion process. They are the most common e-mail dropout category sent to users to remind them to complete their purchase.

Before going on how to create a bounce campaign, it should be noted that these emails are for visitors to your eshop that you can identify, that is, they are already subscribers and are logged in or have created an account on your eshop.

1. Campaign Goals

First of all, you need to specify the goals of the abandonment campaign. For shopping cart abandonment emails, the goal of course is to encourage the user to complete the purchase. For email abandonment emails, potential targets may be:

a) Market: The email serves as a reminder of the products the user has seen and encourages them to buy them

b) return to the eshop : the goal is to drive the user back to the site and navigate, regardless of their interest in specific products

For both categories, email also means that you can show that you offer good services to your customers: you want to know if there is any reason why the user has stopped navigating or buying it.

2. Timing and Design

The purpose of Email Marketing is to send the right message at the right time. Both are critical to winning your subscriber’s interest and taking him back to your eshop.
Before you start creating your email, you need to ask yourself what you mean “abandoning navigation” and when you think that a user has a real intention of buying something. It could be, for example, when the user is looking at a particular product several times, different products of a category (eg smartphones only with an Android operating system) or searched for specific products through the search form. This will also determine the content of your email.

a) Upload time and frequency

For both bounce, shopping, and navigation email categories, it would be advisable to send the first reminder mail within 24 hours of quitting . Especially for shopping cart emails, the first email reminder can be sent within 2-3 hours.

Regarding the frequency of sending more email reminders, there is no golden rule. For shopping cart emails, you can repeat the shipment at regular intervals of 2-3 days. For the emails for navigation queue, initially restrict yourself to one. Analyze the results of the campaign and re-submit a new shipment or shipment accordingly. But keep in mind that you do not overdo it, because then your email will be annoying and you risk losing subscribers forever.

b) Content of the email

With regard to the shopping cart abandonment emails , it is obvious that they should contain at least the product or products placed in the shopping cart.

For the email drop-off email , we’ve mentioned above that content depends on the drop-down parameters you set. For example, you can embed on the email


  • a specific number of products the user saw during the visit

  • a number of products viewed by the user, accompanied by alternatives of the same category

  • different products of a category if the user searched the site

  • none of the products he saw, but a different content to take him back to eshop, e.g. an offer or a discount.

Do not neglect the language and style of your texts, depending on your audience. The content of the email should be accompanied by the appropriate Call-to-Action text and buttons that will encourage the reader to return to your eshop and make the action we want.


Sending emails to users of your eshop who left it either when shopping or navigating gives you the opportunity to take them back to your website. With targeted content as well as the corresponding texts and Call-to-Action buttons, you can see both the increase in sales and the interactions of your subscribers with your eshop.

UG: Read a very informative article with tips and ways to increase your online sales and>.

Dimitris Kroggos is SEA consultant, certified Google AdWords Expert.


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