SKICKS (Sideline Sneakers) Abandoned Cart Recovery Email Marketing Case Study

SKICKS sells officially licensed collegiate sneakers and needed a way to re engage customers who were coming in through social channels and abandoning their carts before purchasing.

This image shows 30 days of email marketing analytics measuring the 2 emails in the abandoned cart reminder email flow. The Flow is setup with a “checkout started” trigger and an additional flow filter of “placed order 0 times in the last 30 days”

With hundreds of thousands of unique visitors, SKICKS had enough traffic and abandoned carts to start A/B testing immediately. 

We originally set up 2 versions with different subject lines.

VAR 1: “We Saved Your Cart For You”

vs 

VAR 2: “It looks like you left something behind”

The Subject Line “We Saved Your Cart For You” had higher open rates and click through rates. We took this winner and tested different promotions in the content of the email.

Most email service providers (ESPs) don’t let you A/B test content within an eCommerce email but Klaviyo makes this super simple and possible.

Email 1: 4 Hours After Abandonment: Version A  Offering Free Shipping

Email 2: 4 Hours After Abandonment: Version B offering Free Laces

Everything in the emails above are the same except the offer in the email, both valued at $6.99, shipping and laces cost about the same amount but as proven again and again with eCommerce, customers want and expect free shipping.

The version offering Free Shipping outperformed the version offering free laces by 49% with 100% confidence!

Abandoned Cart Recovery Email #2

The second email in the sequence was a reminder to the customer that their cart and their offer was about to expire.