E-commerce Abandoned Baskets - How Programmatic Mail Can Recover Lost Sales
Every e-commerce business faces the same frustrating reality—customers browse, add products to their baskets, and then, without warning, disappear. Abandoned baskets are a major challenge for online retailers, with an average abandonment rate of around 70%*. But what if we told you that this seemingly lost revenue is actually a hidden goldmine? By leveraging programmatic mail, direct marketing can play a crucial role in re-engaging these potential customers and driving conversions.
Why Do Shoppers Abandon Their Baskets?
Before we look at the solution, it's essential to understand why shoppers abandon their baskets in the first place. Some of the most common reasons include unexpected costs (delivery charges, taxes, fees); a complicated or lengthy checkout process; concerns about security or payment options; just browsing or comparing prices; distractions or indecision.
While digital retargeting methods like email and display ads can be effective, they often get ignored or lost in the overwhelming volume of online advertising. This is where programmatic mail steps in as a game-changer.
Programmatic Mail – A Tangible Reminder
Programmatic mail is the perfect blend of digital intelligence and traditional direct mail marketing. It allows businesses to automatically trigger a personalised, high-quality mail piece to a potential customer who has abandoned their basket. Unlike an email that may sit unread in an inbox, a well-designed postcard or letter delivers a tactile and personalised experience that demands attention.
How Programmatic Mail Works
- Tracking Abandoned Baskets - When a shopper leaves without completing a purchase, their details (if available) are captured using website tracking tools.
- Automated Personalisation – A direct mail piece is automatically generated, featuring the abandoned items, a compelling call to action, and possibly a time-sensitive discount or incentive.
- Print & Send – The mail is printed and dispatched within 24-48 hours, landing directly in the customer’s hands, reinforcing their interest in the product.
- Boosting Conversions – The customer receives the physical reminder, often prompting them to return to the site and complete their purchase.
Why Programmatic Mail Works
- Higher Engagement Rates. Unlike digital ads that can be scrolled past, direct mail has an open rate of over 77%**.
- Personal & Tangible. A well-crafted piece of mail feels more personal and trustworthy.
- Less Competition. With inboxes overloaded, physical mail stands out.
- Increases Brand Recall. A physical reminder keeps your brand top-of-mind, increasing the likelihood of return visits.
Turn a Challenge into an Opportunity
With programmatic mail businesses can engage customers in a unique and highly effective way. At CX Services, we specialise in creating smart, data-driven direct mail campaigns that help brands recover lost revenue and build lasting customer relationships. When combined with our data management services, we can even target specific sets of customers on a regular basis to ensure the correct message is going to the most suitable customers at the most suitable time. Data management could help your business avoid any data related issues, with everything organised and accounted for it will be easy to manage and navigate all key data.
When you have multiple data streams such as POS, databases, sales spreadsheets, prospect data and website form data it can be a real handful to manage. We have helped many clients to take these disparate data streams and produce a single customer view. With an array of data streams, key data could be accidentally deleted if it isn’t stored in the right place. In other words, mistakes can easily happen, which makes it harder for businesses to manage and navigate their own key data. Data management will take care of all of these streams with a single secure warehouse that can be easily accessed to analyse and gain insight into customer habits.
Why CX Services
CX Services is a leading UK direct mailing service provider offering a wide variety of direct marketing solutions for clients - irrespective of sector, size, or location. From demographic profiling, data management & enhancement, to customised printing, contact centre response and direct mail fulfilment, we provide a full range of direct marketing services to both small and multinational businesses.
Are you ready to leverage programmatic mail and reclaim your abandoned baskets?
* Source: Statista – Shopping Cart Abandonment worldwide rate 2024
**Source: JICMAIL Q4 2024 report