{"id":120071,"date":"2024-10-02T09:00:00","date_gmt":"2024-10-02T07:00:00","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=120071"},"modified":"2026-09-15T12:35:27","modified_gmt":"2026-09-15T10:35:27","slug":"drive-more-revenue-black-friday-basket-abandonment-emails","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/drive-more-revenue-black-friday-basket-abandonment-emails","title":{"rendered":"How to drive more revenue from Black Friday basket abandonment emails"},"content":{"rendered":"

Basket abandonment is a problem all year round, but Black Friday makes it even harder to ignore.<\/strong><\/p>\n

Baymard\u2019s latest benchmark puts the average ecommerce basket abandonment rate at 70.22%. During Black Friday promotions, Shopify reports that abandonment can rise to between 77% and 82%.<\/strong><\/p>\n

That\u2019s a lot of buying intent disappearing at the final hurdle.<\/strong><\/p>\n

During Black Friday, shoppers are comparing offers, jumping between tabs and deciding quickly whether a deal is worth taking. Having a strong basket abandonment strategy in place gives you another chance to bring some of that revenue back.<\/p>\n

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1) Change your trigger timings<\/h2>\n

Black Friday buying decisions happen quickly, so your normal abandonment timings may be too slow.<\/p>\n

Recent research found that 40% of retailers send their first abandoned basket email within an hour, with around 30 minutes proving a particularly strong starting point.<\/p>\n

There isn\u2019t one perfect timing for every brand, so test what works for your customers. But if your first reminder normally arrives several hours later, Black Friday is a good reason to review it.<\/p>\n

This becomes even more important if you\u2019re running flash deals or offers that expire during the day.<\/p>\n

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2) Revise your creative<\/h2>\n

It\u2019s easy to overlook the creative you use in basket abandonment emails. After all, they\u2019re set up to run in the background all year round. <\/p>\n

So this is just a reminder to revisit your creative and ensure it’s in keeping with the rest of your Black Friday campaign.\u00a0This could include a seasonally themed email template and messaging that is both timely and relevant.\u00a0<\/p>\n

Consider how your messaging can create genuine urgency, for example: \u201cThese items are going back up in price soon.<\/p>\n

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3) Add new elements<\/h2>\n

Get creative when revising your templates and consider additional elements that could improve them.<\/p>\n

Countdown timers drive urgency and are a compelling visual to feature in the header of your email. Use it to emphasise that time is running out on that deal.<\/p>\n

You might also consider offering additional value to get the sale over the line. This might be an extra percentage off or free delivery, a gift with purchase or another relevant incentive.<\/p>\n

Another way to encourage purchases is to feature\u00a0low stock alerts on items your recipient is interested in buying which you can identify from their browsing behaviour<\/a>. This is especially effective at this time of year. However, only use low-stock messaging when it reflects genuine inventory data.<\/p>\n

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4) Make their shopping experience easier<\/h2>\n

An abandonment email can bring someone back, but it can\u2019t fix a bad checkout.<\/p>\n

Baymard found that 17% of shoppers have abandoned an order because the checkout process was too long or complicated. Before Black Friday traffic arrives, make sure you\u2019ve removed as much unnecessary friction as possible.<\/p>\n