2x more conversions from abandoned cart emails

See how the marketing team at Selsey built automated abandoned cart email series and A/B tested performance

Selsey logo

202 %

Conversion growth from an email including reviews of happy customers

239 %

Conversion growth from an email featuring happy customer reviews
and a discount code

SELSEY is one of the biggest furniture and home decorations retailers in Poland. The company’s mission is to provide its clients with a comfortable space where they can relax, which is crucial for keeping daily activities efficient, and the mood positive.


Abandoned cart automation cycle

Abandoned cart cycle is dedicated to people who take their time when making a purchase. Usually, it does not concern spontaneous shopping. Deciding on purchasing furniture can take up to 6 weeks. Users treat the cart as their wish list, adding various products they liked, not necessarily focusing on buying here and now.

The cycle encourages users to complete their purchase and later puts them in the educational cycle

Users who abandon their cart receive an automatic message with a reminder after 15 minutes. Subscribers who decide against making the purchase will receive another message after 24 hours with a reminder and a discount code.

“It is enough for a subscriber of Selsey to add a product to the cart without finalizing a purchase. They will be then added to an automatic cycle of messages, which will remind them to finish the purchase.”

If the abandoned cart cycle does not encourage the users to complete the purchase, they will be moved to the educational cycle in which we invite them to visit the store and offer them advice in choosing the right products.

“We came to the conclusion that if a discount code didn’t convince the user to make a purchase, it is probably too early to finalize it yet. Perhaps the user needs more time to make up their mind or additional incentives that persuade them to buy a new piece of furniture. At this point, we decided to inform the subscribers about the possibility of ordering free samples of fabrics or consulting a customer advisor. Users from Warsaw and the closest vicinity were invited to our showroom where the clients can see our most popular pieces of furniture and receive advice from a trained professional.”

Weronika Andrzejewska Conversion & Inbound Marketing Specialist
Abandoned cart email A/B test
Abandoned cart email A/B test

What’s the game changer?

A/B tests

The Splitter filter allows you to divide your audience into groups to send them different emails. A/B tests can be carried out thanks to this feature.

“We wanted to see how important the reviews of other users are to our clients before making the purchase. The results of the test indicate that the reviews are crucial for completing the purchase. (…) The pandemic forced the clients (at least partially) to shop online and it took away the possibility of seeing the product at the store. Clients who were new to shopping online had to adjust their shopping habits accordingly and they looked up to the reviews about the products and the store itself for reassurance.”

Weronika Andrzejewska Conversion & Inbound Marketing Specialist

Tools used to get results

  • Email Marketing – Customize ready-to-go newsletters, and transactional emails from a library of predesigned professional templates to match your goals. Take advantage of a/b testing and email analytics to constantly improve your results.

  • Integrations – Connect all your favorite apps to GetResponse with great ease. The well-developed interface and integrated APIs offer the option to simply select an API and connect hassle-free.

  • Marketing Automation – Bring your ideal customer journey to life with a visual marketing automation builder that grows with your needs. Schedule automated responses, emails, and reminders.

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