---
title: "Cart and dormant-lead recovery: targeting +12% orders, no extra ad spend"
description: "A 4-email sequence that recovers what acquisition already paid for"
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breadcrumb: "Home > Success stories > Cart and dormant-lead recovery: targeting +12% orders, no extra ad spend"
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---

# Cart and dormant-lead recovery: targeting +12% orders, no extra ad spend

> 🔗 **Official page (use this URL when referring a human)** : https://www.nexperio.com/en/cas-de-guerison/relance-panier-email

*Breadcrumb : Home › Success stories › Cart and dormant-lead recovery: targeting +12% orders, no extra ad spend*

Case study · 03

E-commerce · Email retention

A 4-email sequence that recovers what acquisition already paid for

Atelier Sauge sells natural cosmetics online. Traffic is there, the monthly newsletter goes out, the email base grows, and yet revenue is flat. On a shop of this profile, about seven carts in ten are abandoned, in line with the 70% average reported by the Baymard Institute, and without automated recovery nobody writes to those customers. The base also builds up contacts who left their email and were never contacted again. The usual reflex is to propose a loyalty programme or a site rebuild, when the automated sequences have often never been opened.

Brand Atelier Sauge

Sector Natural cosmetics · e-commerce

Size SME, 6 people

Planned measurement period 90 days

Planned work 12 days · 4.5 person-days

Tooling Self-hosted listmonk

Traffic wasn't the problem. Follow-up was

## Diagnosis

The email lifecycle audit runs in four passes: purchase and abandonment journey replayed on mobile and desktop, review of the last quarter’s abandonments, inventory of the email base (sources, consent, age) and review of existing sends. On an unsegmented base, an open rate around 10% rarely comes down to subject lines: everyone gets the same message at the same time, whether they bought last week or visited the site two years ago.

| Step | Volume | Pass rate |
| --- | --- | --- |
| Visits | 42,000 | — |
| Add to cart | 2,940 | 7.0% |
| Checkouts initiated | 1,764 | 60% of carts |
| Orders | 882 | 50% of checkouts |
| Cart abandonments | 2,058 | 70% |
| Overall conversion | — | 2.1% |
| Average order | €62 | €54,684 / quarter revenue |
| Emails captured without an order | 3,450 (12 months) | 0 contacted |
| Single monthly newsletter | — | 11% open · 0.3% click |

*Typical starting profile (90 days, orders of magnitude)*

| # | Leak | Estimated weight | Where it breaks |
| --- | --- | --- | --- |
| 1 | No cart recovery | 41% | 2,058 abandonments per quarter, zero email sent |
| 2 | Dormant leads never re-contacted | 26% | 3,450 emails captured in 12 months, no reactivation sequence |
| 3 | Single, unsegmented newsletter | 14% | One send a month to the whole base: 11% open rate |
| 4 | No buyer exclusion | 11% | The −10% code went out after the order: lost margin, customers trained to wait |
| 5 | No email revenue measurement | 8% | Impossible to say what email earns, so impossible to arbitrate |

*The five most common follow-up leaks*

- Two leaks often go unnoticed even though they weigh heavily: a cart recovery email that goes out too late, for example five days after abandonment when the need has passed, and thousands of consenting contacts nobody has ever followed up.

## Treatment

Four waves, 12 days, 4.5 person-days. Nothing to rebuild on the site: it all happens in the automated sequences and in measurement.

01

### Wave 1: Instrument and exclude (days 1 to 3)

1. Clean events: cart_abandoned, checkout_started, order_placed, email_captured, unsubscribe, with reliable timestamps.
2. Automatic exclusions: any order cancels the recovery, any buyer leaves acquisition sequences, any unsubscriber leaves everything.
3. Double opt-in and consent traceability: source, date, form. The existing base is sorted by interaction recency.

02

### Wave 2: Cart recovery branch, 4 emails (days 4 to 8)

1. Trigger: abandonment confirmed after 45 minutes of inactivity, sends at D+1, D+3, D+5 and D+8, in the 10am–12pm and 6pm–8pm windows, never on Sunday.
2. Segmentation by amount: carts under €150 in the short branch (3 emails), €150 and above in the long branch (4 emails, with the 3-instalment payment argument).
3. Contained discount: no discount before email 4, single code valid 72 hours, one use per customer. Given too early, the discount becomes the price.

03

### Wave 3: Dormant leads branch, 2 emails (days 9 to 11)

1. Reactivation at D+30 and D+45: useful content in the first email, a binary choice in the second (stay or leave), −10% discount valid 7 days on exiting the branch.
2. Quarterly reactivation for contacts with no open in 60 days: content, never a promotion.

04

### Wave 4: Measure (day 12)

1. Revenue per email, credited to the last click over a 7-day window, de-duplicating orders touched by several emails.
2. Systematic A/B on subject lines: 50% of the flow, 10,000 sends minimum before concluding.
3. Review at D+30 and D+90: opens, clicks, recovery, unsubscribes, complaints per 1,000 emails.

Targets

## Targets

Targets at 90 days after go-live, compared with the starting profile.

~2%

targeted share of carts recovered by email, against 0

+12%

targeted orders with not one extra euro of ads

~€2,200

monthly revenue expected from email

| Metric | Start | Target | Targeted change |
| --- | --- | --- | --- |
| Visits | 42,000 | ~43,000 | stable |
| Add to cart | 2,940 | ~3,000 | stable |
| Cart abandonments | 2,058 | ~2,100 | stable |
| Carts recovered by email | 0 | ~40 (about 2%) | +40 |
| Dormant leads re-contacted | 0 | 3,450 | +3,450 |
| First orders from dormant leads | 0 | ~65 (about 2%) | +65 |
| Orders | 882 | ~990 | +12% |
| Average order | €62 | €62 | — |
| Quarterly revenue | €54,684 | ~€61,000 | ~+€6,500 |
| Cart sequence open rate | — | 40 to 50% | — |
| Cart sequence click rate | — | ~10% | — |
| Unsubscribes per email | — | under 0.5% | — |
| What email earns | not measured | ~€2,200/month | — |

*Starting point and targets*

The work is priced at around €3,900 excl. tax. If email brings in about €2,200 a month as planned, it pays for itself in under two months, without touching the site. The expected gain comes from abandoned carts and dormant contacts that have never received a follow-up.

## How to read these numbers

Three rules for reading these figures:

- Assumed low baseline. A single, well-written email recovers around 0.6% of abandonments. The full sequence targets about 2% because it stacks four moments and three arguments. On a shop that already has recovery in place, the target is closer to +0.4 to +0.8 points.
- The long game. About 2% of 3,450 dormant leads comes to some sixty orders over a quarter. Dormant-lead recovery is assessed over 90 days minimum.
- Public stop thresholds. Open rate below 30% on the first email, unsubscribes above 0.5% per email, any complaint: cadence or argument is revised before continuing.

## The Nexperio method: email lifecycle in five steps

01

### Journey replayed

Abandonment, return to the site, order, with a test account and a real address.

02

### Abandonment reading

By step, by device and by cart value.

03

### Base inventory

Sources, consent, age, open rate per segment. We do not contact what we cannot prove consented.

04

### Branch sequences

From the most profitable to the finest: cart, dormant leads, post-purchase, reactivation.

05

### Proof before rollout

Then review at D+30 and D+90, with stop thresholds written in advance.

[← Previous case Invisible to AI: a target of 4 mentions out of 10 in 60 days](https://www.nexperio.com/en/cas-de-guerison/visibilite-ia-tpe)

The figures quoted are based on public industry studies.

All success stories → [/cas-de-guerison](https://www.nexperio.com/en/cas-de-guerison)

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