Going from generic to unique: How we increased Super7’s abandoned cart flow conversion rate by 165%

Generic, repetitive abandoned cart emails

Super7’s original three-email flow used the same bland template and copy for each send. Instead of driving urgency, the messages included off-topic CTAs and community invites that distracted shoppers from completing their purchases.

Lack of segmentation or personalization

Every shopper received the same messaging regardless of whether they were a first-time buyer or loyal collector, leaving significant opportunity to personalize communications.

Segmented, plain-text first email

We began by segmenting first-time and returning customers, crafting tailored plain-text emails to improve deliverability and create a more conversational tone. For repeat collectors, we emphasized urgency and product scarcity to encourage faster conversions.

Stronger design and refined CTA

The second email featured a witty, branded tone and bold design upgrades. We focused the call to action on “complete my order” to push buyers forward in their journey while replacing product suggestions with reviews for added social proof.

Collector-focused storytelling

The final reminder leaned into Super7’s collector identity. We gamified engagement by asking customers to share their “collector style” and reinforced urgency through the value and exclusivity of their limited-edition toys.