Subject: It's in your basket, and it's almost gone . . .
Do you see what we see?
Anthropologie made some interesting decisions with a cart abandonment email program we recently received. This email was triggered 24 hours post abandoning a cart on their website, but didn’t provide a direct way for the user to return to the site. There was no call to action other than a tiny bit of copy that prompts the user to sign into their account.
They made it easy to return to specific product pages for items that were left behind, but we found it strange that there was not direct path back to cart. This creates a situation where a user on a new device (different than the one they abandoned on) would have to re-add items to their cart in order to transact.
We did enjoy what appear to be catalog level top seller recommendations at the bottom of the email, but also felt like some of the typographic decisions made in the creative leave the design feeling unbalanced.