Abandoned Cart Redesign

Inkwell’s cart flow felt generic and pushy for a calm, design-led stationery brand. I rebuilt the series around a “Desk Reset” theme with soft, confident copy and product context that helps people finish their set—no shouting, no steep discounts.

Cart emails weren’t converting: mismatched tone, one-size CTA, and no clear reason to complete the set. Mobile readability and trust cues were also light.

New hero & voice: “Add to cart (again)” with calm, chic copy

Split carts by intent: “Desk Reset” (notebook, gel pens, markers) and “On-Point” (drawing chalk, pastel highlighters)

Trust badges: FSC paper • Refillable pens • 30-day returns

Smart resend to non-clickers (24h), browse-to-cart bridge, and dynamic product blocks

Mobile-first layout, alt text, UTM tagging, seed/deliverability checks

Subject & preheader set • 3 CTA variants • Full copy & alt text • Klaviyo flows (Cart, Resend, Browse Recovery) • QA + launch notes

+24% lift in online sales during the test window

+39% CTR vs. prior cart series

–52% CPR on paid retarget by reusing the email creative

Klaviyo • Figma/Canva • Google Sheets (segment logic, test plan)

“They refreshed our abandoned cart with copy that felt calm and chic. People actually came back to finish the set. Simple changes, big difference—and zero pushiness.” — Nadia K., Head of Retention, Inkwell Studio

Email marketing • Klaviyo • Copywriting • Lifecycle • E-commerce • Stationery • Segmentation