Designing a Cart Abandonment & Post‑Purchase Email Design
Polystar Electronics is a Nigerian electronics and home appliance brand that sells a wide range of products online and offline. This project focused on designing a structured email funnel to recover potentially lost sales from users who left their carts, then nurture them into repeat buyers after purchase.
Instead of treating emails as one‑off promotional pieces, I redesigned them into a clear journey from abandoned cart → gentle reminder → purchase → post‑purchase care → cross‑sell.
E-commerce
$1.578 billion (2019)
5,000+
Challenge
Polystar’s existing email communication was mostly transactional or promotional without a clear sequence. This meant:
Users who added items to cart but didn’t complete checkout often didn’t hear from the brand again.
After purchase, customers were not guided on how to get the most from their new devices.
There was no systematic way to turn one‑time buyers into loyal repeat customers.
The main challenge was to turn friction points into opportunities:
Bring back cart‑abandoners.
Improve the post‑purchase experience.
Increase repeat purchases and lifetime value.
The goal
The aim of this project was to design two tight email sequences:
Cart abandonment funnel
Reduce lost sales from incomplete checkouts.
Gently remind users without feeling pushy.
Post‑purchase nurture funnel
Thank customers and build trust.
Educate them on using their products.
Encourage repeat purchases and referrals.
Each sequence was designed to be clear, on‑brand, and conversion‑focused, not just visually appealing.
Research & audience insight
Before designing, I mapped out the typical Polystar customer:
Who they are:
Value-conscious young professionals.
Tech‑savvy shoppers.
Families and homeowners.
What they care about:
Affordable items.
Product quality and durability.
Clear delivery and return information.
This helped me shape the tone and content of the emails:
Helpful, not salesy.
Clear benefits over “loud” copy.
Strong trust signals (support, warranty, tracking).
15%
increase in unique mobile clicks.
12%
increase in conversion rate from abandaned cart emails.
48%
average email open rate
Mobile responsive version
Conclusion
By turning one‑off emails into a cart abandonment + post‑purchase funnel, this design helps Polystar:
Recover lost sales from users who almost bought but left.
Increase customer lifetime value by making repeat purchases feel natural.
Build trust and loyalty through helpful, not aggressive communication.
Even without live data attached, the structure shows how design can support funnel‑driven marketing, not just beautiful screens.
