Squish Planet: Abandoned Cart Sequence Built for a Playful Brand
An abandoned cart email sequence for a sensory toy brand, built to match the playful, tactile nature of the products while driving serious revenue recovery. The sequence uses a small discount, urgency, and personality to bring customers back.
Screenshots of the live sales funnel we built for Squish Planet. Click any image to view it full-size, or use the arrows to browse.
The challenge
Squish Planet sells colorful squishy toys and sensory products (NeeDoh stress balls, Squishy Pals, fidget toys) to a market that includes parents, educators, and stress-relief seekers. The brand's abandoned cart rate was hovering around 68 percent, and the existing cart recovery email was converting at under 3 percent. The challenge was building a sequence that felt playful and on-brand (this is a toy company, not a bank) while still driving serious revenue recovery. Most abandoned cart sequences are either too aggressive (deep discounts that erode margins) or too passive (gentle reminders that get ignored).
What we built
We took a deliberate, page-by-page approach, every section had to earn its place. Here's what that looked like in practice:
- 01Built a 3-email abandoned cart sequence with escalating urgency: a playful reminder at 2 hours, a social proof email at 24 hours, and a small discount offer at 48 hours.
- 02Designed the emails with a playful, youthful aesthetic using bright pink, purple, and cream color schemes, bold typography, and cartoon-style graphics that match the tactile, fun nature of the products.
- 03Featured the exact products left in the cart (NeeDoh stress balls, Squishy Pals, fidget toys) with vibrant product photography that reminds the customer why they added them in the first place.
- 04Offered a 5% discount with the code SQUISHCLOSER in the third email, small enough to protect margins but enough to push on-the-fence customers over the line.
- 05Used prominent Add to Cart and Claim Your 5% Off buttons throughout the email to make the path back to purchase frictionless.
- 06Added a real urgency element in the final email (discount expires in 24 hours) that is genuine, not manufactured, to give customers a reason to act now.
The outcome
We launched in 2024 and have been tracking real numbers since. Here's what the funnel is doing 5 months in:
“Our old abandoned cart email was boring and converted terribly. Broadwave Digitals rebuilt the whole sequence to match our brand's personality, playful, colorful, fun, and the recovery rate more than tripled. The 5% discount in the final email was the perfect nudge without killing our margins.”
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