How Le Chameau increased email action rates by 72% with intent-led abandon basket segmentation
The Challenge
Le Chameau's basket abandonment emails treated every visitor the same. Whether someone had spent twenty minutes comparing boots and was moments away from checkout, or someone had casually added a pair of shoes during a first visit and drifted away, the email they received was identical. Same subject line, and same layout and same message.
For a premium brand where the average order value is high and the purchase journey is considered, this mattered. A visitor who was close to buying needs a different nudge than a visitor who was still making up their mind. One needs a reminder, the other needs reassurance. Sending both the same generic "you left something behind" email meant neither got what they actually needed.
Without a way to understand each abandoner's level of purchase intent, the team had no mechanism to differentiate. Klaviyo could tell them who abandoned, but it couldn't tell them why, or how close they were to converting.
The Hypothesis
By segmenting basket abandonment emails based on real-time intent data, we will increase email engagement and action rates by matching the message to the visitor's mindset at the point of abandonment.
The Le Chameau team believed that not all abandoners are equal. A high-intent visitor who drops off likely needs a simple, product-focused reminder. A medium-intent visitor who drops off likely needs persuasion. If they could tailor the content accordingly, the emails would feel more relevant and drive more action.
"Others optimise by averages; but with èƵ you can optimise by what the shopper needs now, in the moment. You’re able to tailor the message to a shopper’s mindset, and in doing so conversion rises and CAC falls. In 2025, it’s table stakes."
Aaron Smedley, Chief Digital & Marketing Officer, Le Chameau
The Closing the èƵ Gap report found there are 2.95× more visitors who are “ready to buy” than those who actually end up buying - a big gap between readiness and action. This Play shows what it looks like to close it in abandonment: carry intent into the inbox, and match the message to the shopper’s mindset.
The Solution
Le Chameau decided to enrich their existing Klaviyo abandon cart flows with real-time intent data from Made With èƵ. So instead of a single email template for all abandoned sessions, the team built two distinct paths based on the visitor's intent stage at the point of abandonment.
High intent abandoners received a product-led email. The subject line was direct: "We've saved your boots, just in case." The content dynamically pulled in the specific product they'd been evaluating, with a clear "Return to my cart" call to action. Trust signals (handcrafted quality, two-year warranty, free delivery, easy returns) reinforced confidence. The message assumed they knew what they wanted. It simply made it easy to come back.
Medium intent abandoners received a persuasion-led email. The tone shifted: "Still thinking it over? Here's what others said about..." The content led with social proof and reviews, followed by a "Read more reviews" call to action alongside the purchase prompt. Trust signals still appeared, but the emphasis was on helping them decide rather than helping them return.
The segmentation was powered entirely by Made With èƵ's real-time intent stages, layered into Klaviyo without replacing any existing infrastructure. Same flows. Smarter content.
The Impact
Without èƵ, every basket abandoner received the same generic email regardless of how close they were to purchasing or what kind of nudge they needed.
With èƵ, abandon cart emails adapted to the visitor's mindset. High-intent shoppers got product reminders. Medium-intent shoppers got social proof and persuasion.
Key Results: +13% increase in email open rates. +72% increase in email action rates.
This Play proved that segmentation doesn't stop at the website. By carrying intent data into post-visit communications, Le Chameau made their abandon cart emails feel less like a template and more like a conversation. The open rate increase suggests the segmentation improved relevance from the subject line, and the action rate increase confirms the content matched the mindset.
They're now exploring how intent-led segmentation could shape other lifecycle emails, from welcome series to re-engagement campaigns, extending the same principle across the full CRM journey.
Your abandon cart flow shouldn't treat a nearly-converted shopper and a casual browser as the same person. This Play shows how intent data turns a single automated email into a segmented conversation, one that meets each visitor where they actually are.
Want to make your email flows intent-led? Explore more about Email Segmentation with èƵ.
