Guide · Ultineo E-commerce
Bringing buyers back: offers, messages and reminders
This guide is for a merchant who has had first orders in a new country and wants each buyer's second order, and the order that stopped at payment. A discount given to everyone, with no end date, never shows whether it was worth giving. You will decide on the offer first, the message second and the measure third: every offer gets a limit and a figure to read.
Checked against the product in November 2026
Three decisions, in this order
- The offer, with its limits
What the buyer gets, who can use it, where and until when. An offer without limits is a lower price, and you cannot tell what it brought.
- The message, where buyers look
The top of the shop, a product card, an email to people who agreed to receive it. A message describes an offer that exists; it does not create one.
- The measure, chosen beforehand
One figure and one date, written down before the offer starts. Afterwards, compare what the offer gave away with what it sold.
1. Define the offer and its limits
Write the offer in one sentence before you open any tool: who it is for, what it gives, on which products, in which country, between which dates. Each of these words is a limit you can measure against.
Then write down what you expect: the number of orders, or returning buyers, that would make it worth repeating. Without that figure, every result looks like a success.
Example. A tea shop opened a third country in spring. Its sentence: buyers of that country get 10% off tea accessories, for two weeks, with one code. The merchant expects 25 orders.
In Ultineo. In Vouchers, click "Add a voucher" and enter a Name. Set the "Discount type", Percentage or "Fixed amount", and its Value, then a "Start date" and an "End date", a Scope, "Entire shop" or "Selected category", and optionally the Country where the voucher is valid. Leave "Code (optional)" empty to apply the offer automatically, without a code. The voucher is not used on orders yet: on the "All vouchers" tab, click Detail on its row, then Activate and Confirm.
2. Say it where buyers look
A message for the whole shop goes at the top of every page; a message about some products goes on their cards. Say what the buyer gets, and until when.
Announce only what the checkout will accept: check the dates, the products and the country of the offer behind the message, and take it down the day the offer ends.
Example. The tea shop writes one sentence for the top of its shop: the products, the code and the last day. It puts one word on the cards of its twelve accessories, and removes both on the last evening.
In Ultineo. In Callouts, on the "Top banner" tab, click Edit on the Messages card and type up to six messages: the banner scrolls through them, one after another. Its Status, on the "Top banner" card, decides whether it shows. On the Labels tab, click "Add a label", choose its Type, Badge, Tag or Note, enter the word in Label and choose the products that wear it. A message and the discount it describes are two different settings: a saving label does not create a discount by itself.
3. Remind the buyer who stopped at payment, once
A buyer who reached the payment step and left has told you more than any visitor: the products, the amount, often an email address. One reminder is a service; a series becomes pressure.
Decide how long you wait, and whether the reminder carries an offer. A discount in every reminder can teach regular buyers to leave their cart and wait for it: start without one, then read the result.
Example. A running gear shop sends its reminder after three hours, with no code. In one month, 40 reminders go out and 6 of those carts become orders. The merchant changes nothing.
In Ultineo. In Carts, on the Settings tab, click Edit on the "Abandoned cart reminder" card and set Reminder to Activated. Choose the wait in "Send after", from "1 hour" to "24 hours", then "No voucher", "An existing voucher" or "A new code for each email" in "Voucher in the email", and click Save. The reminder goes out once per cart, only for carts left within the last two days, and never twice in the same week to the same address.
4. Build a list of people who agreed to hear from you
Write again only to buyers who said yes. Keep, for each one, what they accepted, when and where, and keep the list by country. When someone asks you to stop, stop, and record the date.
Which consent you need, and for which message, the cart reminder included, depends on the countries you sell in. This guide gives no legal advice on privacy or marketing: ask a qualified adviser before your first mailing.
Example. The tea shop has 310 subscribers, 85 of them in its new country. It prepares its announcement for those 85 only, exports their file and sends the message with its own mailing tool.
In Ultineo. In Newsletter, on the Settings tab, click Edit on the "Consent at registration" card and set "Newsletter opt-in forms" to On: your account creation form then offers a newsletter box, never ticked in advance. On the Campaigns tab, click "Add a campaign", enter a Name and choose the Recipients, "All subscribers" or the subscribers of one market, each with the number of subscribers who can be reached today. A campaign is saved as a draft, and your workspace does not send it yet: on the Export tab, click "Export subscribers", then "Download the file", and import the file into your mailing tool.
5. Give regular buyers a membership level
A code rewards one order. A level rewards a habit: it has a name, and it says what it gives, how a buyer gets it and how long it lasts. A level the buyer cannot explain in one sentence will not bring them back.
Choose the way in before the name: a buyer pays to join, or you grant the level yourself by a published rule, such as a number of orders in a year. Keep the levels few, and count what each benefit costs you.
Example. A coffee bean shop creates one level. Buyers join for a yearly price and get a discount on every order for twelve months. The rule fits in two sentences.
In Ultineo. In Membership, click Configure on the Program card: choose a Status, Draft or Activated, enter the Name of the programme and, under "Paid membership", the SKU of the paid offer sold at checkout and the "Duration (days)". On the levels tab, click "Add a level" to give a level its Name, its "Discount (%)" and, if you like, its Benefits. Each member holds one level at a time and gets that level's discount and benefits in your shop.
6. Measure what came back, then decide
On the date you set, read the figure you chose in the first step, then what the offer gave away and what the orders that used it sold. An offer used mostly by buyers who would have ordered anyway is a cost, not a return.
Then decide in writing: repeat the offer, change one limit, or stop. Change one thing at a time, or the next reading will tell you nothing.
Example. The tea shop reads its two weeks: 31 orders with the code, from 27 buyers, and 140 euros of discount for 1,480 euros of sales. It counts 19 returning buyers, against 11 in the two weeks before. The merchant repeats the offer in autumn.
In Ultineo. On the Performance tab of the voucher, you see its Redemptions, its "Distinct customers", the "Total discount" granted and the "Total sales" it generated. In Carts, on the Settings tab, the "Abandoned cart reminder" card shows the "Reminders sent in the last 30 days" and the "Carts finalized after a reminder". In Statistics, on the "Key figures" card, the Returning count under Buyers shows the buyers who had already bought before the period.
Checklist
Before your next offer
- 1. Write the offer in one sentence
Who it is for, what it gives, on which products, in which country, between which dates.
- 2. Write down the figure you expect
The number of orders or returning buyers that makes the offer worth repeating, and the day you will read it.
- 3. Check the message against the offer
Same dates, same products, same country; plan the day the message comes down.
- 4. Send one reminder
One email per abandoned cart, after a wait you chose and, at first, without a discount.
- 5. Write only to those who agreed
Keep what each subscriber accepted and when, and ask a qualified adviser which consent your countries require.
- 6. Read, then decide
Compare the discount given with the sales it brought, then repeat the offer, change one limit or stop.
Go further
Bring buyers back with Ultineo E-commerce
Send your application: our team reviews each one before an account is opened.
Questions
No. An order carries a single promo code, which is shown as Voucher on the order. A percentage discount applies to the articles, never to the delivery.
Yes. Open the voucher and, in its Scope card, click Edit: under "Where the offer applies", choose "Entire shop", "A product" or "A category", then Save. An offer on a category also covers everything filed under it, subcategories included. When you create a voucher, you can also choose the Country where it is valid.
One. The reminder is one email, with a link that puts the cart back in place; it goes out once per cart, and a buyer who has ordered since gets nothing.
No. A campaign is saved as a draft: your workspace does not send it yet. Export your subscribers on the Export tab of Newsletter and send the message with your own mailing tool; an unsubscribed customer is never in the file.
Yes. Open the voucher and click Suspend: your customers can no longer use it. Suspending does not delete the voucher; click Activate to offer it again.
No. The customer record keeps the points balance from earlier activity, and its current view offers no way to earn, spend or withdraw points. A membership level gives its members a discount and benefits.