Revenue per email sent
Average recovered cart
Total revenue recovered
Conversion rate per email
All Earth Mineral Cosmetics sells natural, eco-friendly beauty products online. Mineral makeup that’s kind to skin and kind to the environment. A commitment to sustainability and ethical beauty.
Simon Charlton runs the business as Web Designer and E-comm Mineral Cosmetics specialist. In the beauty world, customers research ingredients. They compare products. They care about what goes on their skin.
That means considered purchases. Carts get abandoned while people think, compare, research more.
The question wasn’t whether to recover carts—it was how to do it effectively.
All Earth Mineral Cosmetics faced the challenges that specialty beauty brands know too well:
High abandoned cart rates
Customers adding natural cosmetics to cart, then disappearing before checkout.
Educated, thoughtful buyers
People buying eco-friendly, mineral-based products aren’t impulse shoppers. They research. They compare. They think.
Manual follow-up impossible
With hundreds of abandoned carts, there was no way to manually reach everyone.
Need for efficiency
Email had to work. Every message needed to count.
Simon initially just hoped customers would come back to their carts without any encouragement. But it wasn’t happening. They needed automated cart recovery to help turn browsers into buyers.
All Earth Mineral Cosmetics installed Retainful and things started moving.
The setup was straightforward. The automation kicked in immediately.
“Thanks to Retainful, we’ve been able to capture over £4000 worth of abandoned carts, which is incredible.”
— Simon Charlton, Web Designer at E-comm Mineral Cosmetics
With the right automation, Simon discovered Retainful’s abandoned cart recovery capabilities.
Retainful’s automation ran efficiently:
Cart recovery emails triggered automatically
When someone abandoned, the email went out. No manual work required.
Targeted, relevant messaging
Emails spoke to eco-conscious beauty buyers, not generic shoppers.
Simple setup, ongoing results
Once configured, the system kept working in the background.
“The email automation flow builder has been one of the best features to really drill down on when and how we communicate with potential customers.”
— Simon Charlton
All Earth Mineral Cosmetics’ automation has been running since implementation. Here’s what the numbers show:
96 abandoned carts recovered
Carts that would’ve disappeared—brought back to completion.
$7,394 in recovered revenue
That’s $77 per recovered cart on average. Natural cosmetics purchases that were walking away, now converted to sales.
$10.89 revenue per email sent
Every single email—whether it converted or not—averaged nearly $11 back to the business. That’s efficiency.
14.1% email-to-conversion rate
Of all the recovery emails sent, 14 in 100 resulted in a completed purchase.
679 emails sent total
Low volume, high impact. Not spam—strategic, targeted recovery.
The efficiency is what stands out. This wasn’t about blasting thousands of emails. This was about sending the right emails to the right people at the right time.
“Thanks to Retainful, we’ve been able to capture over £4000 worth of abandoned carts, which is incredible.”
— Simon Charlton
All Earth Mineral Cosmetics understood their customer.
Eco-conscious beauty buyers care about ingredients. They care about ethics. They care about sustainability. A generic “you forgot something” email wasn’t going to work.
Here’s what runs on autopilot:
When someone abandons a cart → Targeted recovery email sent.
When timing is right → Follow-up sequences trigger based on behavior.
When messaging resonates → Conversions happen without manual intervention.
All of it happening while Simon focuses on running the business, sourcing ethical products, and serving customers who care about clean beauty.
The automation flow builder let them dial in exactly when and how to communicate. Not too much. Not too little. Just right.
“The email automation flow builder has been one of the best features to really drill down on when and how we communicate with potential customers.”
— Simon Charlton
Here’s what makes All Earth Mineral Cosmetics’ approach powerful: efficiency over volume.
They didn’t send 10,000 emails. They sent 679.
But those 679 emails were targeted. Timed right. Relevant to people who actually cared about natural, eco-friendly cosmetics.
The result? $10.89 per email sent.
Compare that to typical email marketing where you’re lucky to get $1-2 per email. This is 5-10X more efficient.
Why? Because these aren’t promotional blasts. These are recovery emails sent to people who already showed purchase intent. They added products to cart. They just needed a nudge to complete.
Every day, the system:
It’s not working harder. It’s working smarter.
The math is simple.
$7,394 recovered revenue from automated emails. The cost of running Retainful? A fraction of that.
“The cost of using Retainful against what we recover in lost carts is a no-brainer. Well worth the money!”
— Simon Charlton
Every month, the automation pays for itself many times over. Every recovered cart is pure revenue that would’ve walked away.
All Earth Mineral Cosmetics faced the same problem every thoughtful, ethical brand faces: customers who care deeply about their purchases don’t buy on impulse.
They research. They think. They abandon carts.
The difference? All Earth Mineral Cosmetics built an efficient system to win them back.
The result:
The system keeps running. Every day. Every abandoned cart. Every opportunity to convert.
All while Simon focuses on what matters: building an ethical beauty brand that customers trust.
Every month, the automation pays for itself many times over. Every recovered cart is pure revenue that would’ve walked away.
— Simon Charlton
