The International Spy Museum wins back 1 in 5 guests who start a booking and don't finish
The hardest work was already done
Getting a guest to the checkout page is the expensive part. Every completed booking sits on top of real investment: marketing, brand, reputation, and the decades of work that make an institution worth a guest's time and money.
By the time someone has chosen a date, selected tickets, and entered their name and email, most of that investment has paid off. All that remains is the final click.
Some guests never take it. Often they have not changed their minds. Something interrupted them, and they meant to come back. They intended to visit, and they simply did not finish.
For most institutions, that is where it ends. No record of the guest who almost booked. No sense of how many there are. No way to follow up.
Spy Museum
“Every detail of the guest experience matters to us, including the booking process. ACME gave us an easy way to win back guests without adding to our team’s workload, making the decision a no-brainer.”
Michael Kruelle, Vice President of Operations
What ACME’s Abandoned Bookings Email does
Working together, the International Spy Museum and ACME set up two campaigns that run side by side. One follows up with guests who abandon an event or admission booking. The other follows up with guests who abandon a membership.
Each configuration sends an email two hours after the guest leaves, while intent is still fresh, and each carries the museum's own branding and voice. The approach is deliberately lean: Abandoned Bookings can run longer multi-message sequences, but one well-timed email was enough to see a strong return.
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Here’s how it works
Catches the sale before it disappears.
When a guest starts a booking and leaves without paying, they are captured automatically as a lead. Nobody has to notice it, flag it, or chase it.
Picks up exactly where the guest left off.
The email references the specific date and tickets, or the membership the guest was considering, and links straight back to finish rather than dropping them on a generic homepage. The moment the guest books, the campaign stops.
Shows what it is actually worth.
A built-in dashboard reports leads captured, emails sent and opened, bookings recovered, and revenue recovered, so the museum sees its return rather than infers it.
Turning Missed Bookings Into Ticket Sales
Average Order Value
of guests who received a follow-up came back and completed their booking.
Klaviyo Bechmark
the top 10% of senders benchmarked by Klaviyo.
In just five months since launch, ACME’s Abandoned Bookings has driven meaningful incremental revenue equal to 3.67% of the museum's total ticket sales over that same period.
20.91% of guests who received a follow-up came back and completed their booking, roughly 1 out of 5, from a single email sent two hours after abandoning the cart. That is nearly three times the top 10% of senders benchmarked by Klaviyo (7.69%). For a cultural institution, that is revenue going straight back into furthering the mission.
“For a team our size, having something that works quietly in the background and brings guests back on its own is a huge advantage. ACME designed this around the way a museum like ours actually operates, so it feels seamless rather than another thing for our small team to manage.”
See what you're leaving at checkout
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