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BizReport : Email Marketing : February 15, 2011


Email trend: cart abandonment campaigns?

The next big trend for email marketers may be more about building a relationship than making a sale. According to a recent survey from Silverpop more than three-quarters (83%) of emailers will begin sending shopping cart abandonment emails by year's end. Why make this move? Because a cart abandonment campaign, like a retargeted ad campaign, presents consumers with items in which they have shown interest.

by Kristina Knight

silverpop.jpgLess than 20% of retailers are currently using cart abandonment campaigns. The full report can be found here.

"Inboxes are crowded, the 'noise' is louder than ever, and generic batch-and-blast emails are...less effective," said Loren McDonald, Vice President of Industry Relations with Silverpop. "Cart abandonment campaigns have seen excellent results [including] generating incremental boosts in revenue and customer loyalty."

How big a problem is shopping cart abandonment? According to SeeWhy brands or retailers who have $200 million in annual revenue may lose more than $1 million in revenue daily because of abandoned carts. Of the 20% of retailers currently employing cart abandonment campaigns, 80% say these campaigns net an open rate of at least 20%. Only about 30% of retailers report similar results from more generalized email campaigns.

Also, once the consumer has opened the message, the conversion rate shoots up. The survey found that opened cart abandonment emails have a conversion rate of 11%; that is more than four times the rate from generalized campaigns.

"Relationships should never end after a purchase," said McDonald. "The brand should do everything in its power to show loyalty to its customer."

This, in turn, may help to build the customer's loyalty to the brand.






Tags: ecommerce, email campaign, email marketing, shopping cart abandonment, shopping cart campaign, Silverpop








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