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BizReport : Email Marketing : September 29, 2016

Study: Tiggered emails key to reengaging cart abandoners

Timing is key to reengaging shoppers who have abandoned shopping carts online. That's the takeaway from new data which indicates that triggered emails sent earlier in the abandonment process show higher engagement and conversion rates than those sent later in the process.

by Kristina Knight

Those shoppers who browse by filling shopping carts online and then abandoning can be turned into converted buyers. That's the takeaway from new Barilliance data which found that triggered emails may be the key to re-engaging these lost shoppers.

Researchers with Barilliance looked at how some merchants use triggered emails in the case of cart abandoners. They found that triggered emails at specific times post-abandon can increase conversions of those carts by up to 18%. The merchants in the report sent emails after the 1 hour, 24 hour and 72 hour marks.

Some interesting findings from the report include:

• 20% conversion rates for those sending a first triggered email an hour after the cart is abandoned
• 17% conversion rate for those sending a second triggered email 1 day post-abandon
• 18% conversion rate for those sending a third triggered email 72 hours post-abandon

Comparatively, if the first triggered email is sent 1 day post-abandon, conversion rates drop to only 12%; conversion rates continue to drop if the second and third triggered emails are sent later, too.

A link to the full report can be found here.

Researchers studied more than 200 ecommerce websites in August 2016 to come to their conclusions.

Tags: abandoned shopping carts, Barilliance, ecommerce, email marketing

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