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BizReport : Email Marketing : January 20, 2010

Study: Send email to reengage cart abandoners

If you want to re-engage consumers who abandon shopping carts email may be the answer. That according to a new study from CheetahMail, a subsidiary of Experian. Researchers found that retargeting cart abandoners via email was a goodway to re-engage these shoppers.

by Kristina Knight

experian.gifResearchers found that sending an email to consumers after a cart was abandoned increased open and click through rates, but with one proviso: don't make the consumer an offer. That's right, no offer. The report shows that after a shopping cart is abandoned consumers who received an email but no offer opened the emails at a rate of 15% and clicked through at a rate of 12%. Meanwhile emails with offers obtained open rates of 11% and click throughs of 7%.

And those all-important transaction rates? Emails with no incentives showed a transaction rate of nearly 3% while emails sent with incentives received transaction rates of 1.8%.

So, with no offer what should the email message contain? Experian researchers found that emails with abandoned product information increased email open, click through and transaction rates.

A McAffee study in 2009 found that about two-thirds of shopping cart abandoners do return to the stores they abandoned. Many believe they return after more research or window shopping, but until now most research has shown that retargeted display ads were the way to go. While this study doesn't touch on display ads gives marketers one more approach to try to convert shoppers.

The Cheetahmail study analyzed information from 58 email clients from August 2008 through July 2009.

Tags: Cheetahmail, email click through, email marketing, email open rates, retargeted email, shopping cart abandoners

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