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BizReport : Email Marketing : March 16, 2011

Online retailers recover cart abandonment sales via email

Forrester research recently estimated that 1 in 7 potential customers abandon a shopping cart before completing a purchase. As a result, more online retailers are turning to email to retarget those lost sales by tempting consumers back to the store.

by Helen Leggatt

etailing group logo.gifAccording to new figures released this week by the e-tailing group, 20% of their EG100 merchants now send shopping cart abandonment emails - a 6% rise on last year.

There are numerous reasons behind shopping cart abandonment, but the end result is the same - lost revenue. It is therefore important for online retailers to try and recapture an abandoner's interest.

When a potential customer abandons their cart an online retailer knows two things - that the customer had a need and which products they were interested in. This information alone is a great springboard from which to develop a relevant and timely retargeting email.

But, are follow-up emails intrusive? Not if done properly.

"After much discussion we agreed that messaging and execution are what make these emails viable," commented e-tailing group's Lynn Pregont. "Relevant merchandising and customer service should position each communiqué as a benefit to the customer, versus snooping into their shopping bag."

listrak.jpgListrak, who recently released figures showing a decrease in email retargeting to cart abandoners (down to 32% this year from 36% in 2009), has this week revealed a tie-up with shopping cart software provider 3DCart.

The resulting shopping cart abandonment solution, which claims a 20% conversion rate after the first remarketing email, aims to make the re-engagement process easier and more effective for online retailers.

"Our partnership with 3DCart enables us to provide merchants with an automated solution that is easily integrated with the platform and provides immediate impact to the merchants' bottom line by recouping lost revenue from abandoned carts," said Ross Kramer, Listrak CEO, who is hosting a free webinar on the topic today (16 March, 2010).

"Our focus is on revenue and ROI; and this partnership enables us to provide that for 3DCart clients more easily."

Tags: cart abandonment, email marketing, shopping cart

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