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BizReport : Email Marketing : December 09, 2016

When sending abandoned-cart email, don't stop at one

When sending out abandoned-cart emails, don't just stop at one, says Experian following its latest email benchmark report.

by Helen Leggatt

Consumers do not like to be bombarded with emails, but when it comes to reeling back in those consumers who have abandoned online shopping carts, Experian's latest report found that multiple emails do work best.

According to Experian Cross-Channel Marketing's Q3 2016 Email Benchmark Report, consumers that receive multiple abandoned-cart emails were found to be 2.4 times more likely to complete a transaction than consumers who only received one.

Furthermore, customers who received more than one abandoned-cart email had a multiple transaction rate 44% higher than those who didn't.

"It's important to bring these customers back into the loop, particularly during the holiday season," said Spencer Kollas, vice president of global deliverability for Experian's Cross-Channel Marketing. "In order to find the happy medium between burdensome and effective email messaging, marketers need to take a customer's past behavior into account. By testing various suppression strategies, marketers can find the optimal cadence for email communication."

Experian's report mirrors the recent findings of Barilliance. In their research, Barilliance found multiple triggered emails sent at specific intervals after cart-abandonment can increase conversion. The best converting email campaigns consist of three triggered emails sent out at intervals of within 1 hour, 24 hours and 72 hours after cart abandonment, said Barilliance, resulting in:

- 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.

Tags: cart abandonment, ecommerce, email marketing, research, triggered email

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