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Retailers to Embrace Cart and Browse Abandonment Email Programs by Year’s End

ATLANTA Jan. 26, 2011 Silverpop email marketing marketing automation

With online shoppers’ inboxes overflowing, it is not surprising that timely, relevant emails tied directly to consumer behavior deliver much higher metrics than broadcast emails. In fact 80 percent of survey respondents reported an open rate of 21 percent or higher for cart abandonment reminders while only 31 percent experienced similarly impressive results from their general broadcast emails. And even more impressive is the impact these programs have on conversion (and ultimately revenue), with 45 percent of survey responders reporting that their cart recovery emails yielded a conversion rate of 11 percent or higher— nearly four times that of their corresponding broadcast emails.

Loren McDonald

Massachusetts Institute of Technology

  • 83 percent of survey responders waited five or more hours to send the first recovery email
  • 61 percent wait more than 24 hours to send the first cart recovery email
  • 67 percent only send a single cart recovery email

The benchmark survey also indicated a high level of interest in other transaction-based messaging, such as post-purchase emails. Nearly three-quarters of survey respondents send a notification after a sale is completed, with service satisfaction surveys (50 percent) and product review requests (43 percent) popular examples. However, there is still room for growth in this area as well. Only 2 percent are sending notifications that the review has posted—missing an additional opportunity to engage with the consumer, and possibly increase revenue even further.  

"Relationships should never end after a purchase," added McDonald. "Once a customer shows their loyalty to a brand, the brand should do everything in its power to show loyalty to its customer—whether by acknowledging recent actions or offering ‘happy birthday’ and ‘purchase anniversary’ emails."

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About Silverpop

multichannel marketing nurture the United States Europe Australia silverpop.com

Media Contact:

Stacy Kirk

Manager of Corporate Communications-Silverpop

[email protected]

770-661-0633

SOURCE Silverpop

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