Retailers sending cart abandonment emails may want to check the trigger rules they use, according to a recent study [download page] from Experian Marketing Services (EMS). In analyzing more than half a million abandon cart emails sent by brands in July, EMS found that customers receiving multiple emails (4.6%) had more than double the transaction rate of those who received a single email (1.9%).
Likewise, those receiving multiple browse emails had more than double the transaction rate of those receiving a single browse email (0.5% and 0.2%, respectively).
In the analysis, 10% of the recipients of the abandon cart campaigns received multiple emails, and these customers generated 18% of the total transactions for the campaigns. Moreover, roughly 1 in 10 of multi-email recipients had multiple transactions, compared to 6.9% of those who received only a single email.
The analysis suggests that retailers use shorter suppression times before sending their second abandon cart email. In analyzing one brand’s activity, EMS found that when comparing the same campaign with different suppression times, the rule that had only a 24-hour suppression before sending the second email performed better than the rule that suppressed subscribers for 2 weeks after the first abandon cart message had been sent.
Both abandoned cart and browse abandon emails have much higher open, click, and click-to-open rates than business-as-usual emails, according to a Yesmail analysis of triggered email benchmarks in 2015. As with the EMS data showing higher transaction rates for those receiving abandon cart emails, though, the Yesmail data indicates that email engagement rates are higher for cart abandonment than browse abandon emails.
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