The proportion of Internet Retailer 1000 companies that sent shopping cart recovery emails grew by 30% year-over-year in 2012, finds Listrak [download page] in its latest shopping cart abandonment study. Even so, adoption of this practice remains sparse, with less than 1 in 5 retailers tracked sending cart abandonment emails. Specifically, in 2012, 19% of the 1,000 companies sent at least one email, up from 14.6% in 2011. Much of that growth was fueled by the Second 500, with a 75.7% increase to 18.8% adoption.
The top 500 saw a more modest increase in shopping cart abandonment email adoption, up 4.8% year-over-year to 19.4%.
A December 2011 e-book from SeeWhy detailed the promise of remarketing to cart abandoners. That study found that 48% of “serial abandoners,” defined as online shoppers who abandoned a purchase more than once in the previous 28 days, will buy when remarketed.
Single Message Decreasing, but Still Dominant
The Listrak study shows that most companies are still sending a single message to re-engage shoppers. Overall, 62.4% of those sending cart abandonment messages relied on a single email, though that was down by 19.5% from 2011.
The share of retailers sending 2 messages increased by 7.6% (to 17%), while the share sending 3 messages jumped by 207%, to 20.6%.
About the Data: Listrak shopped and abandoned 99% of the 1000 companies on the Internet Retailer Top 500 and Second 500 lists. Ten sites could not be shopped ”“ including ones that required a military ID, teacher ID or other exclusive membership. If retailers had more than one brand or site, only one site was shopped. Items were added to the carts, the checkout process was started, and the carts were abandoned before the sale was completed. The same information was provided for each cart ”“ first and last name, email address, mailing address, and phone number.