The percentage of Internet Retailer 1000 companies sending cart abandonment emails grew by 30% in 2012, and it appears that these companies also sent their messages more rapidly post-abandonment, according to [download page] results from a Listrak study. 58.7% of the Top 500 companies who sent at least one cart abandonment email sent their first message within 24 hours of abandonment, up 14.8% from 2011. Among the Second 500 sending such emails, 75.3% did so within 24 hours, up 5.9%.
Among the IR 1000 companies that sent 2 or more emails (37.6% share of emailers), 66.5% of the Top 500 sent them within 48 hours of the first message, as did 77.2% of the Second 500. Those also represent increases from 2011, of 8% and 43.2%, respectively.
A December 2011 study from SeeWhy illustrated the impact that timing can have on remarketing emails. Using customers that made a purchase “straight through” on an e-commerce site as a reference point, SeeWhy discovered that after receiving email remarketing campaigns, those that abandon their shopping carts spend on average 55% more than those who do not abandon their shopping carts. However, the high average order value did not apply to all remarketing campaigns: real-time remarketing campaigns, where the email was sent immediately following the abandon, generated 105% more revenue than the same email sent only 24 hours later. In fact, 30% more shopping carts were recovered by real-time email, and those campaigns also had a 66% higher average order value.
Fewer Companies Use Offers in Their Emails
Other results from Listrak’s study show that fewer companies in 2012 used offers in their first remarketing message, which the researchers attribute to retailers “realizing that a simple reminder message is sometimes enough to prompt customers into action.”
Overall, 38.2% of first emails contained an offer, as did 57.7% of second and third emails. Those represent increases of 17%, 5.4%, and 7.6%, respectively.
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.