Source: Listrak [download page]
Notes: Some 34.3% of the Internet Retailer Top 500 send shopping cart recovery emails in 2014, representing a 45.9% increase from a year earlier, according to Listrak’s latest study of the top 1000 retailers’ email tactics. Among these top 500, a plurality 47% sent only a single message, while more than one-quarter (26.3%) sent 3 or more. Among those sending a message, two-thirds sent the first within 24 hours of abandonment, including roughly one-quarter sending within one hour of abandonment. The most popular time to send the second message was within 24 hours of the first message, although those sending third and fourth emails tended to space them further apart.
About the Data: Listrak describes its methodology as follows:
“Listrak visited websites on Internet Retailer’s Top 500 and Second 500 lists. If an organization had more than one brand, only one site was shopped. Two sites in the Top 500 and seven sites in the Second 500 couldn’t be shopped and have been excluded from our data.
The same tactics were employed on each site. We noted several online factors: lightbox acquisition, sign-up incentive, preference center, ratings and reviews, product recommendations and responsive site design. If a site had a modal lightbox, we subscribed via that method. If not, we subscribed using the form or link provided in the header or footer. We created accounts where necessary.
We then added an item to the cart and began, but didn’t complete, the checkout process. We added the following information on the form: first and last name, email address, physical address and phone number. We then monitored the welcome and abandonment emails we received.”