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RESEARCH, ANALYSIS & TRENDS

Cart abandonment emails can overcome

consumer resistance effectively

Cart abandonment can be looked at as a key defining In the UK, according to Royal Mail Group, almost al
metric that determines business success, therefore mar- digital buyers abandon their shopping carts at least
keters are expected to spend ample to woo abandoners sometimes, and 26% of women and 16% of men do so
back. eMarketer states in one of its recent reports that frequently.
cart abandonment emails are one of the most effective
ways for retailers to get their message in front of con- Perhaps frustratingly for retailers, the top reason, ac-
sumers and get them to act. cording to Market Track, is that shoppers simply decide
they don't want the item all that much. That's what 28%
Presenting data from SaleCycle’s ‘The Remarketing of US digital buyers said their primary reason was for
Report – Q3 2015’, eMarketer reveals that when retail- not buying something in their cart, followed by 27%
ers send email notifications about abandoned carts, who wanted to do more research.
they have a whopping 40.5% open rate.
Shopping cart abandonment obviously is a fact of life
Interestingly, this result is about twice as high as what for online retailers. Bizrate's research found that saving
was reported for general retail emails in North America items to buy later was still a factor in so-called aban-
on the Experian Marketing Services network in Q2. doned shopping carts, and that many people could be
easily prodded into pushing the buy button with a pro-
Click rates for cart abandonment emails were also sig- motional email, or even just a reminder. Retailers have
nificantly higher and the click-to-purchase rate reached options when it comes to bringing back cart-
28.7% compared to 2.5% reported by Experian. abandoners, including retargeting with display and
email, eMarketer concludes.
Listrak reported as well that people of all stages still use
and act on email, revealing that conversion rates were Besides, a new market report by yStats.com revealed
high, and average revenue per email was $2.61, com- additional interesting facts, such as close to half of
pared to more than $8 reported by SaleCycle. That was online shoppers in this booming region would buy more
a higher ROI than any other type of email examined by items to qualify for free shipping or that online mer-
Listrak other than back-in-stock notifications. Some re- chants in Asia-Pacific are investing in offering faster
search suggests that when people abandon shopping and more convenient delivery options. In China, the
carts, it’s because they just don’t want to buy, but high region’s largest market, online shoppers put delivery
open and click-to-purchase rates for abandonment speed over delivery costs in a ranking of main consid-
emails suggest many do plan to complete their conver- erations when buying online. In South Korea, approxi-
sion, and can be spurred to do so with a push message. mately a quarter of online shoppers complained about
slow delivery after purchase last year, while in Vietnam
According to Bizrate, for instance, 18% of digital shop- this share was above 50%. Moreover, India ranked the
pers in North America who browse a retailer's site in- highest worldwide in terms of online shoppers willing to
tend to buy, but end up not making a purchase, aban- pay extra for faster shipping, as of early 2015.◊
doning their shopping cart. By MediaBUZZ
24 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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