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RESEARCH, ANALYSIS & TRENDS

Cart abandonment notifications

work for retailers

Cart abandonment emails are
one way for retailers to get their
message in front of consumers
and get them to act, states eMar-
keter in one of its recent reports.

Presenting data from SaleCycle’s
‘The Remarketing Report – Q3 2015’, eMarketer re-
veals that when retailers send email notifications about
abandoned carts, they have a whopping 40.5% open
rate.

Some research suggests that when people abandon
shopping carts, it’s because they just don’t want to buy,
Interestingly, this result is about twice as high as what but high open and click-to-purchase rates for abandon-
was reported for general retail emails in North America ment emails suggest many do plan to complete their
on the Experian Marketing Services network in Q2. conversion, and can be spurred to do so with a push
message.
Click rates for cart abandonment emails were also sig-
nificantly higher and the click-to-purchase rate reached According to Bizrate, for instance, 18% of digital shop-
28.7% compared to 2.5% reported by Experian. pers in North America who browse a retailer's site in-

tend to buy, but end up not making a purchase, aban-
doning their shopping cart. In the UK, according to Roy-
al Mail Group, almost all digital buyers abandon their
shopping carts at least sometimes, and 26% of women
and 16% of men do so frequently.

Perhaps frustratingly for retailers, the top reason, ac-
cording to Market Track, is that shoppers simply decide
they don't want the item all that much. That's what 28%
of US digital buyers said their primary reason was for
not buying something in their cart, followed by 27%
who wanted to do more research.

Shopping cart abandonment obviously is a fact of life
for online retailers. Bizrate's research found that saving
Listrak reported as well that people of all stages still use items to buy later was still a factor in so-called aban-
and act on email, revealing that conversion rates were doned shopping carts, and that many people could be
high, and average revenue per email was $2.61, com- easily prodded into pushing the buy button with a pro-
pared to more than $8 reported by SaleCycle. That was motional email, or even just a reminder. Retailers have
a higher ROI than any other type of email examined by options when it comes to bringing back cart-
Listrak other than back-in-stock notifications. abandoners, including retargeting with display and
email, eMarketer concludes.◊ By MediaBUZZ
30 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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