Cart Abandonment Notifications Work for Retailers - eMarketer

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Cart Abandonment Notifications Work for Retailers

Email notifications about abandoned carts have a 40.5% open rate

November 9, 2015

Cart abandonment emails are one way for retailers to get their message in front of consumers—and to get them to act.

Cart Abandonment Email Performance Metrics Worldwide, Q3 & Q4 2015

Based on Q3 2015 data from SaleCycle, when retailers send email notifications about abandoned carts, they have a whopping 40.5% open rate—about twice as high as what was reported for general retail emails in North America on the Experian Marketing Services network in Q2.

Click rates for cart abandonment emails were also significantly higher, and the click-to-purchase rate reached 28.7%—vs. 2.5% reported by Experian.

Performance Metrics for US Retail Email Campaigns, by Message Type, Q3 2015 (among Listrak clients)

Listrak reported lower open rates for US shopping cart abandonment campaigns, averaging 28.0% among its clients. Conversion rates were high, and average revenue per email was $2.61, compared to more than $8 reported by SaleCycle.

That was a higher ROI than any other type of email examined by Listrak other than back-in-stock notifications.

Some research suggests that when people abandon shopping carts, it’s because they just don’t want to buy—but high open and click-to-purchase rates for abandonment emails suggest many do plan to complete their conversion, and can be spurred to do so with a push message.

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