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Why “abandoned cart” emails can be effective

‘Remarketing’ works better than mass mailings

Why “abandoned cart” emails can be effective

If a potential online customer first says “yes”—by entering a product in the online shopping cart—and then says “no,” don’t give up. “Abandoned cart” emails have significantly higher revenue per email than promotional mailings, according to Experian Marketing Services.

Its analysis found that personalized abandoned cart emails that show the actual customer cart had 25% higher transaction rates than abandoned-cart emails that just linked back to the brand’s website. Further, personalized subject lines had 12% higher unique open rates than mailings without personalization.

Additional findings from the email remarketing best practices analysis confirm:

• Abandoned-cart emails should be delivered in a three-part series. Brands that send second abandoned-cart reminders had a 50% increase in abandoned-cart revenue compared to just their first abandoned-cart mailing. Those sending three mailings saw a 56% increase in revenue compared to just sending the initial abandoned-cart email.

• Test including an offer. Including an offer in the first abandoned-cart mailing boosted transaction rates by 54%.

“Mastering email remarketing through a series of personalized content can have a real and direct impact on a brand’s bottom line,” says Peter DeNunzio, general manager for cross-channel marketing at Experian Marketing Services. “We’re seeing that brands that are able to ‘test and learn’ their way to personalization are particularly successful as they embrace cross-channel programs. By understanding the impact of timing, creative messaging, and personalization—and adopting a continuous improvement mindset—brands are incorporating cross-channel tactics more seamlessly in their remarketing strategies.”

John Ginovsky

John Ginovsky is a contributing editor of Banking Exchange and editor of the publication’s Tech Exchange e-newsletter. For more than two decades he’s written about the commercial banking industry, specializing in its technological side and how it relates to the actual business of banking. In addition to his weekly blogs—"Making Sense of It All"—he contributes fresh, original stories to each Tech Exchange issue based on personal interviews or exclusive contributed pieces. He previously was senior editor for Community Banker magazine (which merged into ABA Banking Journal) and for ABA Banking Journal and was managing editor and staff reporter for ABA’s Bankers News. Email him at jginovsky@sbpub.com.

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