Jan 14 2010
The Remarketing Report Is Available Now
Today, Experian CheetahMail released “The remarketing Report: Benchmark data and analysis on connecting web behavior to email marketing.” This white paper delves into the details of deploying emails based on website browser behaviors, and reveals some surprising results along the way.
As most of us would expect, abandoned cart messages pull higher open, click and transaction rates than standard promotional messages. However, marketers might be surprised to learn that cart abandoners respond differently to triggered emails that leverage web analytics data. A few specific notes on browsers versus abandoners include:
- Emails sent to cart abandoners (those who have placed an item in their shopping cart but have not converted) with an incentivized offer only pull $0.09 more in revenue per email than those emails that do not contain an offer.
- Meanwhile, customers that only browsed products but did not add any items to their cart (i.e. ‘browsers’) are much more likely to respond to an incentivized email offer.
This report confirms that email marketers don’t need a special remarketing offer to convert abandoners into buyers. This is a positive development for the email industry in that we don’t effectively encourage our customers to abandon their carts with the hope of receiving a discount email at the end of the process.
Another frequent question is whether or not the email call-to-action should direct traffic directly to the shopping cart, or to land on the website home page. Data from this report suggests that marketers should keep the following rules in mind:
- The quicker a customer can access their own cart and view the actual products they were interested in, the higher the returns.
- That being said, even the most basic abandon and browse emails (even those that simply link to a website home page) pull in over 31% higher transaction rates compared to bulk promotions — a number that senior management will find difficult to ignore.
Across all industries, businesses are finding opportunities to follow-up with customers based on various website browsing activities. This white paper gives marketers the vital tips they need to avoid leaving unspent money on the table. Find your strategy to “remarket” to abandoners and browsers — download the white paper now!
[...] The Remarketing Report Is Available Now | Email Responsibly [...]
[...] left full carts behind really can make a difference. Check out these two stats, pulled from the Experian CheetahMail report: Even the most basic [remarketing] emails (even those that simply link to a website home [...]