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.

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