Optimized shopping cart recovery emails can deliver significant incremental revenue according to new research released at the Demandware XChange ’14 conference by real-time remarketing company SeeWhy.
SeeWhy conducted A/B tests for 80 Demandware sites to measure the revenue gains generated by real-time email remarketing to shopping cart abandoners. The survey resulted in e-commerce sites averaging a 5.14 percent increase from implementing shopping cart recovery email initiatives, with sites that follow best practices yielding over 9 percent increase in overall revenues.
So what are retail companies actually doing to achieve the lift? That's a little fuzzy, but according to SeeWhy's report, some of the best practices include sending a sequence of timed, 1-to-1 email campaigns, ensuring emails are in line with a customer's status in their path to purchase, and maintaining a positive tone.
Are you remarketing to shopping cart abandoners? If so, what's your advice for making the most of the initiative?