Only about 15% of e-retailers send follow-up emails to consumers who abandon their online shopping carts, finds marketing firm Listrak; sending three follow-up emails is ideal because 50% of revenue generated results from second and third emails
November 8, 2011
– In a study conducted by marketing firm Listrak, only 14.6% of the Top 1000 Internet retailers sent emails to customers who had abandoned their shopping carts before purchase, with 18.7% of the Top 500 retailers and 10.7% of the Second 500 retailers sending follow-up emails, according to Internet Retailer on Nov. 8.
Ross Kramer, the CEO of Listrak, recommends that Internet retailers send three follow-up emails to each customer, as the last two messages generate roughly 50% of the revenue produced by these follow-up email programs.
According to Internet Retail, Listrak further recommends that companies have prescribed list of markdowns to include the follow-up email so as to limit discounts while still enticing customers. Kramer recommends that Internet retailers offer a 5% discount in the second email, and a 10% discount in the final email reminder.
The primary source for this article is Internet Retailer, Chicago, Illinois, on Nov. 8, 2011.