Cart abandonment emails can help brands to boost online sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2019, 2:11 PM UTC

Click-through rates improved by 38.82% after sending out cart abandonment emails.

This piece says that the overall cart abandonment rate for retail was around 85% in the first half of 2019, with abandonment rates being the highest in February of the year. But, the study found that sending a reminder email to complete the purchase reduced abandonment rates and increased online sales. 

Online sales increased at 4.43% for all sectors with the fashion sector being the highest at 6.38%, after sending out abandonment emails. Open rates for cart abandonment emails were at 38.82%, making them an effective remarketing strategy.

Cart abandonment rates were lower during promotional periods, but it rose back up after the promotional period ended in February. Grocery sites saw the lowest cart abandonment rates at 72%. DIY purchases and jewellery sites had the highest cart abandonment rates at 88.6% and 88.36% respectively.

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