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This monthly report covers cart and browse recovery results for December 2014. In December 2014, our average client doing cart and browse abandonment made £109K extra sales for each £1M of turnover (29% more than cart abandonment emails alone). This infographic shows cart abandonment levels and the results from sending cart and browse abandonment emails – both summary numbers and broken down by market sector.


Unbranded versions in different currencies: US Dollars, Euros, Pounds


Key observations:

  1. Sales uplift from real-time email marketing is slightly down at 10.93%, but this seems to be just randomness.
  2. Cart abandonment rates have fallen again and are flat across the year
  3. This monthly report is the last in the series, because we now have figures for an entire year and there doesn’t seem to be any significant pattern. The figures very from month-to-month, but this looks like just “noise”. Real-time marketing seems to work almost equally well whatever the date. So in future I’m going to produce these reports less often, possibly every 3 months, and switch resources to other types of analysis. Let me know by email if you’d like anything specific.
  4. The usual warnings apply. There is a lot of variation in sales uplift across our clients even in the same sector – everyone is making money, but not equally so. And, as with all such data, there is room for error in these figures. The recorded results could be too high, because some customers were going to buy anyway even if we didn’t send recovery emails, or too low because some were reminded by the emails but bought in a way that we couldn’t measure. We do our best, but nothing is 100% accurate.
Statistic This Month Figures Notes
Sales uplift 10.93% (7.79% from cart recovery plus 3.14% if browse recovery is done too. Extra sales attributed to Triggered Messaging, compared to normal sales.
Sample Size Over 1 billion page views From a representative sample of Triggered Messaging clients worldwide.
Proportion of Carts Abandoned 58.49% by number Number of abandoned carts/total number of carts.
Average Order Value of recovered purchase as opposed to regular purchases 43% Higher for a recovered purchase Cart recovery emails.
Proportion of revenue from browse recovery 28.7% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
 Average return from a single cart recovery email  $27.87 (£18.38)  Cart recovery emails.
 Average return from a single browse recovery email  $4.43 (£2.92)  Browse recovery emails (more of these are sent than cart recovery emails).

Source: Triggered Messaging; Posted by: Pete Austin; Date: January 6, 2015