Real-Time Marketing Report for June 2014

Key observations:

1. Is there a “pause” in rising cart abandonment rates? Cart abandonment numbers have been rising forever, but the latest figures from Triggered Messaging show them as unchanged for the last 5/6 months. This is just a bit of fun at this stage – it’s only a few months, not 17 years like the famous Global Warming pause – but it will be fascinating to see whether rates continue climbing.
2. Sales uplift from real-time email marketing is 12.24% (8.76% from cart recovery plus 3.48% if browse recovery is done too). It’s about the same as recent months.
3. I’m repeating an earlier Identification and Real-Time Cart Abandonment chart, because it won’t have changed much. The identification rate is of all visitors to an eCommerce site, whether or not they use product or cart pages. There is a lot of variabilty between clients and data is confidential, so this chart just shows the trend line.
4. The usual warnings apply. There is a lot of variation in sales uplift across our clients – 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. NB: as with all these reports, I exclude outliers who get more than 20% sales uplift from real-time marketing (we occasionally see over 100% for clients who sell small numbers of high-priced products!), so the results reflect typical companies.

Source: Triggered Messaging: Posted on July 2, 2014 by Pete Austin