One of the easiest ways to save an online sale is to send a reminder to a shopper who has abandoned a cart when there is still merchandise in the cart waiting to be checked out. Yet barely 10% of the Internet Retailer Top 500 online retailers give shoppers the chance to retrieve an abandoned shopping cart, according to a test by e‑mail marketing company Listrak. At 398 of the Internet Retailer Top 500, Listrak researchers registered with an e‑mail address, put an item into a cart and left the site. Only 42 sites sent a reminder, and only 11 sent the reminder within 24 hours. However, researchers were unable to shop and abandon carts at 102 sites because the sites either required a credit card number to put items in a shopping cart or did not require an e‑mail sign-in, meaning abandoning a cart could not trigger an abandonment e‑mail. "Not asking for an e‑mail address before asking for a credit card number limits an e‑retailer`s ability to maximize their reach-back opportunities and contributes to missed ROI potential," says Ross Kramer, CEO of Listrak. Other data that Listrak reported:
- Only 36% of e‑retailers sent personalized messages using the shopper`s first and last name despite all of them having collected this data. 60% of retailers that offered an incentive in their abandonment e‑mail personalized the message.
- 10 e‑mails out of 42 linked directly to the shopping cart (23.81%)
- 19 of 42 offered an incentive (45.23%)
- Average time to send reminder was 75.1 hours. Four speedy sites sent it within an hour. 17 retailers took more than 72 hours to send the e‑mail. Some e‑retailers took more than two weeks.
Listrak says it is not clear why more e‑retailers are not using automated cart abandonment e‑mails or personalization. "It may be that many e‑retailers, even among the Top 500, still consider that automated cart abandonment e‑mail messages or automated marketing conversations are too difficult or too costly to set up and manage, or because their infrastructure doesn`t support it," Kramer says. "This is largely no longer the case." Source: Research conducted by Listrak, as cited on August 14, 2009 online report by Internet Retailer. Website: www.internetretailer.com.