You go into a retailer's site, look around, start to fill up your shopping cart -- and then think otherwise.
How can retailer's get those consumers back? A cart recovery email program,
according to email company Silverpop.
The good news is that 40% of retailers do employ an overall cart recovery email program; with 29% planning to start one up in 2010 and 14% planning one in
2011.
Silverpop says 40% of marketers using cart recovery messages achieve a high click-through rate of greater than 20% -- almost double the general broadcast emails. Open rates can be higher
as well -- 53% of marketers using cart recovery mails can get to a 30% or better open rate -- 14% higher than regular broadcast emails.
Silverpop says the key is to remind shoppers how long
they have to complete the purchase, as well as to include some photos and information of abandoned products. It recommends adding in some customer reviews, and perhaps throwing in some other
recommendations of products.
Though many retailers have cart recovery email programs, many retailers aren't motivated enough. Sixty five percent do not offer incentives when it comes for
those initial emails that remind consumers they have abandoned their carts.