Research from RedEye has found 14% of e-retailers have implemented ‘abandoned basket’ emails, compared to 7% last November.
However, 86% still do not use email to chase up on abandoned baskets on online shopping sites.
The Behavioural Email Benchmark Study found that 46% of e-retailers use some form of behavioural email.
The welcome email is the most commonly used email, implemented by 90% of gambling companies and 64% of e-retailers. However, 25% of e-retailers do not even offer pre-purchase registration, meaning a welcome email cannot be sent.
Matthew Kelleher, commercial director at RedEye, said: “Behavioural email has reached a turning point, finally in 2011 more companies are utilising it than aren’t. However, there are still a huge amount of missed opportunities for marketers, particularly when it comes to using abandoned basket email. A simple, automated abandoned basket trigger is easy to setup and can produce one of the best returns on investment – but 86% of companies are yet to start using it!”