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14% of e-retailers use ‘abandoned basket’ emails

Research from RedEye has found 14% of e-retailers have implemented ‘abandoned basket’ emails, compared to 7% last November.

RedEye research on emails

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!”

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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