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Real-Time Marketing Report for Q4 2015

This quarterly report covers cart and browse recovery results for Q4 2015: Oct-Dec. (Previous report for Q3 2015, Next report for Q1 2016.)

In Q4 2015, our average client doing cart and browse abandonment made £104K extra sales for each £1M of turnover (27% more than cart abandonment emails alone).

This infographic shows cart abandonment levels and the results from sending cart and browse abandonment emails.

Real-time marketing report - Q4 2015

Unbranded versions in different currencies: US Dollars, Euros, Pounds

 

Key observations:

  1. The big picture is that Abandonment Recovery emails remain as successful as ever after 2 years, despite being used increasingly heavily, and despite some success by marketers in reducing their cart abandonment rate.  
  2. In detail, sales uplift from real-time email marketing is down about 1% year-on-year from 11.5% to 10.4%. This remains extremely good. I think this could even hide a rise, because cart abandonment is spreading into more difficult sectors where identification rates are more of a challenge and thus base figures will be lower.
  3. The cart abandonment rate fell 4% year-on-year, from 60.51% to 56.47%. This shows that marketers are successfully addressing the causes of abandonment by optimizing their checkout procedures, following several years of worsening numbers. Note that this is not the received wisdom from some others in the industry, who report higher figures. We think this discrepency is because of inaccuracies in their data. One big issue is that when a shopper starts on one device and switches to another to complete their purchase, Fresh Relevance doesn't count this as cart abandonment, and we can often detect and ignore this scenario. But some other systems mistakenly count it as abandonment followed by recovery, artificially inflating the figures for both. This technical issue matters increasingly as the number of multi-device shoppers increases.
  4. The usual warnings apply. There is a lot of variation in sales uplift across our clients even in the same sector - 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.
Statistic This Quarter Figures Notes
Sales uplift 10.43% (7.58% from cart recovery plus 2.85% if browse recovery is done too. Extra sales attributed to Fresh Relevance, compared to normal sales.
Sample Size Billions of page views From a representative sample of Fresh Relevance clients worldwide.
Proportion of Carts Abandoned 56.47% by number Number of abandoned carts/total number of carts.
Proportion of revenue from browse recovery 27.0% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email £34.32 ($50.00) Cart recovery emails.
Average return from a single browse recovery email £5.56($7.94) Browse recovery emails (more of these are sent than cart recovery emails).

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