Real-Time Marketing Report for 2014

This yearly report covers cart and browse recovery results for 2014. (Next report for Q1 2015.)

In 2014, our average client doing cart and browse abandonment made £115K extra sales for each £1M of turnover (30% more than cart abandonment emails alone).

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

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

 

Key observations:

  1. Sales uplift from real-time email marketing fluctuated across the year, with no real trend, remaining  at 11.5%. This is very good ROI.
  2. Cart abandonment rates fell slightly. This is not the received wisdom from some others in the industry, who report rising figures. I think the difference 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 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.
  3. 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 Year Average Figures Notes
Sales uplift 11.5% (8.0% from cart recovery plus 3.5% if browse recovery is done too. Extra sales attributed to Fresh Relevance, compared to normal sales.
Sample Size Over 10 billion page views From a representative sample of Fresh Relevance clients worldwide.
Proportion of Carts Abandoned 63.85% by number on average (falling from about 65% to about 61%)  Number of abandoned carts/total number of carts.
Proportion of revenue from browse recovery 30.0% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email £15.04 ($22.79) Cart recovery emails.
Average return from a single browse recovery email £2.93 ($4.44) Browse recovery emails (more of these are sent than cart recovery emails).

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01/12/2015 Industry Report