Real-Time Marketing Report for 2016

This yearly report covers cart and browse recovery results for Calendar Year 2016. (Previous yearly report for 2015, Previous monthly report for Q4 2016.)

Over the whole of 2016, our average client doing cart and browse abandonment made £107K extra sales for each £1M of turnover (34% more than cart abandonment emails alone).

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

Version in GBP (£)


Key observations:

  1. Our Abandon Recovery emails remain highly successful after 3 years.  
  2. Cart abandonment rate fell marginally, by about 1% year-on-year. This shows that marketers are continuing to bear down on the causes of abandonment by optimizing their checkout procedures. As in our 2015 report, 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, and presumably sending abandonment emails to shoppers who have not abandoned. 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.


This Year Figures


Sales uplift

10.69% (7.97% from cart recovery plus 2.73% 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

58.79% by number

Number of abandoned carts/total number of carts.

Proportion of revenue from browse recovery


Browse recovery revenue / cart+browse recovery revenue (for clients doing both)

Average return from a single cart recovery email

£16.94 ($21.31)

Cart recovery emails.

Average return from a single browse recovery email

£6.10 ($7.67)

Browse recovery emails (more of these are sent than cart recovery emails).

Copyright © Fresh Relevance. You are welcome to reuse this data on public Websites, provided it is attributed prominently with a link to this page as follows: Data from Fresh Relevance Ltd.

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