Real-Time Marketing Report for August 2013

This is a monthly report by Fresh Relevance, to provide statistics on the effectiveness of real-time marketing. This report covers cart and browse recovery over a 30-day period in July-August 2013. (Previous report for July 2013, Next report for September 2013)

Statistic July Figures Notes
Number of customers whose anonymised data was used 1.2 million From a representative sample of Fresh Relevance clients, mainly in the USA and UK.
Proportion of Carts Abandoned 61.17% by number
67.74% by value
Click Through Rate on recovery emails 13.25% By campaign. Cart recovery emails.
Purchase Rate after click-through 36.29% Cart recovery emails.
Average Order Value of recovered purchase as opposed to regular purchases 16.0% Higher for a recovered purchase Cart recovery emails.
Proportion of revenue from browse recovery 23.7% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email $7.63 Cart recovery emails.
Average return from a single browse recovery email $1.68 Browse recovery emails.
Sales uplift 15.26% (11.64% from cart and 3.62% from browse recovery) Extra sales attributed to Fresh Relevance, compared to normal sales.

Key observations:

  1. The figures are very similar to July 2013, except that the "average return from a single cart recovery email" has fallen from $10.35 to $7.64. I think this shows a change in the mix of our clients' business towards low ticket items, such as royal baby souvenirs. Will the change be temporary?
  2. The average sales uplift of 15.26% is very pleasing and - because Fresh Relevance's fees are deliberately low - the average profitability of our clients has increased by significantly more than this.
  3. There is a huge variation in sales uplift across our clients. Everyone is making money, but not equally so. In part it is because some clients have added browse abandonment and done work to help us identify more customers, thus boosting recovery (advice), but there are other big effects such as market sector.
  4. NB: 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.

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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08/22/2013 Industry Report