Real-Time Marketing Report for December 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 November-December 2013. This includes Black Friday week, at the end of November. (Previous report for November 2013, Next report for January 2014)

Statistic December Figures Notes
Sample Size for Cart Recovery data 40 million page views (less for the browse data) From a representative sample of Fresh Relevance clients, mainly in the USA and UK.
Proportion of Carts Abandoned 56.8% by number
64.76% by value
Average Order Value of recovered purchase as opposed to regular purchases 28.5% Higher for a recovered purchase Cart recovery emails.
Proportion of revenue from browse recovery 36.63% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email £11.84 Cart recovery emails.
Average return from a single browse recovery email £2.88 Browse recovery emails (more of these are sent than cart recovery emails).
Sales uplift 10.40% (7.61% from cart recovery plus 2.79% if browse recovery is done too) Extra sales attributed to Fresh Relevance, compared to normal sales.

Key observations:

  1. Sales uplift from real-time email marketing is 10.40% this month (7.61% from cart recovery plus 2.79% if browse recovery is done too).
  2. The percentage of abandoned carts was markedly lower for some customers on Black Friday week - for example in that week, one of our customers did a month's worth of normal business and their cart abandonment rate was about 25% lower than normal. I think this is because of "panic buying", where customers make up their mind immediately. This drop in percent abandoned caused a corresponding slight drop in the sales uplift percent, which is what we report here. But because business was so much higher, in cash terms the sales uplift was much bigger too.
  3. We've stopped including click data in this report. This was quite a pain for us to produce, because a great feature of Fresh Relevance is that you continue using your own ESP for everything, which means we don't have first-hand click data for most clients. We can get click data indirectly, from campaign analytics, but this was a lot of extra work and I think purchase-based data is more accurate.
  4. The usual warnings apply. There is a lot of variation in sales uplift across our clients - 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.

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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