Real-Time Marketing Report for November 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 October-November 2013. (Previous report for October 2013, Next report for December 2013)

Statistic November 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 62.12% by number
74.01% by value
Click Through Rate on recovery emails 14.20% By campaign. Cart recovery emails.
Purchase Rate after click-through 42.15% Cart recovery emails.
Average Order Value of recovered purchase as opposed to regular purchases 50.0% Higher for a recovered purchase Cart recovery emails.
Proportion of revenue from browse recovery 20.20% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email £17.70 Cart recovery emails.
Average return from a single browse recovery email £0.92 Browse recovery emails (more of these are sent than cart recovery emails).
Sales uplift 11.97% (9.55% from cart recovery plus 2.42% 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 11.97% this month (9.55% from cart recovery plus 2.42% if browse recovery is done too).
  2. This cart recovery figure is up by about 1.33% compared to last month, which is significant. My theory is that cart recovery emails give better results at peak times and we're in the run-up to Black Friday and Christmas. (Black Friday week itself is in the next set of figures, labelled December 2013)
  3. Browse recovery figures are down from last month. I think this is random, because the sample size is much smaller for browse recovery data.
  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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