Real-Time Marketing Report for Q4 2017

This quarterly report covers Email and Web Personalization plus Cart and Browse Recovery results for Q4 2017: Oct-Dec. (Previous report for Q3 2017.)

In Q4 2017, our average client doing personalization made £34K extra sales for each £1M of turnover. They are mostly doing very simple personalization, so there is a lot more potential.

And our average client doing Cart and Browse abandonment made £116K extra sales for each £1M of turnover (28.19% 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. This is the first quarter that we’ve reported on personalization, which shows a 3.42% sales uplift. This reflects lightweight personalization, e.g. product recommendations “plugged in” to places such as emails and product pages. This is easy to do – you can add them in minutes with no need to involve your IT department.
  2. We provide lots more personalization options, including sophisticated content rules, but these are currently being used tactically where there’s an obvious need (such as showing GDPR re-subscribe popups), rather than strategically. So there’s a huge upside for brands doing more personalization.
  3. The Cart Abandon rate of our clients continues to fall, reaching 55.77%, about 10% below its peak value in 2014. This is despite the move from desktop to mobile, which I expected to cause impulsive behavior by shoppers and more abandoning. I think the fall is a tribute to marketers making their checkout process simpler and clearer.
  4. The effectiveness of Cart and Browse Abandon Recovery emails has also been slowly improving recently, and is now about 11.6%, despite slightly less of these emails being needed. This is down to a combination of better design and better technology – for example, real-time personalization and better identification rates. We have confidence in these figures because the “holdout” numbers that we see when an average client pauses their recovery emails are much lower.
  5. The usual warnings apply. 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 Quarter Figures

Notes

Sales Uplift from Lightweight Personalization

3.42%

Extra sales attributed to Fresh Relevance compared to normal sales

Sales Uplift from Recovery Emails

11.57% (8.31% from Cart Recovery plus 3.26% if Browse Recovery is done too.)

Extra sales attributed to Fresh Relevance compared to normal sales

Proportion of Carts Abandoned

55.77% by number

Number of abandoned carts/total number of carts

Proportion of revenue from Browse Recovery

28.19%

Browse Recovery revenue/Cart and Browse Recovery revenue (for clients doing both)

Average (median) return from a single Cart Recovery Email

£11.75 ($16.29)

Cart Recovery emails

Average (median) return from a single Browse Recovery Email

£2.23  ($3.09)

Browse Recovery emails (more of these are sent than Cart Recovery Emails)

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