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What is the impact of multiple abandon cart emails?

Chart of the Day: Transaction rates are higher among customers who receive multiple abandon cart emails

One of the first things you learn when you begin email marketing, is that email frequency is vital to your campaign. And abandon cart emails are no exception.

Transaction rates are higher among customers who receive multiple abandon cart emails

Experian Marketing Services (EMS), analysed over half a million abandon cart emails sent by several brands in July 2016.

EMS found that those customers who received multiple emails (4.6%) doubled their transaction rate. Compared with those who received the one email (1.9%).

Transaction rates are defined as the overall percentage of transactions as related to delivered messages (transactions/received) over the time period.

EMS also looked at the brands business rules and found that those subscribers who had a 24 hour suppression rule and who received two or more abandon cart emails within 7 days, had double the transaction rate per customer. Compared to those subscribers who had a 2 week or more suppression rule and only received one email.

This demonstrates how important it is to A/B test your email campaigns continually - not just when you create them.

By Kim Greenop-Gadsby

I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I’m just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I’m not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.

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