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.

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.

• Source: Q3 2016 Email Benchmark Report
• Sample Size: Half a million abandon cart emails sent by several brands in July
• Recommended Resource: Email Marketing Toolkit