Real-Time Marketing Report for October 2013

This is a monthly report by Triggered Messaging, to provide statistics on the effectiveness of real-time marketing. This report covers cart and browse recovery over a 30-day period in September-October 2013. (Previous report for September 2013, Next report for November 2013)

Statistic October Figures Notes
Number of page views 9.5 million From a representative sample of Triggered Messaging clients, mainly in the USA and UK.
Proportion of Carts Abandoned 60.95% by number
67.92% by value
 
Click Through Rate on recovery emails 14.46% By campaign. Cart recovery emails.
Purchase Rate after click-through 41.70% Cart recovery emails.
Average Order Value of recovered purchase as opposed to regular purchases 43.0% Higher for a recovered purchase Cart recovery emails.
Proportion of revenue from browse recovery 36.7% Browse recovery revenue / cart+browse recovery revenue (for clients doing both)
Average return from a single cart recovery email £11.85 Cart recovery emails.
Average return from a single browse recovery email £2.08 Browse recovery emails (more of these are sent than cart recovery emails).
Sales uplift 13.0% (8.22% from cart recovery plus 4.78% if browse recovery is done too) Extra sales attributed to Triggered Messaging, compared to normal sales.

Key observations:

  1. Triggered Messaging has automated the production of most of these figures. Clients can see their data in Reports|Home and Reports|Campaigns, and compare how well they are doing against the average.
  2. I've switched to reporting the sample size as page views, instead of customers, because that figure is easily available and it saves time.
  3. 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 © Triggered Messaging. 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 Triggered Messaging Ltd.

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Posted in Resources on October 29, 2013 at 12:49 by Pete Austin  |  Permalink  | 
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Pete,

Great post and pretty compelling stats around cart recovery. I am wondering if you would have any click stats around browse recovery? When I was at Sears and had almost 35 browse recovery emails, my CTR was all over the board, but of course, I never did anything in realtime.

Andrew

Hi Andrew,

We don’t collect CTR figures for browse recovery emails, but it sounds a great idea so I’ll see if we can add them soon. Meanwhile, I can estimate the CTR and Purchase rate figures for browse recovery emails, based on the relative return per email, assuming everything is proportionally less than the corresponding cart abandonment figures.

Estimated Browse Recovery Figures:
Click Through Rate = 6.1%
Purchase Rate after Click-Through = 17.5%

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