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<p><strong>Abandoned purchase emails</strong></p>
<p>Sending emails to checkout dropouts seems like an obvious thing to do, yet previous surveys have shown that the majority of retailers are not using this tactic. </p>
<p>In our <a href="http://econsultancy.com/reports/email-census">Email Marketing Census</a> this year, we found that <strong>67% of companies are not sending emails to customers that have abandoned shopping baskets</strong>, and this represents a missed opportunity. </p>
<p>The e-Dialog survey certainly suggests this, with 46% of consumers saying that they would be more likely to complete an online transaction if they received an email reminder. </p>
<p>If a customer has added products to the basket and gone to the trouble of entering personal details then this demonstrates a <strong><strong>clear intent </strong>to purchase</strong>. By not even attempting to remind the customer, companies are missing a trick.</p>
<p><strong>Effect on offline sales</strong></p>
<p>As well as driving online sales, email can be an effective driver of
offline sales, so providing details of stores where recipients can buy
goods and take up offers can be a useful tactic. 60% of UK consumers in
the survey said they would be more likely to buy something from the
high street after receiving an email about it. </p>
<p>Having looked at a few emails from multichannel retailers, it does seem that they are <strong>not doing enough to enough to drive offline as well as online sales</strong>. </p>
<p>In emails from Comet. Next, and Office, all of which have a
significant offline presence, the emails are promoting only the option
of buying online, as in this email from Comet: </p>
<p><img alt="Comet email" height="280" src="http://farm4.static.flickr.com/3590/3597868890_5f286dc547_o.jpg" style="vertical-align: middle;" width="400" /></p>
<p>Some do it a little better though; Boots promotes its order and
collect service on its emails, while Marks and Spencer invited
customers to browse and order from its 'Easter Feast' menu online and
collect offline:</p>
<p><img alt="M&S email" height="267" src="http://farm4.static.flickr.com/3361/3597877136_abaea88ffb_o.jpg" width="400" /></p>
<p><strong>Email as a sales conversion tool</strong></p>
<p>The study also suggested that email marketing is the most effective way to drive direct sales
conversions, with 67% of UK consumers saying that an email could prompt
them to make an impulse purchase online, more than offers seen on other
websites (47%) or through social networks (11%)</p>
<p><strong>Abandoned purchase emails</strong></p>
<p>Sending emails to checkout dropouts seems like an obvious thing to do, yet previous surveys have shown that the majority of retailers are not using this tactic. </p>
<p>In our <a href="http://econsultancy.com/reports/email-census">Email Marketing Census</a> this year, we found that <strong>67% of companies are not sending emails to customers that have abandoned shopping baskets</strong>, and this represents a missed opportunity. </p>
<p>The e-Dialog survey certainly suggests this, with 46% of consumers saying that they would be more likely to complete an online transaction if they received an email reminder. </p>
<p>If a customer has added products to the basket and gone to the trouble of entering personal details then this demonstrates a <strong><strong>clear intent </strong>to purchase</strong>. By not even attempting to remind the customer, companies are missing a trick.</p>
<p><strong>Effect on offline sales</strong></p>
<p>As well as driving online sales, email can be an effective driver of
offline sales, so providing details of stores where recipients can buy
goods and take up offers can be a useful tactic. 60% of UK consumers in
the survey said they would be more likely to buy something from the
high street after receiving an email about it. </p>
<p>Having looked at a few emails from multichannel retailers, it does seem that they are <strong>not doing enough to enough to drive offline as well as online sales</strong>. </p>
<p>In emails from Comet. Next, and Office, all of which have a
significant offline presence, the emails are promoting only the option
of buying online, as in this email from Comet: </p>
<p><img style="vertical-align: middle;" src="http://farm4.static.flickr.com/3590/3597868890_5f286dc547_o.jpg" alt="Comet email" width="400" height="280" /></p>
<p>Some do it a little better though; Boots promotes its order and
collect service on its emails, while Marks and Spencer invited
customers to browse and order from its 'Easter Feast' menu online and
collect offline:</p>
<p><img src="http://farm4.static.flickr.com/3361/3597877136_abaea88ffb_o.jpg" alt="M&S email" width="400" height="267" /></p>
<p><strong>Email as a sales conversion tool</strong></p>
<p>The study also suggested that email marketing is the most effective way to drive direct sales
conversions, with 67% of UK consumers saying that an email could prompt
them to make an impulse purchase online, more than offers seen on other
websites (47%) or through social networks (11%)</p>
2009-06-05T12:00:10+01:00
5
1
html
<p><strong>Though the majority of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets, yet 46% of consumers say they would be likely to complete a purchase if they received a reminder. </strong></p>
<p>An <a href="http://econsultancy.com/directories/suppliers/e-dialog">e-Dialog</a> survey revealed the latter statistic, while our <a href="http://econsultancy.com/reports/email-census">Email Marketing Census</a> earlier this year found that 67% of companies were not employing this tactic to attempt to revive abandoned sales. </p>
<p>The email survey also revealed some useful stats about email's effectiveness as a direct marketing channel, and the potential for driving offline sales. Some highlights after the jump...</p>
<p><strong>Though the majority of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets, yet 46% of consumers say they would be likely to complete a purchase if they received a reminder. </strong></p>
<p>An <a href="http://econsultancy.com/directories/suppliers/e-dialog">e-Dialog</a> survey revealed the latter statistic, while our <a href="http://econsultancy.com/reports/email-census">Email Marketing Census</a> earlier this year found that 67% of companies were not employing this tactic to attempt to revive abandoned sales. </p>
<p>The email survey also revealed some useful stats about email's effectiveness as a direct marketing channel, and the potential for driving offline sales. Some highlights after the jump...</p>
false
3972
Retailers should be emailing checkout dropouts
false
2009-06-05T12:10:00+01:00
email-most-effective-direct-marketing-channel-survey
2009-06-05T12:11:45+01:00
2047