The abandoned basket reactivation gap
Studies estimate that e-commerce in the United Kingdom is “losing” retailers £18 billion every year in abandoned baskets.
While email triggers to reactivate these abandoned baskets are common, retailers are missing a trick by failing to add triggered postal mail reactivation to email non-respondents.
To help quantify what this missed opportunity may amount to, media-neutral Go inspire Group conducted a control test measuring conversion rates from postal mail reactivation.
The study clearly reveals that combining email and postal mail can double reactivation of abandoned baskets compared to email reactivation activity alone.
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