Friday, September 9, 2011

The Number of Top retailers using Abandoned Basket Email has doubled

Data was collected June-July 2011, and compares research with results from RedEye’s previous Behavioural Email Benchmark Studies released in November 2010 and March 2011.

Shenley Wood, Milton Keynes, September 10, 2011 - Latest research from RedEye shows the UK’s top retailers are increasingly adopting behavioural email in their online marketing efforts. Back in November 2010, an earlier study showed only 7% of e-retailers had implemented abandoned basket email - this has now doubled to 14%.

This significant jump demonstrates more and more brands are realising the huge conversion uplift possible from using abandoned basket email. However, despite the relatively simple setup process, a massive 86% are still not using email to capture otherwise lost sales.

This new research is unveiled in RedEye’s third Behavioural Email Benchmark Study. The study looks at the use of behavioural email by over 200 online companies (across e-retail, insurance and gambling). Data was collected June-July 2011, and compares research with results from RedEye’s previous Behavioural Email Benchmark Studies released in November 2010 and March 2011.

Now there are more companies than ever using behavioural email. Back in November, on average, 35% of all the companies monitored sent some form of behavioural email. Since March, this number has reached over 50%. The retail sector is catching up in their use of behavioural email. Back in November e-retailers were lagging behind with their use of behavioural email; on average only 29% used any type of behavioural email, but this has now increased to 46%.

Not following up on abandoned baskets, or any inactivity in the buying process, is a massive missed opportunity (worth £billions).

Matthew Kelleher, Commercial Director at RedEye explains: “Behavioural email has reached a turning point, finally in 2011 more companies are utilising it than aren’t. However, there are still a huge amount of missed opportunities for marketers, particularly when it comes to using abandoned basket email. A simple, automated abandoned basket trigger is easy to setup and can produce one of the best returns on investment – but 86% of companies are yet to start using it!”

Key Findings

• Generally the use of behavioural email is steadily increasing across all sectors (e-retail, insurance, gambling).

• Gambling companies seem to be implementing the majority of triggers, with an average 70% using behavioural email across the triggers monitored. Statistically e-retailers are next in line, with an average 46% of e-retailers using behavioural email. The insurance sector is now lagging behind with an average of just 34% implementing behavioural email.

• The number of behavioural email triggers implemented within the e-retail sector has increased across all emails monitored.

• The welcome email is the most commonly used email, implemented by 90% of gambling companies and 64% of e-retailers. However, 25% of e-retailers do not even offer pre-purchase registration, meaning a welcome email cannot be sent.

• Despite a slight increase in use since March 2011, abandoned basket email is still the least used behavioural email. This is unfortunate as, based on conversion, it can be viewed as the most successful email trigger used by retail clients.

• On average, retailers receive the highest CTR (Click-Through Rate) from using behavioural email.

• Based on conversion the single most successful behavioural email trigger implemented by RedEye clients is the abandoned basket email, this is followed by the saved quote follow up email used by insurance companies.

The study researched the online email processes of the likes of,,, Thomas Cook and Halfords

Press Contact
Katie Traynier, Marketing Manager:, 01908 340 903

About RedEye
RedEye is the leader in behavioural email. RedEye has been helping online companies improve conversion since 1997, providing an integrated service of email marketing, web analytics and website usability.

In 2001 RedEye launched the first behavioural email campaign for William Hill. Behavioural email integrates web analytics with email marketing to produce highly targeted emails based on online user behaviour. Today RedEye helps hundreds of online companies improve conversion using behavioural email, achieving results such as of 750% ROI and 10% online conversion. In 2010 RedEye launched Behavioural Email onDemand, a self service solution enabling online companies to run basic behavioural email campaigns such as basket abandonment.

By integrating analytics with usability RedEye offers a unique service of Conversion Rate Optimisation. This service provides a structured process to help online companies fully analyse customer behaviour, enabling marketers to make the correct changes or implement the right strategies to improve online conversion.

RedEye previously won the NMA Award for ‘Best Use of Email’ and was shortlisted in the Econsultancy Innovation Awards for ‘Innovation in Email Marketing’.

RedEye currently has 4 European offices (London, Milton Keynes and Crewe in the UK and Dusseldorf, Germany) and has just launched its first US office in New Jersey. RedEye clients include Skype, Ford, French Connection, Haven Holidays, Hotel Chocolat, ASOS, Monarch, Butlins, HSBC and Ted Baker.

Katie Traynier
Marketing Manager
26 Shenley Pavilions
Chalkdell Drive
Shenley Wood
Milton Keynes MK5 6LB
01908 340 903

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