News
Postal mail can play role in reactivating abandoned baskets
October 15, 2019
A Go Inspire Group study reveals marketers may want to revisit the likely dumped postal mail approach when it comes to getting consumers back to abandoned online shopping carts.
The report, according to a press release, reveals using email and postal mail reminders can double reactivation of abandoned baskets compared to email alone.
Go Inspire conducted a three-month-plus control test with a major retailer with a customer base of over 200,000. The results:
- Average order value for reactivated abandoned baskets from postal mail respondents was nearly the same as the initial reactivation emails.
- Conversion rates from the postal mail activity was 113.5% of the email activity conversion rate.
- Respondents to the postal mail were not responsive to the initial email activity thus the results of both reactivation activities in combination amounted to more than double the commercial result (measured as additional sales from retrieved baskets) of reactivation emails alone.
"This control test made it clear that hybrid mail, used in combination with regular email reactivation activities is critical to recovering abandoned baskets and distancing the competition," said Patrick Headley, Go Inspire Group CEO, in the release. "In today’s world where email is regarded as cheap compared to postal mail, it is important to provide marketers with hard objective data on postal mail and email incremental value delivery rates to help guide their decision-making process. This control test clearly shows that that marketers need to wake up to the need to optimize multiple channels to garner the best commercial result."
