March 23, 2011, 4:21 PM

Rockler Woodworking’s abandonment e-mails boost sales

The open rate for those e-mails is twice that of the retailer’s other messages.

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Rockler Woodworking and Hardware executives suspected they could drive incremental revenue by remarketing to consumers who had abandoned their shopping carts on Rockler.com.

To test that hypothesis, the retailer manually sent e-mails to customers who had left items in their cart. While the program worked, the process was time-consuming and prone to error.

Rockler turned to e-mail marketing firm BlueHornet Networks Inc. and SeeWhy, which specializes in converting visitors who abandon shopping carts, to help automate the process.

SeeWhy tracks individual visitors to the site. When one of those registered shoppers abandons his shopping cart SeeWhy alerts BlueHornet, which automatically sends a personalized e-mail to the shopper reminding him of the item he left behind.

The initial results have been promising, according to the retailer. The retailer’s first abandonment campaign has generated about 2% of the site’s total sales since its launch and consumers opened the reminder e-mails at the twice the rate of other messages from the retailer.

Rockler is No. 352 in Internet Retailer’s Top 500 Guide.

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