January 10, 2013, 11:19 AM

Targeted e-mails lure shoppers back to Lush.com

More than 30% of shoppers who abandon carts on the site return to purchase.

Amy Dusto

Associate Editor

Lead Photo

E-mails are helping beauty products seller Lush Cosmetics lure shoppers back to its web site. The retailer six months ago began sending e-mails to its North American customers via e-mail marketing vendor Listrak and more than 30% of shoppers who received an e-mail after abandoning a cart have returned to complete their purchase, says Mark Parrott, Internet marketing specialist for the retailer.

Lush’s abandoned-cart messages are a series of two e-mails, one sent three hours after a customer leaves the site without purchasing the items in her cart and another sent two days later, Parrott says.

The first e-mail, on average, causes 36.24% of recipients to return to the site and purchase; the second e-mail, 29%, he says.

The retailer has also been coaxing 10% of shoppers who hadn’t purchased in six months or more to return to its site by sending them a message that said, “We miss you!” And 8% of new customers buy items after receiving a welcome message, it says.

The retailer personalizes e-mails with shoppers’ names and the contents of their abandoned shopping carts, Parrott says. That type of customization is improving customer loyalty and driving sales, he says.

Prior to using Listrak, Lush had been sending various promotional e-mails around products, holidays and other events on its own, but tracking their success proved difficult because the platform lacked robust reporting metrics, Parrott says.

Listrak’s e-mail platform provides reporting that shows the revenue generated by each campaign, overall conversion rates and how recently and frequently customers make purchases, among other metrics, he says. “We can use these metrics to segment subscribers in future sends,” he says.

Two retailers, Vintage Tub and Bath and Batteries.com Inc., in the Internet Retailer Top 500 Guide report using Listrak for e-mail marketing. Vintage Tub and Bath is No. 409 and Batteries.com is No. 496.

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