October 5, 2006, 12:00 AM

After shoppers abandon carts, Draper’s and Damon’s e-mail brings ‘em back

Women’s apparel e-retailer Draper’s & Damon’s got tired of customers leaving their partially filled shopping carts strewn about its e-aisles. In response, it implemented an e-mail-driven remarketing program that generated a click-through rate of 38%.


Women’s apparel e-retailer Draper’s & Damon’s was getting tired of customers leaving their partially filled shopping carts strewn about its e-aisles. In response, it decided to implement a remarketing program designed to reach out to customers who abandoned shopping carts and attempt to bring them back to the web store and purchase those, or other, products. At the center of the remarketing program: e-mail. So far, the program has generated an open rate of 81% and a click-through rate of 38%, e-commerce manager Kathy McNeill says.

“E-mail is a huge component of our remarketing program,” McNeill says. “When a customer browses our web site and abandons a shopping cart, our analytics and other technology tools gauge the data from that visit and then trigger an e-mail that’s sent to those individual shoppers. For remarketing to be successful, it is essential to have the right data tools, such as web analytics, and the right delivery tools, such as e-mail.”

Draper’s & Damon’s, whose web site is DrapersandDamons.com, uses web analytics and e-mail delivery systems from CheetahMail, a unit of Experian, which is a subsidiary of U.K.-based GUS plc. The technology enables the e-retailer to embed tracking tags throughout the web site to identify when a customer abandons a shopping cart. Then, based on specific criteria defined by marketing staff, the e-retailer deploys four different types of e-mail offers to entice shoppers to return to the site and complete the abandoned purchase. The offers are variations on free shipping and price-cutting.

“We were leaving a lot of money on the table. And we all know that it’s much cheaper to retain a customer than it is to acquire a new one,” McNeill says. “To date our open rate for these remarketing e-mails is 80.95% with a click-through rate of 37.65%. This shows us that customers are finding the information helpful and reacting to our offers. And the average order size for these transactions is right in line with the average for all of our web site orders.”

The company would not have been able to make the leap from merely knowing its abandoned shopping cart rate to actually doing something about it and increasing conversions, McNeill concludes, without well-focused analytics and e-mail technologies.



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