Abandoned Carts: Email vs SMS Statistics

Shopping cart abandonment is a challenge for any eCommerce business. Industry data suggests that the global cart abandonment rate hovers around 70%, meaning the majority of customers leave a site without completing their purchase. To combat this, businesses often use email and SMS campaigns to re-engage customers and encourage them to finalize their transactions. But which method is more effective? This article dives into the statistics and provides actionable insights for eCommerce businesses.

Understanding Cart Abandonment

Cart abandonment occurs when a shopper adds items to their cart but doesn’t complete the checkout process. Reasons for abandonment include high shipping costs, lengthy checkout processes, unexpected fees, or simply a lack of intent to purchase.

Recovering abandoned carts is essential for boosting revenue, and two popular methods for doing so are email and SMS campaigns.

Email vs. SMS: Key Statistics

Email Campaign Statistics

For a deeper dive into the cost and ROI of SMS and email, check out our article on SMS marketing vs email marketing: cost and ROI breakdown.

1. Open Rates:
   • The average open rate for cart abandonment emails is around 45%.
   • This is significantly higher than the general email open rate of 20-25%.
2. Click-Through Rates (CTR):
   • Cart recovery emails have an average CTR of 10-15%, depending on the industry.
   • Personalized emails perform even better, achieving CTRs upwards of 20%.
3. Conversion Rates:
   • Email conversions for abandoned carts average 5-10%.
4. Timing:
   • The first recovery email sent within 1 hour of abandonment generates the highest engagement. Follow-ups sent at 24 hours and 48 hours can further increase recovery rates.
5. Cost Efficiency:
   • Email campaigns are relatively low-cost, making them a scalable solution for businesses of all sizes.

SMS Campaign Statistics

If you’re curious about detailed SMS statistics, don’t miss our post on abandoned cart text message statistics.

1. Open Rates:
   • SMS messages boast an impressive open rate of 98%, with most messages being read within 3 minutes of delivery.
2. Click-Through Rates (CTR):
   • The CTR for SMS campaigns averages 19-30%, significantly higher than email.
3. Conversion Rates:
   • SMS recovery campaigns see conversion rates of 15-20%, often outperforming email.
4. Timing:
   • SMS messages are most effective when sent within 15-30 minutes of cart abandonment.
5. Cost Efficiency:
   • SMS costs more per message than email but delivers faster results with higher engagement, often justifying the expense for high-value carts.

Comparative Analysis: Email vs SMS

Reach and Accessibility

• Email: Nearly everyone with an internet connection has an email address, making email campaigns a universally accessible option. However, emails can get lost in crowded inboxes or flagged as spam.
• SMS: With smartphone penetration at an all-time high, SMS reaches customers directly. Since people check their phones frequently, SMS ensures visibility.

Personalization

• Email: Allows for detailed personalization, including product recommendations, dynamic images, and rich HTML content.
• SMS: Limited in design but excels in brevity and immediacy, ensuring the message gets straight to the point.

Customer Preferences

• Email: Preferred for less time-sensitive communication and detailed information.
• SMS: Favored for urgent updates and quick actions, such as a limited-time discount.

Compliance and Privacy

Both email and SMS require adherence to data protection regulations like GDPR and TCPA. SMS tends to feel more personal, so obtaining explicit opt-in consent is crucial.

Best Practices for Email and SMS Cart Recovery

Email Best Practices

For insights into small business SMS marketing expectations, read SMS marketing pricing for small businesses: what to expect.

1. Subject Line Optimization: Use compelling subject lines like “Don’t miss out on your items” or “Your cart is waiting.”
2. Dynamic Content: Include product images, prices, and direct links to the cart.
3. Timing: Send a series of emails: one within an hour, a follow-up at 24 hours, and a final nudge after 48 hours.
4. Incentives: Offer discounts or free shipping to encourage purchases.

SMS Best Practices

1. Keep It Short: Use concise messages like, “You left items in your cart. Complete your purchase now and get 10% off: [link].”
2. Timing: Send the SMS within 30 minutes of abandonment.
3. Add Urgency: Phrases like “Hurry, items in your cart are selling fast!” can drive faster action.
4. Include a CTA: Ensure every SMS has a clear link to the cart or checkout page.

Combining Email and SMS for Maximum Impact

Wondering which method works better? Explore our comparison of text messages vs emails: which is more effective.

The best cart recovery strategies leverage both email and SMS. Here’s how:

1. Initial Engagement:
   • Send an SMS within 15 minutes of abandonment to catch the customer’s attention.
   • Follow up with a detailed email after 1 hour.
2. Follow-Up Strategy:
   • Use email for a second reminder at 24 hours.
   • Send a final SMS with a discount or urgency message after 48 hours.
3. Segmentation:
   • Segment audiences based on preferences. Some customers may respond better to SMS, while others prefer email.
4. Testing and Optimization:
   • A/B test subject lines, SMS copy, and incentives to identify what resonates with your audience.