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When To Send

Results of McAfee's "Digital Window Shopping: The Long Journey to Buy" report

McAfee performed a recent study on what it refers to as “digital window shopping⁵.” Digital window shopping is similar to shopping cart abandonment except the shoppers return to the websites and complete the purchases. It analyzed over 160 million transactions and found that the average time between first visit and final purchase was 33 hours and 54 minutes. While the study isn’t tied directly to email remarketing campaigns, it provides valuable insight into the mindset of online shoppers.

An email that is sent within 24 hours of the abandoned cart reaches customers when they are still considering the purchase and it can prompt them to take immediate action to complete the sale. However, you should test the timing of the campaigns to see what works best for your audience; if possible track open times by subscriber then deploy when customers are proven most likely to open your message.