How Carter's is Using Personalization to Drive Sales

The trigger email program has proven very effective for Carter's. Email drives 10 percent of Carter's brick-and-mortar sales, 20 percent of its total web sales and 35 percent of its total web traffic. In particular, shopping cart abandonment trigger emails have been a major win for the retailer. They account for 50 percent of all the sales generated by Carter's triggered email program. The cart abandonment email that's sent one day after the event averages a 38 percent open rate and a 12 percent conversion rate. To put that into perspective, that conversion rate is a 500 percent increase vs. Carter's average campaign emails, said Langan.