Site References
Sources & Supporting Research
Every statistic and benchmark cited on this site is sourced from published industry research. This page documents those sources for transparency and verification.
About this bibliography. Recapturly references third-party research to contextualise the scale of the email revenue recovery opportunity for Shopify brands. All statistics are drawn from publicly available reports, peer-reviewed studies, or industry datasets published between 2023–2025. Where a specific year is cited on-site, the corresponding source publication year is noted below. Claims derived from Recapturly’s own client data are identified separately as internal benchmarks.
01
Cart Abandonment
Referenced on: Services page · Home page · About page
[1]
70% of Shopify carts are abandoned before purchase. This figure represents the average online shopping cart abandonment rate across ecommerce, consistently reported in the 69–70% range across multiple major studies.
Baymard Institute. (2025). 44 Cart Abandonment Rate Statistics. baymard.com Cited on Services page
[2]
Cart recovery emails sent within one hour of abandonment convert at 20.3%. Recovery rate declines significantly with delay — after 24 hours, conversion drops to approximately 12.2%.
Klaviyo. (2024). Email Benchmarks: Abandoned Cart Flows. klaviyo.com Cited on Services page
[3]
Single-email recovery rate: 18%. Three-email sequence rate: 29%. Multi-touch abandoned cart sequences significantly outperform single sends across average order values.
Omnisend. (2024). Email Marketing Statistics & Benchmarks for Ecommerce. omnisend.com Cited on Services page
[4]
Most Shopify brands lose 15–30% of potential revenue to abandoned carts, lapsed customers, and missed follow-ups. This range reflects the documented gap between total abandoned-session value and recovered revenue across mid-market DTC brands.
Recapturly internal benchmark, derived from Baymard Institute abandonment data cross-referenced with Klaviyo flow attribution reporting. (2024–2025). Cited on Home page
02
Email Revenue & Automated Flows
Referenced on: Services page · Home page
[5]
37% of email revenue comes from automated flows alone, despite automated messages typically accounting for only around 2% of total email volume sent.
Omnisend. (2025). Email, SMS & Push Notifications Statistics Report. omnisend.com Cited on Services page
[6]
Average open rate for abandoned cart flows: 50%+. Triggered emails responding to a specific customer action consistently outperform broadcast campaign benchmarks by 2–3×.
Klaviyo. (2024). Ecommerce Email Benchmarks by Flow Type. klaviyo.com Cited on Services page
[7]
Typical ROI on abandoned cart email sequences: 400%+. Return on investment is calculated against the cost of the Klaviyo platform and copywriting/design, not including agency fees.
Klaviyo. (2024). ROI Report: Email Automation for DTC Brands. klaviyo.com Cited on Services page
[8]
2,361% higher conversion from automated vs. manual emails. Behaviour-triggered automated flows vastly outperform manually scheduled campaigns on a per-email conversion basis.
Omnisend. (2024). Automation vs Campaign Email Performance. omnisend.com Cited on Services page
03
Customer Retention & Win-Back
Referenced on: Services page · About page
[9]
7:1 average ROI on win-back email campaigns. Re-engagement sequences targeting lapsed customers consistently deliver among the highest returns of any email flow type.
Opensend. (2025). Win-Back Email Campaign Benchmarks. opensend.com Cited on Services page
[10]
60–70% probability of selling to an existing customer, versus 5–20% for a new prospect. The conversion probability gap between existing and new customers underscores the value of retention-focused email strategy.
Marketing Metrics (Farris, Bendle, Pfeifer & Reibstein). (2010, updated 2023). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Pearson Education. Widely cited in Invesp, HubSpot, and Forbes retention analyses. Cited on Services page
[11]
Repeat customers spend 67% more than new customers. Higher average order value and purchase frequency among returning buyers makes retention email disproportionately valuable.
BIA/Kelsey & Bain & Company, cited in Harvard Business Review. (2014, frequently cited through 2024). The Value of Keeping the Right Customers. hbr.org Cited on Services page
[12]
5× cheaper to re-engage an existing customer than acquire a new one. Customer acquisition costs across paid social and search continue to rise, widening the retention cost advantage.
Invesp. (2024). Customer Acquisition vs. Retention Costs — Statistics and Trends. invespcro.com Cited on About page
[13]
Repeat customers represent 21% of a typical Shopify store’s customer base but drive 44% of total revenue. A disproportionate share of DTC revenue comes from a relatively small returning-customer segment.
Shopify data, cited in Gorgias. (2023). 37 Shopify Statistics for Merchants. gorgias.com Cited on Services page
04
Browse Abandonment & Personalisation
Referenced on: Services page
[14]
Personalisation lifts open rates by an average of 26% on behaviour-triggered emails such as browse abandonment flows, compared to non-personalised equivalents.
Campaign Monitor. (2024). The Ultimate Guide to Personalized Email. campaignmonitor.com Cited on Services page
05
Post-Purchase & Lifetime Value
Referenced on: Services page
[15]
44% of ecommerce revenue is driven by repeat customers who represent just 21% of the customer base. Post-purchase sequences are the primary mechanism for converting one-time buyers into repeat customers.
Shopify data, cited in Gorgias. (2023). 37 Shopify Statistics for Merchants. gorgias.com Cited on Services page
06
Recapturly Client Results
Referenced on: Case Studies page · Results page
[16]
$589,200 in combined Klaviyo flow revenue across four documented client brands. Comprising $143,200 (Petal & Root), $198,400 (Fieldstone Supply Co.), $82,700 (Hazel & Hive), and $164,900 (Watershed Goods).
Recapturly internal client reporting. Klaviyo flow attribution data. (2024–2025). Full methodology available on request. View case studies → Cited on Case Studies page
[17]
Average open rate across Recapturly-managed flows: 43%. Across the four documented clients, open rates ranged from 39.8% to 46.2%, compared to an industry average of 22–24% for ecommerce email.
Recapturly internal client reporting. Benchmarked against: Klaviyo. (2024). Ecommerce Email Benchmarks. View case studies → Cited on Case Studies page
[18]
All four client flow stacks were live within 7 days of onboarding. This reflects Recapturly’s standard deployment timeline across Abandoned Cart, Browse Abandonment, Post-Purchase, and Win-Back flows.
Recapturly internal project records. (2024–2025). Cited on Case Studies page · Home page
[19]
48 hours from onboarding to first live recovery flow. Initial flow deployment (typically Abandoned Cart) occurs within 48 hours of account access being granted.
Recapturly internal project records. (2024–2025). Cited on About page
07
Industry Context & Platform Data
Referenced on: Home page · Services page
[20]
Email delivers an average ROI of £36–$42 for every £1/$1 spent, making it consistently the highest-returning digital marketing channel.
Litmus. (2025). State of Email Report. litmus.com; DMA. (2024). Email Benchmarking Report. General industry context
[21]
Shopify powers over 4.6 million online stores globally. Referenced as context for the scale of the DTC ecommerce opportunity Recapturly serves.
Shopify. (2025). About Shopify: Platform Statistics. shopify.com General industry context