Remarketing in email marketing: recover abandoned carts

In a previous article we talked about the reasons for abandonment of the purchasing process and we pointed to a key point in common to all abandoned trolleys, whatever the reason for abandonment: the user's interest in the products listed. This interest is the key to the effectiveness of remarketing strategies. The interaction and conversion obtained by remarketing emails is clearly superior to emails with offers, newsletters, etc. And this is because we are targeting recipients who have already shown their interest, so that the content is much more personalised and therefore more attractive.
In cases where there has been an interruption in the purchasing process a simple email reminder can bring the user back to this process and recover the purchase. Sometimes this simple reminder is enough to draw the customer back in, but sometimes it is necessary to encouraging return. We saw that one of the main obstacles reported by users is shipping costs, so a good incentive would be to offer free shipping to complete the process. Discounts or advantages on future purchases can also be offered.
The key, as always, to the success of these mailing actions is to our ability to capture user behaviour and focus our efforts on making our communication as timely and relevant to him as possible.