Remarketing or retargeting in email marketing

As technology advances, new (or not so new) marketing strategies emerge and adapt to the new digital tools. This frenetic pace often means that there is no time to consolidate standards or to agree on ways of working, best practices or terminology.
In the case of the email remarketing or retargeting (depending on the source) we find the use of "recycled" terms. That is, the name has been taken from previously existing strategies.

The common point of these strategies (both remarketing and retargeting), which we believe generates so much confusion, is that the objective they pursue: lead to conversion of users who have shown initial interest but have dropped out of the process. In principle we could differentiate them in this way:
–          El retargeting seeks to capture user interest through their browsing behaviour and to redirect marketing actions by focusing them on that interest.
–          El remarketing remarketing tries to sell again to the user a product that at first did not convince him or her or for some other reason he or she did not buy. The key to traditional remarketing is to offer the product again with an element that makes it more attractive: a discount, an improvement in quality, advantages in other purchases...
When we talk about remarketing in email marketing we refer to the recovery of users interested in a certain product or service who have not finalised the purchase or contract at first. This is achieved by sending them a email with a reminder, optionally with a promotion or an offer. We can also carry out retargeting in email marketingThis would be the referrers or the actions of cross-selling. To summarise, we could say that in remarketing we contact the user to make them complete the purchase of a product and in retargeting we take advantage of the information about their interests to make their behaviour on the website profitable.
Remarketing and retargeting strategies have proven to have high conversion rates. that make them very interesting for ecommerces. Investment in these channels tends to have a very high ROI and is therefore one of the options to be taken into account in the sales strategy.