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From Cart Abandonment To Conversion: The Role Of Email Retargeting In Ecommerce

An empty shopping cart in a dark parking lot, abandoned by a customer.

After working so hard on online marketing and spending a lot of money on ads to get people to your site, it can be frustrating to see that most abandon their carts and leave. It’s even more vexing when you see the stats of how many people do this. 

So now, you may wonder why they would even go to your site and not buy anything. After all, they had already decided which items to get from your store, but they stopped just a click away from purchasing. 

All these are wasted opportunities, but there are ways to attract these people back to your site to complete the purchase or checkout process. That’s where email retargeting comes in. 

To learn how exactly it works and how you can use it, continue reading for a quick breakdown of how to use email retargeting to turn cart abandonment into conversions. 

Personalized reminder 

New email alert on laptop, communication connection message to global letters in the workplace.

According to Point Dot marketing, email retargeting can convert potential customers who have abandoned shopping carts in your online store. It can allow you to re-engage with them, let them remember their abandoned carts, and even provide small incentives to encourage them get back to their carts and buy your products. 

To put it simply, email retargeting is a way to get in touch with people who abandoned their cart or clicked away from your website without completing a purchase. And one of the common ways to do this is to send abandoning customers an email containing a personalized reminder. 

For example, you can send email reminders to customers who include items in their cart but still need to complete their transaction. It should include information about the items in their cart, some attractive visuals, and a call to action to persuade them to return to your site and finish what they’ve started. 

Incentives and offers 

Personalized reminders are not always enough to get customers to complete their shopping on your site. Sometimes, people abandon their carts for reasons like unexpected expenses or simply changing their minds. 

To entice customers back to their carts, you can include exclusive incentives or offers in your retargeting emails. These include discounts, free shipping, or other perks to create urgency and add value to the purchase. 

Of course, you need to use these incentives wisely. If you offer too many discounts, customers may start to expect them and be less likely to purchase without them. Additionally, some people may exploit your incentives by creating multiple accounts or using fake information. 

Using incentives strategically can increase the chances of converting abandoned cart customers and improve your sales. 

Cross-selling and upselling 

Cross-selling and upselling are two great ways to increase your sales. When you offer customers related or complementary products, you can increase their order value and the chances they’ll buy more from you. 

Even if a customer abandons their cart, you can still use that opportunity to cross-sell and upsell. Just send them a retargeted email with suggestions for related products. This is a great way to boost your sales and improve your profits. 

One natural way to do this is to showcase complementary products to the items your customers chose in your email retargeting messages. You can increase your order value and conversion rate by suggesting relevant products based on the items in your customers’ abandoned carts. 

By suggesting additional products based on their abandoned cart, you can increase customers’ likelihood of buying more from you. This is a great way to increase sales and improve your bottom line. 

Personalized recommendations 

Personalized recommendations are also a great way to take advantage of email retargeting. These recommendations are often generated using customer data and browsing history, so they’re more likely to be relevant to the customer’s interests. 

Together with the complementary items you want to upsell, you can include personalized recommendations in retargeting emails. By showing customers these items they’re most likely to be interested in, you can increase the likelihood of conversion and enhance the overall shopping experience. 

Abandoned cart recovery workflow and behavior-based triggers 

As your customer base grows, so does the number of people who abandon their carts. You can remedy this by implementing an automated abandoned cart recovery workflow. This workflow will ensure that retargeting emails are sent promptly after abandonment. 

Marketing automation tools can help you set up a series of personalized emails that are sent at strategic intervals. These emails progressively increase the incentives and urgency to get the customer to complete their purchase. 

Also, you can further improve the process by sending email retargeting messages using customer behavior triggers. These triggers can significantly enhance the effectiveness of email retargeting. 

For example, you could send a retargeting email when a customer revisits the website after abandoning their cart or when specific items from their cart are back in stock. This can create a sense of urgency and prompt them to go through the checkout process. 

There are many marketing automation tools that you can use to accomplish all of this. All you need to do is select the one that works best for you. 

A/B testing and optimization 

With marketing tools and automation, you can now explore advanced marketing techniques like A/B testing—also called split or bucket testing. A/B testing is a great way to improve your email retargeting campaigns by sending different emails with different information and content. 

With this test or marketing technique, you can try different subject lines, content variations, and call-to-action buttons to know which combinations work best, which can result in an optimized retargeting email. 

Cart recovery analytics and tracking 

Of course, to know if your tests are effective, you need to be able to measure their results precisely. You can do this by implementing robust analytics and tracking systems. These systems can help you measure the efficacy of your email retargeting campaigns and messages. 

Analytics can provide you with information such as open rates, click-through rates, conversion rates, and revenue generated. These metrics can help you figure out which messages are driving your customers and leads who abandoned their carts to act and finish their shopping on your site. You can also gain insights into customer behavior and optimize your retargeting strategies for better outcomes. 

Segmentation and targeting 

Thanks to analytics and automation, you can get more information about your customers and leads. This information can help you improve the effectiveness of email retargeting by segmenting and targeting your customers. 

Segmentation is the process of dividing and separating your customers into sets or groups based on their behavior, demographics, or purchase history. This allows you to tailor your retargeting emails to address specific customer preferences and needs. Meanwhile, targeting is the process of sending your retargeting emails to the right people at the right time. 

Together with personalization, you can increase the relevance of retargeting emails and make them more likely to be opened and read. This can lead to better and higher conversion rates and increased sales. 

Post-purchase follow-up 

Email retargeting doesn’t stop after a customer makes a purchase. You can still send them follow-up emails to gain valuable information and even make more money. 

A personalized post-purchase email can help solidify the customer’s satisfaction and encourage them to make repeat purchases. You can also ask for feedback or reviews, which can contribute to long-term customer loyalty and engagement. 

You can also take advantage of the follow-up survey to ask why the customer abandoned their cart in the first place. Understanding why customers do that can help you identify pain points and improve your website or checkout process. This information can also be used to tailor your retargeting efforts to address customer concerns and increase conversion rates. 

Social proof and reviews 

Once you get feedback and reviews from your customers, you can use them as social proof. Social proof is the idea that people are more likely to do something if they see that others are doing it. This is especially true in online shopping, where people can’t physically see or touch the products they buy. 

There are many ways to use social proof in ecommerce. You can post reviews and testimonials on your website, share them on social media, and even include them in your retargeting emails. 

Including social proof elements in your marketing and email retargeting can help build trust and credibility with potential customers. Positive feedback from other customers can alleviate any concerns, increasing the chances of checking out in your website. 


Cart abandonment can be a very frustrating challenge for businesses, but email retargeting is a valuable solution against it. It can help you re-engage with potential customers who have failed to make a purchase after choosing the items they would like to have. 

With email retargeting, you get to send email reminders to customers who have forgotten or abandoned their carts. This ‘reminder’ can fulfill a lot of things. It can ask the customer to finish their purchase, upsell, know why they abandoned their cart, improve customer satisfaction, and many more. 

By understanding how email retargeting works, businesses can effectively utilize it to turn cart abandonment into successful conversions and boost overall sales and revenue. 

Frequently asked questions 

What is email retargeting? 

Email retargeting can convert potential customers who have abandoned shopping carts in your online store. It can allow you to re-engage with them, let them remember their abandoned carts, and even provide small incentives to encourage them get back to their carts and buy your products. 

How does email retargeting work? 

When someone lands on your website, a cookie is placed on their computer. This cookie allows you to track the person’s activity on your website and send them targeted emails. For example, if a visitor views a particular product, you can send them an email about that product. 

What are the benefits of email retargeting? 

Email retargeting increases sales, get in touch with lost customers, and builds brand awareness. 

How do I set up email retargeting? 

There are a few different ways to set up email retargeting. One way is to use a third-party email retargeting service. These services help create and send email campaigns, track the results of your campaigns, and manage your email list. 

Another way to set up email retargeting is to use your own email marketing software. If you have your own email marketing software, you will need to integrate it with a third-party retargeting platform. 

What are some common mistakes to avoid with email retargeting? 

Sending too many and irrelevant emails. Another mistake is not tracking your email retargeting campaign’s results. 

How can I measure the effectiveness of email retargeting? 

There are a few different ways to measure the effectiveness of email retargeting. One way is to track the click-through rate of your emails. Another way is to track the conversion rate of your emails. You can also track the revenue generated by your email retargeting campaigns. 

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