Remarketing to customers who abandon their shopping carts
 Remarketing customers - sending an email to those prospects who decided not to buy the products they'd put in their shopping cart - can be an effective way of generating income. Research from Cheetahmail suggests that each message you send to a customer who doesn't but right there and then can be worth more than three dollars. Compared to the cents that unsolicited email generates that is a huge potential income.
The remarketing funnel. Click on the image for a larger version.
Prospects who might have purchased are - simply - worth more money. But you need to get to them quickly - ideally within 2 or 3 days. And you need to think about what you include in your message.
Personalised messages and images of the product they decided not to purchase (just yet) can all improve response rates. Yet to avoid falling foul of any regulation relating to data protection and marketing you may also need to provide some element of "operational message."
When I started out in eCommerce in the mid-90s walking the prospect through the buying cycle right up to the point of purchase (and then beyond) was essential. I'm surprised that companies still aren't fully engaging with their prospects and losing opportunities to earn.
My message: make sure you've got remarketing embedded into your sales cycle.
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