How To Improve Conversion Funnels with Email Remarketing

Ongoing conversion optimization is crucial to the ongoing success of any website that is intended to generate sales or leads. Increasing the conversion rate of a conversion funnel by even a small percentage can deliver big results for an online business. However, even after testing with advanced A/B and multivariate testing tools, there will always be a large percentage of users that abandon your shopping cart or conversion funnel. It can be very frustrating to see a significant portion of users come so close, but ultimately abandon a purchase or form submission.

Luckily, there are tools that can be used to reengage the users who almost triggered that next sale or conversion.

One of the most effective methods for bringing abandons back to your site is email remarketing.

Email remarketing is the process of sending automated emails to users who leave your website without converting and bringing them back to complete what they had started, take some other action, or simply keep them engaged with your business. According to a recent report from SeeWhy’s Conversion Academy, 71% of ecommerce shoppers abandon their carts. The report continues to state that roughly 8% of those abandons will return to the website to complete the sale. However, by implementing automated email remarketing, the conversion rate among abandons can be increased to a percentage as high as 26%.

But why do users abandon their shopping carts in the first place? 

Typically, the majority of users abandon their carts for reasons related to price or because they simply were not ready to buy yet.

Shopping cart abandonment chart

By utilizing email remarketing, you can bring users back to their shopping carts when they are ready to buy and offer them discounts and incentives, like free shipping, to address their price concerns. A Pro Flowers email, for example, offers a 10% discount for users who come back and finish their order:

Proflowers discount

Advantages of email remarketing

Trigger-based delivery - A primary advantage of email remarketing is its ability to send emails when users are more likely to open and become engaged with them. When a user abandons their shopping cart or a form submission, this triggers an automated email campaign to be delivered. The email can be set to be delivered hours or days from the point of time in which the user abandoned.

By automatically sending each email at times that are relative to each unique user’s point of abandonment, marketers can significantly increase open, click, and conversion rates.

This approach is far more effective than a typical email-blast, which is sent to all of your subscribers at once.

Email remarketing can be used in a series - With most email remarketing services like SeeWhy or Listrak, marketers have the ability to automate a sequence of three to four emails that are sent to users after they abandon a shopping cart or form submission. This gives marketers multiple opportunities to address a range of concerns that prevent users from completing a purchase or lead generation form.

Automatic email address capture - In order to remarket to users who abandon shopping carts of lead generation forms, email remarketing services can use javascript to instantly capture a user’s email address upon typing it into a entry field. The user does not need to submit the form or complete the purchase transaction for the address to be captured. This technique can greatly increase your volume of email marketing recipients and potential sales.

Email content is more relevant - Email remarketing allows you to set different triggers for different actions that users take on your site. This allows you to send highly relevant content to users based upon the service or product that they previously expressed interest in. Email remarketing can also be synchronized with your product database so that you can dynamically display the exact products that users had in their cart into the email campaign that is sent to them. The Pro Flowers example above, for example, dynamically inserts the "one dozen long stemmed roses" into the email's body copy. This reminds the user of the product that added to their cart and increases the email's relevance.

Not just for ecommerce websites

While email remarketing is commonly referred to when discussing shopping cart abandonment for an ecommerce website, it can also be an effective tool for businesses that define their primary conversion rate as a form submission or something along those lines. Blue Fountain Media, for example uses email remarketing to highlight some of our recent website launches, press features, and services the visitor may not have been aware of.

Here is an example of our email that is sent three days after a user abandons a lead generation form:
BFM Email

With an open rate that hovers around 30%, this email keeps users engaged with Blue Fountain Media and increases awareness of our services which are not advertised as often.

Some things to remember

Before you get started with email remarketing, there are some important things you should keep in mind:

  1. 1. Do your ROI research - Email remarketing is not for every online businesses as initial setup can be costly. For businesses that do not attract high traffic volume or have a low average order value, email marketing may not yield a positive ROI. However, if your site generates a large volume of abandons to prospectively bring back to your site with email remarketing, then it can prove to be extremely profitable.
  2. 2. Update your privacy policy - It is important to inform your users of automated email campaigns that may be sent to them based upon actions they take on your site.
  3. 3. Always track your clicks - It is very important to amend links from your automated email campaigns with unique UTM tracking parameters. This will allow you to carefully monitor the conversion performance of each email and will help you determine an email sequence that is most effective at speaking to your users.

Email remarketing is one of the most effective methods for bringing abandons back to your site, but a bit of due diligence should be performed before you undertake a potentially costly campaign.

If you have any thoughts or comments about email retargeting, please let us know. Leave a message below or tweet us at @BFMweb.

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