Introduction
Email re-marketing, also known as email retargeting, is a digital marketing strategy that targets users who have previously interacted with your website, app, or brand but have not completed a desired action, such as making a purchase, signing up, or subscribing.
It leverages behavioral data to deliver personalized, timely, and relevant email messages that guide prospects back into the conversion funnel.
In e-commerce, SaaS, and service-based businesses, email re-marketing has been shown to significantly increase conversions and reduce cart abandonment.
1. How Email Re-Marketing Works
- Identify Target Audience
- Visitors who added products to a cart but didn’t purchase
- Users who visited specific pages or downloaded resources
- Subscribers who haven’t engaged recently
- Segment Users
- Segment based on behavior, interest, or engagement level
- Example segments: “Abandoned cart,” “Browsed but didn’t buy,” “Previous buyers”
- Create Personalized Email Content
- Product or service recommendations based on browsing history
- Incentives such as discounts, free trials, or limited-time offers
- Reminder emails for incomplete actions
- Automate the Campaign
- Use marketing automation tools (Mailchimp, Klaviyo, HubSpot)
- Trigger emails based on specific user actions
- Measure and Optimize
- Track open rates, click-through rates (CTR), conversion rates, and revenue per email
- A/B test subject lines, email copy, visuals, and CTAs
2. Key Types of Email Re-Marketing
Abandoned Cart Emails
- Target users who added products to the cart but did not complete checkout
- Include product images, pricing, incentives, and CTA to return
Browse Abandonment Emails
- Target visitors who browsed specific products or categories but didn’t add anything to the cart
- Suggest similar or complementary products
Post-Purchase Re-Marketing
- Target customers after a purchase with cross-sell, upsell, or repeat-buy suggestions
- Build loyalty and increase customer lifetime value
Re-Engagement Campaigns
- Target inactive subscribers or customers who haven’t engaged recently
- Include reminders, special offers, or surveys to reignite interest
3. Benefits of Email Re-Marketing
- Recover Lost Sales
- Abandoned cart emails alone recover up to 10–30% of lost revenue in e-commerce.
- Increase Customer Lifetime Value
- Post-purchase and re-engagement campaigns encourage repeat purchases.
- Cost-Effective
- Re-marketing emails cost much less than paid ads while achieving high ROI.
- Personalized Customer Experience
- Shows that the brand understands the user’s interests and needs.
- Improves Engagement Metrics
- Higher open and click-through rates compared to general newsletters.
4. Best Practices for Email Re-Marketing
- Segment Users Intelligently
- Use behavioral and demographic data for relevant targeting.
- Personalize the Content
- Use names, past browsing history, and recommended products.
- Create Compelling Subject Lines
- Examples: “You left something behind!” or “Still thinking about this?”
- Use Timely Triggers
- Send abandoned cart emails within 24 hours for maximum effectiveness.
- Incorporate Incentives Wisely
- Discounts, free shipping, or limited-time offers can motivate conversions.
- Optimize for Mobile
- Over 50% of emails are opened on mobile devices; ensure responsive design.
- Test and Analyze Continuously
- Use A/B testing for subject lines, CTAs, and content layouts
- Monitor metrics like CTR, conversion rate, and revenue per email
5. Tools and Technologies
- Marketing Automation: Mailchimp, Klaviyo, HubSpot, ActiveCampaign
- E-commerce Integration: Shopify, WooCommerce, Magento
- Analytics: Google Analytics, email platform dashboards
- AI Personalization: Predictive recommendations and dynamic content
6. Example Workflow of an Email Re-Marketing Campaign
- Customer visits website → adds product to cart → leaves without buying.
- 1 hour later → first email: reminder of abandoned cart.
- 24 hours later → second email: includes a small discount or free shipping offer.
- 3–5 days later → final email: urgency-based message (“Last chance to claim your item!”).
- Monitor responses → retarget with follow-up campaigns if no conversion.
Result:
- Recovers a portion of abandoned sales
- Encourages higher engagement and repeat purchases
7. Metrics to Measure Success
| Metric | Why It Matters |
|---|---|
| Open Rate | Indicates effectiveness of subject line and timing |
| Click-Through Rate (CTR) | Shows how engaging the email content is |
| Conversion Rate | Tracks the ultimate goal: sales or sign-ups |
| Revenue per Email | Measures ROI of re-marketing campaigns |
| Bounce & Unsubscribe Rates | Helps maintain healthy email list quality |
Conclusion
Email re-marketing is a highly effective strategy to re-engage users who have shown interest but have not converted. When executed with segmentation, personalization, and automation, it can:
- Recover lost revenue
- Boost customer loyalty and lifetime value
- Provide measurable ROI at a low cost
Businesses that integrate email re-marketing into their marketing strategy gain a competitive edge by turning lost opportunities into conversions.
Here’s a detailed case-study and commentary guide on email re-marketing, showing how real-world brands use it to recover lost sales, engage users, and boost conversions.
Case Studies
Case Study 1: Amazon – Abandoned Cart Recovery
Type: E-commerce / Abandoned cart email
Scenario:
A user added items to their cart but left without purchasing.
What Amazon Did:
- Sent a personalized abandoned cart email within a few hours.
- Included product images, pricing, and a “Buy Now” CTA.
- Added social proof (ratings & reviews) and reminders about stock availability.
Outcome:
- Significant recovery of abandoned carts
- High click-through rate and conversion rate
Expert Comment:
“Amazon demonstrates the power of immediate, personalized follow-ups in recovering potential lost revenue.”
Case Study 2: Airbnb – Post-Visit Re-Engagement
Type: Travel / Post-trip email
Scenario:
Customers completed their stay but had not planned a return trip.
What Airbnb Did:
- Sent a follow-up email thanking the customer, asking for reviews, and suggesting similar destinations.
- Included personalized recommendations based on past bookings.
Outcome:
- Increased repeat bookings
- Generated authentic user reviews, enhancing social proof
Expert Comment:
“Post-trip emails turn one-time guests into loyal customers while building credibility through reviews.”
Case Study 3: Shopify Merchants – Browse Abandonment
Type: E-commerce / Browse abandonment
Scenario:
Visitors browsed products without adding them to the cart.
What Shopify Merchants Did:
- Implemented browse abandonment emails showing the products users viewed.
- Suggested complementary items or limited-time discounts.
Outcome:
- Improved engagement metrics
- Increased conversion rates from hesitant browsers
Expert Comment:
“Even users who don’t add items to carts can be converted through targeted, behavior-based re-marketing.”
Case Study 4: Expedia – Timed Incentives
Type: Travel / Abandoned booking
Scenario:
Users began booking flights or hotels but didn’t complete the transaction.
What Expedia Did:
- Sent email reminders with limited-time incentives (“Book within 24 hours for 10% off”).
- Highlighted urgency and availability.
Outcome:
- Boosted completed bookings
- Increased revenue per campaign
Expert Comment:
“Expedia shows how combining behavioral triggers with timely incentives can significantly increase conversion.”
Case Study 5: Netflix – Re-Engaging Inactive Users
Type: SaaS / Re-engagement
Scenario:
Users had inactive accounts for months.
What Netflix Did:
- Sent personalized emails recommending trending shows based on past viewing history.
- Offered reminders of content recently added.
Outcome:
- Reactivated dormant users
- Increased subscription engagement and retention
Expert Comment:
“SaaS platforms can use re-marketing to retain users and reduce churn, turning inactivity into renewed engagement.”
Key Observations Across Case Studies
- Timely emails drive higher conversions – immediate follow-ups are more effective.
- Personalization increases relevance – behavior-based content resonates more than generic messaging.
- Incentives and urgency boost engagement – limited-time offers or reminders accelerate decisions.
- Post-action re-marketing strengthens loyalty – thank-you emails and recommendations build repeat business.
- Integration with analytics is critical – tracking engagement helps optimize campaigns continuously.
Conclusion
Email re-marketing is a powerful tool for businesses across industries, from e-commerce and travel to SaaS platforms. By leveraging personalization, behavior tracking, and timely follow-ups, brands can:
- Recover lost revenue from abandoned carts or incomplete actions
- Increase customer retention and lifetime value
- Encourage advocacy and generate social proof
Expert Takeaway:
“The brands that excel in email re-marketing combine timing, personalization, and incentives to convert potential drop-offs into loyal customers.”