Email Marketing: Reclaim abandoned shopping carts with triggered ‘remarketing’ emails

We’ve said it before, and we’ll say it again. The most significant challenge to effective email marketing is targeting recipients with relevant content, according to the MarketingSherpa 2011 Email Marketing Benchmark Report.

The most effective tactic for increasing relevance is to send triggered emails, according to the report. In fact, 70% of consumer-marketers using email reported the tactic as “very effective” and 47% of B2B email marketers agreed.

“Remarketing” emails are a type of triggered message that can be very effective. One example is an email sent after a customer abandons a shopping cart. The message lists the items left behind and encourages the customer to return and complete the purchase.