BizSugar.com › Online Marketing › Remarketing Emails — Like or Loathe?

When we first launched our remarketing service in 2009, Randy Stross wrote a piece about email remarketing in The New York Times suggesting that while remarketing might be a great idea for ecommerce websites, it’s not a great idea for consumers. He likened emails following up on abandoned shopping carts to a salesman chasing you down the street if you didn’t buy from his store.

There are major differences, of course. We’ve long argued that remarketing emails, when done well, not only drive conversions but also build brand trust. They can deliver great service and provide customers with the confidence to return to buy—either online, by phone or in store. If Randy was right and customers universally resented the intrusion, then these emails wouldn’t work.