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If you sell stuff online, you already know how valuable abandoned cart emails can be for your business. They’re a great way to reconnect with customers who add stuff to their shopping carts but leave without buying.

But research has shown that only 5% of customers who visit your site will actually add items to their cart, so how can you account for all the people who visit your store and don’t click the “add to cart” button? Those folks might be at an earlier stage of the customer journey, but they’re no less important to your business—or your bottom line.

Only 5% of customers who visit your site will actually add items to their cart.

That’s where product retargeting emails can help. They’re automated emails that send to your subscribers who view your best-selling or recently added items, but leave your site without adding anything to their cart. You can personalize them, add other content blocks just as you would with any email campaigns you create in MailChimp, and they’ll automatically remind subscribers about the item they were looking at, suggest other stuff that might spark their interest, and drive them back to your site.

Product retargeting emails generate 90x more orders per contact than regular bulk campaigns, making them an excellent complement to your abandoned cart emails. They’ll help you reach a larger audience of people who’re interested in your products and increase your chances of making a sale. And, they’re available at no cost when you connect your store to MailChimp.

Product retargeting emails generate 90x more orders per contact than regular bulk campaigns.

In this article, we’ll share some tips on creating effective product retargeting emails that drive shoppers back to your site.

Write for your goal—and your audience

The goal of your product retargeting emails is to remind shoppers about all the cool stuff they saw on your site, encourage them to return, and, hopefully, give them the extra nudge they may need to buy. As you’re writing copy for the email, not only is it important to keep things concise, relevant, and on-brand, but you also want to instill a sense of urgency—especially if you have a limited number of your newest items or best sellers in stock.

Include product recommendations

In addition to the content block that pulls in information about the last new or best-selling item a subscriber was viewing on your site, you’ll have the option to include a product recommendations block, too. The item they’ve been looking at might not be something they ultimately want to buy, but our highly personalized product recommendations will give them more options and may help them discover a different thing that they’ve gotta have.

Timing is everything

When you create a product retargeting email in MailChimp, you’ll also have the option to determine the timing of the email. You’ve got 3 delay options to choose from—24, 48, or 72 hours after the subscriber views the item on your site. You can always adjust the timing afterward, so don’t be afraid to experiment with different send times to see which generates more engagement from your customers—and is more lucrative for your business.

Experiment with different send times to see which generates more engagement from you customers.

Don’t forget about your other channels

For some of your customers, a visit to your site and a retargeting email might be exactly what they need before they buy.

Other folks, however, may need a bit more convincing. In addition to product retargeting emails, consider using other channels—like social ads, landing pages, Google remarketing ads, and abandoned cart emails, for example—to keep your business top of mind and encourage engagement from your audience.

A real-world example

Sullen Art Collective uses product retargeting emails to reconnect with subscribers who browse the best-selling items on their site.


Here’s 3 things they’re doing right:

  • The branding of their email matches the look and feel of their website
  • They’ve included product recommendations to showcase other relevant items
  • By noting that their stuff sells out quickly, they’ve instilled a sense of urgency in customers

And their email has proven to be quite successful—they’ve seen an open rate of 41.6% and generated more than $1,190 in revenue.

Product retargeting emails are a powerful tool for marketers and a great way to bridge the gap between site visitors and paying customers. And since MailChimp does all the heavy lifting for you, all you’ll need to do is turn it on, add any design or personalization flourishes you’d like, and start watching your window shoppers make their way back to your site. Ready to get started? Turn on product retargeting emails in your account.