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Remarketing emails, when done well, provide good service to customers. These emails are often kept and used as a reminder, or quick path back to items in their shopping cart. In the case of a web form, being able to pick up where you left off on a long form is really appreciated, and can save the customer significant time and effort.

There is a significant opportunity for emarketers here. On average 70% of shopping carts, and 62% of web forms are abandoned before completion. Yet email remarketing should recover on average between 10% and 30% of abandoners. That translates into significant dollars.

Several global brands have asked us about the compliance requirements for remarketing, especially in Europe. So we engaged Ruth Boardman, a partner at Bird and Bird LLP, and one of the world’s leading electronic data privacy experts. Ruth and I co-authored a white paper on email remarketing compliance which covers this subject in more depth, and additionally we recorded a webcast titled Email Remarketing and Compliance (in the US and European Union).

In a previous blog, we looked into what marketers have to do in order to comply with CAN-SPAM in the US for email remarketing – this week, I’m looking into The European Privacy Directive in Europe, which is slightly more complicated. (…)

Recovering abandoned shopping carts and web forms is a lucrative business. On average 70 percent of shopping carts and 56 percent of web forms are abandoned before completion. In an effort to win these customers back, retailers employ email remarketing campaigns that should recover on average between 10 and 30 percent of abandoners. That translates directly into significant incremental revenues.

When it comes to email remarketing, one question that I get asked fairly regularly is about what is needed to ensure compliance with CAN-SPAM in the U.S. and the European Privacy Directive in Europe when setting up a remarketing campaign. The situation is really straightforward in the U.S. (it comes down to little more than checking your privacy policy), but it is slightly more complicated in Europe.

As a result, we engaged Ruth Boardman, a partner at Bird and Bird LLP, and one of the world’s leading electronic data privacy experts. Ruth and I co-authored a white paper on email remarketing compliance that covers this subject in more depth, and additionally, we recorded a webcast titled Email Remarketing and Compliance (in the U.S. and European Union).

For this blog, we’ll focus exclusively on the U.S., and I’ll write about compliance in the European Union separately. (…)