Email is a superior channel to drive sales, but it can also help you capture the next sale, the sale after that -- and even the sale that didn't happen. Remarketing to customers is one of the benefits that email delivers once you begin to use the channel for more than sending yet another untargeted discount or free-shipping offer. The emails you send in a remarketing program are highly personalized messages, which generate significantly higher response and conversion rates than broadcast emails. With a branded sender line and a subject line that reflects the actions your recipient took on your site, a retargeting email stands out in an increasingly crowded inbox. Remarketing requires an upgraded email program that integrates clickstream data generated by your email subscribers' activity on your Web site: which pages or products they view, whether they buy the items they put in their carts or leave without completing a purchase. It's worth the effort, though. An effective remarketing program helps you retain customers and boost your bottom line. A 2005 JupiterResearch study found email messages that leverage clickstream data can return nine times the revenue and 32 times the net profit of a standard broadcast email campaign. Recovering Abandoned Shopping Carts through Remarketing Abandoned shopping carts represent a huge remarketing opportunity. A survey by U.K. marketing technology agency Amaze and the University of Glasgow found that 87% of British online shoppers actually abandon their carts before paying. Cart reminders can also give you a competitive edge, because seven in 10 marketers never follow up with lost shoppers, according to a 2009 survey by Web analytics provider SeeWhy. Shoppers abandon their carts for many reasons. Some get interrupted, find a better deal elsewhere, or just aren't ready to buy yet. Others get to the end of the process only to find they don't qualify for the discounts or shipping incentives that brought them to the site. Still, about 75% said they would go back to complete the purchase and in essence use the shopping cart as a wish list, according to the Amaze/University of Glasgow study. So, it pays to try to redeem as many of those product-laden carts as possible. Creating an Effective Cart-Abandonment Email Test every aspect of your email message to find the content and design approach that will work best with your customers. Consider these factors: