• by Tanya Gazdik , December 9, 2008

eWayDirect will announce today a new email marketing tool designed to drive sales from customers who abandon e-commerce Web sites without making a purchase.

The tool's followup "Web site reengagement" emails generate up to 10 times more sales than regular email campaign messages, with open rates consistently exceeding 50%, according to the Southport, Conn.-based eWayDirect.

"Giving up on a Web site visitor who has not purchased makes no sense," said Marty Donner, CRO at eWayDirect, in a statement. "That visitor was on the site for a reason and may simply need a bit more encouragement. Our new technology leverages the consumer's browsing behavior to gently push him or her toward completing a purchase. E-commerce and catalog companies that have tested the offering report dramatically increased sales because of the ability to match the message to users' previously stated preferences."

With the Web site reengagement technology now integrated into eWayDirect's email marketing platform, e-commerce site owners can identify customers and email subscribers each time they visit and automatically send follow up emails to opt-in subscribers who fail to make a purchase.

Messages can be customized based on the specific pages visited, providing additional information or reminding visitors of current specials on the particular products or services viewed. This strategy increases response rates by focusing on products or services that have already sparked the visitor's interest.