In ecommerce, getting traffic is only half the battle. Studies show that 70–80% of online shopping carts are abandoned before checkout. That’s where email and SMS retargeting come in, powerful performance marketing tools that bring customers back, recover lost sales, and build long-term loyalty.
Unlike traditional marketing, where results are uncertain, retargeting ensures businesses pay only for measurable outcomes like clicks, leads, and purchases. Let’s explore how you can use email and SMS retargeting to grow your ecommerce business.
What is Retargeting in Ecommerce?
Retargeting is the process of re-engaging users who have shown interest in your brand but didn’t complete a desired action, like making a purchase.
- Email Retargeting – Sending personalized emails to users who abandoned carts, browsed products, or engaged with previous campaigns.
- SMS Retargeting – Delivering timely text messages to customers’ phones to prompt action, often with higher open rates than emails.
Together, they form a high-conversion duo in performance marketing funnels.
Why Email & SMS Retargeting Matters
- Recover Lost Revenue – Retargeting emails alone can recover up to 20–30% of abandoned carts.
- Higher Engagement – SMS has an average 98% open rate, compared to ~20% for email.
- Cost-Efficient – Retargeting is cheaper than acquiring new customers.
- Customer Retention – Builds loyalty through personalized touchpoints.
Email Retargeting Strategies for Ecommerce
Email is still one of the most effective retargeting channels when used strategically.
1. Cart Abandonment Emails
Trigger automated emails reminding users about their abandoned carts.
- Add urgency with limited stock alerts.
- Offer small discounts/free shipping to recover the sale.
2. Browse Abandonment Emails
Send emails to users who viewed products but didn’t add them to the cart.
- Highlight the product they viewed.
- Showcase social proof (reviews, ratings).
3. Post-Purchase Upsell Emails
Encourage repeat purchases by recommending related products.
- Example: A customer who buys shoes could receive an email for socks or shoe care kits.
4. Win-Back Campaigns
Target inactive customers with personalized offers.
- Subject line example: “We miss you – here’s 15% off your next order!”
SMS Retargeting Strategies for Ecommerce
SMS works best when combined with urgency and personalization.
1. Cart Recovery SMS
Send a short message with a direct checkout link.
- Example: “Your cart is waiting! Checkout now & get free shipping: [link]”
2. Flash Sale & Limited-Time Offers
SMS is perfect for urgent promotions.
- Example: “24-hour flash sale – 20% off sitewide. Shop now: [link]”
3. Order Updates & Loyalty Messages
Keep customers engaged post-purchase with shipping updates and loyalty rewards.
4. Personalized Recommendations
Send product suggestions based on past purchases.
Best Practices for Email & SMS Retargeting
- Segment Your Audience – Don’t send the same message to everyone. Personalize by behavior (cart abandoners, repeat buyers, inactive users).
- Timing is Key – Send cart recovery SMS within 1–2 hours of abandonment; emails can follow within 24 hours.
- Use Strong CTAs – Keep messages short, clear, and action-oriented.
- A/B Test Campaigns – Test subject lines, timing, and offers for better performance.
- Stay Compliant – Follow GDPR, CAN-SPAM, and TCPA rules for consent-based communication.
Tools for Retargeting
- Email Platforms: Klaviyo, Mailchimp, HubSpot.
- SMS Platforms: Attentive, Postscript, SMSBump (Shopify), WhatsApp Business.
- Automation & Tracking: GA4, Meta Pixel, Shopify Flow.
These tools integrate seamlessly with ecommerce platforms for performance-based tracking.
Case Example – Cart Recovery with Email & SMS
An online beauty store integrates email + SMS retargeting:
- Email sequence: Sends 3 cart recovery emails (24h, 48h, 72h).
- SMS reminder: Sent 1 hour after cart abandonment.
- Result: Recovered 28% of abandoned carts and increased repeat purchases by 15%.
How Retargeting Fits into Performance Marketing
Email and SMS retargeting are crucial stages in the performance marketing funnel:
- Awareness – Paid ads & influencers drive traffic.
- Consideration – Retargeting brings prospects back.
- Conversion – Cart recovery + offers close sales.
- Retention – Loyalty campaigns build lifetime value.
Learn more in our main blog:
What is Performance Marketing? A Complete Guide for Businesses
Conclusion
Email and SMS retargeting strategies are must-haves for ecommerce brands that want to recover lost sales, increase retention, and drive higher ROI.
By combining automation, personalization, and performance-based tracking, businesses can scale revenue without overspending on acquisition.
Want to set up powerful retargeting campaigns for your brand?
Microlevel Solutions helps ecommerce businesses design data-driven email and SMS retargeting strategies that boost sales and customer loyalty.