Firms have been advised to use e-contact centres to communicate with customers who reached the checkout stage of the online shopping process before abandoning it.
A new article in E-consultancy draws attention to the findings of the E-consultancy/Adestra Email Marketing Industry Census 2008, for which email marketers in Britain were polled.
Too few companies (69 per cent) use e-contact centres to email users who leave shopping, while a number of other "obvious triggers" are ignored by e-commerce firms, the report notes.
Some 66 per cent of respondents stated that they did not send emails based on birthdays and other important dates, it is revealed.
The publication advises that a gentle approach can be best when formulating follow-up emails, with sensitivity a key issue.
"In sending emails like this, companies are treading a fine line between annoying the customer and providing them with a helpful reminder," the article states.
A recent article in E-consultancy noted that 46 per cent of companies polled by dotMailer conformed to legal guidelines on email marketing.
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