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How the GDPR affects your abandoned cart emails?

.The General Data Protection Regulation (GDPR) has interrupted the digital landscape by promoting new regulations on the manage and security of personal data. This new legislation affects data at all levels: collection, processing, storage and updating.

Obtaining consent is the basis of this regulation, and the collection of emails through an acceptance process is no longer enough. Finally, in addition to obtaining consent, there must also be an approach to maintaining consent. This process is not exclusively of new subscribers for your newsletter, it also affects any other transactional email including cart abandonment emails.

According to article 4.11 of the GDPR, the consent must be “free, specific, informed and unambiguous”. This means the passive subscription (marking by default the box that indicates that the user accepts to receive communication) is prohibited. The notion of proof is also essential, hence the interest of establishing double acceptance on your site.

How do I know that have consent to send transactional emails?

Before setting up any new automation or start sending transactional emails, do an audit of your current database. The GDPR not only applies to the data collected after its implementation in May 2018 but also to the data collected before. While you are auditing your subscribers, you should:

  • Delete inactive contacts
  • Make an inventory of the data you have (geographic, sociodemographic information, etc.)
  • Check the origin of the addresses collected
  • Confirm the evidence of the consent

In the context of the GDPR, it is necessary to verify if you maintained traces of the origin of your contacts. Do they come from a voluntary participation base collected through a form on your website? You should be able to know and test how the contact has arrived at your site.

Collect and use data

The cookie warning banners have already set the tone. Do the same with your emails and communicate transparently to the user about how did you get the data and how you are using it. Don’t forget to include an easy way to unsubscribe from any communication. The process must be clear and simple. The unsubscribe link must be visible.

The legal implications

The GDPR exists to punish companies that sell emails to third parties. If you receive a complaint after sending a transactional email, just rectify and follow your user’s request. If the person wants to be removed from your database and not receive any other communication from your side, just do that.

You may not need consent to send cart abandonment emails. It may be possible to rely on the legal ground of “legitimate interest.” Our recommendation? Don’t take any chances. Better if you have or can obtain explicit consent from your users to receive communications from you. Make your subscriber feels confident about your policy and how you are using its personal data.

Abandoned cart emails are an example of direct marketing which is a legitimate interest. You will be able to mail if this is your lawful basis. However, you will need to comply with demonstrated accountability right from the first mail you send. To avoid any misunderstanding:

  • The abandoned cart email should have an option to obtain consent for future communications or to inform the user that data will be processed under the legitimate interest basis
  • The abandoned cart email should have an unsubscribe mechanism because the right to object is absolute in case of direct marketing. If a user asks you to stop sending the mail, you have to.
  • There should be a registered address accompanying the email
  • The right to object should be stated clearly apart from the other information

Personalization in your marketing strategy: from your website to your emails

Exclusive offers, anticipated discounts, personal buyers: When the shopping experience is unique, always generate positive results. Personalisation of experiences is a practice implemented by most brands today, and this same approach is being replicated in the online world.

The marketing strategy of your eCommerce must include personalisation as a fundamental approach, not only to attract new customers but to retain those you already have. The use of personalisation platforms, such as, allow you to determine patterns of behaviour of your visitors. Use these insights to improve your communications and brand messages.

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The digital hug or how to be in your customers’ hearts

In an era of virtual reality and artificial intelligence, speaking of digital hugs don’t seem very out of trend. But, the concept has to be taken out the context of devices and digital realities and applied to the marketing, acquisition and retention strategy of your eCommerce website.

In this case, a digital hug is about idealising the customer experience by improving the interaction with them in every touchpoint, offering a relevant communication based on their context, time and needs. Personalisation as its best!

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Brand advocates: Win them with personalisation

Personalisation is not only an integral part of any marketing strategy but also a key factor when it comes to brand advocates. The personalisation and recommendations must be related to the customer journey. When the brand knows its customers and speaks to them as individuals, they will return the favour by engaging with the brand and purchasing their products.

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What is AWS SES and how our verification process works?

With Recommend, you can deliver targeted emails thanks to our smart segmentation. These emails can help you decrease cart abandonment rates; re-engage with old customers, and improve your relationship with current users. But how we do that?

Recommend uses AWS (Amazon Web Services) SES (Simple Email Service) to send transactional emails and marketing communications on your behalf.

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