When online shoppers abandon their shopping carts before
completing their purchases, the information collected by the websites they were
visiting can be used to re-market the products they almost bought back to them. This is called online re-marketing. Here are five tips online re-marketers should
know:
First, make sure your website privacy policy contains the
required language covering data that has been captured for re-marketing. This should include sections on what
information is being collected and how that information will be used. If you are collecting e-mail addresses, state that you are collecting e-mail addresses.
Second, instead of using a “catch-all” phrase like, “Information
collected shall be used for marketing and promotional purposes”, try to be more
specific in reference to re-marketing. Let
visitors know that you intend to follow up with abandoned shopping carts. You can say, for example, that you wanted to
see if there was a problem using the website.
Third, make your privacy policy easily available and visible
in a spot next to where a choice will be made.
The FTC has made it clear that website visitors need to be able to make
meaningful choices before they provide their personal information. Note, however, it is not necessary to
specifically use the word “re-marketing”.
Fourth, make sure you comply with the CAN-SPAM Act if you
are re-marketing in the United States.
Visit the FTC’s website for the general guidelines.
Finally, use an Opt-In box on the shopping cart if you are re-marketing in the European Union unless it is in France or the UK; there you can use an Opt-Out
box instead. Note, however, in Germany, you
must send an email to the abandoner requiring a response to confirm their
Opt-In.
For more information, contact Corporate Security Law.
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