Programmatic direct mail as an effective follow-up of online
In Europe, almost eight out of 10 consumers abandoned their online shopping cart at least once within a six month period, according to 2016 research by B2C Europe. Online retailers seeking to reduce abandonment rates in order to drive greater returns from e-commerce will often retarget customers online through banner ads and/or emails.
Yet with up to 22% of consumers deploying ad blocking software in the UK, according to 2017 IAB figures, and with popular email providers such as Gmail and Hotmail filtering out promotional content the impact of such activity has dampened.
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