A good discount policy is an important part of the strategy of any company.
Do not send discounts to people who do not visit your site and are not interested in it. At the other extreme, do not send discounts only to those who are most likely to make a purchase. Focus on intermediate groups that have some chance of making a purchase, but need to be activated. Offer them a discount that will encourage them to take advantage of the promotion.
You can send special discounts to customers who have viewed products from a certain category at least a few times, but have not made a purchase. It means that they are hesitating and are not sure if they want to buy your products and finish their purchase.
In this case, you can send them a personalized email with recently viewed products and a purchase discount. Also, you can encourage them to make a quick decision if you add information that this discount is available for only 24 hours.
How to do it
First of all create the segment of customers who have met the specific conditions (for example have viewed products from a certain category at least a few times, but have not made a purchase).
Read more how to create segment.
Then create email campaign. Add there special discount and describe it. It can be connected with category they have viewed at least a few times.