Why You Need a Good Email Remarketing Strategy
Category : Marketing
Remarketing refers to the practice of targeting the customers that have left the store without making the purchase they came for. This can be effective tool if it’s done right. If not, it can backfire and annoy and inconvenience the customer. The best way of doing this (even now when everything is about social media) is via email. It’s subtle and unobtrusive and it can be used in a variety of ways – making it stand out from your initial campaign and target specific customers.
You’re losing customers at the checkout page
Most of the decisions to give up a purchase are made at the last minute on the cart page itself. There are numerous reasons for this: shipping costs, price, maybe the customers wanted to compare prices one more time or the internet found the way to distract them. If you don’t get that customer back in an hour, you’ll lose them forever, although you almost had money in the bag. This is when email remarketing should kick in – when the customer is in doubt about the purchase.
It really works
Email remarketing really lifts your conversion rates. It can help you generate 4 times more revenue and 18 times greater net profits if it’s targeted to your customers needs. Just sending an email within 24 hours can help get the customer back. Conversion rates are even higher if the email you sent after the abandonment is offering some sort of a discount or a perk, especially if a discount comes with the time limit.
It’s cost effective
This is an inexpensive strategy – email remarketing software can generate and send emails to thousands of customers at the same time. These emails can be sent in so called “drip” sequences and therefore create a number of opportunities for the customer to return. Emails are sent at a specific timeline or they can be targeted by an action of a user. All of these features can be customized, so you can make sure the customer gets the right amount of information at the right time.
Make it personal
One of the best features of email remarketing is that you can tailor it to a specific customer based on the information you generated and on the way they interact with your page. For instance, if a customer is visiting a specific section of your site for days and doesn’t make a purchase – send them an email about that specific section and offer a promotional code. Besides segmenting your customers by age, gender and purchasing capabilities or any other metric you can think of, you can target the emails accordingly. Social media and the right tools will provide the information and it’s up to you to use them.
Remarketing is an excellent way of refreshing your customer memory and making them remember why they visited your site in the first place. If done effectively, your conversion rates will go through the roof.