Unlocking the Secrets to High Conversions" - Take your email marketing to the next level with this ebook, which covers advanced tactics such as segmenting your email list, optimizing your email design, and personalizing your messaging.
For an e-commerce business, getting users to learn about your brand/website and turning those visitors into consumers is at the core of a good marketing strategy.
If you’re an e-commerce business owner, you understand these leads’ importance. Since they have already seen your website and expressed purchase intent, they’re much more likely to turn than those who have not heard about you.
This is where retargeting comes in – it lets you engage those visitors and convert them with a smart campaign. This post will cover everything you need to know about email retargeting.
Email retageting comprises capturing and utilizing information about your customers to obtain better marketing results through personalized email marketing campaigns.
When a visitor browses a website, marketers can get navigation data using a browser cookie. A browser cookie is a small file that tracks behavior and activities for each visit.
Like retargeted ads, email retargeting campaigns utilize behavioral and action-based information to tailor personalized email campaigns further. However, email retargeting can also develop retargeted ads on social media and display networks.
Like ad retargeting, email retargeting is initiated by visitors’ behaviour on your website, usually tracked by browser cookies.
However, unlike ad retargeting, which allows you to retarget unknown visitors after leaving your website, email retargeting can only reach visitors in your email subscriber lists.
While email retargeting may have a smaller reach, it allows marketers to create a highly personalized experience.
Email retargeting and ads retargeting are complementary to each other. On average, marketers utilizing both retargeting strategies have a 2x conversion rate and faster conversion time.
It only functions when you use the data about shoppers to develop highly targeted marketing relevant to their shopping behaviours — what they’ve bought previously, what they want, and what they require.
Email retargeting works best for brands that:
Here are the dos and don’ts of email retargeting that you should consider.
Do:
Don’t:
Numerous shoppers visiting your website will check product categories, read some reviews, maybe even go through your FAQ page… and leave without ever adding anything to their carts.
How to engage these shoppers who give up halfway through your sales funnel?
With email retargeting, reengaging with these passive visitors becomes easy.
A tremendous way for ecommerce brands to leverage email retargeting is by recovering abandoned carts. According to Statista, 3 out of 4 customers will leave their shopping carts halfway through their checkout journey.
When it comes to recovering these lost sales, email retargeting is an opportunity for you to:
One of the benefits of email retargeting is how effortless it is to segment your audiences.
You should consider cross-selling or upselling customers who have just bought the product in case they haven’t fully explored your product catalog during their shopping journey.
You can:
Now that you understand when to use email retargeting let’s jump into some of the best practices.
Before you start sending out emails, you must understand your audience. You can consider this in terms of your products – which ones are the most prevalent, and which price range is the most well-known?
But you should go even further and understand your visitors – what are their demographics, interests, earnings, and purchasing habits?
You can get all this information by analyzing your social media and web analytics. For instance, Google Analytics contains a pretty simple dashboard that can offer you an overview of your visitors.
Facebook also includes a similar overview that can inform you a lot about your audience:
Analyzing these metrics can support you in developing buyer personas and engaging each individual with a tailored offer.
In simpler terms, this implies you shouldn’t engage different types of customers with the same message. Segment your audience into smaller groups, build a buyer persona for each one, and start working on personalized offers.
When putting up your email campaign, your goals dictate much of your execution.
In most cases, your goal will be to boost sales.
Unfortunately, it’s not as easy as this – you must get more in-depth and think about your campaign objectives rather than business goals.
What does this mean?
Let’s consider two scenarios.
In the first scenario, a person notices your social media ad, browses through your website, and shuts the tab. In the second scenario, we have someone who did the same thing but put three products in the cart and abandoned them.
From a business standpoint, your purpose for these two visitors is the same: turn them into customers. From a campaign standpoint, these two users showed different behaviours, so they’ll require completely different campaigns.
You can target the first with new products similar to those they’ve already browsed. Let’s say they browsed through sneakers – you can send them an email when you get a new collection since they may not like your offer the first time.
The second visitor has no issue with your offer – they already expressed strong purchase intent. They should be engaged with a different email, presenting a small discount, free shipping, or updated prices.
Now, it’s time to write the actual emails. Researching your audience, segmenting it into smaller groups, and engaging them with tailored offers – that’s exactly what personalization is.
You can use your customers’ names, job titles, and purchasing habits to make a personal connection to enhance your game.
To impress them, you can utilize personalized images to get a strong reaction. Suppose one of your customers obtains a personalized email with a tailored offer, their name mentioned, and an image with their name on it.
Your approach will likely delight them even if they aren’t interested in the offer. Studies indicate that personalized emails can improve your transactional rates by up to six times.
This step is extremely important for those users who abandoned the purchasing process.
Something happens if someone scans through your website, places the products in the cart, and then quits.
They didn’t like something: your offer, prices, shipping costs, etc. Therefore, sending a retargeting email to a website visitor is not enough, hoping they will relish the gesture and return to complete the purchase.
Depending on when they leave, you must offer them something worth their attention.
You’ll have to utilize metrics to notice what works as you work on your strategy.
If you segment your audience appropriately, you’ll be able to notice which groups are the most likely to convert.
That way, you can stop wasting time on those groups that do not require your attention and focus your money and resources on those that are.
Email open and conversion rates are the most crucial stats you should always be aware of.
FoodPanda understands that hunger cannot wait. The image above indicates that they retarget with two magical words: “free+delivery.”
A simple free delivery proposal could be all it takes to persuade your customer to try a new restaurant they’ve already been looking at.
In Debenhams’ email retargeting campaign, they mentioned items a customer was browsing but that they hadn’t added to their cart.
This email also contains enticing CTAs for buyers: free next-day click & gather and fuss-free returns. What more could you ask for?
Interestingly, this email doesn’t say the customer’s name, but it still feels personal as it targets customers viewing the product.
Similarly, Nike begins a retargeted email after you’ve left some items in your cart.
While they don’t show your abandoned items, they urge you to talk with a sales representative over the phone or through their online chat.
Finally, they heavily emphasize their “free shipping – free returns” policy to persuade undecided customers.
This is extremely important to highlight, considering that shipping cost is one of the major reasons for cart abandonment.
Duolingo, a language-learning app, uses a different approach in its retargeting campaign: emotion.
If you haven’t utilized the app recently, they let you know that you haven’t been seen in a while and that it’s time to get back on track with your learning.
They even take it to another level by saying that you’ve made Duo the owl, the face of their app, sad because of your absence.
This is a wonderful way to apply human emotion to a retargeting campaign to re-engage users.
In this email retargeting email example, with 19 days left in a free trial, Freshbook shows 60% off any plan for your upgrade. This not only draws the user with a discount but also reminds them that this offer is time sensitive according to how much of their free trial they have used.
Email retargeting is a strategy that perfectly follows the global trend of user-centric marketing.
It’s all about understanding your audience, segmenting it, and utilizing tailored offers to get their attention. Doing otherwise is a waste of resources and a surefire way to remain behind your competition.
NotifyVisitors ensures that you retarget your customers in the right way. With our recurring campaign option, you can do email retargeting. To know more about our software, schedule a free demo.
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