1. The Campaigns Don't Have to be Complicated to Work
There is a misconception that remarketing campaigns are difficult to implement and even harder to maintain. That’s no longer the case as the technology needed to run these campaigns is more accessible than ever before. Web analytics tools, keystroke capture, triggered email solutions, and product recommenders are affordable and straightforward.
As for the campaigns, they should be relevant and focused on the single goal of completing the sale while not coming across as if you’re spying on your online visitors. For example, if someone browsed through the cabernet sauvignons offered on your website but didn’t purchase, it would be alarming for that person to receive an email regarding those wines a moment later. However, if you send them an email 48-72 hours later regarding Napa Valley red wines and feature the wines the visitor was researching, the email is relevant and has a higher chance of capturing a sale. This strategy is referred to as a blind luck campaign as the messaging is targeted and timely without being overly complex.
The same is true for shopping cart abandonment email campaigns. Your message can include pictures of the items left in the cart, a link to the cart, a special discount, even recommendations for items that complement the products in the cart. However, a simple email stating that there are items in the cart and offering support for completing the transaction or stating when the cart will expire works, too. In this case, the fact that you reached out to the customer at the right time can be enough to close the sale. The more targeted and timely your messages are, the better they’ll perform.
If you’re sending replenishment email campaigns the same rules apply. These campaigns should include pictures of the previously purchased items and an easy way to purchase the items again, and these campaigns should be automated.
No matter what type of email retargeting campaign you’re sending, be sure the emails are straightforward and contain one clear objective.
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