• home
• resources
• whitepapers
• behavioral retargeting campaigns

2. It Might Take More Than One Reachback

There is a lot of debate regarding the right time to send a shopping cart abandonment campaign.  Some people insist that the emails should be sent immediately; others think 24 hours should pass before the emails are deployed.  However, no one disputes that it could take more than one reachback to close the sale.  

A series of messages might be necessary to maximize profitability.  A series could consist of two, three, or more messages designed to work together to motivate shoppers to complete a purchase.  One simple trick you could try is to resend the first message with a new subject line if the recipient didn’t open it within a certain period of time.  Or you could build a multi-touch campaign beginning with a simple product reminder, then offering a discount, and finally stating that the offer will soon expire.

When deploying a series you must monitor the results carefully in order to set the right number and cadence of messages.  Different retargeting campaigns will generate different results so be sure to test to find out what works best with your customers.