Email remarketing is one part art, one part science. In order to create the most effective messages, you need to take a scientific approach and test dozens of variations against a control. You need to calculate, record, and analyze tons of data to identify drop-off points in the path to conversion. However, these messages must also be a joy to read. You need to take an artistic approach to crafting something that’s easy on the eye and keeps your products in the spotlight.
We’re always on the look out for email remarketing campaigns with that extra, special touch of scientific innovation or artistic technique. While doing some research on checkout abandonment this past week, we uncovered four stand-out tactics that we’d like to share with you.
1. Alex and Ani – Email Remarketing with Style
Alex and Ani is a vendor of unique, hand-crafted jewelry that’s infused with positive energy. The company is environmentally responsible and understands the importance of local business. As it turns out, they’re also pretty savvy with email remarketing. After abandoning checkout, I received the email below, decorated with a number of very familiar looking products.
Products left behind in the cart artistically encircle a message that urges the user to return. This unique template is extremely easy on the eye and beautifully establishes relevance with the reader. There’s little in the way of decoration outside of the jewelry; Alex and Ani lets the products do the talking. A day later, the following email landed in my inbox.
Once again, Alex and Ani takes a unique approach to showcasing their products. By using very little text, the message hinges entirely on product imagery and puts the main focus on how good the jewelry left in the cart looks. The upbeat, minimalist feeling evoked by the email mirrors the brand’s identity and draws return visits from abandoned checkouts.
Consider ways your products can be positioned in an email. You don’t need to follow the format established by other companies–think outside the box with how you arrange product pictures.
2. Beyond the Rack – Remarketing with Scarcity
Beyond the Rack is a clothing retailer that centers around exclusivity. To shop on their site, you must sign up for membership. In doing so, you must provide an email address. While this isn’t a standard business model by any means, it does allow for simple email remarketing, as every cart-add has an associated email address. One example of their messaging strategy is as follows:
It’s a pretty standard template and, for this company, it works well. However, what’s most interesting here is the decision to include the specific quantity remaining of the item left in the cart. While many companies attempt to instill urgency with catchy subject lines (ex: “Buy now!” or “Hurry! Only one day left to save!”), Beyond the Rack tells the reader as plainly as possible that there are only two coats left. This kind of urgency might be enough to bring back the hesitant shopper and recover an abandoned checkout.
Urgency sells best when it’s legitimate. Although you may be tempted to start each subject with “Hurry!” or “Act now!”, it’s a better idea to show your readers exactly how limited an offer is.
3. Beachbody – Remarketing the ‘From’ Field
Chances are that you have at least one friend who’s tried going through a Beachbody workout program. While testing the hardiness of the fitness vendor’s email remarketing platform, we noticed a pretty effective quirk. The “From” field on messages sent to potential buyers is customized based on the product abandoned at checkout.
For example, after abandoning a copy of P90X3, we received this email:
An email from Tony Horton, the face of the P90X brand. Conversely, if you make it to checkout and abandon an Insanity Workout program, then you receive this:
A message from Shaun T, the creator and instructor for the Insanity Workout videos.
This is a small touch that we’ve rarely seen used elsewhere. In this case, if you’ve done rudimentary research on either of these products, then you’re bound to know the names of their supporting personalities. By attaching recognized names to each message dispatched, the remarketing emails get noticed immediately, improving open rates.
Customization doesn’t stop at the message body or subject. The ‘from’ field is an often overlooked opportunity for customization. Get creative and use this to your advantage.
4. ModCloth – The Odd Side of Email Remarketing
ModCloth is a company that runs on originality. They sell apparel that evokes uniqueness and their remarketing emails do the same. In our research, we found something from ModCloth that doesn’t quite fit the scientific side of remarketing, nor does it fit the artistic side. After checkout abandonment, an email landed in my inbox with a subject line that–well, you should just read for yourself…
Seeing a subject in my inbox about cloth-munching gnomes certainly grabbed my attention and compelled my curiosity beyond regard for my personal safety: I opened the email, despite the threat of potentially dangerous gnomes.
Your remarketing should always fit your brand. While we don’t recommend emulating ModCloth for a formal institution, this email is a reminder that it’s not a bad idea to get creative and take a chance every now and then.
Science, art, and a couple gnomes–the success of an email remarketing campaign hinges on hundreds of factors. With constant tweaks and the right inspiration, the best messaging strategies can bring back checkout abandoners to complete purchases and generate revenue. To learn more about email remarketing strategies and reducing checkout abandonment, contact UpSellit!
Written by Joe Rosenthal