In recent years, e-commerce technology has exploded. New merchant technologies crop up daily and and year-old techniques become obsolete just as quickly. Despite this, email as a marketing medium has seen steady, growing success over the past decade as a cart abandonment solution. So, what makes the ‘ancient’ tool known as email remarketing so powerful? What gives email remarketing staying power while other technologies briefly enjoy the limelight on their way to the recycling bin?
Marketing messages delivered today to inboxes the world over look entirely different from those read ten, or even five years ago. Now, email remarketing is all about dynamic content – sending each individual a message that resonates with their unique shopping experience. Today, we’re going to take a look at the modern techniques that continue to make email remarketing a potent strategy for reducing cart abandonment.
By this point, we’ve all trained ourselves to be suspicious of emails that address us warmly in the subject line. A message from an unknown address titled, “hey friend” or “I miss you” is going to quickly find itself the spam folder. With advanced automation and smart information capture technology, marketing messages have long since evolved beyond nameless greetings into something much more personal. Using the following pieces of user information helps messages establish an immediate connection:
Some email remarketing platforms allow the sender to feature images and information from their abandoned cart. By showing a shopper a picture of what’s waiting to be purchased, marketers are no longer taking shots in the dark. Now you know what the customer wants and you can build a message around it.
In an era of suspicion, addressing someone as ‘friend’ or ‘loyal customer’ might not cut it. Thankfully, peoples’ eyes are drawn to their own name and this little personal touch makes your email much friendlier. If you have the data, use it!
By accessing your website, each visitor leaves behind a little bit of personal information, including their geographic location. Leveraging this bit of information in your cart abandonment email can help you promote items for specific climates or even direct users to local, physical stores.
An email that addresses a user by name, delivers content specific to their area, and centers around relevant products is much more engaging and useful than the one-size-fits-all, featureless marketing catchalls of the early 2000’s.
Let’s enjoy a hypothetical. Assume that you have a number of fliers to hand out that advertise a new, high-performance bicycle and it’s your duty to give those fliers to potential customers. You have two options. You can either A, start handing out fliers to every person who crosses your path or B, specifically target bikers on a popular trail, people browsing in a bike shop, and viewers of the latest X-Games. Advanced site analytics have given us the power to take email marketing from the less-effective option A to the segmented and powerful option B. By monitoring on-site behavior, a strong email remarketing platform should be able to leverage the following pieces of data to reduce cart abandonment:
Cart Value and Product Category
By monitoring abandoned cart contents, you can take a more aggressive approach to remarketing the carts with a higher value. Alternatively, you can offer larger or smaller discounts based on the profit margins for certain products.
Studies have found that consumers are more likely to commit to a purchase with every return visit. If a customer is making repeat visits, you can change your marketing approach to assume a higher probability of organic purchasing.
The moment a visitor lands on your page, you can determine how they got there. If a high volume of users are landing on your page from a specific advertisement, customize remarketing efforts to coincide with the messaging strategy that initially piqued interest.
Timing the Individual
Marketing emails are not spam and they shouldn’t be treated as such. Today’s email remarketing platforms allow each customer to prompt their own, individualized marketing campaign. Long gone are the days of batch-sending hundreds of messages. Now, timing has become a sort of art for the remarketer, using the following concepts:
User action should be met with the appropriate marketing response. If a user signs up for your newsletter, dispatch series of welcome emails that give the reader some optional next steps to follow. If a user abandons a cart, begin the remarketing process immediately. Meet all user input with an output of your own.
Getting a consumer to convert is a delicate process that requires balancing dozens of factors, including timing. Oftentimes, when to offer the deal is just as important as the deal itself. One of the most powerful tools afforded to email remarketing is the ability to create a messaging schedule for each individual. For example, you can initiate a 3-message campaign for consumers with an active cart of over $200 in value. The first message arrives immediately and is a simple reminder. The second and third are delayed and over a small discount as a purchase incentive. From here, you can continue to tweak the exact timing and content of email campaigns to generate the strongest results.
In an era where the platform through which you sell your product is just as important as the product itself, having an advanced set of marketing tools on your side is essential. Email has evolved in a big way over the years and it continues to grow. By staying ahead of the curve and up-to-date with the latest innovations, your messages can maintain effectiveness and freshness. For information on the email remarketing platform offered by UpSellit, give us a call at +1 (866) 504-9619..
Written by Joe Rosenthal