In the last few years, email remarketing has become an essential piece of any successful marketing campaign. A quick search online will pull up a number of guides that outline the basics of formulating a healthy, successful messaging strategy. However, with email remarketing, the little details are often what set you apart from competitors. Keeping that in mind, today’s blog focuses on a few of the lesser-known details that are crucial when designing an email campaign.
Remarketing Rule #1: Mind the Preview
In nearly every modern email client, the same three pieces of information are immediately provided alongside each message: The sender, the subject, and a preview of the first few words included in the body. While there have been volumes written about filling the subject line properly, there are far too many messages that fall into the same, predictable preview trap.
Across the top of each message is a disclaimer that reads something along the lines of, “If there are problems displaying this email, click here to view it in your browser.” While this link is a useful tool for interested readers viewing from within an unsupported client, it’s far from the most important thing you have to say. Any text that reaches the viewer directly from the inbox should be immediately relevant to the juiciest bits of your message. A browser link is a fine idea for remarketing emails, but don’t put it at the top of your email, or else that might become your primary message.
Remarketing Rule #2: Creative Personalization
Email remarketing, at its core, is the process of engaging abandoning consumers by using information left behind during their visit to your site. If you’ve collected their email address, chances are that a few other pieces of information are available to you, too. While using a person’s first name in addressing your remarketing message is a good idea, it has slowly become the norm, and no longer separates you from the pack. Now is the time to get creative with what you have.
Make Use of Email Domains – This is an especially useful tool if your company operates primarily in the B2B sphere. Offer coupon codes that include characters from the business’ domain to make each discount seem uniquely generated for an interested company. For example, if a discount code reading “UPSELLIT20” were to land in my inbox, I’d very likely take notice. This personal touch can also help consumers remember the coupon code in case they need to manually type it during checkout.
Language and Location – By pairing a user’s email address with location information from their browsing session, you should be able to determine the preferred language of each individual user. If they’ve selected a language other than the default, send copy in this language to establish relevance and interest.
Remarketing Rule #3: Image Formatting
Oftentimes, imagery is what sells your remarketing message. Vivid pictures are quickly digestible and can usually convey a message or feeling faster than a few lines of text. Unfortunately, images display less consistently across email clients–so, what’s the back-up plan?
Image Alt Text – For every image, be sure to include a descriptive, useful alt tag. The text in the alt tag will display even if the image doesn’t, letting the viewer know what they’re supposed to be seeing. With the right tag, you can get your point across when images fail to load or convince users to turn images on.
Proper Scaling – When the width and height of images aren’t specified in code, the layout of your remarketing email will build around dimensions included in the file. This is fine when images load properly, but when they don’t, non-specified dimensions will skew your layout in odd ways. By stating the width and height of images in code, the appropriate amount of pixels will be reserved whether the image displays or not, leaving your surrounding elements exactly where you put them.
Remarketing Rule #4: Email Timing
Some would argue that intelligent email remarketing is as much about content as it is about timing. It’s been said before, but it bears repeating: A successful remarketing campaign delivers the right message at the right time. So, how do you meet each customer with a relevant message before it becomes outdated?
Real-Time, Never Batch – Emails should be sent to users as they prompt them. Creating email lists only to send out messages in waves not only disturbs effective timing, it also alerts most email clients’ spam filters.
Meet Actions with Reactions – User actions should be met with the appropriate reaction. For example, if someone signs up for a newsletter, they should be immediately met with a welcome message. If a user abandons from a specific product page, send a message that offers a deal on that particular product. Maintaining contact when appropriate with a precisely relevant message is key.
Don’t Miss Your Window – ReMarketing messages are most relevant when they immediately follow intent. Using the proper lead recovery solutions and email remarketing platforms, such as UpSellit’s QuickConnect, you should be able to make an appearance within a user’s inbox immediately following an abandon.
Email remarketing is an essential piece of recovering lost users and generating maximum revenue. For more information on effective email campaigns, contact UpSellit.
Written by Bryan Gudmundson