Using emails to follow up on visitors who left your ecommerce site without making a purchase, particularly those who filled but then abandoned shopping carts, is one of the most lucrative of all remarketing strategies. Using data you have collected on these “runaway prospects” to make your email remarketing campaign more targeted, rather than simply sending the same bulk email to every potential conversion, is the basic principle to keep in mind. In fact, in 2013, three-quarters of revenue from email remarketing came from such “segmented” approaches, and an almost-immediate 10% boost from targeted, automated emails is not at all unusual.
Below, we will look at 8 of the most important best practices to follow in your email remarketing endeavors. Anyone who implements these strategies is increasingly likely to see significantly improved results.
1. Set Up Educational Email Courses
Many customers who come to your site will already be aware of the problems your products are designed to solve, and this may lead them to sign up for an email course without delay. Others may not yet be familiar with the problems and solutions related to your products, but they may wish to learn more. A 5 to 10 email course that lasts, say, a month is an excellent way to explain to your prospects why your product’s benefits outweigh those of your competition.
2. A/B Testing Your Remarketing Emails
A/B, or “split,” testing is usually used to compare two different versions of a web page to discover which one yields better performance. However, it can also be used to find out which version of a remarketing email has a higher conversion rate when both are sent to the same class of prospects at the same time.
3. Use Prompts to Encourage Upgrades
When an ecommerce service site offers several tiers of membership, and short-term as well as annual plans, emails can be used to prompt upgrades to a higher-paying plan. Anyone who visits a page for a higher plan than they already have can be singled out for remarketing emails.
4. Give Targeted Special Offers
If someone clicked on a product description but never loaded it in the cart or loaded it but never made it through the checkout process, you can target them for special coupons and deals. You should especially make the offer appealing to your top leads.
5. Don’t Send the Same Emails Back-to-Back
If you send out the same emails to the same people within only a few days’ time, you will likely begin to be ignored or put in the spam folder. If each email, as much as possible, is unique, your chances of gaining interest and a good response are much higher.
6. Make Your Remarketing “Mobile Friendly”
More people in today’s world access the Internet via mobile devices than via laptops and desktops. This trend is only growing stronger, so you cannot afford to make your emails hard to read for mobile users.
7. Automate and Track for Optimal Efficiency
To make your email campaign cost-effective, you need to automate as much of it as possible, but you also need to carefully monitor the ROI and all the response rates on a segmented basis.
8. Incorporate Email With Other Marketing Methods
Using emails as a precursor or a follow-up to telemarketing and/or direct mail marketing has a proven track record of success.
Implementing these 8 practices can boost your email remarketing success significantly. As many of these practices are easy to employ, you will not necessarily have to wait very long before you see a positive ROI.