Commerce Essentials

How to Use Remarketing to Get Your Shoppers Back


Where Oh Where Have Your Customers Gone?

People change their minds all the time. Sometimes, you opt for the chicken over the fish. Sometimes, you have that second (or sixth?) Oreo because you had a really bad day, even though you went Paleo last week.

Customers change their minds, too. But when they change their minds about making a purchase on your site, you lose money. In fact, according to Business Insider, online retailers lost as much as $4 trillion to shopping cart abandonment in 2014.

$4 trillion. Seriously. Even Donald Trump wouldn’t stand for that kind of loss.

Fortunately, you have the power to change your customers’ minds in your favor, and one of the most effective ways to achieve this is through email remarketing.

What is Email Remarketing?

Quite simply, email remarketing is sending a highly targeted, customized message to a customer after they’ve changed their minds about making a purchase from your site. You see, oftentimes your customers are changing their minds due to very specific reasons.

The top five reasons for shopping cart abandonment are:

  • Outstanding question about the product
  • Shipping costs are too high
  • Not ready to purchase
  • Just wanted to compare prices (doing research)
  • Price was too high
  • Saved product for later

These are problems you can address directly through smartly executed emails sent immediately after a customer abandons his or her cart.

A question about the functionality or details of the product? Allow shoppers to reply to your email so that your customer service team can not only answer the question on the spot but also help convert the shopper into a paying customer.

Shipping costs too high? Offer free shipping for a limited time.

Price too high? How about a 10% discount coupon?

Not ready to purchase? Here’s a visual reminder about the products in your cart so you don’t forget to come back.

You have a short window to get in your customers’ heads and keep them engaged in the buying process. Email remarketing gives you one more chance to try and convince them to return and complete their purchases. You see, remarketing is about re-engaging your customers with your brand and your voice. They already want to buy, they took the time to research, select and add a product to their cart, but something made them bail mid-purchase. Our recovery emails provide you with the most effective channel to re-start the process.

Studies have shown that remarketing emails perform very well, boasting a 40.5% open rate and a 10.3% click-through rate. That impressive statistic results in approximately $8 value per email sent.

One more thing.

Customers who leave your site without buying might just need some lovin’ to convince them to convert. With our email tools, you can provide the kind of attention consumers value to make them feel special. We’re not just talking about spamming them with discounts or used-car-salesman fluff. We’re talking about generating customer service oriented, relevant information which helps the customer with the shopping experience. This is an opportunity to enhance your customer’s experience with you. When they love you, they’re more likely to buy from you.

How Do I Do It?

You didn’t think we’d enlighten you like that and then bail, did you?

No way.

AbandonAid offers a powerful, customizable set of tools to send targeted emails to customers who have abandoned their carts.

Our email application offers you:

  • Real-time delivery
  • User friendly email editor
  • Optimized email templates customizable for your brand
  • Numerous scheduling options
  • Frequency caps
  • Shopper segmentation based on behavior and cart value

Real-time delivery ensures that your customers see your emails while the thought of purchasing is still in their minds. Our easy-to-use email editor has been redesigned and streamlined for anyone to use, even Tim, the dim-witted intern your sister made you hire. We’ve optimized and customized all of our email templates so you know that your brand is consistent and displayed properly in all email clients. With numerous scheduling options and frequency caps, you know you’re targeting your customers at the right time and not spamming them. Finally, AbandonAid gives you the option of segmenting your shoppers based on their cart value so you only target the customers that are worth targeting.
Show Me!

Setting up our emails is easy. From your dashboard, navigate to Configure > Configure Emails.

Here you’ll see all the emails you’ve already set up.

“General Email Settings” gives you access to the common settings you will want to change for all your emails.

Here you can change the from and reply-to fields and update your company details.

“Customize Template” opens the email customization menu.

These basic options, including your logo, colors and button text, can also be changed in the email editor with HTML along with fonts and other customization options.

Clicking the “Compose New Email” button opens a new email with all the options you need to construct the perfect remarketing message.

You can change when to send the email in relation to when the customer has left your site without buying. Remember what we said about a short window? This guarantees you don’t miss that window. Setting the “Sum Above” and “Sum Below” amounts lets you target shoppers with specific cart values. Then, of course, there is a fully functional WYSIWYG editor and you can even upload your own HTML for a totally custom option.

The Advanced Settings give you control over the frequency of your email and allows you to add specific marketing tags so you can monitor your campaigns in Google Analytics.

Other advanced features include the options below:

As you can see, we’ve made it incredibly easy for you to incentivize and influence your customers to return and complete their purchases.

Log in to your AbandonAid account and get started right now.

 


This entry was posted in branding, Cart Abandonment Rate, Checkout Conversions, Ecommerce, Emails, Insider, marketing, Online Retailers, Online Shop Owners, Shopping Cart Abandonment.
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