Guest post written by: Ryan Gould, Vice President of Strategy and Marketing Services, Elevation B2B
Email remarketing — or as some call it, email retargeting — may seem old school in an era of social media and chatbots, but it’s still one of the most direct, effective ways to reach consumers. Recent Ascend2 research, Email Marketing Effectiveness, finds that because email is extremely effective, 73% of marketing professionals continue to invest in email marketing.
Each step of a marketing program is based on building trust with your audience. How does the content you produce help with building trust and what types of content are most trusted? Ascend2 fielded a Content
How about the ROI of email? Research has shown that email marketing has an average ROI of $38 for every $1 spent, and a focused remarketing strategy can greatly increase the chances of those returns.
What’s email remarketing? It’s a way to connect with regular customers, subscribers who haven’t yet made a purchase, people who’ve visited your site in the past, and customers who haven’t bought something in a while. These eyes are the ones most likely to purchase because they’re already aware — or even actively interested — in your product. With email remarketing, marketers will send targeted emails to these types of leads based on their behavior and interests. It’s more relevant to the individual consumer than a standard marketing email, so it’s more effective.
Still, not all email remarketing campaigns are the same. Companies have more success with a pointed strategy that helps maximize conversions. These email remarketing ideas are a great place to start.
Go For The Cart Abandoners
The truth is that most people abandon their shopping carts before they make a purchase. According to some studies, it’s a habit of just under 80% of shoppers. That’s a whole lot of people who almost turn into customers, but a remarketing email campaign that targets cart abandoners can help reel in those who are on the fence. Other times, shoppers may have not meant to abandon their carts at all and simply gave up because the website crashed or checking out was a little too complicated.
This process is fairly standard. An email can be triggered after a browser cookie records a certain website activity. In this case, it’s abandoning a cart. You’ll remarket the same items that the customer originally added, which proverbially dangles the carrot in front of their eyes — and it has a fairly high success rate.
According to Business Insider, abandoned cart emails are opened about 40% of the time, with a click rate of about 20%. As marketers know, that’s remarkable, especially when you consider the fact that most modern shoppers are inundated with various marketing emails every single day. Beyond that, other research has shown that a third of clicks on cart recovery emails lead to a purchase. That’s not too shabby.
Play Up The FOMO
Nobody wants to miss out. That’s where FOMO, or the fear of missing out, comes in. You can play this up to make customers take the plunge. This strategy is best used in conjunction with a cart recovery email to add some extra oomph. For example, you can let potential leads know when the supply of an item they’ve left in their cart is running low. This puts the pressure on to purchase before it’s too late. You may also want to send out an email that lets regular customers or even inactive customers know that a sale is ending very soon. The more pressure about missing out on a good deal or a great item or service, the better.
Get Them With A Value-Add
Since remarketing campaigns are reaching potential consumers who already are familiar with your brand and possibly on the fence about making a purchase to begin with, it’s a great idea to use an email remarketing campaign up the ante with an additional offer. Maybe a consumer wasn’t sure about choosing your specific company for a product, but if you give them something for free, you could beat out the competition.
Now, this doesn’t necessarily mean that you’ve got to spend big bucks. Simple, inexpensive offers work wonders. For example, department stores have taken the famed, tried-and-true approach of offering makeup samples or sample-size gifts with online purchases worth a certain amount. Big retailers like Sephora often do this with birthday gifts and rewards programs. That way, for every purchase a person makes, they’re getting something, even if that something is just points until they’ve racked up enough for a gift or free service.
Beyond that, many service companies offer ebooks. This has some development costs (someone has to write the ebook) but that’s the only upfront cost.
Exclusive Offers Put On The Pressure
Exclusive offers are just another way to sway potential customers who are already interested in making a purchase. Marketers can add a tracking pixel to emails, which tracks subscribers’ behavior from the moment they open an email. This way, you can see what consumers are clicking on, and what they’re likely to purchase. You can later retarget subscribers who’ve clicked through with a special, exclusive offer.
Beyond a special offer, tracking pixels are helpful across-the-board when it comes to remarketing. It’s one of the best ways to figure out how to effectively target email subscribers because it’s giving you major insight into their behavior. If you know what people interested in your brand are doing, you’ll know how to market to them the best.