Many potential buyers reach for the ‘cart’ while they are just doing online window shopping. They check the overall cost including offers and discounts and then abandon the cart, hoping to return some other time. At this point, a trigger should be set for an email remarketing task – an email shot to the potential buyer within minutes after they abandon a filled cart. This email has to approach the visitors on a 1-1 basis (a personal touch) and needs to create more impact than a batch of advertising emails which they receive on weekly to monthly basis.
The ‘trigger’ approach of email remarketing, on 1-1 basis works well when used as a real-time interaction. It needs to come across as a follow-up carrying a personal touch.
Follow-ups can be highly effective when done in the following sequence:
Trigger the first email within minutes after a cart is abandoned, or when the visitors browse through a section of products and leave midway.
Trigger the next follow-up email within 23 hours from the time a visitor leaves the site.
Trigger another reminder email within 6 days from the last visit.
The sequence and timings are based on various studies conducted on a large scale of consumers. Sticking to this schedule of email reminders is very effective; however, you can also try certain alternate durations for reaching out to your potential buyers. Make sure the email provides a few details of the things in which the visitors were interested.
Conducting active follow-ups can boost sales, but the follow-ups must be aligned and synchronized with real time activities. Few customers might return to the site before a remarketing email reaches them. And chances are, they might even make purchases by the time your follow-up email makes it to their mailbox. In such situations, you might end up annoying a customer. Sometimes, your emails may carry promotional offers, which would not be available on the site, to lure back visitors. Imagine a customer coming across such offers after they have made a purchase. They’d feel cheated. They might complain and ask for refunds. So, it is extremely important to set email triggers aligned with real-time monitoring of visitor activities.
If your monitoring system is unable to get data on real-time basis, avoid setting up ‘personalized’ emails. Stick to the regular batch of general advertisement emails until you upgrade your monitoring systems.
Also, the follow-up emails must not be sent in abundance. You might irritate visitors, making them click the unsubscribe option. This could lead to a huge loss of potential customers. The idea of email remarketing programs is to keep visitors interested and attracted. But if the program is not handled well, it can backfire and cause damages to your promotional campaigns.
There are many email remarketing campaigns that work too aggressively to promote their brand, products and services. Online consumers often term these campaigns as creepy and annoying.
However, there are other email remarketing campaigns which have boosted their brand’s business by attracting major traffic and increasing sales conversions. So what is done differently here?
The ‘Buy Right NOW’ attitude doesn’t work with the majority of consumers. Your follow-ups/reminders have to be like gentle nudges, given in well-timed durations. This attitude develops the impression that your brand is interested in smart approaches rather than aggressive pushes. It’s all about ‘being friendly.’ In remarketing emails, some companies include direct links to abandoned carts – an easy way to trace back the products which a visitor was interested during the first visit. Important items of the abandoned cart are highlighted with bigger and attractive images. And the email also provides additional promotional offers. This appeals and encourages consumers to think more seriously about buying likeable products.
The remarketing emails need to be designed in a way that is different than the batch carrying regular advertisements. Your audience for the remarketing campaign is already interested in your line of products. So your emails have to do the job of just adding spotlights on the desired products. Adding brief product details, descriptions, and a few testimonials from happy customers can do the trick. With more information in hand, visitors would give more thought to the items left in the cart and they would come back to the site.
You have to focus on your approach and methods. The design of your remarketing emails, the timing you choose for sending them, and investing in real-time monitoring of visitors – these components make a real difference. If handled well, the email remarketing campaign can not only boost your sales, but also promote the brand quite efficiently.