According to a survey carried out by the Toluna Harris Interactive Institute for Fevad, 9 out of 10 consumers shop online on all screens. Despite these figures, generating sales is one of the most difficult challenges in today’s competitive business environment. While it’s easy to attract prospects, the challenge lies in converting their interest in your brand into sales.
According to Sales Cycles, the average shopping basket abandonment rate is 81.08%. The aim of this article is to give you as many tips as possible for increasing your conversion rate. To do this, we’re going to look together at retargeting campaigns.
By using the information you have about these prospects, you can re-engage them with highly targeted emails and give them a second chance to convert.
Let’s get started!
What is a retargeting campaign?
E-mail retargeting involves re-engaging users who have interacted with your website but left without taking the desired action.
E-mail retargeting campaigns are ideal for :
- Brands with a high shopping basket abandonment rate
- E-commerce shops with lots of window shoppers who don’t buy anything
- Brands with lots of opportunities to up-sell and cross-sell products to existing customers
- Marketers looking to launch personalised promotional campaigns
The tactic works by taking the information you have about your customers and using it to create targeted, highly relevant email campaigns that meet their needs.
How does retargeting work?
Thanks to AcyMailing’s marketing automation, you can manage your email retargeting campaigns yourself.
You can track your customers’ browsing patterns and automatically trigger the sending of emails. This only works if your users have signed up to a double opt-in form (by subscribing to the newsletter or creating a customer account).
To measure the effectiveness of your retargeting campaigns, you can use the email statistics tab to see whether a recipient has interacted with the email. The statistics allow you to see the open rate, CTR and other important email metrics.
Best practices in retargeting
According to some studies, the post-click conversion rate can be as high as 50%, which will vary depending on a number of factors, such as the quality of the emails and the list. To optimise this rate as much as possible, we are going to present some best practices:
- Segmentation: Segmenting your audience according to different criteria such as previous behaviour on your website, products viewed, actions taken (adding to basket, visiting the payment page, etc.), or demographics and declared interests, enables you to personalise your retargeting strategy. By targeting specific groups with relevant content, you increase your chances of conversion.
- Act quickly: Timing is everything in retargeting. Users have a short memory, so it’s crucial to act quickly after their visit to your site. Send emails or display ads within hours of their interaction with your site to keep your brand fresh in their minds.
- Maintain frequency: Finding the right balance between persistence and over-solicitation is essential. Sending adverts or retargeting emails too often can annoy users, while contacting them too infrequently risks making them forget your brand. Test different frequencies and monitor your audience’s reactions to determine which works best.
- Take advantage of social proof: Use social proof such as customer reviews, testimonials or sales figures to reinforce users’ confidence in your brand or products. Incorporating these elements into your emails or retargeting ads can help convince hesitant users to complete their purchase.
- Personalize your emails: Use the data you’ve collected about your customers to personalise your retargeting emails. Include their name, recommend products similar to those they have consulted, or offer special promotions based on their past behaviour. A personalised approach shows your customers that you see them as unique individuals, which can increase their commitment and loyalty to your brand.
Different types of email retargeting campaign
There are many reasons why shoppers abandon their basket at this stage, but don’t let them go without a fight. By re-targeting them with relevant messages, you can bring them back to your shop and recover lost sales.
To increase your chances of success with these campaigns, optimise your abandoned basket emails as follows:
- Remind customers of the products in their basket
- Gain the customer’s trust by presenting the best opinions on the product they are interested in
- Create a sense of urgency with limited-time offers
Visit without purchase: You have a visitor to your website who has not made a purchase. That’s a shame! But don’t give up hope – that’s where email retargeting comes in. First, think about sending them a personal email. Thank them for visiting your site and take the time to answer any questions they may have about your product. You could also offer them a discount on their first purchase, or include a discount code for free delivery. Just remember that the key is to be personal and helpful, not pushy. With a little effort, you can convert that visitor into a satisfied customer in no time.
Cross selling: As any e-merchant knows, the key to success lies in repeat customers. Once someone has bought your product, they are much more likely to buy from you again in the future. However, we tend to forget about our existing customers and focus all our attention on attracting new ones. This is a huge mistake. Email retargeting is an effective way to keep your existing customers engaged with your brand.
Re-engaging inactive customers: Finally, retargeting campaigns are also useful when you need to re-engage inactive subscribers. When you notice that a subscriber hasn’t interacted with your emails for a while, contact them to find out what’s going on.
It’s possible that the subscriber has forgotten about your brand among all the emails they receive, or that they’ve lost interest in what you have to offer. Their response to the re-engagement email will tell you whether you should keep them or remove them from your mailing list.
When creating a campaign to re-engage inactive subscribers, pay attention to the following points to ensure a positive result.
- Reframe your value proposition
- Promote products that might interest the subscriber based on their past activity
- Add a button that subscribers can use to confirm their interest in remaining on your mailing list
Email retargeting offers a powerful opportunity to encourage your users to complete their purchases and to cultivate their loyalty. The options are vast, allowing you to design a personalised strategy tailored to the specific needs of your business.
