Wouldn’t it be great if you could reach through the computer and keep your e-commerce customers from abandoning their shopping cart? Or quietly tap the shoulder of a shopper who bought something once and never returned? Then there’s good news, because you can! If you’ve ever received weirdly specific emails from an online business, even though you didn’t buy anything or sign up for a mailing list, you were caught by a site’s email retargeting software. This new tool is one of the most effective countermeasures to the biggest problems facing any burgeoning e-commerce store. It’s easy to implement too, so you have no reason not to add it to your marketing strategy.
What is email retargeting?
Broadly speaking, it is what it sounds like, a way of targeting customers an additional time, through their email. Specifically, it can refer to a number of strategies for contacting customers and browsers in order to increase your conversion rate. If sent at the right time, an email to your customer can bring you a sale that would not have happened otherwise. By adding the software to your site, you can trigger an automatic email to a visitor to your site depending on their behavior.
The biggest problem that email retargeting addresses is shopping cart abandonment. As we’ve discussed in great detail previously, cart abandonment is a serious issue that costs e-commerce sites millions of dollars in lost revenue every year. It’s not uncommon for curious shoppers to add products that they find interesting to their cart, only to leave the site without purchasing any of it. This type of behavior is so common that there are programs dedicated to tracking it. If you are using email retargeting, you can respond to it. Specifically, you can send automated emails to users who abandon their carts, gently reminding them that there are items waiting to be purchased. This won’t change the minds of everybody who abandons their carts, or even most of them; however, it can convince enough that you’ll recover a significant amount of profit that would otherwise be lost. On a similar note, you can also target users who browse your site without taking action of any kind.
What about users whose emails you don’t have, however?
If they haven’t joined your emailing list, or have simply waited so long that their cookies have expired, then your retargeting software has nothing to target, right? That’s where you’re wrong. By using noCRM retargeting, you can send emails to users whose emails your website does not know. This might sound creepy, but it is in fact on the up and up. noCRM targeting works by matching visitor data to a massive database of emails, all of which have opted to receive targeted advertising.
When you’re sending these targeted emails, it’s important to consider the best way to get that conversion. After all, if they’re getting the email in the first place, it means that there was nothing on your site that was able to persuade them to make a purchase. Showing users the products they missed out on repeatedly is a good way to convince them to regret their cart abandonment, but to do that they have to open the email in the first place. The best way to make that happen is with an eye-catching subject line. The best way to do that is to make it personalized, and urgent. A vague subject line about great deals and products is likely to get deleted. However, an email that is personally telling you, the shopper, that there are amazing deals they are missing out on if they don’t act immediately is much more likely to get open. After all, the squeaky wheel gets the grease.
This is all nice, but how does one actually implement an email retargeting campaign?
It’s a lot simpler than you might think. There are any number of software options available that you can use to your best advantage. If your e-commerce site is hosted on Shopify, then consider using Shoelace. Shoelace is a Shopify app that is free to install on your site, and is unique in that it is not simply automated. Shoelace has a team of experts that will monitor your site’s activity, and notify you periodically so that you can adjust your campaign tactics accordingly.
However, the biggest name in the business is, who else, Google. Specifically, Google AdWords. Thanks to Google’s reach, you can retarget customers who visit your site, and also ones who visit certain YouTube videos or Android applications. As you can imagine, AdWords is very powerful, and offers a few flexible pricing options. It is also extremely well supported, with 24/7 phone support available if you ever have questions.
AdRoll is another option that is extremely popular among e-commerce owners. It is used by media giants like Facebook, Instagram, and CNN to name a few, and has extremely wide reach. Most users like AdRoll for its efficiency, and for its highly intuitive user interface. The price of the tool is much higher, but you get a lot more for what you pay for.
Email retargeting is new, but it is part of the future of advertising. There are many tools out there that hope to prevent cart abandonment, but retargeting is the only one that has had any success in reversing it. With the right touch, you can save your small business thousands in revenue that would otherwise be lost!