Abandoned Shopping Cart
We’ll start with the most common email campaign used to recall customers to your website — the abandoned shopping cart email.
The design isn’t fancy; it doesn’t need to be. It simply asks, “Can we help you with anything?” in bold letters that stand out from the rest of the email, and provides a large call-to-action button at the end that makes it easy for the recipient to return to their shopping cart and complete their purchase.
If abandoned shopping cart emails aren’t part of your email remarketing strategy yet, they’re some seriously low-hanging fruit; just make sure to follow up with an abandoned shopping cart customer quickly. An MIT study via SeeWhy showed that 90% of ecommerce leads go cold within one hour, but when remarketed to, spend 55% more!
You know the wishlist — many ecommerce sites let you bookmark items that you really like, but perhaps aren’t ready to purchase. It’s common for customers to do this when they’re researching options from multiple businesses.
When customers are comparison shopping or unwilling to complete the purchase of something they like, price is often a factor. This remarketing campaign is genius because it addresses that purchase blocker by alerting me that something I wish I could have is now on sale. If I wasn’t willing to buy it for its original price, maybe I’d be interested to “Grab It Now” for the sale price. Brilliant!
Last Chance to Purchase
Sometimes a sale can be enough to incite a customer to purchase; but maybe the urgency of an item selling out is enough for those items that are so popular you don’t even need to put them on sale!
Emails like these are not only great because they encourage a purchase, but they also do so in a way that actually comes off as customer service. You’re doing your customers a favor in this email — getting in touch with them to let them know something they like won’t be available soon.
Target people’s past buying behaviors to get in touch with them right at (or ideally, a little bit before) the moment they’ll need to make a purchase. This is a great email remarketing technique for businesses that deal with monthly, quarterly, or yearly purchases — like an online contact lens retailer, for example. Since they know when you last bought contacts, in what amount, and how long that amount will last, they can perfectly time an email remarketing campaign to hit at your time of need.
But there are a few other creative applications for this type of remarketing campaign, too.
Add-On and Related Item Suggestions
You know when you go to Amazon.com and they have a whole list of items they think you might like based on the product page you’re viewing? Some of them are add-on items (products that would make the one you’re looking at function better); and some are related items (products that other shoppers who purchased an item tend to like).
You might not have an algorithm running like Amazon does to tell you these things (or maybe you do!) but you can still take your product knowledge and apply it to an email remarketing campaign that recommends buyers purchase add-on and related items.
All Your Friends Love It!
These testimonials come from the product review section of a website, but you could also pull from customers’ tweets and Facebook status updates that praise your product!
Back in Stock
Finally, consider sending an email alert for the products your customers wanted, but couldn’t quite get their hands on, like you see below. There are two ways to approach this particular email remarketing campaign, both of which hinge on the fact that you keep out-of-stock products on your website.