The Importance Of Remarketing The Whole Basket

One of the most superior remarketing channels that have the potential to recover lost sales is email

. Sending highly personalized messages can generate a significantly higher response in bringing back lost customers who have abandoned their shopping carts. This can be achieved through an automated process involving shopping cart recovery software. Using email as a primary remarketing tool helps to grab the attention of the customer at the right time. However, in order to recover lost sales through email remarketing, it is essential to follow a few guidelines and email best practices. This has the potential to recover sales up to 25% to 50% of abandoned shopping carts.

Standard emails are not effective ways to remarket a product and recover cart sales. Emails must address the specific products that a customer has added to his or her shopping cart and then chose to abandon it. This is what can help recover sales and bring more sales from the customer in the future even if the present sale is not realized. Rather than only offer discounts or free-shipping, it is essential to target the category the product is listed in. It must also include a branded sender line and a subject line reflecting what steps the customer took.

Shopping cart abandonment software enables real time response which is critical in a remarketing campaign. It is easier to remarket a product when customers have recently abandoned their shopping cart and are still online. Even if they are comparison shopping, they are likely to go back and complete the checkout process. According to a survey, seven in ten online merchants do not follow up with lost customers, thereby increasing their abandonment rate significantly.

To create an effective cart-abandonment email, it is necessary to personalize the message. The longer merchants wait to send the email, the less effective their remarketing campaign becomes. A recent study indicated that the response rate was as high as 89% for messages sent immediately after abandonment. However, the rate fell to below 20% three days later.

Every aspect of the email message including content and design must be tested in order to determine what works best with the customers. In addition to the actual products the customer left in the cart, it is important to add a link directly to the abandoned shopping cart. Incentives need not be included if the abandonment was for technical reasons. However, it is advisable to inform customers that they have been contacted by email because they showed interest in a product and not because they are targets of a marketing campaign.

by: Barney Brown

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