subject: Search Engine Marketing - How to Improve Retargeting, Cross Sell, and Engagement Marketing Message [print this page] One of the sweet spots of personalized search engine and email marketing is its effectiveness in triggering a response from three distinct segments-browsers who left without converting, shopping cart abandoners, and purchasers. Yet not all companies focus enough attention on this low-hanging fruit.
Personalized keyword rich content on your website and email systems can and should be configured to react swiftly to retarget browsers and abandoners. The messaging system will capture the web site activity and automate the creation and delivery of a personalized email including targeted text and images to entice a return visit. (Ideally, your online marketing platform will target these individuals with display ads, as well).
Timing is important. Shoppers who traveled to your website through a search engine listing or by clicking on a link in a personalized e-mail, often browse and research a number of sites before purchasing, so your reminder should hit their inbox within several hours.
Other customer types ideal for personalized keyword rich website content and emails are buyers for cross sell and up sell, dormant customers, and those early in the buying cycle.
Personalize cross sell and up sell: A personalized order confirmation email is a great vehicle to promote related products and accessories to purchasers. The best systems will interoperate with a web site product recommendations engine to promote cross sell products related to the item purchased. Down the road, look to email purchasers when a new or related product becomes available. This could also be accomplished through your search engine marketing strategic plan and posting keyword rich content which customers can find with high ranking search results.
Retarget the dormant: If a customer hasn't visited your site or opened your email in a while, you have little to lose and a lot to gain with a personalized email offering an incentive. Many companies ignore these dormant subscribers in favor of more active clickers and site visitors, but remarketing to this large and quiet group can pay dividends.
Cultivate leads: Personalization is key to cultivating relationships with browsers in the early stages of the buying cycle. Ideally your search engine online marketing and the e-mail systems will be configured to detect users who may have signed up for a newsletter or downloaded information, so you can email a personalized offer of assistance, phone support, online chat, and so forth.
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