One of the major challenges of e-commerce sites is to win over and retain new customers. It is therefore very important to understand the customer journey of each user who visits your site.
Indeed, only 5% of customers who visit an e-commerce site actually add items to their shopping cart. So how can you take into account all the other visitors who did not go to the "shopping cart" stage?
If you sell items online, you know how important abandoned cart follow-ups are. They are invaluable in generating more sales. They are a great way to reconnect with customers who visited your site, but didn't necessarily add items to their carts and/or complete their purchase. This is where email retargeting can be a great way to influence the customer journey.
In this article, we will give you some tips on how to send retargeting emails to make them more effective.
What is email retargeting?
Email retargeting are automated emails sent to your contact base that will essentially target your newsletter subscribers who are viewing your articles without having finalized their order. They aim to automatically remind subscribers of the articles they were looking at, to suggest other elements likely to arouse their interest, and finally to encourage them to return to your site.
Email retargeting generates 90 times more orders per contact than traditional campaigns. They will allow you to reach a much larger target group that will be more interested in your products. And as a result, you will have more chances to make sales.
Monitor your goals and target your audience with email retargeting
The aim of retargeting is to remind shoppers of any interesting items they have seen on your site, to encourage them to return and hopefully give them that extra push to buy.
When designing your retargeting emails, it is important to keep the most relevant items to better personalise these automated emails. It's also a good idea to instil a sense of urgency, especially when it comes to products with limited stock.
In addition to reminding your subscribers about articles seen on your site, you can also suggest something else. It is generally at the end of the email that you should suggest other articles that they have not seen. Indeed, in some cases, the articles seen by your visitors are not necessarily products that they would really like to buy.
It is therefore wise for you to recommend other customised products to give them more choice. It will also help them discover other products that they could potentially buy.
Choose the right time to send your retargeting emails
When you send your retargeting emails, it is important to choose the right timing to determine when your contacts will be most receptive.
Generally, you have the choice between 3 timing options: 24, 48 or 72 hours after the user has seen the article on your site.
You can always adjust the timing to suit your specific needs afterwards. Don't be afraid to experiment with different sending times to see what generates the most engagement from your subscribers and therefore more revenue.
Highlight your different communication channels
Some of your customers may be prompted to buy from your site on their first visit or when they receive a relevant and personalised retargeting email.
However, other people may need more certainty. So, in addition to these email retargeting campaigns, you can consider using other communication channels. For example, advertisements on your social networks, landing pages, Google ads, abandoned cart emails... This will attract your customers to your website and encourage them to engage.
A case study on email retargeting
For example, Kiliba designs and sends relevant and hyper-personalized retargeting emails for the Well brand to encourage its subscribers to buy.
They are also recommended other products, including the best-selling items on the Well site.
Here are 3 good practices to follow in this example:
- Highlighting an item that a subscriber has seen but not purchased
- Relevant recommendations of other articles that may be of interest to their subscribers
- Highlighting the success of fast-selling products to instil a sense of urgency.
Our emailing campaigns are very successful: they have an average open rate of 56% and generate a click rate of 10%. Results that are far superior to the market!
Ultimately, email retargeting is a great way for marketers. They reduce the gap between the number of visitors to a site and the customers who finalize their purchases.
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