Email remarketing refers to the email system used by the seller to follow up with website visitors who did not take the desired purchase action. This is an email marketing development that aims to attract back viewers of websites or customers. In other words, the whole idea of ​​email remarketing entices customers or users back to buy, grow repeat customers.
Video Email remarketing
Type of email remarketing
Email remarketing can be done through various types of email, such as:
Browse Waivers Email
Search for a waiver email re-connect merchants with website visitors who left the site without taking a purchase action, giving them the opportunity to turn window shoppers into actual buyers. Browsing for a waiver is on the top side of the purchase funnel, and the next stop allowing customer access to check-out is a cart bundle. Instead of contacting everyone, marketers are more likely to send emails to people who have shown a clear interest in the product. For example, they are people who browse through the main page of a website or who start a process such as registering an account or downloading a white paper but then stop the action, without purchasing any products or services.
Usually, search for edited abandonment emails based on the recipient's search history and search. In this case, the email will be personalized, more targeted at the individual, compared to the marketing email. Explore recovery emails can generate approximately 36.63% of revenue and 2.79% increase in sales effectively.
Cart Waiver Email
As mentioned, basket abandonment is a second precaution. Email abandonment basket works as a reminder of what items the recipient left. They are sent to customers who have added the product to their shopping cart but failed to check out. To prevent waivers from shopping carts, marketers will send remarketing emails to customers.
According to research by Experian Marketing Services, simply sending an abandoned basket reminder increases the purchase rate by 1.53% and the open rate by 41%. Compared to ad campaigns and emails, unresolved order reminders increase the purchase rate at 19 times higher.
Some people worry that sending cart bundle emails will annoy people, and when that happens, research shows that 69% of people find a 'reminder' to help in some way..
Traditional cart banding emails require advertisers to have existing contact information to send mail. This requires that website visitors who ignore their previous baskets must subscribe, purchase or provide their contact information. New technology allows marketers to first identify anonymous website visitors using a cookie-based identification system, and then follow up with those visitors directly via email to convert them.
Re-targeting Anonymous Site Programming
When someone visits a website without conversion, there are tools available to identify anonymous website visitors, match them with their email addresses, and follow up directly to convert. Similar to cart neglect, this type of email remarketing was done before the cart - with follow-up sent even though the visitor has not provided their contact information.
Post-Purchase Email
After completing the order, the merchant will email the review to the consumer. Some of these emails tell them what they've bought before, some of which are post-purchase surveys, etc. Before consumers make a buying decision, they rely heavily on customer reviews about the product. Here's an example. Sephora, a leading beauty retailer, thanked customers for their recent purchase and simultaneously asked them to review their new product. In the email, they also provide additional reasons for buyers to engage with promoting other content sources including Sephora TV and beauty news. This review campaign appears to be very successful. In addition, in the first quarter of 2015, the read rate for this campaign was 58% higher than the read rate average and the unread read percentage was 44% lower. In short, post-purchase emails not only help companies to strengthen brand identity, reinvent existing customers, but also help attract new customers with advertising and promotions.
Follow-up messages, awards or loyalty programs, inactive customer follow-ups, and so on...
Maps Email remarketing
Comparison with email marketing
Email marketing is more like a broad and unprofessional bulletin , like sending email directly to an existing customer or potential customer. At this stage, the marketer may have little information about the recipient. The purpose of the Marketing email is solely to deliver promotional messages. Companies usually collect a list of email addresses of customers or prospects to send promotional messages directly.
On the other hand, commenting on email should be much more personalized . Because vendors may have collected information about customers in the first phase that customers describe, they take the information they already have and use it to send relevant email. For example, when a customer buys goods on his first visit, the vendor may ask him to fill out a form about his contact information. After that, marketers will use the contact details to conduct their commented campaigns. "Remarketing is powerful because it allows marketers to have the opportunity to continue the conversation, which might otherwise be a 30-second decision on the part of consumers," said Jason Hobbs, founder and president of digital marketing company The Found Group. Furthermore, Forrester Research found that remarketing emails can generate nearly four times as much revenue and net income as 18 times larger than marketing using unspecified mail delivery.
Email marketing gives vendors an opportunity to promote their products early on, but email commenting allows companies to continue business but is targeted at fewer customers. In conclusion, email marketing covers a wider area of ​​customer groups, while email commenting methods are more targeted and effective.
How email remarketing works
Benefits
The advertising principle is basically to provide a persuasive argument for a product then put it in public. With the development of technology, it makes advertising much easier. The word 'easy' means convenience and lower cost. In the past, marketers typically print promotional messages into brochures and then send them to thousands of mailboxes. Currently, marketers only design and edit content into emails, then send those emails to countless email addresses in one second automatically. Without shipping costs, lag time, and printing costs, the company must have reduced their advertising costs a lot in this decade. Lower costs lead to higher income sometimes. In addition, the data shown above prove that email remarketing brings vendor brand loyalty, financial profit, and so on.
How it works
By definition of 'commenting', it limits the volume of customer groups that marketers can reach. However, instead of direct mail, email remarketing reaches the customer with the highest purchase intent. Remarketing email receivers have customers and potential customers who have demonstrated clear attention and interest in products and services. In this case, the persuasive arguments on the goods can easily encourage them to buy. When to send remarketing emails is a big deal. Experian Marketing Services finds that emails sent closer to a waiver are more likely to result in increased revenue. Generally, it can be as early as 30 minutes to 1 day. For promotional and reactivation emails and other emails, they are advised to be sent at 2 pm. every Tuesday and Thursday.
What to send should be given careful consideration as well. For bait waiver emails, items left in the shopping cart must be displayed in the email directly, as they lead to the highest transaction rate. Down to check-out should be indicated in a clear position in the email, as well as options for transaction tools, such as 'via PayPal' or 'Paid by MasterCard'. For Thank You for Purchase email, it's better to include discount information for your next purchase.
Frequency is the key. Experian Marketing Services suggests that basket-abandoned emails should be sent at least twice, as the survey shows 54% increase in revenue when second reminder emails are sent.
Further reading
- Email marketing
- Email re-targeting
References
Source of the article : Wikipedia
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