A well-thought-out re-engagement campaign is an effective way to reconnect with inactive leads and customers. These emails are typically personalized and focused on rekindling interest in your eCommerce platform.
A personal touch is a great way to form a connection with customers and help them feel valued and understood. These templates often include messages that address a customer by name and reference the specific product they abandoned in their cart.
Automated Re-Engagement Campaigns
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Everyone has a full schedule, and while we try to stay on top of things, sometimes tasks need to be noticed. For example, the site abandonment in which a subscriber browses the product pages on your site but doesn’t start the checkout process, a re-engagement campaign can help prompt them to make a purchase.
Email automation is the best way to achieve re-engagement goals quickly and efficiently. Using an intelligent combination of filters and email content, you can identify the subscribers who need a re-engagement message and send them a series of win-back emails to encourage them to interact with your brand.
The key to successful automated re-engagement campaigns is timing. You don’t want to bombard your inactive subscribers with too many emails for too long, as this can irritate them and lead to them unsubscribing from your list altogether. A re-engagement campaign should also be tailored to the interaction you seek, whether to sign up for your newsletter, shop a sale, or redeem an offer.
Email Campaigns
Email campaigns are a staple of ecommerce marketing strategies and can be used to promote, inform, and engage your audience. However, email campaigns require careful planning and execution to be effective. The subject line of your emails should be personal and grab attention using a customer’s first name (if known) and a question, incentive, or Fear of Missing Out (FOMO). Including an on-site contact information capture tool in the body of your email makes it easy for customers to reach out for help or resolution.
Abandonment emails are particularly crucial in reviving your site because they provide an opportunity to target shoppers who have shown interest but have yet to convert. Browse abandonment emails requires a gentle approach that introduces your brand and offers help. In contrast, cart abandonment emails can be more persuasive in their tone and use psychological tactics like framing and social proof to encourage conversion. A unique and creative CTA also helps distinguish your email from the countless other shoppers who receive it daily.
Social Media Campaigns
A social media campaign is a granular form of content marketing that has specific goals for your business. Its main difference from daily social media practices is that it’s structured around a particular business goal and aligned with audience personas.
A typical social media campaign aims to increase brand awareness or visibility by promoting your brand to a targeted audience. Others are designed to create or solidify brand sentiments, like loyalty and trust.
Other campaigns are used to recover sales, such as cart abandonment strategies that use personalized messages to encourage customers to return to your site and purchase what they initially abandoned. These can be triggered based on what products the would-be buyer looked at and how far they had progressed in the checkout process. The key is to send these at the right time – too early, and you may annoy your audience; too late, and they may have forgotten why they abandoned their cart in the first place.
Paid Search Campaigns
Paid search, or PPC campaigns, are a powerful and measurable form of web marketing that connects your ads with users searching for your products and services. It works on a “pay-per-click” model, meaning that each time a user clicks on your ad, you pay the search engine a small fee.
E-commerce has some hard-to-swallow truth pills – many customers who visit your website never purchase anything. With cart abandonment rates at an all-time high and customer expectations rising exponentially, the need for a streamlined checkout experience is more important than ever.
A personalized recovery email that offers discounts, free shipping, or gift incentives keeps your business top-of-mind for shoppers who have abandoned their carts. Personalization that converts requires more than just inserting a first name and some top-selling product recommendations – it must be relevant to the customer journey. This is what makes retargeting so effective.
