Remarketing: Definition It Works

Remarketing is a strategy used to re-engage clients using information collected while they navigated your website. And since 97% of first time online store traffic leave without purchasing anything, remarketing is your best approach to promote conversions by bringing back customers who visited your website. Examples of remarketing include email reminders for abandoned shopping carts, upsell and cross sells, and buy confirmations.

In the following guide, we will discuss the basics of how remarketing functions and what the advantages of remarketing are to your company.

Remarketing vs. Retargeting

Remarketing and retargeting are often used interchangeably, but, there is an important difference between both. Remarketing utilizes email to directly re-engage customers who’ve seen your website and market new revenue opportunities to them according to information collected in their browsing activities. Retargeting uses browser cookies to trace your customers and display your advertisements when they see other sites.

The Way Remarketing Works

Why is remarketing so effective are the layers of information it uses to re-engage prospective customers. This is possible via the information collected while they earn their way through the webpages of your website, such as their email address or small pieces of information which are stored on their computer when they interact with specific webpages. This information includes information like the pages they visited, how long they stayed, and the products they seen or clicked on.

By analyzing this combination of activities, you can identify which product(s) the user was interested in and when they had been curious enough to return to purchasing them. The behaviour determines the kind of remarketing action the effort will initiate.

One example is the way TeesandTankYou’s online shop have created a customer loyalty program by using their purchase notification emails made with MailChimp. After realizing that order notification emails enjoy a considerably higher open rate, they made their own emails with a signature TeesandTankYou look that not only provides their clients with transaction information, but also contained related items for cross promotions and selling. Because of this, their product recommendations produced an extra $31.95 per purchase telling.

Remarketing Emails

As emails play a huge part for your remarketing strategy, it’s essential to note that remarketing emails are different from marketing emails. Some of the characteristics that make them unique include lively shipping, enhanced metrics, and escalating incentives.

Dynamic Email Delivery

A remarketing email effort is dynamic because the emails are constantly in reaction to a site customer’s actions. The kind of email the user receives will differ as they proceed along the buying stage. By way of example, a customer who just registered on your internet shop would receive a welcome email with a specific reduction, though a client who remains on a specific product page will get emails associated with the item. People who abandon their cart will also get a separate email from someone who’d just completed a buy.

Increased Open Rate

Since remarketing emails are lively and more personalized, they have higher open rates compared to advertising emails. With order confirmation mails alone, ecommerce business owners like 114.3percent click rates as opposed to 14.4percent with branding-focused and promotional emails.

Escalating Incentives

In remarketing mails, incentives such as discounts are as dynamic as the email itself. The concept is to give users escalating offers that will convince them to return to your website and make the buy. It can start from a simple reminder and advancement to your very best deal after some time. For example, customers who leave their shopping carts receive a set of emails which start with a reminder, which may move into an alert to an dying discount for the identical solution, and eventually an email offering a special discount that may also include expedited transport fees.

You can also easily identify remarketing mails by the content. These are some examples of frequent remarketing mails people would get after spending time on a site:

• Cart Abandonment— delivered to clients who abandoned the buying process before moving to checkout
• Checkout Abandonment — sent to customers who left their things at the checkout stage
• Purchase Confirmation — sent to clients after a successful online buy
• Post-Purchase — might include an invitation to review a recently purchased product combined with an incentive to get their next purchase
• Upsell/Cross-Sell — may contain suggestions to associated or free products for a newly purchased item from the online shop

While there is no promise of being able to convince all recipients of your remarketing email to go back to your site and complete their purchase, it is still worth the attempt to reach out and ease as numerous apprehensive shoppers since you can because most of these hesitations are readily solved with the ideal approach. Transactional emails used for remarketing campaigns such as order, shipping and returns confirmations are opened eight times more than regular marketing emails.

Benefits of Remarketing

The aim or remarketing would be to maximize the opportunity of each possible sale that moves through your online shop. Remarketing can help to increase your conversion rate, build better relationships with your clients, promote your brand, and typically enhance your return on investment (ROI).

Increases Conversion Rate

Remarketing increases conversion rates by reaching out to clients that expressed an interest on your merchandise but did not finish the purchase. An example could be the use of abandoned cart mails that consistently receives a click-through rate of at least 21%.

Fosters Better Relationships with Customers

Remarketing builds better relationships with your customers and boosts loyalty by giving personalized attention. Due to its nature, transactional emails are much better obtained as it provides information your customer requirements. This builds customer trust, making it easier to accept cross-selling and upselling messages inside the email.

Promotes Brand Recognition

Remarketing improves brand recall by being able to always connect with your client with messages that matches their point in the purchasing procedure. A well-made remarketing email is able to reflect the company brand as a whole by taking advantage of their company’s logos and colours.

Enhances Offline Marketing Campaign

Remarketing can improve offline campaigns by constructing your offline approach to induce online activities. It makes it easier to measure how effective your offline advertising is while also boosting your remarketing listing by driving more prospective customers to your website. For instance, by giving special discount codes to your online shop for clients reached through flyers, you’d be able to determine how effective your offline marketing and advertising campaign is and nurture it with remarketing emails.

Scalable Cost

Many remarketing tools provider offer flexible pricing that may fit just about any type of budget. This makes it simpler to set up and execute a remarketing effort in any scale. MailChimp’s providers, for example, vary from free to $199 depending on your business size.

Improves ROI

Remarketing helps you improve your ROI by optimizing conversion rate and efficiently minimizing lost earnings through second opportunity efforts on leads which could have otherwise already been lost. With mails , remarketing is known to create $38 for each $1 price to implement a campaign.

Cons of Remarketing

While remarketing is usually accepted as a significant arsenal to your general marketing strategy, its easy, cost effective nature can also cause some downsides to company owners if left unattended.

May Create a Negative Brand Impression

Customers can get overwhelmed and develop a negative impression in your brand if your messages are too often or strongly. Timing is everything in remarketing. Try to construct a time frame and material that won’t intimidate an already reluctant shopper. 1 key tip is to examine your shopper’s behaviour and tailor the frequency and tone of your communicating in accordance with their disposition. For instance, instead of persistent calls to return to their carts, provide shipping incentive or other payment option to deal with potential pain points of your client.

Clients May Refuse to Buy at Average Cost

Clients may get accustomed to alluring deals that they won’t bother purchasing with the regular cost. Consider alternatives such as add-ons or free transport to convince customers that you have the ideal product or support for them. You can also offer non-monetary incentives like overnight shipping and point earnings to divert the emphasis away from discounts.

Remarketing Tools

There are a number of providers that offers tools to assist with your remarketing effort. What they provide is usually a platform that gives a complete marketing service. These include display advertising networks like Adroll, email advertising platforms like MailChimp, marketing automation platforms such as Hubspot, and societal media networks such as Facebook.

Adroll

Adroll offers a wide selection of solutions that help win customers from”check us out” to”check out”. They function display ads throughout the web, social channels, emails and other devices and also have access to over 500 ad exchanges which have popular sites like Facebook, Twitter, Instagram, and Google.

MailChimp

MailChimp is mostly an email marketing agency using an extensive remarketing tool which lets you send out targeted emails and post advertisements on social media platforms too. They offer flexible plans that can suit startups to specialist marketers.

Hubspot

Hubspot comes with an all in one inbound advertising software that assures effective marketing campaigns. This includes features such as marketing automation, emails, a Hubspot CRM, and an easy integration with Salesforce.

Facebook Mail Remarketing

Facebook Email Remarketing or Facebook for Business presents their custom made audience quality that enables you to upload your list of email leads and fit them together with Facebook’s accounts. This allows you to post targeted advertisements automatically for specific leads in your listing and return their attention back to your own brand.

The Bottom Line

The present consumer demand of personalization proves remarketing will continue to grow into a strategy, crucial for your marketing campaign. By mixing it with other strategies such as retargeting and SEO, you improve your business’ chances of substantially raising its revenue through gaining optimizing chances for conversion of prospects into closed sales.