Have you ever gone to a clothing store, taken a garment, and just before going to pay, did you prefer to leave it and leave the establishment? Surely yes. This situation is repeated daily in many scenarios, including online. In a store, the clerk is not going to come after you to try to convince you (or so we hope), but when we talk about an online purchase, the company has different options to try to bring you back to the store and finalize your purchase . This is how the friendship between email marketing and remarketing is born .
Do you know about remarketing? Do you know what email marketing is and how to use it together with a remarketing strategy? We are going to tell you everything, so let’s go in parts and start at the beginning.
Learn with this video how to incorporate remarketing into your email marketing strategy.
What is Email Marketing and Remarketing
What is email marketing?
To know what email marketing is, you must be clear that we are talking about one of the most direct forms of communication that exists in the digital field, between company and client. In this way, email marketing, emailing or mailing, is the massive sending of emails to a group of potential clients or customers . It is a very powerful direct marketing tool , and the one that provides the best results , with an ROI of approximately 4,300%.
What is remarketing?
For its part, remarketing is a strategy that is used to bring users who have initially shown an interest in a product, but who have finally abandoned the purchase before finalizing it, towards conversion . Remarketing is the online way we have to go after our client , bring him back and find out if he is still interested in buying our product or simply remind him of a purchase that never ended, or what is the same, the hateful abandoned cart.
Abandoned carts grow quickly and easily on the digital plane. After this abandonment, we found very varied reasons , such as shipping costs, wanting to compare prices on other websites, technical errors on the website, saving the product for “another time”, but ultimately, most of the time they can be summarize in two reasons: time and money .
Some studies tell us that if a visitor leaves their cart and does not return to purchase in the next 60 minutes, the probability that they will return to finish their operation is reduced to 90%.
With remarketing through email marketing, you can immediately send an email to your potential customer, and prevent their desire to buy from cooling off.
Why unify your remarketing strategy with an email marketing campaign
At this point, you may still be wondering. Why unify strategies? Their union can bring many benefits and advantages to your business, such as:
- Gain notoriety and visibility as a company.
- Low cost.
- It helps you achieve direct conversions via email.
- Possibility of generating cross-selling to those customers who bought certain products.
- Its ROI is high for the investment it involves.
The reasons are not few, and they are quite good. Next, we will give you a little more information so that you can use both strategies in the most optimal way.
How to use remarketing in your email marketing campaign?
The union of both becomes a very complete strategy, with little chance of failure. According to experts, ” remarketing emails ” can generate almost four times more income, and net profits eighteen times greater compared to traditional email marketing.
How can you apply remarketing in email marketing? We give you five tips to achieve the most effective email marketing remarketing:
- Do not allow more than an hour to send your remarketing campaign. If it takes longer, as we have previously told you, the desire to buy from your brand will fade more and more until it is non-existent.
- Adapt and personalize your email marketing campaign (remarketing) to the potential buyer. For example, you can contact them by their first name and offer assistance to help them shop on your website, as the cart abandonment may have been due to an error on the website.
- Notify your client of the date on which their cart will expire . In this way you revive the customer’s desire for your product. You can clarify that their products will be kept for a certain time before emptying your car.
- You can send an email in which the product that was left in the shopping cart appears, to remind you that the operation did not finish.
- Within your email, you can highlight your CTA with a link that directs you directly to the shopping cart saved on the web. In this way, you can’t make it easier: you send your buyer wherever you want the action to take place.
On the other hand, you can also use remarketing in your email marketing campaign for other different purposes to avoid abandoned cart syndrome. For example:
- Remind a user that he left his subscription process to your newsletter halfway.
- Reminders to regular customers that they haven’t made purchases on your website for too long. How can you do it?. Perhaps simply by telling them that you miss them and inviting them to return to your brand / company.
Have we convinced you? Do you know of other ways to use remarketing alongside email marketing? Do not hesitate to share your impressions with us. We hope, at least, that our suggestions have given you some good ideas about what you can optimize in your company’s digital marketing. Investing a few hours in improving your strategy can lead to almost immediate and long-lasting benefits.
If you have not yet tried this technique in your email marketing, we encourage you to do it as soon as possible. You will see what a surprise you get when you see the positive results you get!