Everyone who knows about selling also knows that a sale rarely happens at the very first point of contact with a customer. Unless the customer has already decided on buying in advance, it can take up to several points of contact to make a sale happen. Any salesperson knows this, and it goes regardless of the type of good or service sold.
On the other hand…
How often have you not been to a store, tried on a nice sweater and then right before going go to the checkout to pay, you changed your mind about buying the sweater and left the store emptyhanded? This happens all the time, everywhere, every day. A shop assistant will most likely not try to follow you out of the store in the attempt to convince you to return and purchase the sweater.
Do you shop online? Then it’s a totally different scenario. In this case, the shop should contact you right away – in the hope of bringing you back to the website to complete your order. And this is where your email remarketing is key.
Many marketeers are aware that when it comes to email marketing vs. email remarketing, the issue is not always how much it costs to get the customer. The real and central issue is how to increase customer value and generate more sales. Herein lies the biggest difference between email marketing and email remarketing. Let’s take a closer look at what defines and separates the two.
What is email marketing?
Email marketing is basically a generic and often rather impersonal way of communication, made to deliver marketing-messages via email. Of course, email marketing done right can change your marketing and your overall business significantly, but very ofte email marketing sadly ends as a company’s ‘one-size-fits-all’-newsletter – consisting of marketing messages delivered directly to customers and/ or potential customers who signed up actively to receive the information.
Basic email marketing can for most people and companies be an important and necessary tool in their marketing efforts – no matter what product is being sold. Newsletters enable you to effectively communicate to a target group – without spending the entire marketing budget. There are many possibilities with newsletters, and there are also several significant factors to influence the success of these. One example is a more personalized, direct form of communication – based on the recipient.
Let’s just describe email remarketing as the more sophisticated sibling of email marketing. The basic idea of email remarketing is to attract customers or users back to your website.
You already know your customers, and you have already spent ressources, time and money in order for these to visit your website. With email remarketing, you put your knowledge of your customers to use – enabling you to send 1-to-1-relevant emails. That’s easy (in theory, anyway), but what do you really know about your customers?
What you need to know in order to send out remarketing emails, are the email addresses of your customers, and their browsing behaviour data. Then, your remarketing emails can be automated.
The most common type of remarketing email is probably the abandoned shopping-cart follow-up. Every single day, so many customers abandon their online shopping cart for different reasons, before they finish a purchase. In other words, we are talking about persons who ALMOST bought something from you. Maybe, all it takes for them to complete their order is a polite reminder from you. Or maybe, it’s an email with a personal voucher.
There are plenty of other types of remarketing emails:
• Follow up emails regarding earlier purchases, sign-ups, attended seminars etc.
• Follow up emails regarding rewards/loyalty programs
• Follow-up emails for customers who have been inactive for a period of time
How will your remarketing emails increase sales?
If you’re sending email that is smart and based on the way a customer has purchased in the past or how they’ve browsed your site, you can deliver relevant emails. Relevancy combined with personalization are the key factors of email remarketing succes.
We probably all recognize the fact that we have a natural interest in opening and reading emails sent to us by “someone we know”, friends and family, since we perceive the content of these as naturally relevant to us. It works the same way with emails from a company or a brand: If the content of the email has been personalized and based on our prior contact with the company, we are much more likely to see it as relevant – and are therefore also much more inclined to open the email and respond to its content.
Relevant and personalized remarketing emails are going to get opened by your recipients. They’re going to get clicked. And they’re going to lead to sales.
Here’s your very short checklist for email remarketing:
First and foremost: Simplicity:
Keep your email simple – short & sweet! No one wants to read long emails, so get & keep your customers’ attention with a simple and short email.
Cut to the chase:
Make your call to action clear and big – the less scrolling your email requires, the better. The goal of a remarketing email has to be very clearly defined .
Everyone loves a good offer, a voucher or a free delivery. Be creative!
Good luck with your email remarketing endeavours!