Most websites are more than happy to have a conversion rate of around 1% to 2%. However, what about the other 98% or 99% of website visitors that don't request additional information, don't respond to your call-to-action and don't actually purchase anything. Where do these potential customers go, and what, if anything, can you do to recapture their attention?
Remarketing is the platform that allows you to reengage those lost prospects. However, it's important to understand that it's different from retarget marketing, a strategy where a website's cookies track search queries and then reintroduce digital advertisements based on those searches at a later date.
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You have all the data and analytics you need to make remarketing work.
Remarketing relies upon emails as a means of re-initiating contact and directly engaging your audience. It's both an up-sell and cross-sell strategy that helps you reinvigorate lost leads and re-energize existing customers. So, while retarget marketing and remarketing are similar, the one difference is the strategy; remarketing gathers data and uses that data as part of the next email campaign. Here are some of the reasons why remarketing works and some strategies that make it so successful.
1. Understand Your Audience
Remarketing works when you have a thorough understanding of your audience. Start by defining your buyer personas. These personas represent the different types of prospects and customers who take action when they're on your website. Each of your personas has a different reason for engaging your company, a different reason for buying and a different reason for returning. Understanding why your personas decide to take action is critical to making your remarketing efforts work. Ultimately, it allows you to personalize your email campaigns so that you're appealing to what each of these personas thinks is most important.
2. The Right Offer at the Right Time
Have you ever noticed how quickly you receive an email after making an online purchase? Most of the time that email not only confirms your order, but it also provides you with a whole list of ancillary support products and services you might be interested in. To help make your decision easier, the email includes a bunch of discounts and rebates. All of this is part of that aforementioned up-sell and cross-sell strategy; you've just made a purchase and to show you their appreciation, the company offers even more. How can you possibly turn that down?
3. Customized Message Based on the Action Taken
Again, not every website visitor will ask for additional information or make a purchase, which is why you need to have customized messages that correlate to the buyer persona and the action they took. For instance, did someone start the process of downloading your free eBook only to get interrupted? Well, your remarketing email may simply provide a polite reminder to get them started again with a link back to your landing page.
For customers that made a purchase, the remarketing email might offer additional discounts, rebates, and rewards. For the user that didn't quite finish downloading the eBook, the email may offer them a chance to revisit the website for other free information. For visitors that did not take any action whatsoever, an email with an advertisement is often enough to re-engage them.
A customized email is a great email.
4. Using the Right Information
Most of the information you need to make remarketing work comes from the data your website gathers. Existing customers have a history of purchases. You'll know when they buy, how much they buy and how often. For prospects, you can refer to their email address, their social ID or app ID or even their IP address as a means of providing customized messaging.
Remarketing works because it allows you to pursue prospects that would otherwise be considered lost. In this case, it's about using the data at your disposal as a means of engaging your customers and prospects.
If you would like to see how remarketing can work for your enterprise, then contact us. We can help you make 2021/2022 a year of success!
Written By: David Carpenter
