Email Remarketing
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Email remarketing comprises the
email Electronic mail (usually shortened to email; alternatively hyphenated e-mail) is a method of transmitting and receiving Digital media, digital messages using electronics, electronic devices over a computer network. It was conceived in the ...
systems used by merchants to follow up with
website A website (also written as a web site) is any web page whose content is identified by a common domain name and is published on at least one web server. Websites are typically dedicated to a particular topic or purpose, such as news, educatio ...
visitors who do not make a desired purchase action. It is a development of
email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to s ...
that aims to re-attract website viewers or customers. In other words, the whole idea of email remarketing is attracting customers or users back for purchase, growing repeated customers.


Types of email remarketing

Email remarketing can be done through various kinds of emails, such as:


Browse abandonment emails

Browse abandonment emails reconnect
merchant A merchant is a person who trades in goods produced by other people, especially one who trades with foreign countries. Merchants have been known for as long as humans have engaged in trade and commerce. Merchants and merchant networks operated i ...
s with website visitors who quit the site without purchase action, giving chances to turn window shoppers into actual buyers. Browse abandonment is on the upper side of the
purchase funnel The purchase funnel, or purchasing funnel, is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. This staged process is summarized below: * Awareness – When a prospect ...
, and the next abandonment which stop customers accessing to check-out is cart abandonment. Instead of contacting everyone, marketers are more likely to send email to the people who have shown obvious interest on the products. For example, they are the ones who browse key pages of the website or who begin a process such as registering an account or downloading a
white paper A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. Since the 199 ...
but then stop the action, without purchase any products or services. Usually, browse abandonment emails are edited based on the receivers' browse and search history. In this case, the emails would be personalized, more targeted on individuals, compared to marketing emails. Browse recovery emails could make approximately 36.63%
revenue In accounting, revenue is the total amount of income generated by the sale of product (business), goods and services related to the primary operations of a business. Commercial revenue may also be referred to as sales or as turnover. Some compan ...
and rise 2.79%
sales Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. A period during which goods are sold for a reduced price may also be referred ...
effectively.


Cart abandonment emails

As mentioned, cart abandonment is the second prevention. Cart abandonment emails are worked as a reminder of what items the receivers have abandoned. They are sent to customers who have added products to their shopping cart but failed to check-out. In order to prevent shopping cart abandonment, marketers would send remarketing email to customers. Some people are worried that sending cart abandonment emails will annoy people, and while that make be the case, research shows that 69% of people found the 'reminders' to be helpful in some way. Traditional cart abandonment emails require the advertiser to have contact information already in place to send the email. This requires that website visitors that abandon their carts must have previously subscribed, purchased, or otherwise provided their contact information. Newer technologies allow marketers to first identify anonymous website visitors using a
cookie A cookie is a sweet biscuit with high sugar and fat content. Cookie dough is softer than that used for other types of biscuit, and they are cooked longer at lower temperatures. The dough typically contains flour, sugar, egg, and some type of ...
-based identification system, and then to follow-up with those visitors directly via email to convert them.


Retargeting anonymous website bounces

When individuals visit a website without converting there are tools available to identify anonymous website visitors, match them with their email address and follow-up directly to convert. Similar to cart abandonment, this type of email remarketing is done prior to the cart - with follow-up sent even if the visitor hasn't provided their contact information.


Post-purchase emails

After completing orders, merchants would send a review emails to consumers. Some of those emails are telling them what they have bought before, some are post-purchase survey, etc. Before consumers make purchase decisions, they are heavily rely on the customer reviews about the products. Here is an example.
Sephora Sephora is a French multinational retailer of personal care and beauty products, offering nearly 340 brands alongside its own private label, the Sephora Collection. Its product range includes cosmetics, skincare, fragrance, nail color, beauty t ...
, a leading beauty retailer, thanks the customer for their recent purchase while simultaneously asking them to review their new products. Within the email they also give the shopper an additional reason to engage by promoting other content resources including Sephora TV and beauty news. This review campaign appears to be extremely successful. In addition, in the first quarter of 2015, the read rate for these campaigns was 58% higher than their average read rate and the deleted unread percentage was 44% lower. To sum up, post-purchase emails could not only help the companies to strength the
brand identity A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
, re-engage the existed customers, but also help attract new customers with
advertisements Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically us ...
and
promotion Promotion may refer to: Marketing * Promotion (marketing), one of the four marketing mix elements, comprising any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or i ...
. ''Order follow ups, rewards or
loyalty program A loyalty program or rewards program is a marketing strategy designed to encourage customers to continue to shop at or use the services of one or more businesses associated with the program. Single-company vs. coalition programs Loyalty progr ...
s, inactive customer follow ups, and so forth...''


Comparison to email marketing

Email marketing is more similar to
newsletter A newsletter is a printed or electronic report containing news concerning the activities of a business or an organization that is sent to its members, customers, employees or other subscribers. Newsletters generally contain one main topic of ...
which is broad and impersonal, like sending a direct email to existing customers or potential customers. On this stage, marketers may have little information about the receivers. The purpose of Marketing email is solely to deliver promotional messages. Companies usually collect a list of customer or prospect email addresses to send direct promotional messages. On the other hand, remarking emails should be much more personalized. As vendors probably have collected information about the customers on the first stage that the customers exposed, they are taking the information they already have and using them to send relevant emails. For instance, when a customer bought an item at his first visit, vendors would probably ask him to complete a form about his contact information. Afterwards, marketers would use those contact details to do their remarking campaigns. "Remarketing is so powerful because it allows marketers the opportunity to continue the conversation, that otherwise may have only been a 30-second decision on the part of the consumer," said Jason Hobbs, founder and president of
digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...
company The Found Group. Furthermore,
Forrester Research Forrester Research, Inc. is a research and advisory firm. Forrester serves clients in North America, Europe, and Asia Pacific. The firm is headquartered in Cambridge, Massachusetts, Cambridge, MA with global offices in Amsterdam, London, New D ...
found that remarketing emails can generate nearly four times more revenue and 18 times greater net profits compared with marketing using simply untargeted mailings. Email marketing gives vendors a chance to promote their products at the beginning, but email remarking allows the company to continue the business but targeted at less customers. In conclusion, email marketing covers wider area of customer group, while email remarking methods are more targeted and effective.


How email remarketing works


Benefits

The principle of advertisement is basically to give a persuasive argument for a product then put it in front of the public. With the development of technology, it makes advertising much easier. The word 'easier' means convenience and lower cost. In the past time, marketers usually printed the promotion messages into
brochure A brochure is an promotional document primarily used to introduce a company, organization, products, or services and inform prospective customers or members of the public of the benefits. Although, initially, a paper document that can be folded ...
s then delivered them to thousands of mailboxes. Nowadays, marketers just design and edit the content into emails, then send those emails to countless email addresses in one second automatically. With no shipping fees, delay, and printing cost, companies definitely have decreased much of their advertising costs in the present decade. Lower cost leads to higher revenue sometimes. Moreover, the data displayed above proves that email remarketing are bringing vendors brand loyalty, financial return, and so on.


How it works

By definition of ' remarketing', it restricts the volume of customer group that the marketers could reach. However, instead of direct emails, email remarketing are reaching the customers whose purchase intent is highest. The remarketing email receivers are existed customers and potential customers who have shown attention and obvious interests on the products and services. In this case, a persuasive argument on the items could easily drive them to buy. When to send the remarketing emails is a substantial problem. Experian Marketing Services found that emails sent closer to the abandonment is more likely to make lifts in revenue. Generally, it can be as early as 30 minutes to 1 day. For the promotion and reactivation emails and the other emails, they are suggested to be sent at 2 p.m. on every Tuesday and Thursday. What to send should be given careful consideration as well. For cart abandonment emails, the items left in the shopping cart should be shown in the email directly, as it leads to highest rate of transactions. The continue bottom to check-out should be shown in the obvious position in the emails, as well as the option for the transaction tools, such as 'via
PayPal PayPal Holdings, Inc. is an American multinational financial technology company operating an online payments system in the majority of countries that support E-commerce payment system, online money transfers; it serves as an electronic alter ...
' or 'Paid by MasterCard'. For the Thank You for Purchase email, it works better if it includes a discount information for the next purchase. Frequency is the key.
Experian Experian plc is a multinational corporation, multinational data broker and consumer credit reporting company headquartered in Dublin, Ireland. Experian collects and aggregates information on more than 1 billion people and businesses including ...
Marketing Services recommends that cart abandonment emails should be sent at least twice after the first attempt, because the survey shows 54% lift in revenues when the second reminder email sent.


Further reading

*
Email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to s ...
*
Email retargeting Email retargeting can refer to either: * Retargeting an audience with display ads after they have read an email from the advertiser (Display-Ad Based) * Emailing a website visitor after their website visit (Email-Based) Email retargeting is a comm ...


References

{{reflist Digital marketing