As we already know, Email Marketing is a communication technique whose main focus is based on sending email messages with the aim of acquiring new clients , but also with the aim of developing and improving the relationship with current ones - creating loyalty and interacting with them.
Well, that said, we can add (now yes) one more small purpose that Email Marketing can sometimes pursue: to recover customers that we considered lost, either due to cart abandonment or because they have not interacted with our brand for a long period of time.
In this article we will see some examples of how to get a user, apparently lost, to return to our site to complete the purchase and, in addition, encourage their engagement as much as possible.
Post Content
How to recover lost customers in Email Marketing
1.- Automated Email: cart recovery
2.- Email Remarketing
How to recover lost customers in Email Marketing
There are obviously many reasons why a user might abandon their shopping cart and simply leave your website. Either because they were about to complete their order, they got a phone call and had to rush out of the house; or because they were not convinced by the excessive shipping costs you charged and decided not to go ahead; or even because their partner recommended a better, cheaper site. I mean… for whatever reason, the user has not completed their purchase, but that fact does not (yet) indicate that they are a completely lost user .
In fact, there is always a very good chance of recovering that user at a more suitable time for him.
In this article we will talk about how we can achieve this through Email Marketing, but remember that you can also count on display retargeting (characterized by cookies stored in the user's browser) as another great method of recovering "lost" users.
Email marketing: make your campaign effective and reduce your costs
1.- Automated Email: cart recovery
When a user has abandoned a shopping cart, there may have been an infinite number of reasons for doing so, but -nevertheless- there is one thing we know and are clear about: if they were registered on your website at the time of adding the products to the cart, things look good: we will know who they are, and we will have their contact information.
In this way, simply with an automated email scheduled to be sent, for example, two days after the user has abandoned the cart, you can help us remind them that it is still there, and that it is waiting for them.
What's more, we even have the opportunity to take advantage of this occasion to offer a last-minute discount, an incentive, etc., etc., achieving that push we need to get them back in touch with the brand and not only complete the purchase, but to once again be part of a process that allows you to interact with them, and - little by little - achieve their loyalty and engagement.
2.- Email Remarketing
If, on the other hand, you want to recover contacts who have at some point consumed your brand's products, but you haven't heard from them for a while, things change. In this case, you will have to resort to Email Remarketing.
Typically, the body of the email sent in these cases usually includes a summary of the articles that the user has consumed at some point, offering them the ability to access them again with a click.
Many times, we make a purchase that we are very satisfied with vp technical email lists and that we give a high rating to, but in our daily lives and over time, we forget about it. Therefore, if a user, for example, has purchased a product from your brand 3 times in the last 6 months, and has not done so for some time, it would be appropriate to send them a message reminding them that it is still there for them, so that with just a click they can have it back in their home.
3 keys to improve email marketing response rates
The question at this point is: “How long should I wait after leaving the website to send that email?” Well, we must tell you that not all products are associated with the same reflection periods when it comes to determining whether to make the purchase or not: some will be more immediate and impulsive while others will require longer reflection periods. For example: it is not the same to decide in 24 hours whether to buy a party dress that may cost €49, than to decide whether to buy a family car. You must analyze your product very carefully before defining what time interval is most advisable for your type of business.
Every purchasing process has its own particularities, and you need to study them very well before applying any type of strategy, whether it is Email Marketing or any other technique.
