In MarTech’s “MarTechBot explains all of it” feature, we pose a matter about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader web.
Question: How can marketers use retargeting emails — not only ads — to increase engagement and conversions, particularly for time-sensitive promotions like BFCM?
MarTechBot’s answer: Utilizing retargeting emails for time-sensitive promotions, similar to Black Friday/Cyber Monday (BFCM), could be an efficient strategy to boost engagement and conversions. Here’s how to maximize their impact:
Key strategies
Segmentation and personalization
- Segment: Identify customer segments based on previous behavior, including abandoned carts, browsing history and buy history.
- Personalize Content: Use dynamic content to tailor emails to the person’s preferences and past interactions.
Timing and frequency
- Urgency Messaging: Highlight the time-limited nature of the promotion. Use countdown timers to emphasize urgency.
- Optimal Timing: Send emails at key times, similar to during the height shopping hours and towards the top of your promotion.
Compelling subject lines
- Include urgency triggers like “Hurry!”, “Final Hours!” or “Last Chance to Save!”
- A/B test subject lines to find probably the most effective messaging.
Clear Call-to-Action (CTA)
- Ensure each email has a single, clear CTA directing recipients to complete a purchase order or take one other desired motion.
- Use buttons and contrast colours to make the CTA stand out.
Incentives and discounts
- Offer exclusive discounts to those that abandon carts or have engaged prior to now without converting.
- Consider additional incentives like free shipping or a present with purchase.
Behavioral triggers
Set automated triggers based on customer actions, similar to viewing a product without purchase or abandoning a cart.
Technical considerations
- Automation Tools: Use marketing automation tools to arrange and manage your retargeting email campaigns efficiently.
- Responsive Design: Ensure emails are mobile-friendly to capture conversions from all devices.
- Compliance: Ensure your campaigns comply with data protection regulations, similar to GDPR.
Measurement and optimization
- KPIs: Track open rates, click-through rates, conversion rates, and revenue generated from retargeted emails.
- A/B Testing: Continuously test email components (subject lines, content, CTA) to optimize performance.
- Post-Campaign Analysis: Evaluate what worked well and what didn’t to refine your approach for future campaigns.
Best practices
- Keep the emails concise and visually engaging.
- Maintain a consistent brand tone that aligns along with your overall marketing strategy.
- Ensure seamless integration between your email service provider and other systems like your CRM and e-commerce platform.
By specializing in highly relevant, timely, and personalized content, retargeting emails can significantly boost engagement and conversions during crucial sales periods like BFCM.
The post How to make retargeting emails drive more sales during promotions appeared first on MarTech.
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