Retargeting Using Newsletters

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Retargeting is an essential part of the ecommerce marketing game, as a majority of your customers will not make a purchase the first time they come into contact with your brand, but rather after they have been retargeted several times. A good way of retargeting is by reaching their inbox- through newsletter, or email marketing. A correctly timed email can make or break your sale. Here are a few strategies which will help you to effectively retarget using newsletters.

Collate Data

The basis of every newsletter are the people it is reaching. The wider your outreach, the more chances you have of people responding to your newsletters. For this very reason, it is imperative that you regularly collate data about your email subscribers, and continuously expand your database. Think about new ways to invite email id submissions, may it be a pop-up during checkout, or a discount code which requires them to provide their email address. Also regularly analyse your newsletter subscriber list to weed out the fake or inactive ids and target the ones that engage regularly.

Target Abandoned Carts

A highly effective strategy would be to target people who have abandoned their carts during the checkout process. It is imperative that you move as quickly as possible, and reach out to them the same day that they abandon their carts with an email urging them to complete their checkout. These customers are a cream group, as retargeting them is most likely to result in engagements. Make sure that you keep your brand and the products they liked fresh in their minds through regular newsletters about the same, so that you give them that one final push to checkout!

The Importance of CTAs

Having a generic email informing your subscribers about your products and services will only do so much- it is extremely important that you have a clear, powerful ‘Call to Action’ underlying each newsletter you circulate. Decide beforehand what the purpose of the newsletter is (may it be promoting an upcoming sale, a new product launch or inviting them to explore your latest collection), and have the CTA as the conclusion of the newsletter in clear, precise terms. Without a CTA, chances are that your newsletter will simply fade away or be ignored.

Create Visual Newsletters

Any customer is much more likely to respond to an image over words, as has been proven by studies time and again. The time of simple, letter-like emails has passed. This is the era of the power of visuals, and image-based newsletters are the way to a successful email campaign. Images will allow you to exercise a minimalistic, powerful way of marketing where you can simply highlight your CTA with a catchy line, and attract the user’s attention with an engaging image.

Know When to Stop Retargeting

One of the fastest ways to lose a customer would be to overwhelm them with newsletters and emails about a product that they have already bought. You need to keep clear tabs on your customer’s purchase history, so that you don’t waste time and money on targeting a customer who has already converted. After determining your CTA, keep track of which subscribers actually responded positively and exclude them from your next round of retargeting newsletters.

Conclusion

Thus, newsletter retargeting, if done right, can prove to be a highly cost-effective and powerful medium of retaining your customers. It can convert window shoppers to actual buyers, and give you great returns on your investment. All you have to do is follow the above mentioned steps and be well aware of what has worked for you and what hasn’t!

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