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Increase Customer Value and Sales with Remarketing

Lynette Rambo | December 8, 2015 

We’ve all seen it happen in our businesses.  In fact, at one time or another, I’m just as guilty as the next online shopper. What’s the crime?  Neglecting to click the “Complete Purchase” button during the checkout phase of online shopping.

So, what causes our customers to abandon their online purchases when they’re sooooo close to finishing? Getting distracted, technical problems, credit card doesn’t work, having second thoughts about cost, or maybe finding a last-minute better deal somewhere else.

The challenge? Getting them to come back and complete the sale!

Increasing Customer Value and Sales through Remarketing

Remarketing works so well because it targets people who are already familiar with your brand and have an interest in your product or service.

In a blog post on remarketing, remarkety.com states that the real issue in remarketing is how to increase customer value and, in doing so, generate more sales. Where email marketing consists of sending direct email to existing customers or prospects, email “remarketing” is for attracting customers or users back to your website or shopping cart once they’ve left.

Online and email remarketing (also often referred to as “retargeting”) can be extremely powerful in helping drive lost sales back to your business. I like wishpond.com’s explanation that remarketing essentially allows your brand to walk beside your bounced traffic as they travel the internet.  Taking it even further, remarketing gives you the opportunity to specifically target (or re-target) individual consumers in very personalized ways.

How Does It Work?

The biggest difference between remarketing and retargeting is the strategy used. Remarketing generally uses email, while retargeting typically utilizes cookies to drop ads while someone is browsing.

Remarketing occurs when someone who is a registered on your website adds items to their online shopping cart, but leaves before finishing the purchase. A day or two later, they receive an email reminding them of the items in their cart and encouraging them to complete the transaction. This email might even include a special offer or discount code as an incentive to complete the purchase.

The ideal remarketing campaign utilizes highly personalized messages based on tracking data you’ve gleaned about how your subscribers interact with your emails and website or landing pages. For example, someone who abandoned their shopping cart would get a very different email than someone who didn’t even open the email.

The term “retargeting” is often used for ads a consumer sees while he or she is browsing the Internet. It helps bring the “window shoppers” back to your website. Have you ever visited a website and, then, noticed that the company’s ads seem to follow you around on the www? Those are retargeting ads. Many websites track your movements using cookies, and those who have paid ads can target you with reminders as you visit other sites. Here are some ads from websites I’ve visited in the past few days that have followed me as I’ve browsed the Internet.

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How to Get Started

Let’s take a look at some things you can do to get started with a remarketing campaign.

  • First identify the steps someone usually takes before becoming your customer. What entry points (email, website, social media, paid ad, search, etc.) to your product are available and which ones are most likely to lead them to completing a purchase?
  • Next, map out your strategy and determine what message a prospect needs to receive each step of the way to get them to the next step. If they are logged in and you have an email address, an email message may be appropriate. If you don’t have their email address, then using an ad retargeting strategy could work. Consider using a combination of both for maximum effect.
  • Determine what emails you want to send. For example: abandoned cart messages, follow ups to orders, special incentives for inactive users, loyalty rewards, or even a simple thank you message.
  • Use personalization in your emails. Remind the recipient of what was in his or her cart or the last item viewed while browsing. If you know it, use the subscriber’s first name.
  • What online ads do you want to use and where? How will they tie into your email messages?
  • Automate as much as possible.
  • Be sure to track everything so you can see what’s working and what isn’t.

Why Does Remarketing Work?

Remarketing works so well because it targets people who are already familiar with your brand and have an interest in your product or service. This increases the relevancy of any follow-up emails you send them. Because you already have information about the consumer, you can send highly personalized messages. Plus, this is a prime opportunity for “sweetening the deal” and offering an incentive to encourage completion of the purchase.

In order to use an effective remarketing strategy, I’m assuming you have the tools in place that allow you to 1) track your website visitors’ and email subscribers’ behaviors, and 2) immediately communicate with them based on those behaviors.  If you don’t have the tools you need, we’d love to talk to you!

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Lynette Rambo

Lynette Rambo | Marketing Consultant

Lynette Rambo is a Salesforce Certified Marketing Cloud Consultant, Administrator, Email Specialist, and Trainer. She has worked in marketing and communications for more than 20 years and with Salesforce Marketing Cloud since 2012. As a Marketing Consultant and Trainer for ListEngage, Lynette helps clients learn Marketing Cloud functionality, email marketing best practices, and effective campaign management. She also works with the Salesforce CRM and connecting Sales and Marketing initiatives. You can contact Lynette at lrambo@listengage.com.