5 Keys to Behavioral Retargeting Email Campaign Success
3. Special discounts aren’t always necessary. Many online retailers fear that offering a discount in their shopping cart abandonment email campaigns will train customers to abandon carts and wait for the discount. There might be a few people who try to game the system, but even at the discounted rate the sale should still be worthwhile. By segmenting your lists by recency of purchase and offering discounts accordingly, you’ll not only increase your sales but you’ll increase your profits per sale, the report says.
4. Measure results beyond clickthrough rates. Like every other email campaign you’re sending, test the different factors that go into your retargeting campaigns, the report recommends. That way, you know for sure what works best for your customers. Also, when performing tests, look at your conversion rate and profit, not just your clickthrough rate. Retargeting campaigns are all about raising profits, so you must look beyond the standard email metrics and focus on your bottom line.
For example, Movies Unlimited, an online store for movie collectors, performed an A/B split test for its shopping cart abandonment campaign. The messages contained the recipients’ names, items left in their carts and individualized recommended products — the only difference was that version A offered a $5 off coupon and version B did not. While version B generated a clickthrough rate that was 2 percent higher than version A's, version A generated a 36 percent lift in sales and a 59 percent lift in the number of products sold. If Movies Unlimited only looked at the clickthrough rate, it would have missed a big revenue opportunity.
5. You already have all the data you need to get started. Successful behavioral retargeting email campaigns are reliant on customer data — email metrics, clickstream activity, past purchase history and CRM data. Chances are you already have all of the data you need, even if you haven’t used it in this way in the past, the report says.