The overall strategy starts by putting technology in place that identifies website visitors who already exist in your email database. These are customers and subscribers who have previously opted in to receive emails from you, so there's never a question of CAN-SPAM compliance.
Once these customers and subscribers are identified, their actions on your website can be tracked. Tracking analytics give website owners a plethora of useful information about the relative strengths and weaknesses of web pages. But it's essentially a side effect of the main point of this technology, which is to identify each recorded visitor's actions and, more importantly, respond to them appropriately and positively. Doing so will increase overall return on investment.
After identifying opted-in subscribers from your email database when they visit your site, and assuming that no transaction has been completed during the visit, a special email campaign should be sent shortly after the customer or prospect leaves the site.
Email best practices say that only one re-engagement email should be sent to each visitor in any preset time period (12 hours to 24 hours is optimum), no matter how many times they visit your website. The goal is to re-engage the shopper in a positive way.
Once it's been established what pages were visited, a single email or series of email messages should be sent responding to his or her actions. There are three types of messages that can be deployed:
- default message: a single, universal message sent to all identified visitors, regardless of pages viewed;
- shopping cart message: a specific message sent to visitors viewing one or more shopping cart pages without making a purchase; and
- page-specific messages: marketers can design unique campaigns for subscribers who visit specific pages or groups of pages selling similar products.
Keeping the message positive and not enabling visitors to abandon your site in search of a better deal is paramount. People respond well to messages that remind them of the end dates of current promotions, provide discount codes or coupons, or even unveil a special sale.
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