The Three Rs That E-Commerce Marketers Should Master

The other two Rs, retargeting and re-engagement, are tools marketers can use to boost retention rates and keep customers on board. Retargeting and re-engagement enabled by technology solutions, such as marketing automation, data management platforms, and content personalization, can make a big difference. Retargeting Imagine someone visits your website, clicks on several items (e.g. ,a few pairs of running shoes), adds one pair to the shopping cart, but then leaves without checking out or even entering an email address. Going back to our example, we understand that thanks to the tags added to your site's code, a cookie tracking the user is now stored in your data management platform (DMP) and identifies the visitor as being a part of an audience that is interested in running shoes. Visitor's name List and pictures of items left in the shopping cart One-time offer based on items viewed Suggested items for cross-selling Offer to connect them with Customer Service in case of questions or concerns Email re-engagement campaigns have been shown to be effective with 10% opens and order values up to 15% higher than normal, according to Unbounce. An email sent within 60 minutes of cart abandonment along with two more follow-up emails can generate an ROI of more than $8. You can also personalize remarketing display ad campaigns (though to a lesser degree than email) by including the items from the abandoned shopping cart in the ad. Tech for Re-Engagement For remarketing and re-engagement campaigns, marketers have various tools available to them: SalesMango is a relatively new solution on the market, but one that incorporates retention scoring and dynamic content serving based on engagement ratings. This is why some e-commerce sites ask visitors for their email address up-front, even before the visitors begin to browse or shop. Improving customer experience—from search and browsing to item selection and, most important, the checkout process—is vital.

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We are all familiar with the 3 Rs from elementary school: reading, ‘riting and ‘rithmetic. Similarly, there are three essential Rs that marketers—especially those working in e-commerce—should have a firm grip on: retention, retargeting, and re-engagement.

Just as reading is the keystone for education, customer retention is vital to success, and businesses that are good at keeping customers have the power to maximize lifetime customer value (LTV) and grow revenue—in some cases by more than 25%.

The other two Rs, retargeting and re-engagement, are tools marketers can use to boost retention rates and keep customers on board.

In the case of most consumers, the main point of engagement in today’s digital marketplace is the online shopping cart. It’s where customers finalize purchases, but it also serves as a basis for marketers to build profiles that allow them to develop long-term customer relationships.

The problem is that a large majority of online shoppers abandon the shopping cart, by some estimates at a rate of over 70%, which leads to trillions of dollars in lost sales.

But here is the stat that really counts: Over 60% of those lost shoppers could be won back.

Retargeting and re-engagement enabled by technology solutions, such as marketing automation, data management platforms, and content personalization, can make a big difference.

Retargeting

Imagine someone visits your website, clicks on several items (e.g. ,a few pairs of running shoes), adds one pair to the shopping cart, but then leaves without checking out or even entering an email address. How can you find her and unlock that potential revenue?

To better understand and serve your site visitors (and drive sales), websites commonly use a system of tags—snippets of code that report information about visitor actions and send it to an analytics platform.

Each time visitors click a link or view a new page, the tags register that information, and in some cases a cookie is set to find the visitors elsewhere on the Web after they leave your site. The ability to deploy and manage these tags is not easy, and using a tag management system can help.

You can use tags and cookies for a variety of purposes, but in this case they are extremely useful for retargeting a lost source of revenue (i.e., visitors who didn’t convert).

Going back to our example, we understand that thanks to the tags added to your site’s code, a cookie tracking the user is now stored in your data management platform (DMP) and identifies the visitor as being a part of an audience that is interested in running shoes.

Later, when that visitor goes to another website with available…

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