By Waleed Najam, CEO NEO Innovations, e-commerce marketer with over 10 years of business experience in digital marketing and e-commerce.
Retargeting has become an indispensable strategy for re-engaging potential customers and driving conversions. Unlike traditional marketing, retargeting focuses on already warm leads who have taken the time to visit your sites, place items in their cart or even begin the check-out process.
With an average cart abandonment rate of around 70% in most online stores (according to an average of 49 different studies), there are likely tons of opportunities to recover lost sales via smart and timely retargeting
In this article, I will discuss the automated email flows that, in my 10 years of experience in digital marketing and e-commerce, I have found particularly effective. I would also like to highlight some common flaws to avoid when sending out messages to customers.
Retargeting Funnel
First, understanding the retargeting funnel is crucial, as it's the foundation for turning visitors into loyal customers or even brand ambassadors. The retargeting process begins with the customer's initial interaction—whether they land on your website, subscribe to your email list or abandon their cart at checkout.
The entire funnel encompasses various retargeting email flows and time-based strategies tailored to the buyer's journey and the average time it takes for a customer to convert. Your time delays within each retargeting flow should be strategically aligned with this conversion timeline as per your analytics. Therefore, it's important to find ways to accurately track conversions.
Starting With The Welcome Flow
The welcome flow is essential for creating a strong first impression. It starts with a friendly, conversational tone, such as "We are happy to have you!" or "Welcome to the family!" when sending out new subscription notifications to the audience.
To keep the momentum, follow-up emails should highlight key product features and more benefits that one can get out of their purchase. Adding value to the subscriber's experience helps sustain interest and encourages more upsells.
Abandoned Cart Flow
Transitioning from the initial welcome, your abandoned cart flow should tactfully incorporate timing to get back to customers who left items in the cart.
I recommend the first communication being a reminder sent within 30 minutes to an hour after abandonment, for this is a timeframe when customers may have a change of heart. Further follow-up reminders can then be sent the next day or later; you want to keep tabs on the customer, but make sure that you refrain from sending too many continuous messages.
Abandoned Checkout Flow
Building on the strategies used in the abandoned cart flow, the abandoned checkout flow targets customers who were just steps away from completing a purchase.
Timing is extra critical in this phase. The first offer email is typically sent within one to three hours after the customer leaves the site, tapping into their sense of urgency with a time-limited offer to accelerate their buying decision.
If the purchase still doesn't occur, a second message featuring a more compelling offer can be triggered 24 hours later. Finally, 48 hours after the initial abandonment, a third message delivers the most attractive offer your store can provide, with a limited-time incentive to encourage a swift decision.
Each reminder, with its timed delay and increasingly attractive offers, helps convert different types of buyers at various stages of the flow. This approach not only helps recover lost sales but also allows customers to feel supported rather than pressured, creating the perception that they are being guided through the purchasing process rather than rushed.
Upsell Flow
Specifically, the upsell flow aims to encourage the customer to buy another product that is more expensive or more relevant to the one they bought last time. Not that there has to be a buffer where the customer can enjoy and relish the first product before persuading them to buy another product.
This time delay makes them appreciate the most recent product they bought, and by this time, they are likely most receptive to other offers. Unlike sending an upsell email right after the customer buys something, which can feel like you are pestering them, waiting two or three days—and even up to a week—allows the buyer to appreciate the product they just purchased.
Cross-Sell Flow
In contrast to the upsell flow, the cross-sell flow is designed to recommend products related to the customer’s recent purchase. Statistics show that cross-selling can boost revenue by 10% to 30% while improving customer retention and satisfaction.
Just like with other flows, timing is crucial; offering related products too soon can feel rushed, as the customer may not yet recognize the need for them. Yet, waiting too long might cause the opportunity to slip away.
I find that introducing these items a few days after the initial purchase can help ensure your offers are timely and relevant, enhancing the shopping experience without disruption.
View Abandonment Flow
Finally, the view abandonment flow is crucial for re-engaging customers who have shown interest in specific products or services.
It can be extremely effective to remind a user when they last visited your site or when they last made a purchase from you; this can be even more effective when accompanied by specific details of the product and any other recommendation that you have for the user.
Through experimentation, I've found a reminder message sent within the 24-hour time frame works well in helping the customer remain aware of the item or items yet also have time to peek at other products.
Promotional language such as "Limited stock available" or "This product is quite popular and you could lose your chance to buy it" can help complete the sale.
However, I want to emphasize again not to follow up too quickly, for overly hasty emails can feel intrusive. Relatedly, spacing out subsequent reminders respects the customer’s decision-making process, allowing them to revisit their interest without feeling pressured.
Retargeting Disclaimer
In e-commerce, effective retargeting is crucial for driving conversions and staying competitive.
As technology advances, strategies like omnichannel engagement and AI-driven personalization are making retargeting increasingly sophisticated. However, balancing personalization with privacy is essential as data regulations tighten.
