How to Construct a Customer-Focused Remarketing Campaign

Tweet To start, think of a consumer on your ecommerce site. They scroll through the carefully selected featured content on your site. For some reason, something on the screen catches their eye, and they click through to one of your product pages. Their eyes rest on the framed image of your product and travel through the concise product description. After a few seconds, their mouse hovers over that all-mighty CTA: “Add to Cart.” They click … … and then they leave. Just like that, one of your customers has fallen out of the funnel, abandoning their cart as well as their possible transaction with your company. Speaking as an editor at MECLABS Institute (MarketingExperiments’ parent company) and as a consumer for over 20 years, I feel comfortable saying that we customers are a fickle crowd. In the few minutes and steps it takes from adding a product to the cart to actually checking out, a million different things can happen to prevent purchase. Marketers need to be ready to battle everything — from customer frustration with the purchase process to simple distraction. Thankfully, an abandoned cart does not have to mean a lost transaction. A cart abandonment email campaign can be an excellent, though underutilized, way to reconnect with your lost customer and potentially make a purchase. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, when asked what types of automated emails their organization deploys, surveyed marketers ranked “Shopping cart abandonment” as dead last at 11%. However, 51% of surveyed American…
Source: Marketing Experiments
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