Email Marketing and Remarketing: The Ultimate Strategy

Have you ever gone to a clothing store, picked up a garment, and just before going to pay, you preferred to leave it and leave the establishment? Surely it is. This situation is repeated daily in a number of scenarios, including online. In a store, the clerk is not going to come out after you to try to convince you (or so we hope), but when we talk about an online purchase, the company has different options to try to bring you back to the store and finalize your purchase. This is how the friendship between email marketing and remarketing was born.

Do you know about remarketing? Do you know what Email Marketing is and how to use it together with a remarketing strategy? We’re going to tell you everything, so let’s take it one step at a time and start at the beginning.

What is Email Marketing and Remarketing?

What is email marketing?

To find out what Email Marketing you must be clear that we are talking about one of the most direct forms of communication in the digital field, between company and customer. In this way, email marketing, emailing, or mailing is the mass sending of emails to a group of customers or potential customers. It is a very powerful direct marketing tool, and the one that provides the best results, with an ROI of approximately 4,300%.

What is remarketing?

On the other hand, remarketing is a strategy that is used to lead to conversion for those users who have initially shown interest in a product, but who have finally abandoned the purchase before completing it. Remarketing is the online way we have to go after our customer, bring them back, and find out if they are still interested in buying our product, or simply remind them of a purchase that they never completed, or what in the same, the hateful abandoned cart.

Cart abandonment

Abandoned carts are growing quickly and easily digitally. After this abandonment, we find a wide variety of reasons, such as shipping costs, wanting to compare prices on other websites, technical errors on the website, saving the product for “another time”, but in short, most of the time they can be summarized in two reasons: time and money.

Some studies tell us that if a visitor abandons their cart and does not return to the purchase in the next 60 minutes, the probability that they will return to complete their purchase is reduced to 90%.

With remarketing through email marketing, you can immediately send an email to your potential customer, and prevent their desire to buy from cooling down.

Why unify your remarketing strategy with an email marketing campaign

At this point, you may still be wondering. Why unify strategies? Their union can bring many benefits and advantages to your business, such as:

• Gain notoriety and visibility as a company.
• Low cost.
• It helps you get direct conversions via email.
• Possibility of cross-selling to those customers who bought certain products.
• Its ROI is high for the investment involved.

There are many reasons, and they are quite good. Below, we will give you a little more information so that you can use both strategies in the most optimal way.

How to use remarketing in your email marketing campaign?

The union of the two becomes a very complete strategy, with little chance of failure. “Remarketing emails,” according to experts, can generate almost four times more revenue and eighteen times larger net profits compared to traditional email marketing.

How can you apply remarketing in email marketing? Here are five tips for you to achieve the most effective email marketing remarketing:

• Don’t wait more than an hour to send your remarketing campaign. If you take longer, as we have told you before, the desire to buy from your brand will fade more and more until it is non-existent.
• Tailor and personalize your email marketing (remarketing) campaign to the potential buyer. For example, you can address them by their first name and offer assistance to help them shop on your website, as the cart abandonment may have been due to a mistake on the website.
• Notify your customer of the date on which their cart will expire. This way, you revive the customer’s desire for your product. You can clarify that their products will be stored for a certain amount of time before emptying their cart.
• You can send an email in which the product they abandoned appears in the shopping cart, to remind them that the operation was not completed.
• Within your email, you can highlight your CTA with a link that directs it directly to the shopping cart saved on the website. This way, you can’t make it easier: you send your buyer wherever you want them to take action.

On the other hand, you can also use remarketing in your email marketing campaign for purposes other than avoiding abandoned cart syndrome. For example:

• Reminding a user that they left their newsletter subscription process halfway through.
• Reminders to regular customers who haven’t made purchases on your website for too long. How can you do it? Perhaps simply by telling them that you miss them and inviting them to come back to your brand/company.

Have we convinced you? Do you know any other ways to use remarketing alongside email marketing? Do not hesitate to share your impressions with us. We hope, at least, that our suggestions have given you some good ideas on what you can optimize in your company’s digital marketing. Investing a few hours in improving your strategy can lead you to almost immediate and long-lasting benefits.

If you haven’t tried this technique in your email marketing yet, we encourage you to do so as soon as possible. You’ll see how surprised you are to see the positive results you get!