Research shows that two times to three times more site abandoners will buy when remarketed, but what is the best way to recapture these wayward shoppers? Rushing out a "buy now" call to action is not necessarily the best approach as it turns out. A recent article for Retail Online Integration suggests a three-pronged approach using a combination of e-mail and advertising. The first, immediate step is to REMIND the departed customer of the brand, with a gentle nudge focusing on customer service and reinforcing the brand message. The article cites the example of high-end brand offers of a personal shopper, offers that can get a whopping 80% e-mail open rate. This "we are here to help" rather than "we are here to sell to you" approach can actually have a stronger impact on sales. Next, REASSURE the shopper of the value of the brand by sharing relevant product reviews, images and even alternative products, all with links back to the website for information. Showing shoppers that others have had a positive experience with a product, and/or that there are similar items that could be a better fit, helps validate that the brand provides something worth buying. Finally, PROMOTE to the site abandoners, but take care. Consider testing different promotional offers, such as free or two-day shipping, or even a product discount. Be aware that a promotional offer may decrease order value, but it may also convert the browser into a buyer. So, determine whether your remarketing goal is profitability or customer acquisition when you set up test promotional offers. For the whole article, see http://www.retailonlineintegration.com/article/the-remarketing-triple-play-remind-reassure-promote/1#
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