Address cart abandonment with remarketing e-mail

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Everyone is trying to do more with less, and this certainly resonates with marketers. In a tight economy where return on investment is a critical must, not a “nice to have,” it's important to find innovative ways to reach your customers without investing significantly more. Remarketing through e-mail can resonate with your customers and drive revenue.

Most likely you have invested in a campaign strategy that drives valuable consumers to your website only to have them abandon their shopping cart. Coremetrics, for example, found that online shopping carts are abandoned at a high rate of 56.2%.

Remarketing is a valuable tool to deploy at time of abandonment, but many organizations underuse this tactic. Most choose not to deploy post-abandonment strategies due to resource challenges or wanting to mitigate the risk of appearing invasive. However, some analysts have found that up to 50% of abandoned carts have the potential to be recovered.

It's time to engage the disengaged and here's how:

Follow up in real time. Waiting a day or two to respond to an abandoned cart may have made that transaction irrelevant. Create a transactional process that launches after abandonment in real time for optimized results.

Focus on more than the sell. Make your return proposition about the customer. Allow options beyond a purchase decision. Make certain there's a clear customer service component, such as free shipping or an additional discount.

Simplify the process. Make it as easy as possible for your customer to come back and purchase from that abandoned cart. If possible, have a unique link that navigates them back to the cart with all of their items and include the offer promotion code already applied.

Don't miss low-hanging revenue any longer. Remarket with an e-mail marketing program that requires very little spend.

Sally Lowery is director of demand generation at Bronto Software. Reach her at sally@bronto.com.

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