It’s that time of year: The chance for marketing teams to evaluate what worked in 2017 and also devise new strategies to generate even better results in 2018. More specifically, they need proven ways to increase customer engagement, clicks, conversions, and ultimately, revenues and profits.
While early, it appears that 2018 will be a better year and offer more opportunities for retailers. According to Forbes, while 2017 represented a retail apocalypse, 2018 will be a retail renaissance. Consumers are showing signs of renewed interest and confidence, and if the tax cut lives up to its promise, people will see more money in their paychecks in 2018.
All of this sounds great, but marketing teams still face the challenge with how to connect with customers and prospects. Consumers are flooded with marketing messages, so it’s difficult for marketing teams to stand out, capture their buyers’ attention, and motivate them to buy a product or service.
Yet there is good news: Retargeting email campaigns using open-time data can be the edge retailers need to cut through the clutter and drive results.
Stand out with retargeting emails
Retargeting gives you the chance to stand out from the crowd, those still engaging in the “same old, same old” marketing tactics.
Retailers may profess to know about retargeting and claim they’re using it now, but so many get it wrong. The secret? Relevance. Any consumer wants to see offers and content tailored to their specific interests and needs. Everything else fails to catch their attention. Yet if marketers can deliver personalized, interesting, engaging content, the more likely they are to take the time read it, click for more information, and make a purchase.
All of this is possible with retargeting, especially when served up in personalized email campaigns using the consumer’s moment-of-open data. In this example, retargeting uses historical, user-level behavioral data to generate product offers relevant to the opener’s interests.
It’s a powerful advantage. Research shows that emails featuring retargeting offers generate click-through and conversion rates three to five percent higher than those featuring more generic content.
Retargeting in action: KEEP Collective
Leading retailer KEEP Collective partnered with Liveclicker to personalize and enhance their promotional email materials, targeting customers based on their browsing history.
Using data on categories searched and items viewed, KEEP Collective was able to add a “Hand Picked for You” section to their emails, and generated content in this area using specific content from the opener’s browsing history. This targeted, personal approach drove click-throughs, customer interest, and ultimately, an increase in sales.
Liveclicker’s unique moment-of-open technology allows for this “Hand Picked” section to be part of the default templates while also ensuring that if a customer doesn’t have enough of a history, it can be made invisible. It can also easily be converted to show top sellers, new arrivals, or anything else that KEEP Collective wishes to highlight.
By ensuring each customer sees something they’ll be interested in, KEEP Collective improves its ability to stay relevant, maintain customer loyalty, and generate new sales.
To learn more about retargeting, and how Liveclicker’s RealTime Email solutions are helping today’s leading brands achieve superior results, please visit www.liveclicker.com.