- Tactic #1-Social Proof Notifications
- Tactic #2-Recommend a Product
- Tactic #3-Email Retargeting
- Tactic #4-Personalized Emails
Use social proof to leverage conversions rates by 10-12%. We trust our connections and are likely to try things they recommend. If we notice a place is buy or popular we may also be likelier to check it out. We’re social creatures and we trust what other people tell us.
As our world becomes more social and brands start to rely more and more on influencers you want to follow suit. You want to maximize your ability to show your users that people they know, and trust are also engaging, buying and using their products, and loving them! This kind of social proof helps bring in the masses and lift your conversions.
The more data you collect from your customers the better you’ll start to know them. You create these profiles for each customer that can help you choose your marketing strategy and how to target your visitors. If you track their browsing and look at the items they add to their carts you may be able to start recommending products. With enough information you can start to see patterns. Maybe customer A bought a new brush and shampoo, and customer B is buying the same shampoo. Recommend them that brush and maybe they’ll be likely to add it on to their purchase.
Amazon and their affiliate companies (think Goodreads) do an amazing job of giving recommendations. They’ll send you recommended products and deals that pique your interest because you looked at something similar. Amazon gets almost 35% of their revenue from such recommendations. While it may not be as strong for you it’ll definitely increase the chance that you can turn a visitor into a paying (and maybe returning) customer.
By tracking what your customers are doing on your site you can tailor customized marketing emails to your visitors. By encouraging customers to complete their actions, like finishing their checkout, can be an email retargeting strategy.
Retargeting emails have a higher open rate than the average email because the content is generally more useful or relatable to the receiver. Sephora does a great job of this if you add items to your cart and disappear. You receive an app notification a bit later about how “it’s not cool to ghost 👻 your cart”. This fun (and millennial relevant) targeting shows they know their customers, how to talk to them and maybe gently nudge them into a purchase.
If someone comes to your site, doesn’t buy anything and leaves you should hopefully have gathered enough information to craft a useful retargeting email. It should market to them and incentivize them to come back and turn into a converting customer. But don’t send too many marketing emails or messages or you risk pushing away the customer entirely.
We used to send out emails to the masses and hope that our super generic message would capture people’s attention. With today’s ability to filter and create product pitches that are specifically targeted we should avoid being generic. WE can customize based on location, the behaviours of a particular customer and any other touchpoints you track. This makes the recipient of your email feel like you understand them and are sending stuff to them that they’re actually interested in.
You can even test subject lines and images to see what is helping your emails convert. Track click-throughs to see if recipients open your email or click the links within it. Check out the blogs of apps like HubSpot and MailChimp to see what they recommend for calls to action and other capturing content to add to your company’s emails.