Reaching customers through digital marketing is a little bit like searching for aliens. You know they’re out there (well, you’re pretty sure), they may be interested in you, and you need an effective way to communicate with them. And while we as a society haven’t developed technology to reach the outer space dwellers just yet, we have invented the rather useful tool of email targeting to influence prospective customers.
Email targeting allows you to reach different members of your audience with messages that are specific to them. And when using this approach, you need to be as precise as possible to achieve a good conversion rate. For optimal results, you should drill into your list of customers, learn what makes each of them tick, and separate them out into highly defined segments. Then you can send emails specifically catered to their individual preferences and watch the returns roll in.
Better precision also empowers you to craft more relevant messages, so your emails enhance the customer experience rather than detract from it.
Here’s how Where to Buy’s retargeting enablement capabilities help you create more effective segments.
How does Where to Buy’s retargeting enablement work?
Where to Buy’s retargeting enablement lets you identify individual shoppers and their behaviors by using unique identifiers. This allows you to build personalized shopper profiles with which you can re-engage the shopper with more personalized and relevant content.
Where to Buy gives you access to two levels of Retargeting Enablement.
The first level of retargeting enablement uses pixel and tagging integration to let you see customer engagement within your Where to Buy, including these tracked engagement events and data points:
- Where-to-Buy open/close
- Where-to-Buy button click
- Online/local retailer click-through
- Product selection change
- Location change
- Get directions click
- Call store click
Where to Buy can even provide sales intel and track customer behavior on retailer’s sites. Using automatically assigned unique identifiers, it follows each shopper’s journey as they move to the retailer’s site, showing whether they made a purchase or not, along with additional customer engagement insights:
- Purchase retailer
- Purchase date and time
- Purchase dollar value
- Purchased item—brand, competitor, and complimentary products
- Purchase retailer country
- Campaign tracking parameter
- Traffic source
This data can dramatically improve your email campaigns, allowing you to reach back out to customers with precisely targeted appeals. You’ll be able to customize your retargeting strategy for a variety of different scenarios and needs.
How to refine your email targeting with Where to Buy
There’s no limit to the creative strategies you can come up with using this data, but here are a few approaches to get you started.
Encourage shoppers to make a first purchase
With Where to Buy data, you’ll be able to see which shoppers have clicked through your links and checked out a product, but haven’t yet completed a purchase. Send a little nudge to remind them about the product they looked at, highlighting its features to encourage them to buy. If they clicked through to the product on a particular retailer, you’ll see that too. So you can ease their path to purchase even further by providing a direct link to the product they viewed at the retailer they likely prefer.
Retarget customers to drive repeat purchases
Do you sell consumable products or anything that needs to be purchased more than once? Schedule an automatic follow-up email to reach back out to customers right when they’ll be ready to make that purchase again. And include a link directly to the retailer they used before, making their purchase as seamless as possible.
Suggest additional products
Once a customer has bought one of your products, they’ll be even more likely to buy something else from you. Did they buy shampoo from you? There’s a good chance they’d be interested in your conditioner as well. Send them a recommendation for other products that pair well with their previous purchase.
Build loyalty with targeted coupons
Offering a coupon for a particular product? Reach out to all of your customers who have previously shown interest in that product, and let them know about the discount. Not only will you likely generate a lot of sales, but you’ll make your customers happy that they didn’t miss out.
Map the customer journey and product/retailer choices
As you track data over time, you’ll begin to see patterns emerge in your customers’ behavior. Learn which retailers they prefer overall and which retailers they prefer by specific products. Then use this information in future campaigns to prioritize the path to purchase most likely to result in sales.
Reinforce retailer partnerships
The more products you sell at a given retailer, the more highly that retailer is going to think of your partnership with them. Strengthen those relationships by sending them high-quality traffic of customers ready to buy. By learning which customers prefer to buy what products at which retailers, you can target them with exactly the items they’re likely to buy at the retailers they’ve shown they prefer.
Drive personalization at scale
Few brands take full advantage of the personalization that is possible on a per-customer basis. As a result, they send out mass emails that are often irrelevant to many of the customers who receive them. Build trust and deepen connections with your customers by showing that you pay attention to their needs and desires, and send communications that are actually relevant to what they want.
Ease your customers’ path to purchase
Where to Buy streamlines the path to purchase and then gives you actionable insights about which path your customers took and what they did when they reached their destination. Our live reporting dashboard gives you invaluable shopper insights into purchasing behavior across all retail partners. You can use these insights to better understand your customers and send them highly targeted promotions they’ll actually enjoy receiving.
Want to see how it works for yourself?
