{"id":1463,"date":"2020-02-05T22:06:01","date_gmt":"2020-02-05T22:06:01","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=1463"},"modified":"2020-10-14T07:22:47","modified_gmt":"2020-10-14T07:22:47","slug":"win-back-email-strategies-that-go-beyond-cart-abandonment","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/win-back-email-strategies-that-go-beyond-cart-abandonment\/","title":{"rendered":"Win-Back Email Strategies That Go Beyond Cart Abandonment\u00a0"},"content":{"rendered":"

We\u2019ve all heard the statistic that acquiring a new customer can cost up to <\/span>five times more<\/span><\/a> than retaining an existing one. But after your cart abandonment email campaign has run its course, is it time to give up on that ROI, or is it time to go beyond cart abandonment with a winback email strategy?<\/span><\/p>\n

A win-back email strategy aims to recover customers lost through <\/span>browse abandonment<\/span><\/a>, cart abandonment, or a finalized purchase by re-engaging with them further down the line. This can benefit your marketing ROI, customer engagement levels, and overall conversion and customer lifetime value rates. However, a win-back email strategy isn\u2019t without its risks. <\/span><\/p>\n

According to <\/span>Adobe<\/span><\/a>, being emailed too often, being sent irrelevant offers, and poorly personalized emails are among the top consumer annoyances when it comes to marketing emails. And, if you read our recent blog on <\/span>ecommerce email deliverability<\/span><\/a>, you\u2019ll know that poorly executed emails can result in the black labeling of your email domain and the inability to land in inboxes of future customers.<\/span><\/p>\n

So, how do you execute a winning win-back email strategy? Let\u2019s take a look. <\/span><\/p>\n

The Essential Components of a Win-Back Email Strategy<\/span><\/h2>\n

There are three essential ingredients of a successful win-back email strategy. These are:<\/span><\/p>\n

Timing<\/span><\/h3>\n

As already mentioned, being emailed too often by a brand is deemed annoying by consumers. Considering that you have just finished hitting this customer with a <\/span>cart abandonment or browse abandonment recovery campaign<\/span><\/a> of roughly three emails in short succession, it\u2019s time for a little breathing space. <\/span><\/p>\n

Research conducted by <\/span>MarketingSherpa<\/span><\/a> found that the top four preferences for email frequency were at least monthly, at least weekly, weekly, and monthly. <\/span><\/p>\n

\"email_frequency_preferences\"<\/p>\n

Therefore, it\u2019s recommended that you give your potential customer a little time off. Have <\/span>CartStack send their information to your CRM using Zapier<\/span><\/a>, and then schedule them into the appropriate marketing campaign when the timing is right. <\/span><\/p>\n

Relevance<\/span><\/h3>\n

Speaking of appropriate marketing campaigns, the second essential component of a win-back email is relevance. You\u2019ve already gathered essential contact and browsing information from your website visitor using real-time data capture – use it. <\/span><\/p>\n

By sending an email that\u2019s personalized to your potential customer, you increase the chances of future engagement by <\/span>80%<\/span><\/a>. And it makes sense. Sending someone who spent 15 minutes browsing your dog toys an offer on cat food isn\u2019t likely to respond, and may even blacklist you if they feel particularly offended. <\/span><\/p>\n

Value <\/span><\/h3>\n

Finally, your win-back email strategy must deliver something of value to the recipient, in the same way that your cart abandonment emails do. <\/span><\/p>\n

Value not only engages customer interest, but it also ignites the reciprocity principle. The reciprocity principle is that human beings are more likely to do you a favor if you\u2019ve done them one first. So, by offering a potential customer something of value, they feel compelled to return the favor by clicking the link or buying a product. <\/span> <\/span><\/i><\/p>\n

Three Win-Back Email Strategies for your Store<\/span><\/h2>\n

Now that we\u2019ve shared the essential components of a win-back email, it\u2019s time to delve into the different types of ecommerce win-back email strategies that you can implement for your store.<\/span><\/p>\n

There are three main win-back email strategies that you can implement to win-back website visitors, entice conversions, and start longer-term customer relationships. These are:<\/span><\/p>\n

1. Converting the converted (past customers)<\/span><\/h3>\n

Let\u2019s start with the easiest of them all: previous customers. If your <\/span>on-site cart abandonment campaigns<\/span><\/a> or post-visit recovery emails have worked, your hard work doesn\u2019t stop upon a sale. <\/span><\/p>\n

Just because someone bought something from your store, doesn\u2019t mean that they\u2019ll want to rush back or even think of you when they\u2019re next making a purchase. Repeat customers require repeat engagement, which is what this win-back email strategy is for. <\/span><\/p>\n

Re-converting the converted can be achieved with a drip-feed email campaign that includes the following:<\/span><\/p>\n