Article

7min read

5 Ways to Detect Personalization Opportunities

You know it best: shaping the customer journey on your sites or apps from search to cart has become key for conversions. That’s why you’re using state-of-the-art tools to collect data, run campaigns as well as experiment and personalize experiences. But these are just tools that help you execute your plan. A big part of your job is to think about and play with ideas to tackle your business goals around loyalty, conversions, and turnover.
Did you know that you can rely on your stack for shaking your ideation process and detecting ROI-driven business opportunities?
If you’re using AB Tasty, enjoy now tailored sources of inspiration available for you, such as the Audience Recommendation, available for websites in English and French.

 

Dedicated to letting your good ideas take flight, Audience Recommendation will quickly identify segments of customers that are likely to be leveraged efficiently in your conversion strategy. Once connected to your site, it will suggest ideas of audiences based on your visitors’ interests that are likely to be converted into a thematic journey.
But that’s not the only way to quickly find opportunities and turn them into wins.
Read this article that suggests 5 ways to detect personalization journeys that will help marketers meet their business goals.

 

 

1. Engage your consumers based on the content they like

Let’s say you’re in charge of an e-commerce website: clothing, shoes or books. Think about the wide range of products or services that are available. Thousands of references. Do your buyers browse your entire catalog before adding items to the cart? We doubt it. We rather assume on the one hand you deal with bestsellers items, and on the other you have niche, premium or overstock that have trouble selling. How do you handle them today in your conversion strategy?
Our suggestion: Come play matchmaking with AB Tasty’s Content Interest. Identify key audiences that are sensitive to content found on your site – and combine topic-interested visitors with these items that make perfect sense for them. Our in-house AI suggests building segments based on browsing and transaction history thanks to Natural Language Processing. And that enables you to think about customer experience differently, aligning visitors’ interests and business needs in deeply personalized campaigns.

But even better: you will always be aware of current trends on your site – therefore able to adapt quickly to these always-changing consumers’ needs.

Let’s take a look at a typical online store such as a shopping website for shoes, on which our AI runs for content interest. You can see below an example of content segments and the volume of views and transactions it represents.
Wearers of black leather boots? Or rather low-top sneakers? Associated views and transactions help you make decisions about campaigns you could be inspired about. Of course, content-based messaging, with relevant offers such as targeted discounts, free shipping, or loyalty points, is very likely to be effective.

 

2. Build the journey based on visitor engagement

Looking to seduce newcomers to engage with you? Or to reward those who are loyal to your brand? But there are also those who come regularly and never shop. Do you already have a strategy in place for your different groups of visitors?
With AB Tasty you can target shoppers based upon the profile they have with your site. Here again, our AI comes into action. It will automatically allocate traffic into 4 logic groups of users: Disengaged, Wanderers, Valuable and Loyal consumers. That means you can have a dedicated strategy for each group and deploy it easily, combined with dedicated triggers to increase even more campaign success.
Like these newcomers, you don’t want to scare them right? Let them browse a bit or take action before displaying your campaign. Timing is key!
A good use case? Kiehl’s Australia decided to display a specific message for those visitors that are navigating and revisiting but not buying, these are wanderers. “Still deciding?” Discover our latest limited time offers”. Using stress marketing and acknowledging the uncertainty of these shoppers combined with deep targeting options resulted in an uplift of 2,26% in transactions for the brand.

 

 

3. Seize the low-hanging fruits

They started shopping with you but left – and are now back on your site! Within AB Tasty you can very easily build campaigns based on abandoned carts, that target – as the name already says – those who were just one step away from completing their purchase journey. You can decide to target them all, or you could do different scenarios depending on cart value or numbers of items in the shopping cart.
Our secret tip for these? Experiment! Find out whether shipping costs, promo code or components of your checkout page can be leveraged to optimize conversions and re-engage on cart abandonment. You can trust our experience there: there’s nothing like A/B testing to know best what ideas work and what ideas don’t work.
Then, only you can really define what elements contribute to retaining abandoners on your site.

4. Rely on your experimentation strategy

We just mentioned it. Seems obvious, especially if A/B testing is part of your strategy, but analyzing campaign results in depth allows you to detect…ideas.
When you test ideas, while this idea might not prove consequently winning regarding the output on the entire audience, it still might be a large win for certain audiences, e.g. for mobile users against desktop users. Or for returning visitors rather than new ones.
When reading A/B test reportings, don’t forget to filter and narrow down to detect these opportunities. Because statistics can prove that the magic you were trying to achieve for everyone is at least working for certain groups of people.

 

5. Use the force of your datalayer

Segment, Google Analytics 4, Tealium, Mixpanel, …. No matter what solution you use to analyze, understand and follow your customers, you might have identified already interesting audience segments from your first-party data. Why not use these to run your personalization strategy directly on AB Tasty? Once you have connected your preferred solution there, you can launch campaigns on these segments (or cohorts or traits) and couple them with further targeting and triggering options.
Example? Imagine a site offering holiday flats to rent. They know when their loyal customers usually book their holidays. That’s why they run campaigns targeting either those who enjoy Summer or on those – in the screenshot below – who like booking their vacations when Santa is around. In the same spirit, we could also couple that targeting with a weather trigger – snow or sea alternatives when it’s raining on the favorite destination.
We could even make it snow on the screen with AB Tasty’s no code snowflake widget, but that’s a question of idea.

 

Looking for further campaign inspiration? Check out the 50 tests you should know or see for yourself the AB Tasty app in action!

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Article

8min read

5 Examples of Email Remarketing Campaigns to Get Inspiration From

Have you been dreaming of an email marketing campaign to generate more revenue? If so, you’ve come to the right place.

Whether you’re in B2B or B2C marketing, it’s no secret that email marketing is a super effective way to communicate with your customers on your terms.

In fact, according to EMarketer, 80% of retail professionals quote email marketing as their greatest driver of customer retention.

However, email marketing has evolved so much over the years.

In order to connect with your customers, increase sales, onboard customers, move buyers down the purchasing funnel, or achieve other goals,  you have to get personal.

Consumers want personalized content; therefore, they’re likely to react better to all personalized forms of communication – specifically, email remarketing campaigns.

In other words, email remarketing campaigns are a great resource for you to connect with your consumer and generate more revenue.

Email remarketing defined

Email remarketing consists of capturing and using information about your customers in order to achieve better marketing results through personalized email marketing campaigns.

When a visitor browses a website, marketers can access navigation information using a browser cookie. A browser cookie is a small file that tracks behavior and actions for each visit.

Similar to retargeted ads, email retargeting campaigns use behavioral and action-based information to help tailor personalized email campaigns. However, email retargeting can also be used to generate retargeted ads on social media and display networks.

Now let’s discuss why you should use email remarketing.

Why you should start email remarketing

Email remarketing campaigns allow marketers to produce highly targeted, highly converting campaigns.

Because they work on the same principles found in retargeted ads, email remarketing can achieve better marketing results compared to traditional digital advertising like Facebook Ads and Google AdWords campaigns.

Let’s see what email remarketing can do.

1. Re-engage your customers

Let’s take a look at a typical situation: Most visitors visit one or two product pages before leaving your website altogether.

So, how can you re-engage these visitors?

Email remarketing can use tracked information to display relevant ads in emails. You can re-engage visitors by showing them special offers related to the product they just saw.

If used wisely, email retargeting helps your company re-engage inactive customers and increase customer retention among active users.

2. Achieve better clickthrough rates

Email remarketing allows for personalized and relevant ads.

According to data collected by SuperOffice, emails that are segmented, or targeted to a specific group of people, perform almost 40% better than a general email.

Imagine what you could do with a 40% increase in your open rate.

3. Drive more sales

With increased clickthrough rates and more chances to convert, your retargeted customers are likely to bring in more revenue for your company.

In fact, Hal Open Science reports that email remarketing conversions can help you increase your overall conversions by 10%.

That’s because your campaigns target just the right person at the right time.

4. Reduce shopping cart abandonment

One could say that email remarketing was basically invented to reduce cart abandonment.

According to the Baymard Institute, nearly 70% of shoppers abandon their carts. Email remarketing is a huge opportunity to remind shoppers of what they’ve been browsing and to recover this “lost sale.”

At the same time as you remind your customers about their desired products, email remarketing produces a fear of missing out (FOMO) effect. Your customer will feel light pressure as this might just be their last chance to buy that product at a discounted price.

5 examples of email remarketing campaigns

1. FOODPANDA: FoodTech

FoodPanda knows that hunger cannot wait. In the image above you can see that they retarget with two magical words: “FREE+DELIVERY”

A simple free delivery offer could be all it takes to convince your customer to try a new restaurant that they’re already been looking at.

2. DUOLINGO: EducationalTech

Duolingo remarketing email

Duolingo, a language-learning app, applies a different approach in its remarketing campaign: emotion.

If you haven’t used the app recently, they let you know that you haven’t been seen in a while and that it’s time to get back on track with your learning.

They even take it to another level by mentioning that you’ve made Duo the owl, the face of their app, sad because of your absence.

This is a great way to apply human emotion to a remarketing campaign to re-engage users.

3. DEBENHAMS: Fashion

cart abandonment email example

In Debenhams’ email remarketing campaign, they point out items a customer was browsing but that they haven’t added to their cart.

This email also includes enticing CTAs for buyers: FREE next-day click & collect and fuss-free returns. What more could you ask for?

Interestingly enough, this email doesn’t mention the customer’s name, but it still feels personal as it is targeted directly at customers viewing the product.

4. NIKE: Sportswear

In a similar fashion, Nike triggers a retargeted email after you’ve left some items in your cart.

While they don’t display your abandoned items, they insist on having you talk with a sales representative over the phone or through their online chat.

Finally, they also heavily highlight their “FREE SHIPPING – FREE RETURNS” policy in order to convince undecided customers.

This is especially important to highlight considering that shipping cost is one of the main reasons for cart abandonment.

5. FRESHBOOOKS: Saas

freshbooks email remarketing example

Want to retarget your own customers to upgrade to a new plan? Take a look at FreshBooks’ email campaign as an example.

With 19 days left in a free trial, they offer 60% off any plan for your upgrade. This not only entices the user with a discount but also reminds them that this offer is time sensitive according to how much of their free trial they have used.

Email retargeting best practices

Now that you have a few examples to start your retargeting campaigns, here are some best practices to keep in mind while you set them up.

  • Timing is everything: The sooner you can start your campaigns, the better. If you contact website visitors shortly after they’ve clicked off your page, they’ll be more likely to return and reconsider your products/services.
  • Keep it relevant: To be sure you’re targeting the right users, email segmentation is the best way to go. Segmentation is the process of separating the subscribers in your email list into smaller groups. This will help you be sure that you’re sending the right emails to the right people.
  • A/B test your campaigns: An A/B test will compare two versions of your email to test which one produces the best results. After a few tests, your team should start to identify trends and common patterns that lead to higher open and click-through rates.

Whether you’re looking to personalize your email content to capture customer attention or A/B test your subject lines to determine the best-performing phrase, choosing the right software will help you transform your ideas into reality.

AB Tasty is the complete experience optimization platform to help you create a richer digital experience for your customers — fast. From email remarketing to A/B testing your subject lines, this solution can help you achieve personalization with ease.

Connect with your website visitors

Whether an email remarketing campaign will be a new tactic for your team or you’re looking for some best practices to employ, these campaign examples will change the way you communicate with your consumers.

Relevant and personalized content sent at just the right time is key to generating more revenue with your email campaigns.