With more than 70% of carts abandoned, there is a tremendous opportunity for additional revenues and profits for those marketers who can leverage smart email marketing strategies to have a percentage of those customers complete those purchases.
However, simply sending additional emails will not convert those customers. Nearly one-quarter (23%) of respondents in the Optimove 2024 Consumer Holiday Shopping Survey said they wanted fewer emails. The key is to send customers the right emails at the right times.
The Big Picture:
Focusing on emails most likely to capture the customer’s attention helps ensure that the emails will be opened and responded to rather than contributing to email fatigue.
There are certain emails that customers will look forward to not only during the holiday shopping period but also during post-holiday shopping and the remainder of the year.
Three essential tips for recovering abandoned carts include sending timely emails to alert customers about price drops, notifying customers about items back in stock, and informing customers about new products.
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3 Real-Time Email Marketing Messages to Turn Shoppers into Buyers
These three real-time marketing messages will help you convert shoppers into buyers:
#1 – Price drop alerts
To implement real-time price drop alerts, you need two things. First, you need to know which products your customer wants to hear about, either their favorite category, an item they have saved to their cart, or an item they have viewed. Secondly, you will need a Digital Experience Platform, like Opti-X, to connect to your product catalog. Then, you can use Universal Events to trigger in-the-moment messages. By combining these elements, you can send customers messages as soon as relevant products have dropped in price. This is a major time saver and value generator when prices have fallen; for slow-selling merchandise, you want to clear from inventory by the end of the year.
Your customer has found their favorite product but is greeted with an “out of stock” notice when they advance to the purchase stage. Luckily, you’ve provided them with the option to either “save for later” or provide their email address so they can be notified when it’s back in stock. To send this notification, you’ll need Universal Events connected to your product catalog to monitor stock levels and trigger the message as soon as the product becomes available. Ensure the customer is among the first to know that their preferred purchase is back on track quickly.
#3 – New Products Added
Whether it’s releasing a new collection specifically for the holidays or simply updating your product range, adding new products to your inventory presents the additional challenge of getting them in front of your customers, especially if you are a medium- to large-size retailer with thousands of products to keep track of at any one time. With Universal Events, you can put your feet up and let us do the hard work, with events triggering automatically whenever a new product has appeared in your catalog and triggering a dynamically personalized message to customers who have shopped in that category before or bought similar items, for example. All without you lifting a finger, and all in the blink of an eye.
When implementing your real-time marketing strategies with Universal Events, remember to explore which channels work best for delivering to your customers: web push notifications, emails, mobile in-app messages, SMS, etc. Think about their experience when receiving the message and how you can make it as contextual as possible to ensure a seamless customer experience.
eBook: 9 Creative Email Tactics
Download this eBook to find new ways to “wow” customers and cut through the clutter with engaging, relevant emails.
Typically, customers are swamped with messages from retailers during the holiday season, causing email marketing fatigue. Nearly a quarter of customers want fewer emails, not more. To make any additional messages that customers want to see and respond to rather than just more email “noise,” you need to make the messages about something that genuinely interests them.
By harnessing your knowledge of customers and combining it with highly contextual Universal Events, you can use real-time email marketing effectively by creating hyper-personalized marketing campaigns that speak directly to each individual, significantly increasing your chances of converting them this holiday season.
Optimove can help. Our native channels and real-time capabilities, like Universal Events, allow you to orchestrate campaigns that maximize customers’ future value and keep them engaged for the long haul.
Dana Carr is Optimove’s Director of Email Marketing. Dana has over 20 years of experience managing the email marketing strategies of many recognizable global B2C and B2B brands. As the Director of Email Marketing, Dana is bridging the gap for Optimove’s customers by providing a data-driven marketing plan and timely implementation grounded in best practices, targeted content, and visually engaging design.
