Many brands have implemented cart abandonment or browse abandonment remarketing strategies. As with any marketing programs, though, there’s always room for improvement. This post outlines 6 easy to follow rules that will help you optimize your remarketing programs.

1. Number 1 priority: opt-in capture

97% of visitors a brand’s website leave anonymously. A marketer’s number one priority should be to engage visitors and encourage them to pass the identification step (e.g. log in, subscribe to a newsletter, complete a form, etc.).

2. Think multi-step

The best remarketing strategies aren’t one-and-done; they’re multi-step:

  • Timing – For example, you might send messages 20 minutes. 24 hours, and several days after a customer abandons their cart.
  • Different situations (ex: price of the remarketed product, localization of the visitor, value of the abandoned cart, etc.) can lead to different scenarios.

3. Do not focus on products & discountsRemarketing Remarketing Best Practices: 6 Rules to Embrace

Before offering discounts, help your customers with educational content, reassuring messages, or technical assistance. You don’t want to cannibalize margins by offering discounts to people that simply need additional information before making a purchase.
As my colleague Ben Tepfer discussed in a previous post, many brands include secondary messaging or offers related to the product category in addition to the specific products browsed or abandoned. If customers are easily in the buying cycle, this information can facilitate additional browsing that helps drive purchases.

4. Be consistent but different

Remarketing messages should respect the brand image but they mustn’t look overly promotional. Since customers have already expressed interest through their behavior, they could be turned off by an approach that’s too “sales-y.”

5. Think cross-channel

Email remarketing works well, but brands now have an array of communication channels at their disposal, including mobile, social, and web. For example, you could leverage your branded mobile app to send push notification remarketing messages that redirect customers to the website or some other in-app content. Building on the point above about thinking multi-step, you could even send push notifications as a second wave to recipients who didn’t open an initial email message.

6. Go beyond browsing info

The more you know about the remarketed contact, the more you can personalize message content & offers with:

  • Salutations, loyalty point counts, personal special offers, thank you for being a Facebook fan, etc.
  • You can also adapt how you choose to remarket to a customer based on what you know about them. For instance, VIP customers could receive a personal phone call, while “bad” or unprofitable customers might not be remarketed to at all.

What did I miss? Leave a comment with your remarketing best practices below.