How to remarket to more shoppers

Increasing visitor identification rate is a key factor in increasing sales uplift from real-time marketing emails. The logic is simple: the more shoppers you are able to recognise, the better you can follow up with them to nudge them towards conversion.

Taking sales uplift from cart abandonment as an example, this chart shows a clear correlation between identification rate and sales uplift.

Data from Fresh Relevance clients deploying cart abandonment emails only

It’s not quite a straight line, as your best customers will also be the easiest to identify. But if you can increase your visitor identification rate from, say, 25% to 50%, your sales uplift will increase significantly. 

All real-time marketing platforms recognize shoppers who log in or register, and some recognize shoppers who have identified themselves in the past, for example using cookies. But what about other shoppers, such as regular visitors who normally use their PC but who are using their mobile phone this time, so they have never identified themselves on their current device?

This represents a lot of people. Luckily Fresh Relevance has another major way of identifying them - if they have come to your eCommerce Website by clicking on a link in your marketing emails, as many do. And note that once we've recognized them like this, we keep recognizing them.

How to Improve your visitor identification rate:

1. Keep doing bulk email marketing. Done properly, both bulk emails and real-time marketing build your email list and maintain engagement, which in turn means more return visitors. As time passes, the identification rate will gradually rise. Fresh Relevance records the activity of your website visitors. At first, they are mostly anonymous, but whenever someone is identified we de-anonymise them and we also drop a first-party cookie on their laptop and smartphone. This will allow you to identify shoppers on whichever device they are and tie their browsing behavior back to their history, even if they haven’t identified themselves in this session.

2. Add a personalized pop-over window/slider to your eCommerce site, to encourage visitors to sign up. We provide this as a managed service - contact us and ask about Fresh Relevance pop-over forms. We integrate with absolutely every marketing technology, built-in forms and third-party vendors alike, or we can create custom forms for you as a service. Marketers also have an unrivalled level of control with marketing rules. For example, we can display an email data capture form only after an unknown visitor has seen three product pages, and we can personalize the offer to match the product categories they have seen.

3. Merge person ID into the links in your bulk marketing emails, so that when someone clicks through from an email to your eCommerce site, Fresh Relevance will automatically recognize them. Most ESPs make this pretty simple and if you have an account with Fresh Relevance you can see instructions as follows: Log in and go to Help | Integration | Identify More Visitors. If you can't use Person IDs for some reason, you can get the same benefit by merging email addresses into links instead.

4. Configure Fresh Relevance to get ID data from your ESP. If you have a Fresh Relevance account, you can log in or contact support to find detailed integration instructions for your specific ESP.

Those last two points are important. Basically they mean that Fresh Relevance can recognize shoppers who click-through from your marketing emails. This is very simple to setup, but the precise details vary by ESP. We've put a lot of work into making this as simple as possible, for all supported ESPs.

Get the most out of remarketing

The quality of your remarketing matters too, and for that you need to collect shopper behavior. Fresh Relevance is a leader for the amount of data recorded. For example, it collects products browsed and carted, not just products sold. And behavior from the start of the session, not just when the shopper is identified. In contrast, systems that come integrated with eCommerce systems tend not to collect all this data because they were designed to track successful purchases.

For more on how Fresh Relevance can help you identify more shoppers, contact our team:

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01/01/2019 How-tos