Boosting e-commerce sales with smart retargeting strategies.
In the super competitive world of e-commerce, cutting through and capturing customer attention is only half the battle. Latest data indicates that globally, the average online shopping cart abandonment rate is around 70% - meaning 7 in 10 shoppers who add items to their baskets leave without completing their purchases.
This is where smart retargeting strategies come in - by using both paid social advertising and email marketing, your brand can effectively re-engage potential customers and significantly increase conversions. Here’s how:
1) Understanding retargeting
Retargeting is a strategy that targets users who have previously interacted with your website or brand but didn’t complete their purchase. By delivering personalised content via social media ads or automated email campaigns, you can keep your brand front of mind and encourage them back to your website to convert.
2) Retargeting via paid social
Social media platforms like Facebook and Instagram provide excellent retargeting tools that enable businesses to serve ads to those who have visited their site or engaged with their content::
Dynamic product ads (DPAs): these automatically showcase the exact products users previously viewed, reinforcing interest and encouraging a return visit
Lookalike audiences: once you’ve built a retargeting audience, expand your reach by targeting similar users who are likely to convert
Time-based campaigns: create urgency with time-limited discounts or reminders about low stock levels to drive faster decisions
By combining these tactics, your brand can increase visibility and remain top-of-mind for potential customers.
3) Retargeting via email marketing
Email marketing remains one of the most effective retargeting channels, particularly for nurturing warm leads:
Abandoned cart emails: prompt shoppers to complete their purchase by reminding them of items left in their basket - added incentives like discounts or free shipping can provide a further boost to conversions
Personalised product recommendations: use browsing behaviour data to personalise emails, showcasing items similar to those the customer previously explored (or purchased!)
Re-engagement campaigns: for inactive subscribers, craft compelling winback emails that highlight fresh product arrivals, exclusive offers, or loyalty rewards to reignite interest
4) The Power of combining both channels
To maximise results, brands should combine paid social retargeting with email marketing as part of a robust, data-driven marketing strategy. Use social ads to build awareness and capture new leads, then follow up with personalised email content to drive conversions. By aligning messaging across both platforms, you’ll create a seamless customer experience that encourages action.
So, what next?
Smart retargeting strategies are essential for e-commerce success. By strategically combining paid social advertising with personalised email campaigns, businesses can boost conversions, recover lost sales, and nurture customer loyalty.
If you’d like to chat further about the role social media advertising and/or email marketing can play in helping to increase your e-commerce sales, get in touch to book a free, zero obligation call.
Image credit: @rachael_gowdridge | @horwoodphoto