Retargeting is a powerful tool in the ecommerce marketer’s toolbox, but it isn’t always effective. Here’s an examination of the pros and cons, detailing how you can get it right.

Online lead generation was absolutely essential for modern businesses before the advent of the COVID-19 pandemic forced so many companies to suspend their brick-and-mortar operations and rely entirely on the internet. Since then, competitin has gone mad.

This means going beyond the widespread scattergun approach to marketing. When you advertise, you need to use careful targeting that factors in the intended audience — but you often need multiple brand touchpoints before you can convince someone to pay attention.

Given the intense pace of the online world, how can you count on getting those opportunities? The truth is that you can’t, which is why so many companies rely on retargeting for their advertising campaigns.

It’s often talked about as remarketing, and that’s somewhat accurate, though they’re technically distinct: retargeting is a form of remarketing.

Post-purchase emails are an essential part of customer retention marketing. They are follow up email campaigns after the first order and the aim is to engage existing customers more, make them loyal and drive repeat sales.

Most of the best customer retention strategies rely on such emails.

This is a very different approach than simply sending mass emails with every new promotion you come up with.

Post-purchase emails need to be tailored and to give value to the customer in order to build a mutually beneficial relationship.

If they’re just promotional and pushy, people will stop opening them and you will lose them as repeat customers.

Examples of post purchase email campaigns

Canceled orders are a pain for any ecommerce business because it all – acquisition and conversion – just worked out, only to get canceled minutes later. It’s even worse than returned orders because at least there the customer tried the product before deciding.

But there’s hope. You can try and turn things around. Maybe it won’t recover all canceled orders, but any saved sale is a small win. Sometimes people need a little bit of reassurance.

Ecommerce is booming, getting new customers is getting harder and pricier. How do you grow in cut-throat competition? You work with what you already have – and paid for!

Retention marketing enables sales to your existing customers.

What is customer retention marketing?

Online coffee shops are an extraordinary corner of ecommerce. We say it not only as coffee junkies but as marketers too.

It’s an incredibly hard product to market – it looks generic to the average consumer, and at the same time it’s hard to showcase online because its most distinctive features are taste and smell.

That’s why we’re so deeply interested in the strategies online direct-to-consumer coffee brands use to sell. Here are the best practices we uncovered and advice from seasoned coffee entrepreneurs.

As the owner or marketer of an ecommerce brand, you know why the products you offer are the best options for your target audience.

You know their features and benefits. And you know exactly how to use your products to get the absolute most value out of them.

The problem?

Your potential customers don’t know any of this. Even those who have purchased and used your products may not know all this.

If your prospective customers are unsure of how to use your product or whether your product will help them achieve their goals, they’ll be hard to convert.

If your current customers aren’t able to use your product to achieve their intended goals, they aren’t going to stick with your brand for too long.

It’s up to your team to provide the information the (prospective) buyer needs to get the most use out of your products so they’re satisfied and buying again.

This is where a comprehensive ecommerce knowledge base comes in.