When Is Big Brother Helpful?
A superior approach is to contact customers who leave your Web site without making a purchase, including those who never started a shopping cart, and offer them the opportunity to return and complete the shopping process. Do this via e-mail, a method of communication they've already opted in to receive from your company. Now that's a great example of Big Brother being there to lend a helping hand.
How Web Site Re-engagement Works
- Tracking pixels and cookies are used to give marketers a way to identify customers returning to their sites.
- If "customer A" has merely visited your site, possibly landing on more than one page, and has subsequently left, the customer receives an e-mail that “thanks the person for visiting the Web site” and reminds that customer of current promotions.
- If "customer B" gets as far as the shopping cart before abandoning it, the marketer may send a more focused message, possibly targeting items that were in the abandoned shopping cart with additional information provided at the specific product level.
- Marketers also may create specialized messages for any particular page(s) on the site that a customer visits, with a specialized message for that page or product explaining the product benefits in greater detail.
The goal is to be sure customers get all the information they need to achieve specific goals pertaining to that visit.
But What About CAN-SPAM?
It’s a nonissue. Web site re-engagement campaigns are only activated for customers who opted in to your e-mail list. In addition, customers always have the opportunity to opt out of Web site re-engagement e-mails separately from regular e-mail campaigns. The entire process is permission-based.
In essence, re-engagement really is Big Brother looking out for your customers’ best interests. Re-engagement enhances customers’ shopping experiences by reminding them of their unfinished business on the site, providing additional product feature information, delivering information on current promotions and enabling them to complete purchases in a timely manner.