Remarketing to your prospects and customers has never been easier or more powerful.
You should start by building remarketing segments using your homepage, landing pages, landing page thank you pages, category pages, individual product pages and post-purchase thank you page.
But if you want to take it a step further, you can use data from your CRM to build even more targeted remarketing segments based on customer purchase behavior.
Revenue Conduit makes it easy for you to segment your eCommerce customers based on the last time they bought, how many times they bought and how much they have spent with you over their lifetime as your customer.
When Revenue Conduit syncs data from your shopping cart (Magento, Shopify, BigCommerce or Volusion) to Infusionsoft, we calculate a number of data points that are stored in Infusionsoft custom fields.
The data includes the total amount of purchases, total number of purchases and date of last purchase. We then run customers through three campaigns that rank customers on a 1 through 5 basis for three all-important metrics:
- Order Recency Rating (how recently has a customer bought from you)
- Order Frequency Rating (how many times has a customer bought from you)
- Monetary Rating (how much has a customer spent with you)
For instance, we may set up the Order Recency Rating like this:
- Order Recency Rating of 5 = all customers that last bought within 30 days
- Order Recency Rating of 4 = all customers that last bought within 31 to 60 days
- Order Recency Rating of 3 = all customers that last bought within 61 to 180 days
- Order Recency Rating of 2 = all customers that last bought within 181 to 360 days
- Order Recency Rating of 1 = all customers that last bought more than 361 days ago
For Monetary Rating, let’s say we want to rank customers that have spent $1,000 or more as a 5 while customers that have spent under $100 are ranked as a 1.
Now let’s say we want to remarket to customers that have an Order Recency Rating of either a 1 or a 2 AND a Monetary Rating of 5. In other words, we want to remarket to valuable customers that have spent $1,000 or more but have not purchased in more than 180 days.
To accomplish this, we’ll setup a campaign that will segment customers into one of two segments based on their Order Recency Rating and Monetary Rating.
All customers that have a Monetary Rating of 5 AND a Recency Rating of 1 OR 2 will go into the Remarketing sequence, and all customers that do not have a Monetary Rating of 5 will go into the Do Nothing sequence.
Lastly, all the customers that are put into the Remarketing Sequence will receive a series of emails linked to a distinct landing page on your online store that no one else will have access to.
You will setup your remarketing provider to cookie all visitors to this page and name the segment something like Monetary Rating 5 AND Recency Rating 1 OR 2.
You can then setup a campaign to remarket to this segment while excluding everyone that has landed on your post-purchase thank you page.
Now, all your most valuable yet disengaged customers will see your ad, your call-to-action, across the internet. Some will surely click on your ad and could end up buying.
This campaign can be run just once or even setup to run on an ongoing basis as customers become disengaged after buying.
Sometimes even I am astounded at the technology we have at our disposal.
Small eCommerce businesses CAN cost-effectively market like the big dogs...