3 Lead Nurturing Tactics for E-commerce Retailers
Salesforce Marketing Cloud is a powerful tool for e-commerce retailers to nurture leads and convert them into loyal customers. Lead nurturing is a process that involves building relationships with potential customers by providing them with relevant and useful information that addresses their needs and concerns. In this article, we will discuss three effective lead nurturing email marketing tactics for e-commerce retailers.
Abandoned cart email flows are designed to win back potential customers who have left items in their shopping cart without completing the purchase. This flow typically includes an email that remind the customer of the items they recently left behind and encourage them to complete the purchase. For example, the first email could be a reminder email that includes images of the abandoned products and a call-to-action button that takes them back to the checkout page. If the recipient has any vouchers still available to use then these can be displayed inside the abandoned cart email as a personalisation. These vouchers could still be active from an active welcome or birthday flow. To add more urgency, you can add reminders to this email by highlighting the product with high demand, low stock or that just received a price reduction.
An abandoned browse journey is an email marketing flow that targets potential customers who visit your website, browse products, but leave without making a purchase. The goal of this journey is to re-engage with these leads and remind them of the products they were interested in. The journey typically includes a series of emails that highlight the products the recipient viewed and provides them with additional information and incentives to complete the purchase. For example, the first email could be a reminder email that includes images of the viewed products and a call-to-action button that takes them back to the product page. The second email could offer a discount code or free shipping to incentivise the purchase. The third email could highlight the services or unique selling points of purchasing that product through the vendor. Usually these services are not top of mind during the purchase decision phase. For example, if there is a free extended warranty or installation, it might just help close the sale!
An abandoned search journey targets potential customers who have interacted with your website's search function, but for some reason failed to complete their purchase. Additionally, customers who have browsed multiple products within the same category or spent time consuming specific content on your website can also be targeted using this strategy. The goal of the abandoned search journey is to help businesses win back lost customers who have already shown interest in their products or services. By providing them with a personalised experience and making it easy for them to continue their journey on your website, businesses can increase their chances of converting them into loyal customers.