The online food and beverage industry is quickly growing, projected to reach $18 billion in sales by 2018. Despite this growth, food and beverage companies using batch and blast email marketing will find it difficult to relevantly reach their individual customers. Instead, these retailers will need to leverage data to strategically design email marketing campaigns with the highest potential for customer retention.
A great way to get to know your customers is to track their browsing activity on your site. By understanding this behavior, you can figure out what appeals to them and can develop targeted marketing to entice them to make a purchase.
There are a variety of different marketing campaigns that can be created through behavioral tracking data, such as:
- Browse Abandonment Campaigns
- Price Change Notifications
- Out of Stock Emails
- Back in Stock Emails.
In this blog, we’ll focus on browse abandonment campaigns, which can be a substantial source of revenue for retailers. In fact, in comparison to regular promotional messages, browse abandonment emails see a 4x lift in conversion rates and a 6x rise in revenue per email.
Now, we’ll offer a few tips specifically for food and beverage retailers to drive customer engagement and conversions with browse abandonment emails.
Tip 1: Include images of browsed items or product categories in each email. According to a study by Experian, conversion rates are twice as high for browse abandonment emails that dynamically display products. This email from Williams-Sonoma includes an image of the browsed product, as well as link to view similar items, in case that exact item is not what the customer is interested in.
Tip 2: Leverage both dynamic and static product recommendations to allow customers to learn more about related products. In addition to recommendations for similar products, William-Sonoma offers suggestions of other popular items in their browse abandonment emails. These recommendations are a way to expose potential customers to the variety of the company’s product inventory.
Tip 3: An incentive can be the extra push that some customers need to complete a purchase. The message uses a free shipping offer above a certain threshold. Since there is a minimum dollar amount tied to this incentive, the offer increases the average order value for the purchase.
The point of tracking onsite behavior is not to be creepy, but to gather information that can help you, the retailer, connect with your site visitors and drive increased lifetime value. This data will help you turn page views into revenue through targeted email campaigns.
To learn more on how to use behavioral tracking data, download our guide on the Ins and Outs of Browse Abandonment Campaigns.
For other campaigns that can be used for food and beverage retailers, take a look at our Food & Beverage Industry case study.