The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
The e-mail marketing messages have a 33% click-through rate.
Retargeting consumers who left auto parts in online shopping carts has helped Autoplicity.com gain sales. The e-retailer, which launched in October 2011, uses technology from Rejoiner Inc. to reach those consumers who add products to a shopping cart but don’t immediately buy, CEO Sean McWherter says.
The retailer asks shoppers who reach its checkout page for their e-mail addresses in the same box that asks for such billing information as addresses and phone numbers
Shoppers who leave items in the cart without purchasing receive up to three reminder e-mails. The first arrives roughly 35 minutes after the shopper leaves the site. If the shopper doesn’t then buy that item, she receives another e-mail a day later, and a third three days later, says McWherter. Autoplicity often seeks to entice the shopper by including a discount offer in the e-mail.
The results have been encouraging. During one recent week this summer, the e-retailer sent nearly 800 reminder e-mails for more than 250 abandoned carts. Recipients opened 36% of those e-mails and 7% of those consumers went on to make a purchase. On average, the click-through rate for the Rejoiner-backed retargeting program is 33%.