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Email marketing consistently remains one of the best-in-class ways to convert your lost customers. Top retailers invest significantly into their retargeting programs in order to attract previously engaged customers back to purchase. While strategies and techniques have been honed over the years, email marketers are always looking for new, unique opportunities to re-engage specific segments of traffic. This is where Accrue comes in.

Cart & Browse Abandonment

Cart abandonment series target those who have added to cart, but have abandoned site in some capacity. Typically series can be up to 5-6 steps long and last over a few weeks. The first send typically sees the highest conversion rates because you’re engaging those who most recently added to cart and have it top of mind. As the series goes on, conversion rates tend to drop and marketers have trouble converting those users who are further away from the browsing experience.

Accrue Savings provides an opportunity for shoppers who are interested in your products to save up to buy them in the future. This could be the exact value proposition that hooks your lost customers and encourages them to come back to site to start saving. They won’t have to drop $$$ in one sitting, instead they can contribute on their own schedule until they reach their goal and purchase. For one of our launch partners who added Accrue into their cart abandonment flow, we saw conversion rates increase by 30%.

You have nothing to lose by slotting Accrue into one of the later steps of your existing triggered email series. It can work as a last ditch effort to capture revenue from previously interested shoppers and can also help to build future loyalty with your brand.

Declined Financing

In today’s world, e-comm is saturated with a myriad of Buy Now, Pay Later or other financing plans. It seems that everyone thinks credit is the answer to not being able to pay for the items you want today. However, not everyone who applies for these alternatives will qualify. Accrue is here to not only provide another option, but also to provide a sustainable option that does not rely on credit or pushing shoppers further into debt.

For leads or potential customers who don’t get approved for your financing offerings, you can continue to nurture them by offering Accrue as a savings option. They’re not out of options yet! We typically recommend a multi-step series that continues to build on the value proposition of saving up and emphasizes the opportunity they could be missing out on (aka buying from you) if they don’t find a payment alternative.

Post-Purchase

Post-purchase email flows typically say the same things “come back again, book another trip, buy a complementary product” aka “buy again from us now.” However, this might not be the optimal messaging for a customer at that point in their journey. They just spent money (or credit), why would they want to spend more this quickly?

Messaging Accrue at this point in the cycle is a much softer way to get what you want - repeat purchases and upsells. By offering a savings plan, customers will feel a sense of autonomy over their finances and their choices and will appreciate your brand for adopting a more human and sustainable approach to loyalty.

For travel partners, when a customer has just completed a magnificent trip it’s likely they’re already itching to plan the next one, but they might not feel that they have their finances in order yet. Sending an email series (recommendation: 2-3 parts) that introduces Accrue will allow travelers to better compartmentalize starting to think about their next excursion. Contribute a few dollars here and there and you’ll be off to Santorini in no time!

Summing it up:

Email messaging can get stale and impersonal over time. Accrue Savings is a new opportunity to re-engage shoppers with a more human, customer-centric, and positive approach. Build emails within your existing email program and you’ll find yourself converting customers you wouldn’t have seen before in no time.