Driving higher sales is the goal of every organization, especially as the economy recovers from the impacts of the COVID-19. In this article, originally published on Retail Technology Insider, AdRoll’s Julie Zhou comes up with four recipes that will drive digital marketing success.

Retail technology and sales have shifted online at a rapid pace over the past few years, and brands are scrambling to keep up. Those who adapt to this new digital landscape will stay ahead of the pack.

Here are four digital marketing recipes with the ingredients to make your eCommerce sales sizzle:

1. Follow up on abandoned carts.

Did you know that 76 percent of shoppers abandon their carts at checkout? Closing the loop on these forgotten or missing sales is a huge win for any company. This is easy with targeted emails and ad campaigns. AdRoll, a marketing automation platform, has discovered that when cart abandoners are targeted by email and ads in conjunction, they convert twice as often and twice as fast then if they had seen only ads. When combining these powerhouse channels into an omnichannel strategy, you’re simply reminding customers about a product they already seriously considered and helping them pick up where they left off.

2. Remove pain points from the path to purchase.

97 percent of first-time shoppers leave eCommerce sites before they get to checkout. Wonder why? The average path to purchase involves roughly 56 touchpoints. That’s 56 opportunities for someone to decide that the purchase isn’t worth the effort. Remind people why they intended to shop with you in the first place through retargeting campaigns. These will show up on other online sites and remind them of their intent to purchase with you.

3. Create consistent brand awareness.

The more aware that customers are of your brand, the more likely they are to interact with and purchase from you. Consistent brand awareness across channels can boost your revenue by 33 percent You can make this level of awareness even more significant through the power of AI to find shoppers who are most likely to be interested in your brand. Targeting combined with AI makes it easier to develop comprehensive campaigns and target your audience across channels. That way, you’ll be matched with the best customers, no matter what platform they’re on.

4. Build relationships for greater impact.

Sure, people love a sale, but they also love shopping with brands they know and trust. Build lasting connections with your audience through meaningful messaging that finds them at the right place and the right time. A more personalized experience will go a long way toward increasing your bottom line. Loyal customers bring more consistent sales than a myriad of first-time purchasers who don’t turn into recurring customers. Customer loyalty and retention is the key to success.

What’s the best step eCommerce brands can take for future success? Embrace the tools and technology available right now. Through ad campaigns, AI, and comprehensive retargeting strategies, you can close the loop on missed opportunities and increase your business’ sales, all while building a loyal customer base.