Looking to generate more qualified leads, boost engagement with your target audience, increase brand awareness, and ultimately drive more conversions? A retargeting campaign may be the answer.

What Is Email Retargeting and How Does Retargeting Work?

Retargeting—also commonly referred to as remarketing—is a powerful online marketing method that involves showing targeted ads to potential customers on social media sites (e.g., Facebook and Twitter) and via search (e.g., Google).

These potential clients have expressed interest in your business and its products by opening your emails, clicking on a link in your emails, or visiting your website (but not converting). Retargeting gives you another chance to reach potential customers and give them a nudge (or several nudges) to return to your website and convert.

Considering that, typically, only about 2% of users convert on their first visit to an e-commerce website, email remarketing has the potential of making a big impact on conversion rates. Here are a few retargeting-campaign statistics that demonstrate just how effective retargeting campaigns can be:

• The click-through rates for retargeted marketing ads (0.7%) is 10 times that of typical display ads (0.07%).
• Website visitors are 70% more likely to convert on website when retargeted with online ads.
• An estimated 72% of online shoppers abandon their carts before completing a purchase, and, typically, only 8% will return and make a purchase. Thanks to retargeting, the percentage of cart abandoners who return and convert increases to 26%.

How does email retargeting work?

Email retargeting works by taking the information you have on your customers and using it to create only the most relevant, highly targeted email campaigns suited for their needs.

This is the practice of monitoring and tracking the behaviors of your targeted audience members. Typically, this is done by tracking their website and purchase activities. It can also be done through the use of third-party applications to monitor further how they may be engaging with your brand.

More recently, email marketers have been utilizing remarketing pixels in the email to help them track their subscriber’s data. A tracking pixel is a tag that’s embedded into the HTML code of an email that tracks the behavior of a specific user after they’ve opened an email.

These tracking pixels work very similarly to website cookies and can help you gain a deeper insight into your subscribers. However, at this time, they can’t be blocked as cookies can.

7 Tips for Getting the Most Out of Your Retargeting Email Campaigns

How can you maximize the return on investment from your retargeting campaigns? Here are 7 best practices to help ensure retarget marketing success:

1. Use segmentation to create retargeting emails that convert.

This applies both to your retargeting ads, as well as the promotional email campaigns that support your remarketing efforts. For example, create segments based on the products visitors browsed at your website and where prospects and customers are in the sales funnel. Audience segmentation helps ensure that potential customers get marketing messages with content that is relevant and engaging.

• Send your email retargeting campaigns promptly after abandonment.

Keep in mind that these prospective customers showed interest in your brand and possibly almost made a purchase. So, stay top of mind with a retargeting email—sent within an hour—to take advantage of that heightened interest in your products.

• Use automated drip email campaigns to boost the results of your remarketing emails.

When potential customers provide you with their email addresses, follow up promptly with a welcome email series. Another automated email series that’s useful in retargeting is an abandoned-cart recovery email campaign, which targets subscribers who placed items in an online shopping cart but didn’t complete the purchase.

Combined with remarketing email data, automated drip email campaigns are a highly effective way to nurture prospects, build customer relationships, and increase sales.

• Personalize your email retargeting campaigns to help increase engagement and drive more conversions.

From using the recipient’s name to tailoring the actual email content for maximum relevance, personalization can have a huge impact on your performance results.

For example, if someone leaves an item in his or her online shopping cart, include the abandoned item, as well as a link where it can be purchased immediately.

For some great tips on how to personalize your retargeting campaigns, be sure to read the previously published https://blog.smarteworks.com/article: “Personalized Email Marketing—It’s Time to Get Personal.”

• Cap your retargeting ad and email frequency.

Be aware that bombarding prospects and customers with too many of the same ads (following them all over the Internet and in emails) can lead to overexposure.

Not only can such overexposure result in potential customers ignoring your retargeted ads and emails, but it also can engender a negative feeling about your brand.

• Use retargeting email campaigns to upsell and cross-sell to converted customers.

Once a prospect has converted, be sure you’re not targeting him or her with the same promotions and asking that prospect to take the same action again and again. That would be annoying! You can untap customers after they have converted by using a snippet of code called a “burn pixel” on your post-transaction page.

Then, enroll these converted customers in a new retargeting email campaign to reward loyal customers, as well as upsell and cross-sell other products and services.

• Test and optimize.

The banner ads and promotional emails that you use in your email retargeting emails play a big role in determining campaign success. So, be sure to devote the resources needed to develop effective creativity, as well as test and optimize to continually improve the performance results of your retargeting email campaigns.

At http://newsletters.lk/ helping you get the most out of your email marketing campaigns is our passion! Contact us and we’ll get you on the fast track to implementing innovative approaches to successfully pull people through your sales funnel, optimize conversions, and drive more revenue from your e-commerce business.

Author- Buddira Edirisooriya