Classic digital display advertising, though it’s very popular, it still has its limitations, mainly being the rate of conversion. As evolution is a big part of life, it also manifests in digital marketing. Email retargeting is the more advanced cousin of display advertising.
Email marketing specialists discovered that if they target the right ad to the right people, especially if those customers have previously engaged with their brand, they can generate a high level of conversions. What is email retargeting? To put it in layman’s terms, email retargeting is a process of creating marketing campaigns specific to your email subscriber lists. By segmenting your subscribers based on their behavior or demographic, you can personalize your campaigns with specific and creative advertising to attract and more importantly convert those people into paying customers.
How to use email retargeting correctly
Retargeting is a practical form of marketing that is affordable and it converts. According to Criteo traditional display ads have only a 0.07% clickthrough rate, while display retargeting ads perform ten times better, by having a 0.7% clickthrough rate. Criteo also found that if you retarget customers who have previously visited the website they are 70% more likely to convert. Even if the numbers are impressive retargeting can be annoying and frustrating if done wrong. You don’t want to make your visitors feel stalked or burned out if they see the same display ads everywhere they go. If done right, retargeting is a great way to re-engage customers who have already shown an interest in your brand. Any brand that does email marketing can use retargeting to develop highly specific advertising that pops up to your subscribers as they browse the web.
How does email retargeting work?
- Export your list of email subscribers; be it based on their activity (subscribers who opened, clicked, etc.) or you can use any other to segment your lists.
- Add your subscriber’s email lists to the social or ad network of choice.
- Then your ad or social network will anonymously identify your subscribers using consumer databases and tags the users using cookies.
- Following this, your subscribers will see ads relating to your brand as they browse content online.
To ensure success, attention to detail is important!
Apart from influencing a customer’s familiarity with your brand, retargeting is effective because it enables you to deliver highly personalized ads to segmented email lists. When using retargeting, you must be aware that subscribers who have already purchased from you will respond differently and will require different advertising creative than subscribers who never purchased. If you are an online store, we recommend that you segment your email lists based on:
- Customer’s demographic by using data on your subscribers’ locations, age, gender, interests, etc.
- Their behavior – see who completed or not their purchases if they repeat their purchase or what category of product they are interested in.
- Their frequency or inactivity – see how often the customer has visited your site or how long has it been since they last been in your online store.
- How engaged they are with your brand – see which customer converted, who opens or not the retargeted emails.
For each of these segments, you need to create unique strategies and creative ways of engagement. In order to ensure the efficiency of retargeting, it is imperative that you segment your advertising wisely. Observe each need and interest of your segments unpack the needs and interests of each of your segments and construct specific tactics to motivate each segment to return to your website and convert.
A few strategies to use when doing email retargeting
Be consistent with your email marketing creative, display advertising, and landing page content in order to stimulate your customer’s interest in your brand and draw them in. If you’re targeting subscribers who have recently opened your emails, make sure that your ads keep the same visual style, feel and offer used in your retargeting email. Strategize your content to create a consistent sequence for active leads that starts with the email, continues with display advertising, and ends at your site.
If you segment your lists of subscriber’s emails based on product verticals, create a creative retargeting strategy that targets visitors interested in a popular niche or vertical. Continue your user’s experience by using display advertising that goes deeper into this vertical, with new products, more benefits or opportunities. Then drive visitors to a landing page dedicated to this segment.
Create your retargeting campaigns around customer profile
Divide your subscriber lists based on any demographic information you may have about them that is relevant for your product or service such as age, interests, location and focus the retargeting content accordingly. Develop a customer profile for these subscribers and create emails and display ads that feed into their interests, behaviors, and life stages.
Make sure you take advantage of scarcity and urgency
Incentivize visitors with last minute deals and time-limited offers. Many people subscribe to various newsletters because they want to be informed about the deals that are happening. Hit them with an even better (but time limited) opportunity. Some of them are very motivated by the fear of missing out on a deal they might see in one of your ads. Even though this is an effective retargeting technique, relying on it could be dangerous. Subscribers might get used to this and wait for the deal instead of buying when they open your newsletter, so make sure that if you use this method, you make the deals somewhat unpredictable.
Segment and retarget visitors who didn’t click
What happens to the visitors who don’t open your email? Make them their own segment. Upload this list into your ad network and make it into its unique retargeting campaign with its own creative. It’s possible these users who rarely or never respond to retargeting emails will be receptive to display advertising. Use this segment to test new strategies that, if proven successful, you can use for other segments.
Take user’s experience in consideration
When thinking about every nook and cranny of an email marketing and retargeting campaigns, you can sometimes forget to step back and think about how a user will experience your campaign. It is important to occasionally take a moment and make sure all the creative steps taken are synced together and are working like a well-oiled machine.
Put yourself in their shoes
Remember that you are a consumer too and was on the receiving end of retargeting that was sometimes successful and sometimes not. Think about which campaigns stood out for you, which ones engaged you or which one were annoying and stalkerish. It is very important. It is crucial to know the theory well, but also learn from experience and other people’s mistakes.