Get FREE Training Workshop from John Crestani
John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.
What are email retargeting campaigns?
Email retargeting campaigns are a form of email marketing designed to reach out to individuals who have interacted with your website or digital assets (such as landing pages, product pages, or blogs) but did not take a desired action, such as making a purchase, signing up for a newsletter, or completing a form. Retargeting is a way to re-engage these potential customers and encourage them to return to your website and take action.
Key Elements of Email Retargeting Campaigns:
- Behavioral Triggering: Retargeting emails are sent based on specific actions a user has taken (or not taken) on your website. These triggers could include:
- Visiting a product page but not making a purchase.
- Adding an item to the shopping cart but abandoning the cart without completing the purchase.
- Browsing through specific content but not downloading it or engaging further.
- Viewing an email offer but not clicking or purchasing.
- Personalized Messaging: Retargeting emails often use personalized content based on the user’s behavior. For example, if someone added a product to their cart but didn’t buy it, the email might include a reminder of the item, special discounts, or benefits of the product.
- Dynamic Content: Many retargeting campaigns dynamically populate content to make emails more relevant. For example, showing the exact products a user viewed or left in their cart.
Types of Email Retargeting Campaigns:
- Abandoned Cart Emails:
- Purpose: To remind users who added items to their cart but didn’t complete the checkout process. These are some of the most common retargeting emails.
- Content: The email typically includes details about the items left in the cart, with a clear call to action to complete the purchase.
- Example: “Oops! You left something in your cart – complete your purchase now and save 10%!”
- Product View Retargeting:
- Purpose: To target users who viewed specific products but didn’t add them to their cart or make a purchase.
- Content: The email might feature the product again with additional details, testimonials, or a discount to encourage conversion.
- Example: “Still thinking about [Product Name]? Here’s a 15% discount just for you!”
- Browse Abandonment Emails:
- Purpose: To target users who visited certain pages on your website (like product or category pages) but did not engage further.
- Content: These emails typically suggest similar products or content that might interest the user.
- Example: “Loved this? Check out these similar items you may like!”
- Email Engagement Retargeting:
- Purpose: To retarget users who opened an email but didn’t take any further action (like clicking on a link or making a purchase).
- Content: The email may remind the user of the offer, provide additional incentives (like a limited-time discount), or introduce more value.
- Example: “We noticed you liked our last email, but you didn’t click through. Here’s a special offer to make it easier!”
- Post-Purchase Retargeting:
- Purpose: To engage customers after they’ve made a purchase. This can include upselling or cross-selling related products or encouraging the customer to leave a review.
- Content: After a purchase, you might suggest complementary products, offer a discount on the next purchase, or encourage the customer to refer friends.
- Example: “Thanks for your purchase! How about checking out these related products you may love?”
How Email Retargeting Works:
- Tracking User Behavior:
- For email retargeting to work, you need to track user behavior on your website using cookies, pixels, or tracking links. This allows you to gather data on user actions, such as pages visited, items viewed, or purchases made.
- Segmenting Users:
- Based on the tracked behavior, you segment your audience into different groups. For example, users who abandoned their carts, those who browsed certain categories, or those who interacted with a specific campaign.
- Automating Email Triggers:
- Set up automated workflows that send emails at specific intervals after the behavior is triggered. For example, an abandoned cart email might be sent 1 hour after the cart abandonment, followed by a second reminder 24 hours later.
- Personalizing the Email:
- Personalization is key to making retargeting emails more effective. This can include adding the user’s name, displaying the exact products they viewed or added to the cart, or offering personalized discounts based on their activity.
- Optimizing for Conversions:
- The content in the retargeting email should drive the user to take action. This could be a clear and enticing CTA like “Buy Now,” “Complete Your Purchase,” or “Claim Your Discount.”
- Testing and Analyzing:
- As with any email campaign, A/B testing subject lines, content, and CTAs is crucial for optimizing performance. Regular analysis of open rates, click-through rates, and conversion rates will help fine-tune future campaigns.
Best Practices for Email Retargeting:
- Timing Is Key: The sooner you send a retargeting email after the user’s behavior, the more likely they are to act. For example, abandoned cart emails should be sent within an hour, while product view retargeting can be sent within a day.
- Clear and Compelling CTAs: Your email should have a strong call to action that tells the recipient exactly what to do next, whether it’s completing a purchase, viewing a product, or reading a blog post.
- Limit Frequency: While retargeting can be effective, sending too many emails can lead to irritation. Find a balance in your retargeting frequency to avoid overwhelming your subscribers.
- Offer Incentives: Including a discount or special offer can help nudge users who are hesitant to complete a purchase. Make sure your offer is relevant to the user’s behavior.
- Make Emails Mobile-Friendly: A large number of email opens happen on mobile devices. Ensure your emails are optimized for mobile with responsive design, fast load times, and easily clickable buttons.
- Dynamic Content: Use dynamic product recommendations or personalized content that directly relates to the user’s interests or actions on your website. This makes the email feel more relevant and increases the chances of conversion.
Benefits of Email Retargeting:
- Higher Conversion Rates: By targeting users who have already shown interest in your products or services, retargeting emails have a higher chance of converting them into paying customers.
- Increased Revenue: Retargeting can help recover abandoned carts or bring back potential customers who might have otherwise forgotten about your brand.
- Better ROI: Since you are targeting people who are already familiar with your brand or products, email retargeting tends to have a higher return on investment (ROI) compared to traditional cold email campaigns.
- Personalized Customer Experience: Retargeting emails offer a more personalized experience by addressing the user’s behavior and providing them with relevant offers or recommendations.
Conclusion:
Email retargeting is a powerful strategy for re-engaging potential customers who have shown interest in your offerings but didn’t complete a desired action. By leveraging behavioral data, personalized content, and clear CTAs, you can effectively guide these users back to your website and increase conversion rates. Retargeting campaigns are an essential part of an email marketing strategy aimed at maximizing the value of your existing traffic and improving overall customer engagement.
