In an ideal world, customers would discover your brand and immediately become loyal followers. But in reality, they often lose interest at different stages of the buyer’s journey. They might visit your website and then leave without buying anything. Or they could sign up for your email newsletter but never open your messages.
You may feel tempted to give up on these potential customers, but don’t throw in the towel yet. Email retargeting can help you re-engage leads and earn their business. This strategy involves creating personalized messages to build connections and spark their interest in your brand. These emails allow you to guide leads to the next stage of their journey and earn their business.
Email retargeting is one of the most effective ways to increase engagement and grow your customer base. This article covers email retargeting best practices, case studies, and strategies.
Understanding email retargeting
Email retargeting is the process of capturing information about users and using it to send targeted messages. These campaigns aim to re-engage customers and encourage them to perform specific actions.
Say, for instance, a user shops for clothing on your website but abandons their cart. You can send them personalized retargeting emails to remind them about the products they left behind. These messages could include exclusive discounts or free shipping to encourage them to complete their purchase. This simple strategy boosts conversion rates and shows potential clients you value their business.
Benefits of email retargeting
Email retargeting offers many advantages for B2B and B2C businesses. This technique can help companies do the following:
- Boost customer engagement: Email retargeting helps you re-ignite the interest of potential customers who didn’t heed your calls to action (CTAs). For example, they may have browsed products or asked for more information without purchasing.
- Improve customer retention: Send tailored emails to clients to develop lasting relationships. Over time, this technique will help you build a loyal audience.
- Increase cross-selling and upselling: Create new sales opportunities by tracking your customers’ browsing behavior and recommending additional products or services.
- Recover abandoned carts: Use email retargeting to send friendly reminders about abandoned carts. This technique can win back customers who feel hesitant about making a purchase or get distracted while shopping.
Email retargeting vs. email remarketing
Email retargeting and remarketing sound similar, but they’re distinct strategies.
Email retargeting focuses on users who have interacted with your website, mobile app, and other digital platforms. This strategy aims to re-engage current or potential customers and move them along the buyer’s journey.
Email remarketing is a broader concept that aims to reconnect with customers who have interacted with your brand through any channel. For instance, they may have followed your company’s Instagram account or attended an event. You can use remarketing to remind them about your brand and encourage further interactions.
How email retargeting works
Email retargeting may sound complex, but don’t worry. Anyone can create effective email retargeting campaigns by following these simple steps.
Build your subscriber list
You can only send targeted emails to people who have joined your email list and consented to receiving emails. Developing a robust subscriber list will allow you to reach as many clients as possible.
There are many ways to build your email list, including:
- Add a signup form to your website’s home page.
- Create an exit popup to invite users to join before they leave your website.
- Encourage your social media followers to subscribe.
- Offer a lead magnet to new subscribers.
Segment your audience
Segmenting your audience based on shared traits allows you to create more personalized and relevant messages. You can create segments based on:
- Browsing behavior
- Cart status
- Demographics (age, gender, occupation, race, etc.)
- Location
- Purchase history
- Stage in the buyer’s journey
Set up email sequences for different user behaviors
There’s no one-size-fits-all approach to email retargeting. Create different email sequences to target various user behaviors. This strategy will help you avoid spamming leads with irrelevant messages.
Say, for instance, a user browses for dog food on your website but doesn’t add anything to their cart. The next day, you can send them a reminder email saying, “Don’t forget to feed Luna!” If they still don’t take action, you can email them a discount code a week later as an extra incentive.
Choose the right automation workflow
Automation software lets you automatically send retargeting emails. Set up your workflows to trigger based on specific user behaviors, such as:
- Abandoning carts
- Browsing specific product categories
- Not interacting with your brand for 30 days
- Signing up for an account
- Visiting product pages
The dos and don’ts of email retargeting
Email retargeting requires a delicate touch. On the one hand, you want to re-engage users who feel genuinely interested in your brand. On the other hand, you don’t want to annoy people or damage your reputation. This email marketing etiquette will help you strike the right balance.
Do:
- Allow subscribers to opt out of your email list.
- Create meaningful, personalized messages.
- Include clear calls to action.
- Optimize your messages for mobile devices.
- Proofread your emails carefully.
Don’t:
- Create cluttered or confusing layouts.
- Overwhelm users with excessive emails.
- Send irrelevant or low-quality messages.
- Use spammy or aggressive sales language.
- Write clickbait-y or misleading subject lines.
Email retargeting tactics and considerations
These simple strategies for email retargeting will help you develop effective campaigns.
Study successful examples of email retargeting
Many companies have developed powerful email retargeting campaigns. These case studies can help you learn the best techniques for re-engaging potential customers and maximizing your return on investment.
For example, Airbnb sends personalized product recommendations based on the user’s browsing history. This message urges the customer to return to the website to “Find a place to stay.” This clear call to action encourages the reader to keep exploring related listings, increasing the likelihood of conversion.
Use advanced email marketing tools and automation
Email marketing tools will help you get the most out of your retargeting campaigns. Platforms like Constant Contact allow you to automate email sequences, saving time. You can also use this software to track open rates, clickthrough rates, and other metrics. This data enables you to track your campaign’s performance and make improvements.
Time your retargeting emails carefully
Schedule your retargeting emails strategically for the most impact. Send the first email within a few hours after someone clicks away from your website. This immediate reminder keeps your brand fresh in the user’s memory and increases their chances of returning.
Space out follow-up messages over a few weeks to avoid spamming users. For example, you can send retargeting emails once weekly for three weeks. If the user doesn’t interact with any of these messages, assume they’re not interested and discontinue the emails.
Reactivate customers with themed re-engagement campaigns
Themed email campaigns can help you win back potential clients. Examples of themes include:
- Holiday sales
- New product announcements
- Product recommendations
Refresh and update your email content
Switch up your email content regularly so it doesn’t get stale. For instance, you can highlight new products and reference upcoming holidays. These simple updates will keep your messages fresh and timely.
Best practices for email retargeting
Follow these email marketing best practices to develop efficient campaigns:
- Use website cookies to track user behavior.
- Encourage website visitors to sign up for your mailing list so you can connect with them over email.
- Increase clickthrough rates by creating compelling, action-oriented subject lines.
- Offer targeted promotions to drive sales.
- Use timely email interventions to reduce shopping cart abandonment.
Comprehensive guide to retargeting email examples
There are many types of retargeting emails, including:
- Abandoned cart emails: These follow-up messages encourage users to return to a website and complete a purchase. They typically include strong CTAs, such as “Check out now” and “Return to cart.”
- Back-in-stock emails: Customers may leave your website if they discover that a preferred item is out of stock. Encourage them to return by sending them emails when you replenish these products.
- Win-back emails: These messages target customers who used to engage with your brand but have drifted away. They often offer incentives or personalized product recommendations to re-ignite interest.
Combine two or more of these strategies to design a comprehensive retargeting campaign. For example, you can use win-back emails to encourage former customers to interact with your brand. If they select products but don’t complete their purchases, follow up with an abandoned cart email.
Strategic times for launching email retargeting
Increase your impact by sending retargeting emails at optimal times. Here are the ideal timeframes for the most common types of messages:
- Abandoned cart emails: Within 2 to 4 hours of the customer leaving the website
- Back-in-stock notifications: As soon as you update your online store with new stock
- Special offers: At least once weekly while the special offer is available
- Last chance emails: 24 to 48 hours before the sale ends
- Personalized product recommendations: 24 to 48 hours after the user browses products
Email retargeting campaign examples from leading brands
Get inspiration by analyzing successful retargeting email examples from these top companies.
Netflix: Keeping binge-watchers engaged
Netflix sends lapsed users updates about newly added TV shows and movies. These emails re-engage customers by encouraging them to explore the streaming service’s updated catalog.
Amazon: Retargeting for the ultimate shopping experience
Amazon analyzes the user’s browsing history and sends emails with similar products. This strategy personalizes the shopping experience and helps customers discover new items.
Marriott: Personalized travel journeys
Marriott Bonvoy sends personalized travel recommendations to members who haven’t made a recent reservation. These messages encourage users to book vacations in exciting destinations like tropical beaches.
Nike: Sporting tailored customer experiences
This Nike message combines an abandoned cart email with tailored product recommendations. To motivate sales, the message also emphasizes the company’s free return policy.
Advanced email retargeting strategies
Elevate your email retargeting campaigns with these techniques.
Use predictive analytics
Predictive analytics involves analyzing user behavior to forecast future outcomes. For instance, predictive analytics could reveal that many people who buy skiing equipment also shop for athletic clothing within the next three months. This insight can help you anticipate customer needs and send relevant retargeting emails.
Personalize messages with AI and machine learning
Many email marketing platforms use AI and machine learning to personalize emails. For example, AI can tailor subject lines, images, and other elements based on user demographics and interests.
Improve outcomes with A/B testing
Use A/B testing to identify effective strategies and refine your retargeting emails. This process involves sending users messages with slightly different content and assessing which version performs best.
Increase engagement with interactive emails
Businesses can boost engagement by crafting interactive emails. Constant Contact allows creators to add gamified content, GIFs, interactive images, polls, and other elements. This dynamic content can intrigue customers and increase conversion rates.
Privacy and compliance in email retargeting
Marketers must follow all relevant data privacy laws when sending retargeting emails. The CAN-SPAM Act regulates commercial emails in the United States. This law requires businesses to:
- Allow recipients to opt out of future marketing emails
- Create accurate subject lines
- Disclose that your retargeting emails contain promotional materials
You can also build trust by explaining how you plan to use customer data when you invite users to subscribe to your email list. Additionally, many email marketing platforms enable you to create a preference center so customers can pick what type of messages they receive.
Recapture your audience with email retargeting
Retargeting email campaigns can help you reconnect with potential customers and boost sales. They also build brand awareness by keeping your business fresh in users’ minds. Check out email retargeting tutorials on YouTube for more strategies.
