Do you know how to utilise your emails in order to attain hard-to-reach customers? How about rekindling the interest of inactive subscribers? Or, do you simply want to reintroduce a product or service subscribers expressed interest in but never followed through on the call-to-action? There are many tactics that can help you achieve those goals. Cue, email retargeting.
“Getting the right message to the right person at the right time is what email marketing is all about.” – EmailOut
There are some businesses that primarily rely on that first email impression they make with subscribers. However, an effective email marketing strategy goes beyond the initial impact. As marketers, instead of concentrating on one or two tactics, we should focus on exploring multiple strategies that will help us obtain, retain and re-engage customers, grow brand awareness, increase sales and, hopefully, keep ourselves at the forefront of our customers’ mind. One such marketing strategy is email retargeting.
In this article, we’ll cover the following email retargeting topics:
- What is email retargeting?
- What is email remarketing?
- The difference between email retargeting and email remarketing
- Email retargeting and email remarketing best practices
Ready to dive in?
The ever-evolving and improving digital marketing technology offers businesses numerous methods they can use in order to approach potential clients who’ve already had an interaction with their brand.
Each time a customer comes in contact with your product/service, you are presented with the opportunity to make a sale. Even if the person doesn’t initially make a purchase you are still in the game. Thus, don’t perceive them as a lost cause and simply move on. After all, according to stats, almost 60% of people’s purchase decision-making process is influenced by marketing emails; and, 80% that email marketing increases customer retention.
Let’s say a customer clicked on one of your pay-per-click ads or filled in a form on your website or simply opened one of your emails – all of these present an opportunity for you to market to them, again. Once these customers expressed their interest in your product/service, they entered your buying cycle. However, how do you market to potential clients again, you might ask? The answer is quite simple: email retargeting. But, isn’t this the same as email remarketing?
What Is Email Retargeting?
As email marketing professionals, we are certain you are well aware of the topic of retargeting. However, for those who might need a reminder, email retargeting is an email marketing strategy which allows marketers to reintroduce their products/services to a segmented audience that expressed interest, however, never completed the call-to-action (for example abandoned shopping carts).
To simplify the definition further, email retargeting is the practice of using customers’ information you’ve already gathered in order to refine the content you’ll be sending them.
There are two important elements you must know about when it comes to email targeting. The first one is behavioural marketing and the second is website cookies.
According to our dear friend and digital marketing guru Neil Patel, behavioural marketing is the practice of utilising all the available information from browsing and search history to IPs and cookies (we’ll tell you more about those shortly) in order to build a refined profile of your customers.
One of the most common methods of tracking customers’ behaviours is through website cookies. Most of you already know what cookies are and how they work, but allow us to refresh your memory. They are small pieces of data sent from a website that are stored on a user’s browser in order to help track the user’s online habits and activities.
However, this tracking method is presenting some difficulties: various technologies block cookies (or deleting them when the user closes their browser) and EU laws requiring all websites servicing and targeting EU customers to gain ‘informed consent’ before storing them.
Nonetheless, email marketers have an alternative way of tracking customers’ behaviour – tracking pixel. It’s embedded into the HTML code of an email. Tracking pixels work very similar to website cookies and, currently, they cannot be blocked the same way cookies can be.
All EmailOut email campaigns contain a tracking pixel, open a free account.
What Is Email Remarketing?
This is yet another practice we are certain you are familiar with. Nonetheless, we’d like to refresh your memory about what email remarketing is.
Email remarketing, which is a type of behavioural marketing, is the marketing technique of following up and re-engaging with customers who already had an interaction with your brand but never completed an action through marketing emails.
You’ve already ‘met’ your customers and invested time and money in obtaining them. Therefore, you should take the initial information you’ve gathered about them and use it to send relevant content. Some of the tactics included in email remarketing are –
a) welcoming customers after they’ve subscribed ;
b) promoting new products/services;
c) advertising up-sells or cross-sells;
d) reminding them to complete an order;
e) requesting reviews;
f) offering discounts;
g) signing up for a webinar; and
h) downloading a free ebook or a market report.
In order to execute an effective email remarketing strategy, you should know your customer base – what they like or don’t like, which of your products/services interested them, etc. Then you can determine the range of triggers and once a customer trips a trigger, they’ll automatically receive an email from your brand based on their action.
EmailOut offers free triggered automation and unlimited data fields to hold your prospects trigger points – trial it now.
Email Retargeting vs Email Remarketing
Some marketers have the assumption that email retargeting and email remarketing are the same. However, as similar as they sound, there is a difference between them and it lies in the strategy required to reach those engaged customers.
If your business’s goal is to maximise your overall ROI (which we all strive for), measuring the effectiveness and success of your email retargeting and email remarketing is of vital importance. These are the metrics, for both tactics, you should pay attention to –
a) page visits;
b) email open rate;
c) conversion rate;
d) unsubscribe rate; and
e) marketing qualified leads (MQLs).
As we all know, by monitoring and analysing an email campaign’s success as well as its weak points, we will be able to make adjustments to our email campaigns in order to achieve better results.
So far, all the information presented might lead you to the conclusion that email retargeting and email remarketing are pretty much the same. As similar as they might be, knowing what the difference between them is vital since one can be more suited for your email marketing strategy than the other.
If your goal is to build brand loyalty via email, email remarketing is the way to achieve it. But, if the goal is to strengthen your brand’s presence, email retargeting is the best way to do it.
Bottom line, both those strategies can deliver insight into customers’ behaviour, boost brand awareness and maximise your overall ROI. However, make sure you implement them correctly. But, before you set your sights on one or the other and make a judgment call, why not consider using them simultaneously. It’ll certainly help you create – and maintain – a strong email marketing strategy.
Email Retargeting and Email Remarketing Best Practices
One of the best things about email retargeting is that it’s focused on customers who’ve already expressed interest in your brand. Thus, the potential benefits of this marketing strategy are immense. However, before you proceed with building your email retargeting campaigns, there are several email retargeting best practices you should consider.
1) Take advantage of email segmentation
Email segmentation is the practice of breaking down huge email lists into smaller, more detailed and highly targeted ones. By segmenting your email lists, you will be able to better target your audience. Especially those subscribers looking for specific information. It ensures you are sending the right message to the right people.
2) Timing is everything
Keeping your brand at the forefront of customers’ mind is key. Thus, the sooner you start sending retargeted email campaigns, the better. Do not dilly-dally or you’ll risk losing those customers.
3) Pay attention to inactive subscribers
If there is a spike in inactive subscribers, email retargeting is a great way to gently remind them why they chose to subscribe in the first place. Remind them of what piqued their interest and invite them to take action.
4) Always personalise
Personalisation is the most powerful method of increasing email open rates and encouraging conversions. Subscribers can always recognise when they get an automated, generic email blast. You have the information required to personalise your retargeted email campaigns, use it. The success of your email retargeting strategy partially relies on this.
5) Attention to details is imperative
A small thing going wrong can cause a ripple effect in your email retargeting strategy. From the subject line through the call-to-action button to the fonts and images, you need to make sure your email retargeting campaigns are designed to perfection.
6) Utilise incentives to encourage conversions and sales
A customer who abandoned their cart might require a little nudge. Take a look at their browsing history and if it ends up being all over the place, offer them guidance to make their purchase decisions easier. Or better yet, why not offer them a discount. Everyone loves them.
Neither method is as difficult to implement as you might think. You just have to clearly outline your business’s goals and simply take your email marketing efforts to the next level.
As a matter of fact, if you follow best practices, segment your email lists, design your retargeting email campaigns to perfection and, of course, keep an eye on the email metrics, you’ll be that much closer to achieving better results.
Furthermore, with everything you’ve learnt so far, you can now swiftly – and smoothly – add email retargeting and remarketing into your marketing campaigns such as cart abandonment, customer support, re-engagement, product/service updates and so forth.
Now that there are no smokescreens surrounding email retargeting and email remarketing, you can start developing and improving your email marketing strategy and turning it into a revenue making machine as well as getting ahead of your competition, of course.
To get you started, open a FreeForever account with us now, we’ll give you 12,500 email sends each and every month for free – Free Trial.