Email retargeting (and other flavours of it) done right
The email retargeting is a technology allowing to use various media channels, including social networks to display ads specifically to people
who opened your newsletter whose email addresses you know.
For example an online clothing store sends an offer to its customers. A new collection is coming within a week and if you buy something now you get a 15% discount for any one item from new collection. Users read the letter, but most of them do not complete the target action (go to the store page using the link or the CTA button). So, basically you get no sales.
Newsletter: it didn’t work out 🙁
Email retargeting: hold my beer
And then, all of a sudden, through miracles (lol, there are no miracles) clients see your ads with that same offer everywhere (even gmail ads). So you’re sending them the ultimate marketing message: it’s either buy or die, mate (hello Duolingo)
How it works (yeah, it works)
The core of the technology behind is not that important.
What is important, that having a list of emails one can show targeted advertising via different format and platforms. For certain campaigns a single platform like Facebook is enough (CRM retargeting works like a charm) and for the rest there are single entry point platforms like AdRoll, which cover up to 98% of advertising resources.
And now let’s take a look at a few cases of how email retargeting works in real life.
1. Online store
This technique was used by the fashion and shoe store LuckyBrand.
- Step One. LuckyBrand invites the subscriber to clarify one thing: shirts or footwear? What do you need/like more?
- Step Two. Boots or sneakers? Depending on what the customers choose, one is included in the corresponding retargeting base. The store does not sell directly through the newsletter, but finds out the needs and then targets these needs.
Marketers learn interests of the consumer with a step-by-step choice of two options. Understanding interests allows you to make the most relevant offer (selling proposition).
2. Email retargeting ads in Facebook feed
A user opens an email, follows a link, but does not perform a target action. That’s where you get a chance to track and target a user via Facebook Pixel installed on your website rather than tracking pixel in the email. This is a kind of symbiosis of classic and email retargeting.
- A user visits a website with FB pixel;
- Facebook pixel leaves a cookie on the users computer;
- Facebook identifies that user;
- When the user goes on Facebook, your ads are already waiting 🙂
This can be achieved by directly uploading emails right to Facebook (here is post about it) but Facebook pixel gives more options for granular segmentation like actions performed, pages visited etc.
3. Reducing the cart abandonment rate
Every online store manager is familiar with the situation with abandoned carts. In some cases they add up to 75% 🙁
Triggered emails allow you to return up to 30% of forgetful customers and lost profits. The classic scheme is as follows:
- The first letter leaves within 24 hours. Some marketers advise to go hot on the heels — half an hour after a customer closes the page.
- Content: a reminder of the benefits of the product, reviews, guarantees, answers to frequently asked questions. The goal is to remove possible objections.
- The second letter departs in 2-3 days and offers a 10% discount or free shipping.
- And the third letter departs after 5-7 days offering the maximum possible discount.
Personally, I am against given discounts to customers. At least in a form of direct price reduction. There so many more rewarding ways to do it. But thats an industry standard practices and it works on scale.
4. CRM targeting for reactivating old customers
Idle subscribers, who once bought something from you, but haven’t ordered anything in a long time. How to put them back on your profit track? In many cases they ignore newsletters.
The thing is that you use email addresses of idle subscribers from CRM system and redirect them to the retargeting database to display ads, video formats and social networks. Thus, it is possible to influence any segment of the client base. All this data is in CRM — from usual customers to executives.
Toyota uses this method to retarget customers who have a car lease contract expiring. Checkout this CRM retargeting – immense opportunity & alternative strategy for execution.
* Alternative approach *
As I said in the beginning, the foundation of email retargeting is, well, email. So if you can execute a list building of potential prospects you are all set.
This does not quite work for b2c, but works like a charm in b2b sales where one needs to communicate with very specific people. Retargeting ads is one of cornerstone step in sequence of touch points for b2b sales.
GRIN launcher is built around listing building at scale.
To sum it up on email retargeting
Analyse the interests of customers, combine different ways of work with a customer base, provide customers with valuable information at the right time in the right place and get more money for your business.
Or get in touch and we will do it together.