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How to Optimize an Email Retargeting Strategy

Updated: Aug 24


Sometimes customers just need that little extra nudge.


Perhaps they’ve been circling back to your page quite often and just haven’t completed a transaction. Or maybe they keep leaving items in the shopping cart.


There is clear interest from the customer and it makes them worth pursuing via email retargeting, a classic strategy that many businesses and brands employ.


Here are some tips to optimize your email retargeting strategy and hopefully lead to more conversions and sales.


THE BASICS


Let’s start with a quick overview of what exactly email retargeting is and what it entails.


Email retargeting is where you send specific emails to potential customers based on their actions. These can include leaving items in their cart or clicking on certain products.


The important distinction to note is that email retargeting is only for individuals that are already subscribed to your email list. This can be quite helpful since the odds of these individuals wanting to do business with your brand are higher if they’re willing to be on your email lists.


GETTING YOUR BASE


Since email retargeting is based on emails you already have, your company/brand needs to have a strong email base and do a good job of acquiring customers’ emails.


Make sure you cover all the steps to ensure you get those emails. You can have a section on your homepage that allows for individuals to sign up. You can also use social media to help individuals sign up and don’t downplay the importance of in-person events.


You should also experiment with different ideas, whether that’s a different call to actions, your headlines, or even a promotion/discount that customers can sign up for.


The key is to find the best way to get the needed emails of potential customers.


THE PLAN


There are many different ways to attack with an email retargeting plan and you first need to lay out what exactly your ultimate goal is for the campaign.


Not every email retargeting plan has to be focused on increasing your conversion rates. Sure, you can focus on one purchase leading to more or turning site visitors into paying customers. But you can also focus on getting more email opens or even engagement.


You need to have a specific and measurable plan in mind.


Spend time researching the numbers that tell the story of your customers before narrowing your scope. You need to know the ins and outs of your customers’ behavior. You need to know what exactly they are doing and where are the areas in which you can improve.


Make sure you have a strong understanding of your target audience. If you know your target audience, you have an idea of how you can best serve them. We always stress here at Digicom that you need to have a strong understanding of how you can best add value to your customers’ lives. By understanding your exact target audience, you can target these specific needs.


Think of whether your customers may prefer a discount or perhaps a promotional gift and their overall knowledge of your brand and what you have to offer.


FLEXIBILITY


Email retargeting plans offer many different types of emails, providing needed flexibility. However, this can be overwhelming if you don’t have a refined plan.


One way to make it easier for your company is to segment your groups based on certain information that will allow you to make it easier.


By segmenting, you are sending specific retargeting emails to groups focused on certain actions rather than sending a ‘one-size-fits-all’ type email. Specific emails that are targeted at certain individuals–not all of your customers have the same tendencies–is much more effective.


Some examples of segmentation can include those who abandon their carts, customers’ locations, purchase history, and shopping categories, among other possible details.


Choose the right segments that work for you but make sure your lists are accurate. You don’t want to send a reminder email to individuals who perhaps have already made a purchase.


CADENCE


Once you have your segmented plan ready to go and understand your customers, you have to decide how often you want to email your potential customers.


There are different opinions on when you should send these emails. Activecampaign.com recommends sending an email to an individual who abandons a cart within an hour, while smartinsights.com reports emails sent within three hours receive a 40% open rate and 20% click-through rate for cart abandonment. So, there is some variance.


The key here is to experiment. This is the one area where it truly is different for each company. See what times produce the best results and then try to refine your scope. One hour might work for certain companies, but perhaps your company needs to afford your customers more time.


The other aspect of cadence is determining when you want these emails to be sent out in terms of the action that sets them off.


Is it following cart abandonment? Promoting an upcoming sale? Showcasing new products to recent customers? Targeting customers who haven’t returned in some time?


You need to outline the specific areas that you want to retarget AND make sure you are including them within your parameters.


We hope these tips have helped explain how email retargeting can be an effective strategy for your company and brand, and how you can successfully employ it.


Be sure to keep checking Digicom for the latest trends, tips, and articles that are sure to help take your marketing efforts to the next level!


SO, WHERE DO YOU FIND THIS PARTNER?


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.




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