Looking to generate more qualified leads, boost engagement with your target audience, increase brand awareness, and ultimately drive more conversions? A retargeting campaign may be the answer. Here are five best practices that are key to retargeting campaign success.
What Is Email Retargeting and How Does It Work?
Retargeting is a powerful online marketing method that involves showing targeted ads to potential customers on social media sites (e.g., Facebook and Twitter) and via search (e.g., Google). These potential customers have shown an interest in your company and its products by taking actions such as opening your emails, clicking a link in your emails, or visiting your website (but not converting). Retargeting gives you another chance to reach potential customers and give them a nudge (or several nudges) to return to your website and convert.
Considering that, typically, only about 2% of users convert on their first visit to an e-commerce website, remarketing has the potential of making a big impact on conversion rates. Here are a few retargeting-campaign statistics that demonstrate just how effective retargeting campaigns can be:
- The click-through rates for retargeted ads (0.7%) is 10 times that of typical display ads (0.07%).
- Website visitors are 70% more likely to convert on website when retargeted with online ads.
- An estimated 72% of online shoppers abandon their carts before completing a purchase, and, typically, only 8% will return and make a purchase. Thanks to retargeting, the percentage of cart abandoners who return and convert increases to 26%.
There are essentially two types of retargeting emails: pixel based and list based. The most common is pixel based, which uses a code (retargeting pixel) on your website or in the HTML templates of your emails to place a cookie on a user’s browser. This, in turn, gives you the ability to track that user’s online behavior.
On the other hand, list-based retargeting involves uploading your email list to a retargeting platform on social media sites, such as Facebook and Twitter. Then, the platform identifies which of your subscribers are on the social media site and subsequently allows you to show retargeting ads to them.
5 Tips for Getting the Most Out of Your Retargeting Email Campaigns
How can you maximize the return on investment from your retargeting campaigns? Here are five best practices to help ensure success:
- Use segmentation to create retargeting emails that convert. This applies both to your retargeting ads, as well as the promotional email campaigns that support your remarketing efforts. For example, create segments based on the products visitors browsed at your website and where prospects and customers are in the sales funnel. Audience segmentation helps ensure that potential customers get marketing messages with content that is relevant and engaging.
- Use automated drip email campaigns to boost your remarketing efforts. When potential customers provide you with their email addresses, follow up promptly with a welcome email series. Another automated email series that’s useful in retargeting is an abandoned-cart recovery email campaign, which targets subscribers who placed items in an online shopping cart but didn’t complete the purchase. Combined with remarketing data, automated drip email campaigns are a highly effective way to nurture prospects, build customer relationships, and increase sales.
- Cap your retargeting ad and email frequency. Be aware that bombarding prospects and customers with too many of the same ads (following them all over the Internet and in emails) can lead to overexposure. Not only can such overexposure result in potential customers ignoring your retargeted ads and emails, but it also can engender a negative feeling about your brand.
- Use retargeting email campaigns to upsell and cross-sell to converted customers. Once a prospect has converted, be sure you’re not targeting him or her with the same promotions and asking that prospect to take the same action again and again. That would be annoying! You can untag customers after they have converted by using a snippet of code called a “burn pixel” on your post-transaction page. Then, enroll these converted customers in a new retargeting email campaign to reward loyal customers, as well as upsell and cross-sell other products and services.
- Test and optimize. The banner ads and promotional emails that you use in your email retargeting campaigns play a big role in determining campaign success. So, be sure to devote the resources needed to develop effective creative, as well as test and optimize to continually improve the performance results of your retargeting email campaigns.
At FulcrumTech, helping you get the most out of your email-marketing campaigns is our passion! Contact us and we’ll get you on the fast track to implementing innovative approaches to successfully pull people through your sales funnel, optimize conversions, and drive more revenue from your e-commerce business.