If you ask any business owner how they engage with their audience, most will tell you email marketing. Why? Well, for starters, email marketing has a mind-boggling 4,400% return on investment. In other words, for every dollar that you spend toward your campaign, you’ll make an average of 44 dollars.
Email is one of the most widely used methods of communication too. More people are sending and receiving emails than using social media, meaning you have the chance to generate and communicate with a broader range of consumers. The more people you can communicate with, the better chance you have at increasing your traffic and sales.
Many of these same people will tell you that they use retargeting email campaigns to keep customers engaged long after they’ve subscribed. Retargeting campaigns are when you use information you’ve already gathered about individuals to create personalized messages.
I’ll share several things you should keep in mind if you hope to start a retargeting campaign of your own. First, let’s look at specific instances where email retargeting can help you and why setting goals is crucial to the success of your campaign.
When to use email retargeting
There are plenty of instances where you can add retargeting to your existing strategy for a significant boost to sales and your email marketing engagement. The most common use for this technique is when a consumer lands on your website, creates an account, adds items to their cart but abandons their shopping cart.
Email reminders can encourage people to come back to complete their order. As a general rule, we suggest sending three emails over the course of a week if you’re planning on converting these subscribers. An initial email after they bounce from your page can help you convert a significant segment of users who left. The reason you’ll save many of these customers is that, on average, 48% of them will open your message.
Retargeting is also an excellent tool for reaching people that have shown interest in your content but not your products. For instance, if someone signs up for your mailing list for blog updates, you can include special promotions to those people based on the content of content they want to receive. We will touch on personalization more soon.
Before you start creating your email retargeting campaign, it’s vital that you think about your goals. What do you hope to accomplish with this drip campaign? Do you want to see more people engage with your brand? Is your intention to sell more products to new customers? In order to establish your goals, you need to understand your target audience.
Understand your target audience
If you don’t know much about your target audience, you’re going to have a hard time creating a retargeting campaign. The best way to get a feel for the people who visit your site and subscribe is by creating customer persona profiles.
Essentially, buyer personas are informational sheets that help you understand the people visiting your site. You’ll want to add details like common pain points, goals and demographics when establishing your personas.
Your onsite, social media and email analytics can help you learn about your audience. If you don’t have enough information, you can create feedback forms where customers directly tell you what they expect from your brand.
Let’s say you own a social media marketing software as a service but don’t know much about your audience. You can create a poll on your social account where you ask subscribers to pick their most significant issue with social marketing. Take this information into account when you’re creating your emails and use it when segmenting your lists.
There’s a good chance that you’ll have several buyer personas for your brand. Each group may be interested in different products or services that you offer. Once you have this data in hand, you can start crafting your retargeting campaign.
Segment leads based on behavior
Now that you understand your goals, audience and email retargeting, let’s talk about segmentation. Lead segmentation is the process of taking customers that sign up for your email list, browse your website, or engage with you on social media and use that information to create your emails.
For example, if you operate an online sporting goods store, you’ll likely segment your list based on football, baseball, hockey and more. Segmenting your list allows you to send personalized information based on what they want to see.
Imagine if you sent someone who bought football supplies a promotion for soccer equipment, do you think they would bite? The short answer is probably not. However, if you send a repeat customer an email letting them know that you have a new promotion that includes 50% off all football gear, you better believe that they will click through and see what you have for sale.
Segmentation is about more than just understanding what consumers like on your site. It also involves understanding how they engage with your brand. Let’s say that the same company had a list of subscribers who haven’t made a purchase or opened an email in six months. The company could send emails out to these inactive subscribers and encourage them to come back and enjoy a free gift with their purchase.
While we are on the topic of personalization, there are other elements of your email that you should make personal on an individual basis. You’re likely familiar with emails from Amazon encouraging you to come back and purchase the item you added to your cart recently.
This is a great way to make your emails even more personal than touching on a topic. When you can show consumers the item they were looking at, they are more likely to come back and complete their purchase.
It can also help to include the name of the recipient in the headline and body of the email. When you’re retargeting new or existing consumers, you’re going to want to make the message seem as handcrafted as possible.
Obviously, that’s not easy if thousands of people are subscribed to your email list. But there are steps you can take to ensure that your messages look at personal as possible. Research shows that this tactic pays off. Adding a personalization element to your email can boost your open rate by 14.31%.
The key is to match up elements of consumer behavior along with the information they provided when they signed up. You can use this data to create emails that look like they were written specifically for that person. As a result, the receiver is more likely to open your email and click through to your website.
Back to you
Retargeting your email subscribers is a great way to grow your business and build rapport with your audience. There’s a good reason that 60% of people have bought a product because of an email marketing message.
Email is the most accessible platform online today. The number of people making email accounts is still climbing, and you can bet that a percentage of those individuals are interested in your products or services. It may take some time to master retargeting, but this is one email marketing strategy you need for explosive growth.