What is Email Retargeting?
Email retargeting is a digital marketing strategy that involves sending targeted emails to users who have previously interacted with your website or shown interest in your services/products. It’s a highly effective way to re-engage potential customers, boost conversions and enhance customer retention.
How Does Email Retargeting Work?
Email retargeting is driven by user behavior data. When a visitor interacts with your website, their behavior is tracked, often through cookies. If they leave without making a purchase or completing a desired action, you can use this data to send personalized emails encouraging them to revisit your site and complete the action.
Why is Email Retargeting Important?
- Re-engaging visitors: Email retargeting helps to get your brand back in front of users who have shown interest in your products/services but have not yet converted.
- Increasing conversions: By sending personalized, relevant emails, you can encourage users to complete the actions they previously abandoned.
- Improving customer retention: Retargeting emails can remind existing customers of your value and encourage repeat business.
Best Practices for Email Retargeting
- Data Collection: Ensure that you’re collecting accurate data about your users’ behaviors and preferences. This will allow you to send highly personalized and relevant emails.
- Segment Your Audience: Not all users are the same. Segment your audience based on their behaviors and interests to ensure that each user receives the most relevant content.
- Timing is Key: The timing of your retargeting emails can significantly impact their effectiveness. Aim to send emails when they’re most likely to be seen and when the user’s interaction with your site is still fresh in their mind.
- Test and Optimize: Continuously test different elements of your retargeting emails (e.g. subject lines, content, call to actions) and optimize based on the results to improve their effectiveness.
Email retargeting is a powerful tool in the arsenal of website designers, developers and administrators. By understanding your users, personalizing your approach, and optimizing your strategy, you can significantly improve your website’s conversion rates and customer retention.