email retargeting | what it is, how it works, and best practices
Email retargeting works by taking the information you have on your customers and using it to create only the most relevant, highly targeted email campaigns suited for their needs. To do this, you need to have at least a basic understanding of behavioral marketing. This is the practice of monitoring and tracking the behaviors of your targeted audience members. Typically, this is done by tracking their website and purchase activities. It can also be done through the use of third-party applications to monitor further how they may be engaging with your brand.
As with any other aspect of your email marketing campaigns, there are several best practices that you need to consider before you start building your own email retargeting campaigns. You want to ensure the success of your email retargeting efforts, and these best practices can help you do just that.
Utilize email segmentation
Email segmentation is the process of splitting up your emailing list into more detailed, highly targeted lists. Segmentation helps you further target those who are looking for specific information. It ensures that you aren’t sending emails to those who’ve already purchased a specific product or taken another specific action (such as downloading a report, etc.)
You’ll want to start sending your email retargeting emails right after someone’s clicked off your website entirely. The sooner you land in their inbox, the more likely they are to return to your site and reconsider the service/product that they passed up initially.
Help re-engage inactive subscribers
If you’ve noticed an increase in your inactive subscribers, using email retargeting is a great way to remind these subscribers why they subscribed in the first place. The idea is to remind them of what piqued their interest in the first place and encourage them to reconsider acting on a CTA.