Do your customers often browse your site and fill their online shopping cart, only to vanish without buying? You’re not alone. But you can come out as a winner when you include email retargeting in your personalized marketing strategy.
In this article, we will dive further into email retargeting and uncover how it will power up your business. Then, we will walk through the steps on how it can keep your brand front and center in your customers’ minds.
By the end, you will have a toolkit to recapture lost opportunities, push your brand higher, and enjoy more sales.
What Is Email Retargeting & Why Is It Important?
Email retargeting is a digital marketing strategy that lets you re-engage your website visitors. It involves sending emails to users who visited your website but left without taking your desired action. They nudge users to revisit items they’ve shown interest in or left behind in their cart.
Why is this a must-have in your marketing playbook?
It turns your window shoppers into buyers. Using retargeted emails, you can remind your audience about what they’re missing out on. Then, watch them get drawn back into your website to complete the purchase.
With email retargeting, you have a more direct and personal strategy in place. It reaches out to email subscribers who are already familiar with your brand to make your messages more likely to hit the mark.
In addition, targeting warm leads can make your marketing campaign more effective. With this approach, you can increase conversion rates and your ROI.
How To Do Email Retargeting Right In 6 Steps
Let’s break down how you can execute email retargeting campaigns in 6 straightforward steps. Watch out for the “hows” so you can implement these steps effectively and use them as building blocks to get users back into your site.
Step 1: Make Your Goals SMART
Define your email retargeting goals to make it easier to design emails that speak directly to the needs and interests of your web visitors.
How do you do this?
Pinpoint what you want to specifically achieve with your retargeting work. Do you want to increase sales of a particular product, or are you looking to improve overall customer engagement?
Once you know your end goal, use the SMART framework to give you clarity.
For example, let’s say you are selling health and wellness products like these relaxant gummy supplements but are not getting a lot of love. You can’t just tell your team to “increase gummy sales” and leave them be.
Using the SMART framework, you can create a goal like this:
- Specific: Increase the sales of all relaxant gummy supplements.
- Measurable: Aim for a 20% sales increase.
- Achievable: Target past visitors who browsed your relaxant products.
- Relevant: Increasing sales for the relaxant gummies will boost the overall bottom line.
- Time-bound: Achieve this goal over the next quarter.
With this clear goal in mind, you can craft emails that directly address the needs and interests of those who showed initial curiosity in your relaxant products. Starting with the subject lines, you can do this:
- Discover Calm with Our Relaxant Gummies: Exclusive 20% Off Just for You!
This subject line specifically targets the product category they viewed and offers them a compelling deal. Plus, it mentions the particular product line you want to boost. It focuses on relaxant gummy supplements rather than a broad range of wellness products.
Employing this step moves your existing customers deeper into the sales funnel. It lets you give them the direct path, from targeted actions to increased revenue.
Step 2: Clean Your Email Subscriber List
A clean list guarantees that your messages reach those who are truly interested. When you send emails to updated, active contacts your retargeting efforts become more effective.
Additionally, you can save resources. Inactive customers who no longer engage with your brand will not have to be part of your email campaigns.
To clean your email subscriber list, identify email addresses that haven’t interacted with your emails over a set period, such as 6 months. Then, send a re-engagement email to these contacts. Offer them something valuable to reignite their interest, like a discount on their next purchase.
You should also look into analytics. For example, Mailchimp’s Open Tracker tool can track who opened your marketing emails and who didn’t open them at all.
For those who opened them, check if they replied. If they didn’t, consider removing them from your list, along with those who didn’t open the email at all.
In addition, use a tool like MyEmailVerifier to identify disabled, spam, and bot accounts you should remove from your list. It can also remove unengaged accounts for you.
Step 3: Create Audience Segments
When you segment your audience, you can develop personalized email campaigns for each group. It lets you create strategic communication to show your shoppers that you understand their unique preferences.
To do this, collect data about your customers. Look for patterns like purchase history, similar interests, or past engagement with your emails. From this data, you can create distinct audience segments.
Leverage tools like Brevo’s email segmentation feature to apply this step smoothly. It lets you divide your audience based on demographics, past interactions, and preferences. With this, you can save a lot of time and focus more on your email content.
Once you have your segments, tailor your retargeting email to meet each group’s special interests and needs. For instance, tailor emails for moms with offers on baby essentials and exclusive discounts on children’s clothing.
This makes your messages more relevant and boosts your chances of engaging customers and driving conversions. Besides re-engaging users, this will build loyalty because they will appreciate that you just don’t send them random, irrelevant emails.
Audience segmentation is especially crucial for eCommerce brands like SimplyBeach which offers diverse product categories and brands.
For example, SimplyBeach can segment its audience by identifying customers who frequently purchase women’s swimwear versus those who opt for beachwear dresses.
Then, they can collect data on these preferences to craft targeted emails for each group.
Here’s how the email copy for swimwear lovers can be:
- Ready to dive in? Check out our latest women’s swimwear styles from Lauren Ralph Lauren and Peony! Click here for an exclusive 10% off your next purchase!
For beachwear dress enthusiasts, here’s what the email copy can be:
- Step up your beach game with our new collection of beachwear dresses from Tessy and Iconique. Shop now and enjoy a special 15% discount just for you!
These emails highlight brands that offer specific product lines targeted at each segment and include incentives to encourage browsing and purchases. You should also add links to direct users to brand pages and make it easier for them to get back into your website.
Step 4: Create Personalized & Engaging Retargeted Email Content
Personalized email marketing campaigns can increase your open rates by up to 35%. That means your online shoppers are more willing to engage if you align your content with their wants.
To do this, understand your audience’s behaviors and preferences. Your content should directly speak to their interests or past shopping behaviors. Remind shoppers of why they subscribed to you in the first place.
Leverage HubSpot’s robust email marketing features. Here’s how its personalization tokens can help you:
Using HubSpot Personalization Tokens to Customize Emails
It lets you personalize beyond demographics and first names. You can tailor each email campaign to include details like the company name, location, recent interactions, and more to deliver relevant content.
4.1. Multimedia Content
You need to think beyond your email copy. You should insert personalized photos to make your emails visually engaging. Emails featuring images see nearly a 10% increase in open rates.
Utilize the Hyperise image editor. It lets you add dynamic logos, maps, QR codes, text, and more to images. You can also use Hyperise to create customized, interactive videos to make your email content more engaging.
Plus, integrating multimedia elements is easy with Hyperise. It works seamlessly with email tools like ActiveCampaign and Moosend.
4.2. Call-To-Action (CTA)
Also, each email should include a compelling CTA. Get it to guide your recipients on what to do next, like:
- Revisiting their abandoned cart.
- Taking advantage of a limited-time offer.
However, make sure that your CTA is relevant to your offer. Move away from the all too common “Click Here, ” but ensure it still reflects your business.
Here are 2 examples from distinct industries:
If you have a manufacturing company, keep your tone serious yet engaging, not dull:
- Start building efficiency today: Explore our advanced manufacturing solutions now.
This is an effective CTA because it combines commanding, action-oriented verbs with a promise of practical solutions. It also maintains a professional yet engaging tone.
But how do you tailor your approach for a fun, dynamic brand like this on-demand custom dog sticker maker? Here’s what your CTA can look like:
- Fetch your exclusive limited-time offer now 🐾 Start sticking with it!
The words “Fetch” and “sticking with it” cleverly reflect your business and offer. It is playful and enthusiastic, capturing the excitement of dog parents with engaging, canine-themed language. It also guides users to capitalize on your incentive.
To further make your CTA stand out, make it look like a button and use contrasting colors to catch your audience’s attention. You can even make it interactive. With this, your CTA becomes prominent and drives engagement.
Step 5: Plan Your Email Sequences
A well-timed and thoughtfully crafted email sequence will lift your open, click-through rates, increase customer retention, and enhance the purchase decision-making process.
How do you do this?
Well, there is no one-size-fits-all timing when to send an email. You need to determine the best time based on customer behavior, target market, industry, or products.
For example, let’s say you are selling a women’s lingerie collection. Your audience is most likely to browse your website when they are at home: before work, after work, or before bed.
Why? Because they won’t browse a revealing women’s lingerie collection during commutes to avoid the awkwardness of others seeing. They will also steer clear of shopping for provocative and personal items at work to avoid getting caught by their bosses.
So, automate your email retargeting campaign around the time they get off work. Seize the opportunity when your site visitors are most likely relaxed and private. This increases the chances they will engage and get you a higher click-through rate.
Additionally, you can leverage Mailchimp’s Send Time Optimization feature. They collect customer data to determine individual engagement patterns. Then, they analyze this data to pinpoint the best sending time for your email within 24 hours.
This tool helps you space out your emails, so you don’t overwhelm potential customers.
Step 6: Launch & Monitor
Ready to re-engage users and convert more customers? Launch your email remarketing campaigns.
How?
Use proven and tested marketing automation tools. For instance, Constant Contact streamlines the entire process, from setup to send-off. With its plug-and-play path templates, you can craft campaigns that deliver the right content at the perfect moment.
Plus, it dynamically adjusts based on how your subscribers engage with your content. This ensures your message always has maximum relevance. It even automates birthday and anniversary greetings to engage your loyal customers and make them feel appreciated.
As for monitoring? You do not have to pay for another automation tool. Constant Contact provides detailed reports:
You can also get an overview of each of your email campaigns:
This data lets you see what’s working and what isn’t. Based on these insights, you can make informed adjustments to improve your email marketing strategy and better target your messages.
You now know how to launch your email retargeting campaigns. But to reel them back in, you need to know exactly which emails will make them eager to hit that “Buy” button.
5 Types Of Retargeting Emails
Re-engage your audience with the right emails. Otherwise, you risk increasing your unsubscribe emails. Understand these 5 types and identify what works best for your brand.
A. Shopping Cart Abandonment Emails
Shoppers abandoning their carts = lost sales.
Cart abandonment emails remind customers about the items they left in their online shopping carts to convert hesitant shoppers into buyers.
For instance, suppose you are promoting wellness products like these premium Bariatric Multivitamins and you start seeing an uptick in abandoned carts. Here’s an engaging email to help you:
Subject: Weight for It… Your Vitamins Are Ready!
Email Body:
Hello, Wellness Warrior!
It seems you’ve left a key item in your cart—your premium chewable Bariatric Multivitamin is waiting to go home with you! They’re perfect for supporting your nutritional needs after bariatric surgery.
Here’s more reason to complete your purchase:
Don’t wait to feel great—your path to better health is just a click away. Secure your vitamins today and start benefiting from our specially formulated supplements.
To Your Health,
Bariatric Fusion Team
This email directly addresses the products left in the cart. Plus, it introduces an incentive to encourage immediate purchase.
B. Upsell Emails
An upsell retargeting campaign aims to enhance the value of a customer’s initial purchase interest. It lets you suggest a higher-end product that can better meet their needs, ultimately increasing the transaction’s value.
For instance, let’s say you sell sustainable gardening equipment like these quality greenhouse kits. How would you upsell and make sure your high-end products get some love?
Subject: Upgrade Your Garden with Our Exclusive MONT 8×16 Greenhouse Special Edition!
Email Body:
Hello Green Thumb,
We noticed you were checking out our Exaco Riga L Greenhouses – Riga 3 Model (10×11). While it’s a fantastic choice, why not consider an even better upgrade?
Our MONT 8×16 Greenhouse – Special Edition, originally priced at $6,919.95, is now just $6,249.95 for a limited time!
Here are the EXCLUSIVE upgrades in the Mont deluxe version: a workbench, a programmable watering system, and a pollinator. It’s everything you need for your gardening success!
Make the most of this special offer and turn your garden into a paradise while boosting your sustainability.
Happy Gardening,
The Greenhouse Emporium Team
This upsell email shows the additional features and savings your customers will get to increase the chance of conversion.
C. Re-Engagement Emails
It costs 5x more to land new customers than to retain them. These emails aim to reignite interest among previous customers who are disengaged. Doing this helps ensure that the money you invest in collecting email addresses pays off by keeping customers engaged.
For instance, let’s say you run an online bakery, here’s how you can re-engage your customers who previously bought a box of donuts:
Subject: Missing These Hole-some Treats? 🍩
Email Body:
Hey, Sweet Tooth!
It’s been a while since you’ve indulged with us! We noticed you loved our Classic Donut Box. How about something just as delightful? Try our new Glazed Goodness Pack — perfect for donut lovers looking to sweeten their day!
We’ve missed having you around, and there’s a 15% off waiting just for you on your next treat. Come back and satisfy those cravings with us!
Sweet Regards,
[Your Bakery’s Name]
This email cleverly incorporates sweet-themed language, reminds customers of their previous purchases, and suggests a new product to try. With this, you can catch your recipient’s attention and draw them back in.
D. Cross-Sell Emails
Cross-selling is one of the most practiced digital marketing strategies since 79% of sales professionals cross-sell. This strategy improves the customer experience while maximizing your revenue potential.
Cross-selling emails are ideal for brands with diverse but complementary product lines, not just a single item type. A great example is Ovaeda. They sell these stylish outdoor items like composite decking boards, sofa sets, canopies, loungers, and more.
Each is designed for exterior styling, seamlessly complementing the others to help customers create their dream outdoor space. Here’s how they can do cross-sell promotion for email retargeting:
Subject: “Upgrade Your Outdoor Style with Our Composite Decking!”
Email Body:
Hello Comfort Seeker,
We’re excited to see you’ve selected one of our luxurious sofa sets for your outdoor space!
To truly enhance your relaxation area, why not pair it with our high-quality composite decking decks?
Our decking complements your new sofa perfectly, creating a chic and cohesive outdoor environment.
As a special thank you, we’re offering a gift! A sample box of our composite decking styles. Mix and match to find the perfect combination that fits your taste and elevates your outdoor living.
Imagine lounging on your stylish sofa surrounded by the sleek look of our decking. Click here to claim your free sample box and complete your dream backyard setup.
Best regards,
[Your Company Name]
Remarketing emails like this encourage customers already interested in outdoor furniture to consider adding composite decking. Offering a free sample box is a cherry on top to tempt them to explore more options.
E. Back In Stock Emails
These emails notify your customers when previously unavailable items are available again for purchase. They reignite customer interest and increase the chances of conversion.
Here’s a concise back-in-stock email example for an eCommerce skincare brand:
Subject: “Back by Popular Demand: Our Signature Skin Toner!”
Email Body:
Hi, Glow-Getter!
You asked, we listened—our beloved skin toner is back in stock! Achieve flawless skin with the toner you love. Order now and ensure your beauty routine remains uninterrupted!
Stay glowing,
[Your Skincare Brand]
The email is simple, short, and engaging. If you have the means, you can add a freebie for causing “inconvenience” with the stock issues. You can make it a limited-time offer to give them a sense of urgency.
However, this is an avoidable email. How?
Implement inventory tools like EasyChannel’s Multichannel Inventory Management to prevent running out of stock. It offers a centralized solution for your inventory management across all your selling platforms. With this, you always know your current stock levels and when to replenish.
If you can bypass sending these emails, you will free up resources to create retargeting emails that are more effective and tailored to your business needs. Plus, maintaining consistent stock levels minimizes the risk of your customers turning to competitors.
Conclusion
With many brands vying for their attention, it is no surprise that customers become disengaged. But do not accept defeat. Use this guide to do email retargeting right and bring their attention back to you. Don’t forget to stay aligned with email retargeting best practices and make adjustments as needed to keep your strategy fresh and effective
So, are you ready to level up your email retargeting campaign?
Join Hyperise and explore the personalized image editor. You can humanize your content with custom images and make your email campaign pop out. As they say, a picture paints a thousand words. Start your free trial now and watch your engagement thrive!
Author Bio:
Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement modern SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?
- Author picture: Here
- Gravatar: vip@novumhq.com