Email + remarketing = more ROI and conversions . The email marketing is the tool that many gave up for dead a while ago, but today is still one of those that bring more quality conversions and visits to ecommerce. And all this at a very low cost per impact, which makes its profitability very high.
As we have already seen in other articles on this blog, remarketing is a super-effective strategy to keep in touch with the user throughout his journey and guide him towards conversion. So let’s see how we can combine retargeting and email marketing to multiply your brand’s ROI and conversions.
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What is email marketing remarketing and how does it work?
The email remarketing or email retargeting is to send personalized emails to users who have already interacted with our website in order to encourage them to perform a certain action: purchase, conversion, registration, etc.
The basic scheme of remarketing works the same way on all platforms. First of all, we need the user to visit our website or interact with some of the brand’s content. This helps us to identify you with a cookie and add you to an audience or remarketing list , which groups users who share certain characteristics (for example, having visited our website in the last 30 days). And finally, we launched an ad campaign aimed exclusively at the users on the list.
The remarketing allows us to customize the maximum to our target audience based on their behavior, improve brand recall and meet different marketing objectives, such as improving conversions. This is a very useful strategy for any brand that advertises online.
The 4 types of email marketing retargeting
When it comes to proposing an email marketing remarketing strategy , we have different options to engage our audience and send them the personalized message. We are going to see 4 very common tactics.
1) Direct the user to a landing page with an integrated pixel
In this case, we use our own email database , that is, a list of users who have voluntarily left us their email to receive communications from the brand. Then we send them to our website to start tracking and impacting them with personalized messages. Let’s see it step by step:
- Create a landing page with a tracking pixel installed. Obviously, the content of this landing will be related to the product or service that we want to promote.
- Use your favorite server to send an email to your previously created database. The content of this email should be related to the landing page and encourage the user to click to visit it through a call to action.
- Once the user visits the landing, the integrated pixel will identify them and allow you to show them personalized advertising when they browse the internet. This advertising can have different formats, for example, display ads on the Google network or videos on Facebook.
- Thus, you will get the user to remember your products, identify you as a brand and reconsider revisiting your website and even going direct to buy next time.
2) Encourage the user to retrieve their abandoned cart
For e-commerce , remarketing abandoned carts is one of the most effective strategies. An estimated 40 to 60% of users leave their orders unfinished due to various reasons, for example that they don’t want to pay shipping costs or are in a hurry at the time. If we are able to do a good segmentation to get them back, the effort will certainly be worth it.
If the user has registered in your online store, you can automatically follow their behavior on your website. The moment he leaves his cart abandoned, you can instantly email him to remind him that he has forgotten to complete the purchase. And to give you an added incentive, you can either gift shipping or offer a discount if you complete your order within a certain time frame. In our experience, the conversion ratio of this technique is very high and works very well to optimize costs, so it should be one of the first to implement in any e-commerce.
If you don’t have the user’s details, you won’t be able to send them an email. But if you have installed the relevant tracking pixels on your website, you can add them to your remarketing lists on Google or on social networks to send them display ads that remind you that you have a pending issue.
3) Do email remarketing using your CRM
The main social networks and Google have databases so large that they allow you to provide them with your database and cross it with theirs to identify common users and send them advertising when they browse their sites. The process is as follows:
- The advertiser uploads a file of customer emails to the advertising platform.
- Emails are encrypted using the SHA256 algorithm to protect users’ privacy.
- The data in the email archive is synchronized with the network database.
- A special audience is created with users who are both in the database and on the network and are shown the personalized advertising created by the advertiser.
This type of email marketing remarketing works very well to re-engage users who have not interacted with us in a long time and remind them of our product offering.
4) Email remarketing to users who are not in our database
Finally, we are going to see a tactic of proven effectiveness, but with which we recommend being careful not to skip the regulations on data privacy.
This tactic consists of hiring a third party service to be able to send emails to users who have interacted with our website , but who have not converted or left us their data. The process works like this:
- A user visits your website and interacts with it, but leaves without filling in their details or placing an order.
- The external server crosses the cookie of this user with the database of its partners. If you are registered, you are identified and an email is sent to you on behalf of the database, but it contains a promotion from us. Normally, the provider will charge us a shipping or conversion fee.
- The user opens his personalized reminder email and, when clicking on the call to action, is directed to our website to complete the conversion or fill out a form with his data.
In principle, this should continue to work with the new privacy regulations, since the only thing that is transferred are cookies and not personal data. But as we have said, we recommend caution before applying it.
7 tricks to better remarketing in email marketing
- Take care of the quality of your database . The more relevant your database is, the higher the conversion rate you will achieve with these techniques. Ideally, the database will only contain users who are genuinely interested in your products or services. From time to time it is advisable to clean up and eliminate duplicate, too old or bouncing records.
- Give creativity a spin . In the end, as in any other advertising campaign, creatives are essential to impact users and encourage them to take action. After all, email marketing is a very saturated territory, so standing out against the competition will give you an advantage.
- Choose well the nomenclature of your databases and your email campaigns. If you remarketing in email marketing and other channels, you will end up having a lot of different retargeting lists. In order not to screw up, create a unified nomenclature for your audiences, which is very descriptive and always includes the date of creation of the audience.
- Controls the frequency of impacts . Retargeting helps us to be present in the mind of the consumer, but we also run the risk of overwhelming him. Therefore, it is necessary to monitor the frequency of campaign impacts and rotate the creatives.
- Segment, segment and segment . The grace of remarketing is to offer a highly personalized message, depending on the interests of the public, their behavior and the moment of the purchase cycle in which they are. Take advantage of it by creating different remarketing lists for each situation.
- Create a special list for customers only . Your current customers are one of the most interesting audiences you can target. Capture their attention with special offers and discounts to achieve long-term loyalty.
- Do controlled experiments . The remarketing in email marketing is a good place for testing and tests A/B . For example, try sending two different creatives to different users from the same audience and compare the results.