What is Email Retargeting? (And How to Make it Work for You)

Did you ever take the time to think, “If I could find the right way to drive visitors to my website to ensure their purchase execution even after they left my site?” Well, at this point in time, you could only think of two words: email retargeting – your secret weapon.

The timing plays a vital role; this is why customers are likely to abandon their online shopping carts if it’s off. Perhaps they’re seeking more information, or their attention might get diverted. That’s where email retargeting comes into play. Countless ecommerce brands rely on this strategy to give a little push to turn online window shoppers into buying customers.

Email retargeting helps you establish a connection with website visitors once again with customised messages they find impossible to ignore.

Your website has to have that appeal that compels visitors to shop for products on their first visit. However, it might sound like only 2% of the group finish their purchase. 

Around 60% of customers claim that marketing emails are what influence their buying decisions. The fact is undeniable that these stats speak for themselves concerning the significant advantages of email retargeting. Would you believe us if we told you that retargeting can give a 150% boost in conversion rates? Sounds incredible, does it not?

Without further ado, let us delve into what email retargeting is, its importance, and how you make it work.

What is Email Retargeting?

Email retargeting is a rapid and effective way to send customised emails by ecommerce organisations to individuals who have previously interacted with your brand but left their shopping cart unattended. This makes it easier and seamless for brands to re-engage with shoppers who have shown a keen interest in their offered products. 

These companies use the information gathered about their consumers so they can come up with captivatingly personalised adverts. They, in turn, encourage consumers to make a purchase.

Retargeting implements the concept of behavioural marketing. It allows organisations to personalise their ads to previous, current, and prospective customers. Email targeting is different from targeting ads. In the former, messages land directly in the inbox. As far as targeting ads are concerned, they follow users across social media and websites.

You can refer to one of the retargeting email examples that display how a brand drives a shopper who has left items in their cart.

How Does Email Retargeting Work?

Often tracked by browser cookies, visitors’ behaviour on your website is what triggers email retargeting. However, there’s a difference between the two – ads retargeting and email retargeting. In ads retargeting, you can retarget anonymous visitors after they leave your website. Email retargeting, on the other hand, can reach only those visitors who are there on your email subscriber lists.

Although email retargeting does not have a massive reach, it allows marketers to create a highly customised experience for their consumers. If truth be told, both of them are complementary to each other. Marketers on average using both methods of retargeting can look forward to a 2x conversion rate and much faster conversion time.

Irrespective of the option you opt for, successful email retargeting is about creating the right message and sending it to the right people. This message only works to your business’s advantage when you use information about shoppers to build targeted marketing campaigns that are appropriate for their shopping behaviours. For example, what they have bought earlier, what they’re looking for, and what they actually need.

Email retargeting works best for brands with:

• High cart abandonment rates.

• A significant number of window shoppers who don’t take action.

• Great opportunities for upselling products to current customers.

Email Retargeting Best Practices

Timing, clarity, and relevance are some critical elements that help you obtain results from email retargeting. Don’t aim for more emails. Instead, focus on getting better ones. This is what differentiates high-performing remarketing email campaigns from average ones.

Here is a list of email retargeting best practices that actually work:

• Email within the right time for high-intent flows: Never be casual when people have the highest intent of purchasing. Have the first abandoned cart email sent within 1 hour, then have another one within 24- 48 hours.
• Implement behavioural categorisation: Divide customers based on their behaviour such as viewed categories, first-time visitors, frequent visitors, inactive subscribers, add-to-cart customers.
• Personalise the content: Show actual viewed or discarded products by the shopper. Other than this, be sure to focus on using real product pictures because of their capability to set your email apart and make it feel timely.
• Make use of clear Call-To-Action buttons: Show your potential customers what the next move should be by using buttons like “return to your cart,” “complete purchase,” or “view item”; and ensure it includes action-oriented words.
• Limit the sending frequency: Sending too many emails can result in losing your customers. Use triggers or space your emails with time so they will be unique and not tiresome.
• Add value other than a discount: When people have already made the decision to purchase the products but have abandoned them in the cart, you wouldn’t want to persuade people through a discount, right? Show other value than a discount, like customer reviews, Shipping information, or product benefits and advantages.
• A/B test your elements: Do the best testing for your emails when it comes to your subject line, send timing, offers, and a CALL-TO-ACTION. These small additions or changes in emails will yield successful email marketing retargeting performance.
• Design for mobile first: Most people prefer opening their emails on smartphones. Ensure your layouts are simple and content is easy to scan. Also, use large buttons.

Real Email Retargeting Examples

Email retargeting campaigns can take plenty of forms. However, it depends on factors such as buying stage and user behaviour.

The following are some of the most common email retargeting examples ecommerce brands use as part of their email remarketing strategy:

• Abandoned cart email
• Browse abandonment email
• Back in stock email
• Upsell email
• Cross-sell email
• Replenishment email
• Win-back email

Types of Email Retargeting Campaigns

Listed below are some of the most common types of email retargeting campaigns:

1. Cart Abandonment

This type of email retargeting campaign is intended for your online store users who added items to their respective carts. But they left the website without purchasing a product. Send emails that make these consumers recall what they forgot to purchase, along with amazing incentives. It could be free delivery or a discount, as it will capture their attention to finish the transaction.

2. Browser Abandonment

Connect with online users who checked products in diverse categories or visited pages. However, they backed off when it came to taking any action. Send them personalised emails that showcase the product(s) they viewed. Consider adding reviews about the product or any other piece of information that may cause them to return.

3. Cross-selling and Upselling

Email retargeting is a digital marketing tool that includes recommending products already bought by the customer or suggesting an upgraded version of those products they have actively shown an interest in. For example, if a customer purchased a camera, you can send an upsell email showcasing high-spec models. A cross-sell email, on the other hand, might suggest accessories, such as lenses or a tripod, given as a complementary gift.

4. Offers for Active Subscribers

Offer perks to users who not only consistently open but also interact with your emails. This could include premium deals, new product early access, or special loyalty discounts, rewarding their active participation. At the same time, you can encourage continuous connection as well as sales.

5. Re-engagement Emails

These emails are directed to users who have not used your website or emails for an extended period of time. The retargeting emails can consist of updates on special comeback offers, what’s new, or a simple message requesting input on why they have been inactive.

As you know, each email targeting campaign is customised to the customer. If automated, they become an easy and efficient way to connect with diverse audience segments and drive actions.

Wrapping up

The beauty of email retargeting is that it helps you recapture abandoned sales by engaging online shoppers who showed interest but did not convert. When you use this strategy effectively, it will help you get the most out of opportunities by letting you achieve repeat sales.

Based on user behaviour and categorisation, you must focus on using clear triggers to get tangible results. Moreover, you must ensure that emails are sent at the right time when intent is high.

These are some basics that keep your email retargeting campaigns effective and prevent your emails from feeling uninspired or pushy.

Robust platforms such as TrueSend can streamline the process with built-in automation tools that’ll help you launch quickly and grow. 

FAQs

1. What is email retargeting?

Email retargeting is a solid approach that helps you connect with people who showed interest in your brand earlier, but did not make a purchase. Other actions could be signing up for a webinar or downloading software. This tactic brings them back to complete the pending task.

2. Is email retargeting really effective for sales?

Yes. This reaches warm audience and sends related product on their inbox recovering carts and increases more conversion rate.

3. What are the best tips to make it work best?

Segment your audience by customising recommendations, sending follow-up emails at the right time and testing subject line relentlessly.

4. What is the right time to sending retargeting email to Online shopper?

The first email should be sent in 1 to 3 hours. Because your brand awareness is top in costumer’s mind at that time.

5. What factors helps to convert retargeting emails to an online shoppers?

A strong hook and stunning imagery of the products are key, combined with irresistible offers and single CTA.