How does
email retargeting actually work?
Converting prospects into customers is a complex process that any e-commerce site will face. Having prospects is good, but converting them is even better. Analyzing your data using Google Analytics reveals the importance and continuous growth of your traffic. However, the disappointing aspect is that sales aren't keeping pace despite this increased website traffic.
So, how do you achieve conversion? The answer to this question leads us to discuss email retargeting. What exactly is email retargeting, and how is it implemented within an inbound marketing strategy? We'll explain all the tips and tricks.
Email retargeting: a practice for re-engaging users
Retargeting is a marketing that aims to target users who are likely to be interested in what you offer on your website or blog. Since these users regularly consume your content on your website, you need to adopt a strategy to convert them into customers, hence the use of email retargeting.
However, traditional retargeting and email retargeting are different. Traditional retargeting is a way to display an advertisement on a website with the aim of reintroducing your prospects .
However, when we talk about email retargeting, we're referring to a follow-up or customer loyalty email sent to your prospects to encourage them to make a purchase on your website. This is the opposite of SMS retargeting, which re-engages website visitors via SMS.
Email retargeting offers numerous advantages for your website. It increases brand awareness, addresses the needs of your prospects, converts leads into customers who engage, reduces shopping cart abandonment, and encourages repeat purchases.
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How to understand how email retargeting works?
Implementing a marketing campaign using email retargeting involves associating a browsing session on your site with an email address.
Third-party management of email retargeting: a marketing technique soon to be abandoned
Be aware that email retargeting can be managed by a third party. A specialized agency can therefore identify website visitors using its databases. When a visitor visits your website or blog, a cookie is sent to them. The agency then verifies the personal data and the email address linked to the visitor's IP address.
When the user matches the criteria you defined, a promotional email is sent to them regarding the product they are interested in.
However, this method is highly criticized, and clients perceive it as invasive, as they have never been in favor of direct contact. Management by an agency is becoming less common these days, as it no longer complies with current laws.
Personalized email retargeting based on the email address viewed: a successful long-term solution
You can set up your own email retargeting using marketing automation without needing an agency. This allows you to automatically track the activity of registered users on your site, which can then trigger email reminders.
You can therefore automatically send promotional emails to your customers and anyone who visits your website's product content.
This marketing method is only for those who visit your site and have agreed to be contacted via an opt-in form.
This email system generates many advantages compared to agency management, since it does not make you dependent on an external provider, but allows you to manage retargeting parameters and complies with information protection laws.
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How to set up email retargeting campaigns via Magileads?
Are you wondering how to set up successful email retargeting campaigns using Magileads? Here's the solution:
Connecting to your site using your Magileads account
This involves creating automated scripts that trigger whenever a page on your website is visited. Make sure you activate and configure the "website connector" in your account settings. Next, you'll need to copy and paste a JavaScript script. This script can be customized for all the content you want to track. This is how your site will be connected to the platform.
Creating your automated campaign and defining retargeting settings
At this stage, you'll need to create an automated campaign incorporating a "page view" trigger. With the trigger's configuration options, you can determine when your scenario should be triggered. For example, you can choose to trigger on every visit or only after the first visit.
Creating your script to relaunch visits
Once you've finished setting up the trigger and defining the retargeting parameters, you can now implement your follow-up script. For greater effectiveness, it would be beneficial to create a mapping of the various re-engagement scripts. This will allow you to gain more visibility into the content you need to create for the different emails that will follow up after the visit. Also, be sure not to put excessive marketing pressure on your contacts through overly frequent solicitations. You should therefore consider a respectful email marketing approach.
The implementation of marketing automation
Once your script is finalized, you can validate it. Allow your marketing campaigns to be automatically sent via email to your visitors at the optimal time in their journey. However, keep in mind that implementing an automated email retargeting script doesn't mean neglecting your campaign. You must regularly monitor your content to ensure it's relevant to current events and frequently analyze your campaign statistics. This will help optimize your strategy and improve your performance.
Feel free to conduct an eCRM workshop that takes into account the existing system to redefine all the automated scripts that will need to follow a customer or prospect in their relationship with your brand and product.
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Opt for an email campaign that targets engaged visitors with relevant articles
Your engaged visitors are those who have not only left you their contact information but also regularly download content from your site. However, for various reasons, they do not purchase your products from your online store.
This could involve a need for time to compare products, evaluate competitor offerings, or simply to reflect. During this evaluation period, the need for additional information is at its highest before a decision is made. So why not provide them with what they need to help them refine their thinking via email? Email marketing proves to be a crucial alternative in this context.
Premium content, such as ebooks or white papers, truly makes a difference. You can then send a customized follow-up email tailored to your prospects' needs, incorporating the relevant menu to tip the scales in their favor. If they read the specific ebook you sent and other complementary resources are available, don't hesitate to send them those as well. As soon as a specific page is viewed, send a related ebook to highlight it. Demonstrate that you understand their needs through email retargeting, and without forcing a sale, your prospects or visitors will feel more confident.
Premium content sent via email helps to pique the interest of your prospects and increase their desire for the products you offer. While it may not necessarily lead to immediate sales, it is nonetheless a memorable marketing strategy. You are now seen by the user as a trusted partner with whom they can build genuine and close customer relationships.
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Email retargeting: best practices for addressing shopping cart abandonment
Finally, be aware that in e-commerce, shopping cart abandonment is a challenge that shouldn't be taken lightly. Customers may return to your site after a long absence, select items for purchase, and then cancel their orders by abandoning their carts. According to statistics, 75% of cart creations result in cart abandonment. Retargeting customers through email campaigns targeting all those who abandoned their carts is the solution to convince them to complete their purchase.
It's even possible that visitors will complete their order thanks to discount offers, while creating a sense of urgency to prompt them to make the final purchase. As a solution, you can either use a news item by including a relevant subject line in an email asking if the user needs help completing their order, or simply remind them that they've selected products on your site and that they're waiting for them. The best marketing strategy is up to you.
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