The essential element in the development of a business lies in the performance of its marketing . The evolution of digital marketing has led companies to develop different revolutionary approaches.
Having slow traffic and not achieving conversions is very demotivating. Hence the need for email retargeting . The latter consists of increasing the conversion rate and retaining your customers. However, if done poorly, the results will also be poor. This strategy is effective for inbound marketing and B2B lead generation . Many benefits arise from this.
How to define email retargeting?
Retargeting
Retargeting, or also translated as advertising retargeting, is a marketing strategy aimed at generating a high level of “visitor to lead ” conversions. Indeed, if your prospects come to visit your site, this indicates that they demonstrate an interest in your brand and your services or your products. So, retargeting is about getting those leads to you. Retargeting is a branch of B2B or B2C commercial prospecting.
Email retargeting
Email retargeting is a specific marketing campaign process dedicated to a company's website subscriber lists. The technique is based on sending emails to visitors after their visit to the site.
Also, the campaigns are customizable. To do this, you can segment the list of your subscribers according to their behavior. Then all that remains is to personalize the ads by emphasizing specificity and creativity, in order to attract and above all convert your prospects into potential paying customers.
In general, there are two methods for performing retargeting via email. The first method is based on the collection of data established by a third-party service provider. The second method consists of exploiting the opt-in database of the company's own site, this can be implemented using marketing automation .
How does email retargeting work?
The mechanism consists of several stages which follow one another.
- You need to export your registered email database consisting of your email subscriber list. It should be noted that you absolutely must go through the segmentation of the list using the activities of each visitor on your site, whether it is the click rate, the opening rate, etc. But segmentation can also be carried out using any other information based on the needs and data of the company.
- Then, add the distribution list of your email subscribers on social networks or other distribution channels that you have chosen;
- When a visitor arrives on your site, their passage will be marked by a navigation cookie which will be sent to their web browser, with their consent of course. This allows various information to be stored. Thus, the different media that you have chosen previously will anonymously identify your subscribers from the database.
- Finally, when your subscribers browse online content (on other sites and also on apps), the visibility of ads related to your brand will be among the content they see.
The advantages of retargeting via email
First of all, email retargeting is a very practical, affordable marketing strategy and allows for more conversions. According to studies, traditional poster ads only have a click-through rate of 0.07% compared to a rate of 0.7% for retargeting ads, ten times higher. When the targets are visitors to your site, there will be 70% more probability that you will make a sale to these prospects.
The other advantages of this strategy are numerous, namely:
- More influence on a customer's familiarity with your business;
- Greater notoriety;
- Delivery of highly personalized advertisements;
- A segmented email database for better distribution.
Our advice for successful email retargeting
Coherence
Arousing the interest of your prospects is not an easy mechanism. However, it all depends on how you coordinate your activities. You must be consistent with the creativity of your content, your advertising and the content of the home page of your site.
Your content strategy must implement a coherent sequence of actions and active leads that must begin with the retargeting email, then comes the delivery of the ad, and ends with access to your site.
For example, if your targets are subscribers who have recently accessed your emails, you need to ensure that the ads maintain a similar visual style, provoke the same feeling and offer an identical proposition as that used in your email retargeting.
Based on the customer profile
What could be more concise than knowing the profiles of your prospects? Indeed, by knowing their needs and behaviors, you can better serve and attract them. To do this, you can proceed by dividing your B2B or B2C email databases based on the demographic information available to you and which has a relevant relationship with your products or services. This way, you will be able to direct your retargeting content and your advertisements along this axis.
Offer rare and urgent content
Last minute offers or those that are limited in time can generate more motivation for some subscribers. Many Internet users subscribe to different newsletters because they show more interest in instant offers. Therefore, they fear missing offers that might interest them among your ads.
This method can be effective, however, it must be used in moderation without relying too much on it. At worst, they might just be in the habit of learning about ads without actually making a purchase.
Email retargeting is the best strategy to support your inbound marketing. As it is an effective technique based on mailing via B2B and B2C emails, it really allows for an optimal conversion rate.
