5 steps to set up and optimize Email marketing retargeting
Posted: Jan 17, 2018
No matter what anyone tells you, email marketing is as essential as it was fifteen years ago.
Compared to the other digital marketing channels, the revenue generated through Email marketing is rising. This is confirmed by a study conducted by Econsultancy in which 68 percent of businesses reported an increase in their revenue using email marketing channel. This report is unsurprising when you consider that over 77 percent of email readers prefer receiving promotional messages through than any other marketing channels.
So, it makes sense then, to optimize your email marketing processes via retargeting to squeeze the last drop of value from it; here’s where having activetrail email marketing software comes in handy.
In this article, I’d be sharing with you five vital steps you need to take while setting up and optimizing your email retargeting campaigns.
First Step: Data collection
At the core of any retargeting campaign is the data. It’s vital you set up a tracking system that enables you to monitor your customers’ behaviors; this is because you’d need those data to serve relevant ads to them.
One efficient way of tracking your readers is through embedding a pixel – which is primarily a line of code – on your website or email, hence when a customer visits your sites or opens your email, the cookie is stored on their browser, and thus you’re able to monitor their online behavior.
Second step: segment your audience
Now, you have data on your readers, it’s time to group them into clusters with the same attributes. This way, you can tailor your message to each group.
Some ideas to consider while segmenting your audience include:
- Site abandonment: This group is primarily for those individuals who left your website immediately they landed without visiting other pages. By retargeting them, you’d be aiming to win them over.
- Sign-up/ cart abandonment: this category includes individuals who have indicated interest in your offerings, but somehow, were unable to complete the action you’d want them to, either to complete a transaction or signup to your mailing list.
- Loyalty: The goal here is to get a repeat business from your customers while also extending the lifetime value of your customers.
Third Step: Email creation
At this point, you need contents that are explicitly targeted to each of your audience segment. Hence, you need to create compelling, relevant and highly convertible emails to feed your email sequence.
For an effective campaign, ensure that your email satisfies the following;
- Has a concise, punchy, action-oriented subject lines – the success of your retargeting efforts depends mostly on whether your audience opens your emails or not – and the bait to doing that is your subject line.
- Research has shown question-oriented headlines perform better.
- Set a crystal clear call-to-action state the next step you want your readers to take.
- Use relevant images and try to maintain a balanced text to image ration
- Lastly, send your emails from an individual account – people are more likely to open an email if it’s coming from a personal account than when it is from a corporate account.
Fourth Step: Campaign Creation
Leverage the insights from your analytics like Google analytics or Kissmetrics to understand the decision-making process of your customers/prospects. Whether you’re trying to recover abandoned cart or upsell past purchasers the data from analytics can come in handy in creating campaigns that target each of the buyer’s journeys.
Fifth step: Email triggering and optimization
After setting up every part of the wheel, you need to indicate what actions should trigger the retargeting campaign. For the best possible outcomes, leverage the timeliness of predictive algorithms and user-intent signals to determine when to send emails.
After this, it’s time to monitor the performance of the campaign and to optimize where possible to ensure maximum results for your efforts.
In conclusion, email retargeting as a tool is complementary to your overall email marketing strategy and should be leveraged to drive the highest value possible with your marketing efforts.
Larissa James is a passionate blogger and traveller. She loves sharing knowledge and opinion.