E-mail Conversion Information, Half 3: Retargeting


Retargeting with email can involve a number of tactics. All contain a follow-up email to a previous message or action. Retargeting can lead to the highest conversions from emails.

This is the final edition of my three-part email conversion guide after “Part 1: Database Cleanup” and “Part 2: Creating the Template”. In this post, I’ll explore how brands can drive conversions through email retargeting.

Conversion funnel

Email marketing funnels divert consumers from exposure to the purchase. Done right, a conversion funnel eliminates unlikely prospects and focuses on those who have shown interest.

An email conversion funnel focuses on recipients who have shown interest by opening, clicking, and site visits.

However, consumers fail at every point in the email conversion funnel. Capture them with creative retargeting and messaging based on openings, clicks, and site visits.

1. For those who don’t open, create more attention-grabbing subject lines:

  • Speak in lay terms. Avoid jargon and detailed specifications that mean little to consumers. For example, consider the following subject lines from Samsung and Apple. Apples are much more appealing.

Samsung: 7,500 mAh battery
Apple: Up to 10+ hours of battery life

Samsung: IPS display with a resolution of 2000 × 1200
Apple: Amazing Retina Display

Samsung: 8 megapixel front camera
Apple: Front camera for FaceTime with friends and family

Samsung: IP68 certified
Apple: Stronger than ever so you don’t have to worry about drips or spills

  • Test different broadcast times. Try drastic changes to the deployment, such as: B. Saturday at 4:00 p.m. versus Tuesday at 11:00 a.m.

2. For those who open but don’t clicktry to understand why. Possible reasons are: (i) the subject line does not represent the body of the text, (ii) poor formatting, no mobile response or no obvious call to action, and (iii) missing or incorrect links.

  • Test important changes to the copy of the text, the offer, or all of the merchandising.
  • Analyze where the clicks take place in your email. An email heat map can show the hot spots as well as the areas that need improvement.

3. For those who click but don’t convertCreate triggered emails to target visitors who exit browsers and shopping carts.

  • Quit browsing. After a visitor leaves your website, send an email highlighting the benefits of the products displayed.
  • Leave the car. The traditional abandon cart email remains a powerful converter. For the best performance, put these emails tightly together after you cancel, and then put some extra reminders over a period of hours and days.

In my experience, triggered emails are vital to re-engaging visitors who may have accidentally left a website or are in the research phase. In addition, many consumers will not remember the websites they visited.

Social media

While it’s a powerful retargeting tool, email can be even more effective when combined with retargeting on Facebook and other social media. The more times a buyer sees your brand and message, the more likely they are to make a purchase.

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