A lot of potential customers visit your website for a few minutes and then disappear without making any purchase. But what if you could use that small window to your advantage, wouldn’t that be awesome? Email retargeting is one of the most important components of online marketing and today, we will discuss the X’s and O’s of it and how you can benefit from it. So, let’s get started.
What is email targeting and how does it work?
Email targeting refers to sending customized emails to any anonymous website visitor. A potential customer visits your website, views a product and then just leaves. Websites use cookies which are small files that are sent by the website to the visitor’s browser and stored in his/her machine. These cookies are used to match a visitor to an email address. Visitor then receives customized emails regarding the product he/she viewed.
How do we use it to our advantage?
There are certain tips that one could implement to effectively use email retargeting:
- The first one is pretty obvious but vital. Do everything possible to collect as many email addresses as possible. Pop Ups whenever a customer arrives on your site can be used to collect email addresses. The other way to ask for the email address right at the beginning of the checkout process.
- Use customized emails based on gender, location, festivals, sale days, purchase history and more.
- Send discount emails to first-time visitors for their first purchase to build a level of trust. 90% of the time, a first-time visitor will not make a purchase but if he/she has an exclusive offer to look forward to the next time they visit your site, then that’s a different story.
- Send follow-up emails from time to time, especially to those visitors who have visited your site more than once. If they are multiple time visitors, then they are already very much interested in your product. All they need now is a little nudge.
- Send brand-specific emails. Some people are only interested in a limited number of brands. Use this information to your benefit and send them products of those brands and also some brands related to the customers’ viewed history.
Bottom line
Email retargeting is a fantastic strategy to help you achieve success in digital marketing and boost sales but keep one thing in mind–Don’t overdo it. Moderation is the key.
