E-mail retargeting relies on sending personalized e-mail to an anonymous website visitor. It is possible thanks to DMP (Data Management Platform

[1]) where cookies collected on a website include the IP address of the visitor (the IP address can be read from the visitors web browser’s header information). The IP address is then matched against the IP addresses previously collected with form submissions that include an e-mail address.

  • Visitor browses a website, views a product and leaves
  • Cookies from the website matches the user to an email address
  • Visitor receives a personalized offer via e-mail message concerning the product they viewed

This form of remarketing helps increasing conversion by reaching interested audience only.

 

Shopping Cart Abandonment

According to a study by Boston Marketing Data firm SeeWhy, an average of 71% of visitors abandon their online shopping cart.

While I’ll be going into more detail on reducing shopping cart abandonment in my next article, know that using a combination of triggered emails with email retargeting can generate nearly $18 in revenue/email sent (source: SeeWhy)

Cookie retailer Smileycookie.com used this methodology to send a 3 message autoresponder specifically for people who abandoned their shopping carts, and was able to convert 29% of abandoned carts into buyers.

The summery of their strategy goes:

  • First email is sent within a half hour of abandoned cart, reminds visitor of all guarantees, Faqs etc.
  • Second email is sent after 23 hours of cart abandonment, offers 10% discount
  • Third email is sent four days after abandonment, offers 20% discount

 

CRM Email Retargeting To Reactivate Old Customers

CRM retargeted is when you’re able to display retargeting ads using nothing more than a subscriber’s email.

Earlier, I mentioned BustedTees using the method. Basically, they created a seperate list of all their inactive/dormant email addresses and created a display campaign which allowed them to monetize and engage customers who had not interacted with the company in a very long time.

In the span of the month, the company was able to generate  447,180 ad impressions targeted towards people who were already familiar with the brand, but hadn’t interacted with them in quite some time.

If your company sells to high ticket customers, another way of using CRM Email retargeting would be segment out the known CEO’s within an email list, then upload those emails to the retargeting platform.

Doing this allows you to target very specific people your advertisements across the web, allowing for a much stronger messaging, and streamlined product offering.

Auto Manufacturer Toyota uses a similar method of sending retargeted ads to their customers with a 2 year lease set to expire.