The Power of Email Retargeting Automation

Email Marketing vs Email Retargeting 

Email retargeting is a new concept that is proving to be very popular with small and large corporations. Having the ability to retarget customers based on email activity, in my opinion is the future of email marketing.

Sending out generic message blasts to a wide range of customers is over. Customers want to feel special, cared for and communicated with in the way we all would expect, email retargeting is a sure fire way to do that. By using a one-to-one communication method with your email subscribers will reduce unsubscribe rates, increase sales and provide a far superior customer experience.

Email retargeting is not only about communicating with your customers on a personal level it can also reduce time in managing a traditional email platform, by pre setting specific behaviours based off activity. So it not only provides a personalised approach to email marketing but it also saves on resources.

Lets take a look at how a traditional email platform like Mail Chimp works and see how email retargeting works differently.

With a traditional email sending provider like Mail Chimp, Constant Contact ….. you would normally follow a very simple pattern.

Step 1

A customer fills out a form on your website

Step 2

You either manually add them to your CRM or its sent to a list

Step 3

You create an email series to go out to that list

Step 4

The content series is activated

Step 5

Day 1 – The first message is sent (intro message)

Step 6

Day 3 – The second message is sent (Useful content to build bridges)

Step 7

Day 5 – Third message is sent. The customer at this point has engaged with the emails and visited 2 sales pages on your website, this would be an ideal time to present them with a new messaging sequence based of their interaction. With a traditional email provider and Analytics this would prove to be a very timely process if not impossible on larger scales.

Step 8

Day 7 – Fourth message is sent. You are continuing with a flat approach because you were unaware of the website activity. In fact now we could even say that the messages are potentially even irrelevant to the customer. At this stage a customers interest would start to diminish.

Step 9

Day 10 – Fifth message is sent. This message is still based off your initial message sequence and they have now decided to unsubscribe.

Now you may say that the outcome at the end of this sequence is extreme, but many times we see this happen. If you look at step 7, if the messaging sequence was different based off engagement the customer may well of bought your product or at the very least still been engaged with communication.

Let now take a look at how this situation could of been very different using the Automation Wizard and email retargeting.

Step 1

A customer fills out a form on your website

Step 2

Automatically added to your CRM

Step 3

You create an email series to go out to the list with built in interaction points. Here are some interaction examples, If a link is clicked in an email, if an email is not opened, if a web page is visited. By adding interaction points you are able to change the customers pathway at critical times within their buying process.

If a link is clicked in an email….

Lets say for example you have 3 different products, all with different price points, all with different features and benefits. When a customer clicks on a link this tells you a lot about the customer.

If an email is not opened…..

If an email is not opened then it may of been the wrong time to contact them. By setting an email to be resent 3 days later you increase your chances of engagement.

If a webpage is visited……

If at any stage in this process a customer visits a webpage specified in the marketing platform. You are able to create a new cycle for them to enter.

Step 4

The content series is activated, the sequence is activated in the background from the form being completed.

Step 5

Day 1 – The first message is sent (intro message)

Step 6

Day 3 – The second message is sent, this would be the email with links to the 3 products we mentioned in step 3. Linked is clicked.

Step 7

Day 5 – Third message is sent. A new email is sent about the products features and benefits

Step 8

Day 7 – Fourth message is sent. A trigger is activated by the customer visiting a service page on your website thats related to the product link clicked in step 6

Step 9

Day 10 – You call the customer to see if you can help in any way. Customer buys the product + service.

As you can see the processes involved in traditional email marketing and email remarketing with the Automation Wizard is very different. Static email marketing still works, except email retargeting is proven to be 18 times more powerful.

If you then merge this email retargeting with the many other functions within the Automation Wizard then you will have a very powerful email retargeting and marketing strategy.

I hope this helps you understand email retargeting in more detail. If you have any questions just let us know.

2 Responses to The Power of Email Retargeting Automation

  1. Caitlin September 18, 2015 at 1:34 am #

    This is the first time I’ve heard of email retargeting. It sounds to me like it would be a very successful method of reaching out to your customers! Much more personalized.

    • admin September 18, 2015 at 1:44 pm #

      Hi Caitlin,

      Its pretty impressive I must admit. Being able to choose what message gets sent based on the customers interaction has seen large improvements for our clients.

      Thanks for the comment :)

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