There are a few ways companies might use email retargeting:
By aligning emails with a customer’s browsing habits – When a business understands a particular consumer’s browsing patterns, they can cater emails to highlight products that they’ll be more interested in. So, if an independent clothing retailer notices a repeat customer has been sifting through the skirt section of their page, it would be wise to send them a retargeting email with the six sleekest skirt styles of the season.
By spotlighting browsed products – When a business knows exactly what a user wants, it may be more advantageous to elaborate on a product they’ve already expressed interest in (rather than distract them with other options). A user who spent several minutes admiring a specific tablet but didn’t pull the trigger might convert if they received a retargeting email highlighting its unique features.
While the purpose of email retargeting is fairly straightforward, there’s a world of strategy and technical acuity involved in creating a message that compels and converts users. To start the process, one needs an understanding of who is browsing and what it is they want.
email marketing strategy
How does email retargeting work?
Like so much else in modern digital marketing, the lifeblood of email retargeting is user data, which is also the case for social media retargeting ads.
