The truth about ecommerce is that it’s a numbers game. While the quality of your products and the layout of your pages are significant, more than 92% of first-time visitors to your site aren’t there to purchase, regardless of how appealing the experience.
The objective, then, is to get them to come back.
If someone has already left your site, it can be tough to get them to come back. It’s not like you can type your domain name on their keyboard. This is place retargeting comes in.
To retarget a customer is to keep on getting your name in front of them after they leave your site, through ads on different pages, in their email inbox, and on social media networks. The latter strategy is known as email or newsletter retargeting.
What is email retargeting? How can it work? What’s more, how can you use it to capture customers that you thought you’d already lost — just as re-engage shoppers who abandoned their shopping carts, browsed your digital shelves, or even purchase from you yet hasn’t been back in for a moment?
Let’s run down what each ecommerce entrepreneur should know about retargeting.
What is email retargeting?
The process of retargeting a customer can start in various places, from your website to their inbox.
Generally speaking, to retarget a customer, you place a line of retargeting code on your site. When users access your page, they are tagged via a “browser cookie”. These cookies help distinguish users as they move over the web, which is the reason you may see ads for a product on a wide range of websites after you search for it just once.
Email retargeting works similarly: That targeting code stays within an email that you send to your subscriber, who will then be served ads about your business, or a particular product, as they surf the web. They’ll get that email because they signed up for discount code or your newsletter, — displaying interest in shopping with you.
That code identifies the customer as they move throughout the web, serving them advertisements to encourage them to return to your site. These ads can target specific demographics or appear within specific contexts, so the majority of your ads are important and cost less overall.
Now, one automated email may be sufficient to remind someone to come back to your page and finish their orders. If not, however, these retargeting ads can keep your business top-of-mind — and do so without bombarding customers, certainly encouraging them to unsubscribe and end their email relationship with you for good.
Email marketing boasts an incredibly exceptional return on investment, and a well-timed and well-placed email can transform reticent new browsers into first-time customers, or old customers into reliable buyers. Retargeting gives different parts of the web work for you and helps convince consumers to return to you when they’re ready to become buyers.
What are some amazing practices to follow when retargeting?
Just as with any sort of marketing campaign, your retargeting efforts ought to be a decent utilization of your time and money. You’ll need to follow some best practices when starting to retarget customers, so as not to blow your budget on the individual you ought to prohibit.
Here’s what you should do to create the best retargeting campaigns:
Always collect data
Your email subscriber list is the starting point of your email retargeting. Therefore, take each opportunity you can to gather visitor email addresses. Create pop-ups with discounts on first-time purchases that urge visitors to input their email addresses immediately; make email addresses one of the first snippets of information you ask for during check-out.
If your customers don’t give your email address, you can’t email them.
Furthermore, regularly monitor and scrub your email list of awful email addresses and bounces so you aren’t wasting money sending emails to no ones.