How to do re marketing in email marketing?
How to do re marketing in email marketing?-Overview
Email + re marketing = more ROI and conversions . The email marketing is the tool that many gave up for dead a while ago.But today is still one of those that bring more quality conversions and visits to eCommerce. And all this at a very low cost per impact, which makes its profitability very high.
As we have already seen in other articles on this blog, re marketing is a super effective strategy to keep in touch with the user throughout their entire journey and guide them towards conversion. So let's see how we can combine re targeting and email marketing to multiply the ROI and conversions of your brand.
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How to do re marketing in email marketing
What is re marketing in email marketing and how does it work?
The email re marketing or email re targeting is to send personalized emails to users who have already interacted with our website in order to encourage them to perform a certain action: purchase, conversion, registration, etc.
The basic re marketing scheme works the same on all platforms. First of all, we need the user to visit our website or interact with some brand content.
This helps us to identify you with a cookie and add you to an audience or re marketing list , which groups together users who share certain characteristics (for example, having visited our website in the last 30 days). And finally, we launched an ad campaign aimed exclusively at list users.
The re marketing allows us to customize the maximum to our target audience based on their behavior, improve brand recall and meet different marketing objectives, such as improving conversions. This is a very useful strategy for any brand that advertises online.
The 4 types of re targeting in email marketing
When planning a re marketing strategy in email marketing , we have different options to attract our audience and send them the personalized message. We are going to see 4 very common tactics that are mentioned below.
1) Direct the user to a landing page with an integrated pixel following steps
In this case, we use our own email database , that is, a list of users who have voluntarily left us their email to receive communications from the brand. Then we send them to our website to start tracking and impacting them with personalized messages. Let's see it step by step:
Create a landing page with a tracking pixel installed. As is logical, the content of this landing will be related to the product or service that we want to promote.
Use your favorite server to send an email to your previously created database. The content of this email must be related to the landing page and encourage the user to click to visit it through a call to action.
Once the user visits the landing, the integrated pixel will identify them and allow you to show them personalized advertising when they browse the internet. This advertising can have different formats, for example, display ads on the Google network or videos on Facebook.
Thus, you will get the user to remember your products, identify you as a brand and reconsider to visit your website again and even go directly to buy the next time.
how to do re marketing in email marketing
2) Encourage the user to retrieve their abandoned cart
For eCommerce , re marketing abandoned carts is one of the most effective strategies. It is estimated that between 40 and 60% of users leave their orders unfinished due to various reasons, such as not wanting to pay shipping costs or being in a rush at the moment.
If we can do a good segmentation to get them back, the effort will undoubtedly be worth it.
If the user has registered in your online store, you will be able to follow their behavior automatically on your website. The moment he leaves his cart abandoned, you can instantly send him an email to remind him that he has forgotten to complete the purchase.
And to give him an added incentive, you can give him the shipping costs or offer a discount if he completes his order within a certain time. In our experience, the conversion rate of this technique is very high and works very well to optimize costs, so it should be one of the first to implement in any e-commerce.
If you don't have the user's data, you won't be able to send them an email. But if you have installed the relevant tracking pixels on your website, you can add them to your re marketing lists on Google or on social networks to send them display ads that remind them that you have an unfinished business.
recovery-cart-shopping-hero
3) Re marketing email using your CRM
The main social networks and Google have such large databases that they allow you to provide them with your database and cross it with theirs to identify users in common and send them advertising when they browse their sites. The process is as follows:
The advertiser uploads a file of customer emails to the advertising platform.
Emails are encrypted using the SHA256 algorithm to protect the privacy of users.
The data in the email archive is synchronized with the network database.
A special audience is created with users who are both in the database and on the network and the personalized advertising created by the advertiser is shown to them.
This type of re marketing in email marketing works very well to re-engage users who have not interacted with us in a long time and remind them of our product offering.
re marketing in email marketing how to do 1
4) Email re marketing to users who are not in our database
Finally, we are going to see a tactic that has been proven effective, but with which we recommend taking precaution not to skip the regulations on data privacy.
This tactic consists of hiring a third-party service to be able to send emails to users who have interacted with our website , but who have not converted or left us their data. The process works like this:
A user visits your website and interacts with it, but leaves without filling in their details or placing an order.
The external server crosses the cookie of this user with the database of its partners. If you are registered, you are identified and an email is sent to you on behalf of the database, but it contains a promotion from us. Normally, the provider will charge us a shipping or conversion fee.
The user opens their personalized reminder email and, by clicking on the call to action, is directed to our website to complete the conversion or fill out a form with their data.
In principle, this should continue to work with the new privacy regulations, since the only thing that is transferred is cookies and not personal data. But as we have said, we recommend caution before applying it.
re marketing with email marketing to people you don't have in your CRM
7 tricks to do better re marketing in email marketing
Take care of the quality of your database .
The more relevant your database is, the higher the conversion rate you will achieve with these techniques. Ideally, the database should only contain users who are genuinely interested in your products or services. From time to time, it is convenient to clean and eliminate duplicate, too old or bouncing records.
Give your creativity a spin .
In the end, as in any other advertising campaign, creatives are essential to achieve an impact on users and encourage them to take action. After all, email marketing is a very saturated territory, so standing out from the competition will give you an advantage.
Choose well the nomenclature of your databases and your email campaigns.
If you do remarketing in email marketing and other channels, you will end up with a lot of different retargeting lists. To avoid messing up, create a unified nomenclature for your audiences that is highly descriptive and always includes the audience creation date.
Control the frequency of impacts .
Re targeting helps us to be present in the consumer's mind, but we also run the risk of overwhelming them. For this reason, it is necessary to monitor the frequency of impacts of the campaigns and rotate the creatives.
Segment, segment and segment .
The grace of re marketing is to offer a highly personalized message, depending on the interests of the public, their behavior and the moment of the purchase cycle in which they are. Take advantage of it by creating different re marketing lists for each situation.
Create a special list just for customers .
Your current clients are one of the most interesting audiences you can reach. Capture their attention with special offers and discounts to achieve long-term loyalty.
Do controlled experiments .
The re marketing in email marketing is a good place for testing and tests A / B . For example, try sending two different creatives to different users in the same audience and compare the results.
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