Do you think winning more customers becomes easy when you have a marketing funnel at hand? People, in general, do not like to waste any time; they keep on making short visits, and all of a sudden disappear. Pretty depressing, isn’t it? Hence, it is required to capitalize on more of those lost opportunities and get more business via email marketing.
I am sure what you must be thinking, is there any way to get them back/ remind why they were interested in you in the first place. Here email retargeting comes into play! It’s all about using the information available about your customers to refine the information you send them by email. So basically you can now close the sales which didn’t happen. Now the scenario is that the majority of won’t end up converting on their first visit to your site and that’s the problem when you don’t do anything in return and let the lion’s share of your traffic leave blaming on your current system of marketing.
Time to take some action
If we think upon remarketing skeptics; people often have this misconception that it might make a user angry or will invade their privacy or not. Well, the reality is retargeting works when it comes to bringing people back to convert. To top it all, retargeting efforts are actually pretty cheap compared to most types of advertising.
Normally, businesses get their customer information via a browser cookie. A small file is dropped in your browser when you visit a website. I am talking about the same file, which is used to keep items in your shopping cart while you are leaving or returning to Amazon. By doing this, you will be able to:
- Make offers to people especially the ones who have previously purchased something from your store
- Target upsells to people who are already interested in particular products.
- Show personalized popups depending on where people are in the sales process.
Its benefits include:
Working with the customers who have already shown interest in your products and services, this is one of the best things about email retargeting. Which also means that the potential benefits are huge. In fact, according to Moz, a normal eCommerce conversion rate of between 2% and 4%, the rate for email retargeting conversions can be as much as 41%.
This means email retargeting can help e-commerce marketers make 4X the usual revenue. Also, getting those customers who were previously interested again by reminding them of the value you offer. Drive offline action by showing ads that encourage web users to visit your store. Improve organic search rank by driving traffic to a particular page.
What is the right time to use email retargeting?
Down below, I would like to mention a few situations where email retargeting can have a huge impact:
- When the rate of shopping cart abandonment is high
- When you crave to achieve the attention of people, especially the ones who have visited your site without taking action.
- When you want to tailor promotions to people who have already downloaded your lead magnet.
Retargeting specific URL visits
Unfortunately, you will find a couple of ways that could go wrong with retargeting, and many marketers fall victim to such mistakes. Fire up Facebook or Google Adwords, and run a retargeting campaign based on website visits in the past 90 days. It’s about working smarter instead of harder. I have tried this before; I have retargeted everyone who landed on my site. Obviously, this didn’t get me anywhere because my conversion rates were the same as my website.
People just didn’t want to buy yet. And it makes sense. I mean reasonably expecting around 50% conversion rate on an audience of millions is foolishness. Besides, retargeting every website visitor means you run the risk of diluting your marketing message. For instance, a visitor X came to your website and read something and bounced. Whereas a visitor Y came to your site and happened to read that same blog post. Now because you have filled out a lead-magnet form; he also checked out your product and pricing page.
During such a situation, if you offer a lead magnet, that won’t make sense to visitor Y. In case, if you provide a free trial, that won’t apply to visitor X yet. Chances are pretty much high that you are risk sending the wrong offer to the wrong person at the wrong stage of their buyer’s journey. So what needs to be done is retargeting based on specific URL visits.
Retargeting the existing customers
Now I am sure you must be wondering why on earth anyone would retarget their existing customers. One of the most straightforward reasons is to resurrect unresponsive email subscribers who haven’t purchased in a while. One of the significant problems of email lists is that a maximum number of your subscribers are going to become unresponsive at some point. The list will experience “churn,” where new visitors join and old ones become unresponsive. This means your email upsells aren’t even reaching your intended user.
In such cases, retarget your past existing customers. As people have already converted on your products and services, it surely means that you risk nothing by asking them to come back. And did we mention that it’s incredibly easy to set up, too?
Lead-gen ads based on page engagement
Well, this might be your best bet if you aren’t finding success with website-based retargeting efforts. Facebook has a powerful new form of lead generation, popularly known as “Lead Ads.” Technically speaking these are essentially form-based ads that offer lead magnets in exchange for customer information like email address and job type. It’s more like running an e-book lead magnet on a landing page on your website. But the Facebook Lead Ads are actually one of the most intuitive, natural-looking forms you can create.
Now there is no denying in the fact that people don’t browse Facebook every day to see ads. Why they browse is to interact with friends and family or read some information, news articles. And that’s the reason why lead ads are so successful. They don’t interrupt the process or habit of a typical Facebook user, yet they still allow them to get the lead magnet.
A Business Analyst by day and a writer at night, Charles like to write on emerging technologies. Currently, Working at Tatvasoft.co.uk which is a leading software development company in London.
I'm SEO specialist and certified Adwords consultant. I have been working in Search Engine Marketing for over three year. In addition working in SEO, I love writing about the subject and contributing to forum discussion in forums about various aspects of Search Engine Optimisation from link building to content development. Read more about me here