How to use email retargeting to win back visitors to your site?
Definition and operation of email retargeting
What is email retargeting?
A common question in the field of digital marketing is often: what is email retargeting? To answer in a simple way, email retargeting is a technique used by marketers to re-reach people who have already visited their site. This is done by sending personalized emails, based on the behavior previously demonstrated by the visitor on the website.
How does email retargeting work?
The operation of theemail retargeting can be divided into three clear and specific steps.
Step 1: Collecting information
When a visitor arrives on your site, information about their behavior is collected. This could include pages they visited, articles they read, products they viewed or added to their cart, and so on.
Step 2: Data analysis
Once this information is collected, it is analyzed to understand the visitor’s interests. This can help identify what type of content, product or service they might be interested in.
Step 3: Sending the personalized email
Based on the analyzed data, a personalized email is created and sent to the visitor. The email generally contains a personalized message or an offer based on what the visitor has demonstrated as interests during their visit to the site.
What is an email campaign?
An email campaign is a key aspect of retargeting. It consists of sending several emails, strategically designed, to a group of people. The purpose of these emails is, in general, to encourage the recipient to take a specific action – such as purchasing a product, subscribing to a service or visiting a specific page.
In summary, understand email retargeting comes down to understanding how to include this strategy in your current digital marketing practice to optimize interactions with your visitors and maximize returns on your marketing efforts. With email retargeting, you have the opportunity to connect and re-engage with those who have already expressed an interest in what your brand offers.
The benefits of email retargeting for your website
What is an email campaign?
A email campaign is a digital communication process that targets a specific audience through emails. This marketing technique is used to inform, retain, prospect or retain customers.
L’email retargeting is a digital marketing strategy that involves targeting visitors who have already interacted with your website. The goal is to encourage them to carry out a specific action: make a purchase, sign up for an offer, etc. There are several advantages to using this technique:
1. Increase in the opening rate of your emails: A retargeting email is opened on average 3.5 times more than a traditional email. This significantly increases the visibility of your offers.
2. Re-engagement of inactive contacts: Retargeting is a great way to rekindle the interest of your inactive contacts. A carefully planned email campaign can wake up sleeping visitors.
3. Optimization of the e-commerce purchase funnel: Email retargeting helps improve each stage of the customer journey. For example, you can send a reminder email about items left in the shopping cart, encouraging the customer to complete their purchase.
Retargeting: How to retarget an audience in your marketing campaigns?
To set up a retargeting campaign, you must first identify users who visited your site but did not take the desired action. Once this audience is targeted, you can send them a personalized email encouraging them to complete their action. This can be achieved using tools designed to create and manage your email campaigns.
B2B Marketing: Best Practices for Reaching Your Business Customers
As part of the B2B marketing, email retargeting can be extremely effective. Indeed, professionals are often in high demand and can easily forget your offers. A reminder email can therefore serve as a reminder and encourage a purchasing decision.
In conclusion, email retargeting is a technique that should not be neglected in your digital marketing strategy. Not only does this increase the engagement of your contacts, but also potentially boost your conversions.
Steps to set up an effective email retargeting strategy
Email Retargeting: Understanding the principle
L’Email retargeting is an online marketing strategy that involves retargeting previous visitors to your website. The idea is simple: prospects who are already interested in your product are more likely to convert. The goal is therefore to solicit them again via personalized emails, based on their previous actions.
The customer journey in web marketing
An effective retargeting strategy must be part of the customer journey, from awareness to conversion. The objective is to re-engage users who left your site without taking action, by sending them an email reminding them of their initial interest. Thus, retargeting actively participates in improving your conversion rate.
7 steps to achieve your Email Retargeting
To implement an effective retargeting strategy, you need to follow a few steps:
- Segmenting your audience: This is the first step when creating your campaign. You need to separate your visitors based on their behaviors, in order to target your campaigns more precisely.
- Email personalization: In order to attract the attention of your audience, it is crucial to send emails that match their experience on your site.
- Creation of relevant content: You need to re-engage your visitors with information that they will find interesting.
- Choosing the right time to send the email: Click-through rates vary depending on when the email is sent. So pay attention to this detail.
- A/B testing: In order to optimize your campaigns, it is essential to test the effectiveness of different emails.
- Results analysis: To continually improve your strategy, it is mandatory to carefully monitor the performance of your campaigns.
- Optimization: Finally, based on the results obtained, you must continually optimize and improve your retargeting strategy.
B2B SaaS marketing success today
In the field of B2B SaaS, an email retargeting strategy can greatly contribute to your marketing success. It allows you to stay in touch with your prospects and strengthen the bond that unites you.
In short, email retargeting is an ultra-effective lever for increasing your conversions, retaining your customers and developing your income. So don’t wait any longer, and start implementing your own strategy now!
