Have you ever noticed an advertisement for a product you viewed on a company’s website while browsing your favorite blog, or received an email later reminding you about it? If so, you’ve experienced email remarketing. These targeted emails are a powerful tool to engage customers who have interacted with your business but haven’t made a purchase. This comprehensive guide will address all your questions, including:
What is email remarketing?
Why should you use email remarketing?
What types of remarketing emails exist?
What are the best practices for email retargeting?
Exclusive Offer: Gain insider marketing tips by subscribing to our email newsletter and join over 200,000 marketers!
Email remarketing involves sending emails or ads to individuals who have previously engaged with your website. This strategy aims to remind users about products they viewed or interacted with, ultimately converting them into customers.
Email remarketing offers significant benefits to your business. Here are three key reasons to consider implementing it:
1. Reengaging Prospects
People’s lives are busy, and distractions are common. Email remarketing strategies were developed to reengage prospects who got sidetracked. By drawing them back to your business, you can encourage them to revisit your products and potentially convert them into clients.
For instance, if someone spent time on a product page but left without purchasing, you can send a reminder email, like Adidas did in their eBay store, to reignite their interest in the product.
2. Reducing Shopping Cart Abandonment
Shopping cart abandonment is a prevalent issue for businesses. Email remarketing can help reduce this by reminding prospects about items left in their carts and encouraging them to complete their purchases.
Beardbrand, for example, invites potential leads to reclaim their carts and purchase the abandoned products, demonstrating how effective this strategy can be.
3. Driving More Sales
Email remarketing allows you to re-engage prospects and reignite their interest in purchasing your product. Since these prospects have already shown interest, they are more likely to convert, resulting in increased sales and revenue for your business.
Email retargeting can help recover potential lost sales and contribute to your company’s growth.
When exploring email remarketing options, you will find two primary approaches:
So, which method should you choose, and how do you get started? Let’s delve into the details.
Sending Emails Directly to Prospects
This option involves sending emails directly to your prospects’ inboxes. This approach is ideal if you have an established email marketing strategy, such as using MyEmailFX to automate remarketing emails like abandoned cart notifications.
Browser cookies and tracking pixels can be used to gather information about users’ interactions on your site, enabling you to send personalized follow-up emails.
Using Gmail Ads
Gmail ads are another email remarketing option. These ads appear in a user’s inbox and resemble a typical email but are marked as “ad” content. You can use Gmail retargeting ads if you don’t have a list of prospects or contact information for them.
Even if you have contact information, Gmail ads can provide additional exposure and reinforce your message through both email and ad formats.
Here’s how to set up remarketing email ads through Gmail:
1. Log into your Google Ads account
2. Click “+” and then “New campaign”
3. Choose a campaign goal, such as “Sales” or “Create a campaign without a goal’s guidance”
4. Select “Display” from the campaign type options
5. Choose “Gmail Campaign”
6. Click “Continue”
7. Add your campaign name
8. Set your campaign budget and bids
9. Choose your ad rotation and ad schedule settings
10. Name your ad group
11. Click “Audiences” and select “Browse”
12. Choose “How they have interacted with your business”
13. Select your audience list from your saved options or create a new audience in Google Analytics
14. Click “Automated targeting”
15. Select “No automated targeting” to limit your remarketing emails to your remarketing audience
16. Click “+ NEW AD” to create your ad
17. Add your business name, headline, description, and landing page URL
18. Upload your ad assets, like images and videos
19. Customize your teaser, call to action, and button colors
20. Click “Create Campaign”
Here are four tips to help you launch a successful email remarketing strategy:
1. Tailor your campaigns to your audience
Personalize your email content to the products prospects viewed or almost purchased. This approach is more likely to engage them and encourage conversions.
American Giant’s remarketing email example demonstrates how personalization can increase engagement.
2. Make it urgent
Creating a sense of urgency can encourage prospects to purchase your products. Use phrases like “act now” or “buy now,” and add inventory statuses to entice your audience.
Beardbrand’s example shows how urgency can be used to increase sales.
3. Use an eye-catching subject line
Catch your audience’s attention with a compelling subject line that entices them to engage with your email or ad.
Capital One and DoorDash’s subject line examples illustrate the importance of an engaging subject line.
4. Remarket fast
Quickly remarket your products to maintain prospects’ interest. The timing of your remarketing efforts will depend on your audience, so experiment to find the most effective approach.
Email remarketing is an excellent strategy to encourage prospects to reconsider purchasing your products. If you’re struggling to implement an effective email remarketing campaign, WebFX can help.
Our team of over 500 email experts can assist you in crafting compelling Gmail ads, engaging abandoned cart emails, and developing remarketing strategies that deliver results. In the past five years, we’ve generated over $10 billion in sales and over 24 million leads for our clients.
Get started with email retargeting by contacting us online or calling us at 888-601-5359 to speak with a strategist about our email marketing and pay-per-click (PPC) advertising services!
