Just think of the fact that the emails you send have a lot of chances to be opened days and even weeks later after you’ve sent them, which means every email you send matters, as it can multiply its value. While email remains the most popular channel of advertising, CTRs are still low, which means people open your emails, but aren’t reading the content or clicking that link to your website. This is exactly the kind of situation where email retargeting comes to save the day.

Email retargeting is an easy and profitable way that can help you significantly improve the reach of your email marketing campaign with the help of display advertising. Actually, Teradata has performed a study which shows that email campaigns supplemented with email retargeting perform better than email alone, and produce an significant increase in website traffic.

Here are some of the most popular email retargeting use cases:

Make the Best of an Abandoned Shopping Cart
Shopping cart abandonment generally signals that something went wrong in the buying cycle. Whether it was bad timing, a problem with the price or a hidden shipping cost, email retargeting offers e-commerce businesses the possibility to engage with cart abandoners by sending them a personalized email. Email retargeting has the purpose to remind the customers that they haven’t actually bought the products added in their shopping cart and motivates them to buy by offering a lower price, an additional free product or free shipping.

Offer Exclusive and Limited Deals
Make the best of your email list by engaging your customers with limited or exclusive offers. Use this chance to reward you best customers by presenting them an exclusive deal or privileged access to your inventory. Another effective email retargeting strategy is to offer free shipping for orders that exceeds a certain amount or the possibility to buy a second product at a discount. Exclusive and limited offers have the purpose of reminding your subscribers of their special benefits, to make them feel special and ready to make a purchase.

Use Up sell Messages
Your email list is surely made out of loyal customers, one-time customers or people who decided to subscribe, but haven’t made a purchase. Email retargeting allows you to segment your audience and your campaign by displaying up sell messages that will address the specific needs of each segment. Take into account the customer's purchase history and offer them a complementary product or something that holds interest for them. All you have to do next is watch your conversion rate soar ever higher.

Stimulate Offline Action
Email retargeting is not only supposed to drive online actions, it can also be used to engage people in offline actions. Just think that more than 20% of the Google searches are related to a specific location and that an important percent of these local searches end up in sales within a day. The offline efficiency of email retargeting has been tested by RapidBlue, a shopping analytics company and they discovered that in fact, the impact of online ads can be even larger than their online impact. Use geographical email retargeting campaigns to direct the people in your email list to a nearby psychical location.

Don’t underestimate the power of email retargeting in your email marketing campaign, as you will find that it will certainly pay off. It will help you create brand awareness, it will keep your brand top of mind, and most importantly, it will increase your conversions.