Email retargeting is a very effective, yet simple way to complement an email marketing campaign with retargeting and intensely improve the reach of your campaigns. This way marketers can reach their target audience based on browsing behavior: if they opened the email, clicked the link, forwarded the e-mail to someone else or didn’t open it at all. It’s essential to measure the engagement level of a potential customer, because this way you can personalize your company messages based on his browsing behavior.

Email retargeting resembles to site retargeting; the difference is that the audience you target is the one that subscribed to your newsletters and not the one that has just visited your website and left without converting.

Email Retargeting Best Practices

1. Segment your email list

In order to target parts of your audience with more relevant ads you need to segment your email list. You can do this two ways: by identifying remarketing lists for each segment and by segmenting offers based on MAP data for users with active MAP cookies. This way you can measure and compare feedback from each segment. The data you gather can help you see which offers generate the greatest ROI. You also need to consider to use in-house email lists and third party lists in order to reach new prospects and increase brand awareness. With third party lists you’ll boost site traffic from new users.

2. Content is everything

You need to carefully chose the advertisements types and sizes and the targeted content for email list users. It’s better to run ads in different sizes in order to capture the consideration of users with all browsing patterns. To see which ones resonate better with your audience you need to use A/B testing. Also, the content you serve should be highly relevant to the specifics segment you are targeting. In an email retargeting campaign, it’s best that you include e-books, guides, webinars, events, checklists, demos, analyst reports and consultations.

3. Use account-based marketing

This approach is very valuable for your marketing and sales programs because it can help you experience effective media buying by serving display ads to users at target accounts, target prospects at your specific target lists of accounts and influence buyers at target accounts and boost website visits.

4. Use negative audiences to avoid crossover

Some people might find themselves in your email list and also in your remarketing audience. So, you need to use negative audiences to avoid wasting some of your advertising budged and annoying users with the double number of ads they’ll see.

5. Measure the engagement of your ads

You need to identify the Click-Through-Rate for each offer, creative, ad size and ad type to efficiently optimize the email retargeting campaign.

6. Use frequency caps

Email retargeting best practices always include applying frequency capping (per month/day/time of day) to prevent over serving of ads to each individual user. We recommend to send ads during business week, daytime hours and specify the number of ads to serve per user/per month.

Please consider these email retargeting best practices when preparing your campaign. They can help you acquire more website traffic and achieve business success.