Without a doubt, this is a highly effective technique in Digital Marketing, especially for getting users to convert.
So, in our article today, we are going to take a deeper look at this effective digital technique.
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What is Email Remarketing?
But how do brands really profit from this?
1.- Try to get the user to complete the action that he has already started:
2.- Integrate a tracking pixel that allows us to track user actions and get to know them better:
3.- Cross-check our database with another advertising network:
What is Email Remarketing?
To put it into context correctly, and so that you fully understand what Email Remarketing (or Email Retargeting) is, we will look at its description: it is a mali business email list digital technique that consists of sending personalized emails to users who have previously interacted with our website. The peculiarity of this is that these users did not complete the action.
Some examples could be product purchases, service reservations, registrations for an action, document downloads, etc., etc. That is, actions that have been started but have not been completed.
But how do brands really profit from this?
Let's look at three practical examples to really make Email Remarketing (or Email Retargeting) useful:
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1.- Try to get the user to complete the action that he has already started:
Firstly, we can use Email Retargeting in its most obvious form. That is, seeking to get users who have already interacted with our brand some time ago to finally complete the action.
To do this, we start from the need to have your data, after prior authorization, in order to receive commercial communications from our brand (*pay attention to the new Data Protection Law )
But you may be wondering… how can we find out who has visited our website and, after studying a specific action, has finally changed their mind and left it? Easy: there are several techniques currently available to promote this strategy, such as one that derives from the fact that unidentified users who visit our website cross-check their cookies with our company's database. Once the user has been identified, a reminder email is sent to them on behalf of our brand.
But… of course!: here we have to start from the assumption that the user is not browsing incognito; although, dear reader, there is little we can do here…
2.- Integrate a tracking pixel that allows us to track user actions and get to know them better:
Another second technique used through Email Retargeting is the one that aims to encourage and motivate the user to carry out the action they started - or a new one - but taking advantage of that email to integrate a CTA that leads directly to the brand's website or landing page, integrating a tracking pixel in it that allows us to track the user's behavior once there, and see what interests them about us.
In addition to studying the user, you can take advantage of the pixel to send them display advertising while they browse other pages on the Internet. This will make them remember your products and identify you as a brand.
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In summary, the three phases that make up the strategy of directing the user to a landing page with an integrated pixel are:
1.- Use Email Marketing to send an email to your database.
2.- Include, in the previous email, a CTA (Call To Action) that guides the user to your website or landing page.
3.- Add a tracking pixel to your website to identify users and understand how they move around your site. You can even show them ads when they browse the Internet.
3.- Cross-check our database with another advertising network:
Another option in which you can take advantage of Email Remarketing comes from the fact of crossing your Email Marketing database with that of another advertising network, such as Facebook, Twitter, Instagram, etc. Those users that you have in common can receive information about your brand while browsing that advertising network; that network with which you have agreed to create said synergy.
If, in addition to this, the user receives Retargeting Emails at the same time, it is very possible that they will not forget your brand and will end up completing the action. Because, on the one hand, you will send them emails to encourage them to take action again (with reminders defined in a strategic and studied manner). And, on the other hand, they will see display ads for the specific product - for which they showed some interest in the advertising networks they were browsing.
But, in addition to these three useful practices to get the user to complete the action they started, there are many more that you can surely discover if you continue visiting our blog.
We'll keep in touch, emarketer !
