Putting your email subscribers on your ad network and scheduling highly targeted display ads while your subscribers browse content online is a match made in performance marketing heaven.
There are limitations to traditional digital advertising: it does not convert well, and it can be challenging to attribute conversions to display ads even if the ads do drive sales.
Retargeting CRM is a performance-based cousin of display advertising. Advertisers have found that showing just the right ads to the right subscribers – particularly if those customers have previously exhibited an interest in their brand – can generate high-quality traffic.
It involves showing display or search ads to people on your subscriber list who are on your lists based on their behavior or demographic. You can create multiple campaigns with creative tailored to attract and convert those subscribers.
That is why in this article, we will discuss why you should retarget your subscribers.
What is Retargeting?
When you retarget your potential customers after they have left your website, you can persuade them to reconsider your offer when they need it.
You can use retargeting campaigns to target specific visitors and specifically target them with ads that will allow you to persuade them to convert. Retargeting campaigns work since you can show ads to those visitors who expressed interest in your product.
Search engines and social media networks can help you remind customers that they were looking for a solution and where your product fits into the equation. A brand should divide its retargeting audience into segments based on their online activities and then serve them.
Retargeting can assist in converting hesitant visitors to your brand by using the right optimization. It can also enable your existing customers to take advantage of new offers by retargeting.
Difference between Retargeting and Remarketing?
The terms retargeting and remarketing are often used interchangeably, so it’s quite natural to assume they mean the same thing.
In online display advertising, retargeting refers to display ads to users who have already visited your site but have not taken any action. This is done by tracking pixels or cookies that follow the user after they leave your website. For example, using Google Display Networks and Facebook, retargeting ads can reach users that may not have otherwise been reached.
In general, remarketing is done via email, so you need visitors’ email addresses to reach out to them.
Ads are displayed to people who have previously visited your website or downloaded your app through remarketing. Remarketing allows you to reconnect with people who have left your site without buying something, for example, by showing them relevant ads across their different devices.
The term “remarketing” is used by Google to describe both display ads and emails, and most marketers use the same meaning.
How to make email retargeting work for you?
Conversions are high with remarketing, so it’s affordable. In traditional display ads, the clickthrough rate is 0.07%. Based on Criteo’s data, display retargeting ads perform 10 times better with a clickthrough rate of 0.7%. Website visitors targeted with retargeting convert at a 70% higher rate.
The numbers above are pretty impressive.
How can you not take advantage of another way to increase conversions by leveraging your subscriber list?
When CRM retargeting goes wrong, it can leave visitors feeling followed and frustrated by seeing the same display ads all over the web. Re-engaging people who have already expressed interest is a great way to make them feel valued.
With CRM retargeting, any email marketer can generate highly targeted advertising that will appear to subscribers while they browse content online. A lot of big digital advertising networks like Facebook, Adwords, Twitter, and Adroll make it easy to show just the right ad to just the right email subscriber wherever they go online.
How does CRM retargeting work?
- Use any criteria you have used to segment your list to export a list of subscribers based on activity (subscribers who opened, clicked, etc.).
- Share your email lists with your social media or advertising networks.
- Ad networks and social networks use consumer databases to identify (anonymously) and track your subscribers.
- The ads that you display on your website are seen by your subscribers as they browse content online.
It takes more than uploading your lists to run successful CRM retargeting campaigns. A substantial list is required to get a statistically significant amount of traffic. Uploading a list with at least 1,000 subscribers is ideal, but it does not need to be that large.
Details make the Difference
Retargeting works not only because you can deliver highly targeted ad creative to segmented email lists, but also because it leverages a customer’s familiarity with your brand. If, for example, you have subscribers who bought from you, their response will be different, and their advertising creative will differ.
In the case of an e-commerce company, segmenting your lists based on the following criteria is recommended:
- Demographics: Information about the location, age, gender, and interests of your subscribers.
- Behavior: Purchase history, repeat purchase history, product categories, etc.
- A frequent buyer or a lost customer: Frequent buyers or lost customers.
- Engagement: Non-converting leads; subscribers who open (or don’t) open emails.
The engagement and creative strategies for each segment should be unique. You need to do this to make CRM retargeting work.
Creative Strategies For Retargeting Ads
Your email marketing creative, display advertising, and landing page content should be consistent to captivate people’s attention. Your retargeting display creative should match the look, feel, and offer of your marketing email if you are targeting subscribers who have recently opened your email.
Take a look at how you can create a dedicated email sequence for active leads that includes display advertising, email, and a visit to your website at the end.
Choose a Vertical
Create email creatives that target visitors in a given niche by segmenting your email list by product vertical. Provide new products, benefits, or opportunities to further enhance the user experience with display advertising. Afterward, direct visitors to a segment-specific landing page.
Create campaigns Around Personas
Depending on the demographic information you have about your subscribers regarding age, interests, location, etc., segment your email lists and target content accordingly. Personalize your emails and display banners to cater to their interests, behavior, and stage of life by developing personas.
Create urgency and scarcity
Offer last-minute deals and time-limited sales to attract visitors. A lot of newsletter subscribers are bargain hunters. Give them a chance to save even more (but only for a limited time).
One of your display ads may motivate them to act because they are concerned about missing out on a great deal. Although this technique is effective, don’t depend on it; subscribers will learn to wait for the deal rather than buy when they open your newsletter.
Visitor segmentation and retargeting
Why don’t visitors open your email? Put them in separate lists. Create a unique retargeting campaign with your own creative and upload the list to your ad network. It is possible that these users will not respond to email, but they will respond to display advertising. This segment is a great place to test new tactics that you can apply elsewhere if they are successful.
Consider your User’s Experience
Don’t rush. Take time to make sure all the creative moving parts sync up when you’re managing all the nuts and bolts of an email marketing and retargeting display campaign.