Have you ever noticed that some customers disappear after just one purchase? Or worse, abandon their shopping cart before completing the order? You’re not alone. A whopping 69% of shopping carts are abandoned, and even more customers go dormant after a single transaction. But don’t worry, there’s a silver lining here – email retargeting.
If you’ve been in the world of online marketing for any time, you’ve probably heard the term. Email retargeting is a powerful tactic that, when done right, can lure lost customers back, driving conversions and rekindling relationships.
Let’s explore how email retargeting can help you re-engage those lost customers and build a long-term relationship with them.
What is Email Retargeting?
Email retargeting is a marketing technique that helps you connect with potential customers who’ve interacted with your website or app but didn’t complete a desired action, such as making a purchase. Essentially, it’s about sending targeted, personalised emails to people based on their past behaviour.
Whether they browsed your site, filled a cart, or made a one-off purchase and never returned, retargeting emails aim to nudge them back into action. It’s not about spamming them; it’s about sending relevant, timely messages that reignite their interest.
Why Email Retargeting Works
Retargeting works because it’s focused. Rather than sending generic promotional emails to your entire list, you’re targeting specific behaviours and crafting messages tailored to the individual’s journey.
Benefits of Email Retargeting
Here are a few reasons why it’s effective:
- Personalisation: Customers appreciate messages that feel personalised. When your email reflects their specific journey, it feels relevant and encourages them to take the next step.
- Reminders: Life gets busy! People may have intended to buy but got distracted. A friendly reminder could be all they need.
- Boost Conversions: Since you’re targeting warm leads – those who’ve already shown interest – retargeting emails can have a higher conversion rate compared to cold outreach.
- Cost-Effective: Retargeting can maximise the value of your existing traffic without requiring a huge ad spend to acquire new customers.
Key Steps to Re-Engaging Lost Customers with Email Retargeting
Now, let’s break down exactly how to implement email retargeting that works.
1. Segment Your Audience
First things first, it’s crucial to segment your audience. You’re not going to want to send the same retargeting email to someone who abandoned their cart as you would to someone who hasn’t opened your emails in six months. The more specific and relevant your targeting, the more effective your campaigns will be.
Audience Segmentation Examples
Here are a few ways to segment:
- Cart Abandoners: People who added items to their basket but didn’t finish the checkout process.
- Browsers: Visitors who viewed products but didn’t add anything to the cart.
- Lapsed Customers: Those who purchased from you once or twice but haven’t returned in a long while.
- Engagement-based segments: Those who haven’t opened or clicked an email in a while (but used to).
2. Craft Compelling Subject Lines
Subject lines are your first impression. If the subject line doesn’t grab attention, the rest of the email might as well not exist. Make it snappy, relevant, and curiosity-driven.
Example Subject Lines
For example:
- “Forgot something? Your cart’s waiting for you” for cart abandoners.
- “Still thinking about these? We’ve saved them for you!” for product browsers.
- “It’s been a while… Come back for a special offer!” for lapsed customers.
A well-crafted subject line piques interest and increases your open rates, which is half the battle won.
3. Create Value-Driven Content
Once they open the email, you’ve got their attention – but only for a brief moment. This is where your email copy needs to shine. Make sure it’s concise, visually appealing, and above all, value-driven.
Tailoring Content for Different Audiences
- Cart Abandoners: Show them what they left behind. Include images of the items they abandoned and perhaps a nudge like “These items are selling fast!” A limited-time discount or free shipping offer can also help tip the scale.
- Browsers: Showcase the products they were looking at. Include similar or recommended items based on their browsing behaviour. You might say, “Still thinking about these? They’re almost gone!”
- Lapsed Customers: Remind them what they’re missing. Feature new arrivals or products they may not have seen. Offering an exclusive discount for returning customers is a great motivator.
Your email should clearly communicate what’s in it for them, making it easier for them to take the next step.
4. Include a Clear and Engaging Call to Action (CTA)
The best email in the world won’t help you if it doesn’t prompt action. Every retargeting email needs a clear, enticing call to action that encourages the recipient to return to your site and complete a purchase.
CTA Examples
Some examples of strong CTAs:
- “Complete your purchase” for cart abandoners.
- “Explore similar items” for browsers.
- “Claim your discount” for lapsed customers.
Make your CTA stand out visually. Use contrasting colours or buttons to draw attention to it.
5. Incorporate Dynamic Content
Personalisation doesn’t stop at just adding their name to the email. You can go a step further by using dynamic content that adjusts based on the customer’s past behaviour.
For example, for a customer who abandoned their cart, you could include images of the exact items they left behind. For someone who hasn’t engaged in months, perhaps a message saying, “We’ve missed you! Here’s what’s new” alongside fresh products would do the trick.
The more personalised and relevant your content, the more likely it is to resonate with your audience and convert them back into customers.
6. Test and Optimise
Like any marketing tactic, it’s important to test and optimise your retargeting efforts. Test different subject lines, email designs, messaging, and CTAs to see what works best. Pay attention to key metrics like open rates, click-through rates, and conversions to gauge the success of your campaigns.
A/B Testing
A/B testing can help you fine-tune the smallest details that might make a huge difference in performance. Sometimes even changing one word in the subject line or making the CTA button a different colour can lead to better results.
7. Create a Drip Campaign for Lapsed Customers
Retargeting isn’t just about a one-time email; sometimes, it takes a series of emails to bring a customer back. This is particularly true for lapsed customers who haven’t interacted with your brand in a while.
Drip Campaign Structure
A drip campaign can gradually reintroduce them to your brand over time without overwhelming them. Start with a gentle nudge like, “We miss you! Here’s what’s new,” and follow up with offers or product recommendations to entice them to return.
8. Leverage Automation Tools
Trying to manually send retargeting emails to hundreds or thousands of customers would be overwhelming. Fortunately, there are email automation tools designed to do the heavy lifting for you. Platforms like Mailchimp, HubSpot, or Klaviyo offer segmentation, personalisation, and automation features to make your life easier.
Automation Benefits
With the right tools, you can set up automated triggers for abandoned carts, product views, and even inactivity, so emails are sent at exactly the right time to maximise engagement.
Final Thoughts
Email retargeting is one of the most effective ways to re-engage lost customers, and the beauty of it lies in its precision. By tailoring your emails to specific segments, you can send relevant, personalised content that resonates with your audience and drives them back to your site.
From abandoned carts to lapsed customers, email retargeting helps you connect with warm leads that are already familiar with your brand. With a little creativity, personalisation, and the right tools, you’ll be well on your way to reigniting those lost relationships and boosting your conversions.
So, are you ready to bring back your lost customers and turn them into loyal buyers? It’s time to put email retargeting into action!
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