NEWS: Say Hello to New Customers: 4 Steps to Get the Most Out of Acquisition Campaigns Schedule a Call

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Blog post By Paula Chiocchi on 2017-01-11

So, through your email campaigns and other marketing tactics, you’ve attracted some prospects to your website. That’s the good news. Unfortunately, they didn’t act on your call-to-action or provide their contact information and have left without converting into a customer. Don’t fret; this is completely normal. In fact, for most websites, only a small portion – about 2% -- of web traffic converts upon first visit.


So what’s a marketer to do? Re-target them.


Retargeting is simply a way to get your brand back in front of those who are now somewhat familiar with your products or services. You’ve probably been retargeted yourself, if you’ve ever seen an ad on Facebook or another website for a product you recently viewed on Amazon or other online location you’ve visited.


How does it work? Retargeting is a cookie-based technology that uses computer code to anonymously “follow” your prospects all over the web. Essentially, the code (called a pixel) is placed on your website and attaches itself to the visitor to automatically place your content in front of them again – and hopefully get them back to your site. It’s not as nefarious as it sounds – the tactic is used by many major web brands, whose websites disclose such activity in their legal notices. Retargeting can be accomplished via display ads, search, social media – and of course email (by placing the pixel in your email signature or in the HTML code).


Retargeting is also quite effective. Website visitors who are retargeted with display ads are 70% more likely to convert on your website, and about a third of those who see them have a positive reaction to them – even appreciating them as a gentle reminder in their busy lives.


So how can email be used as part of prospect retargeting? Here are six ideas:


  1. Abandoned shopping cart: Did your shopper change their mind about their purchase, or were they merely interrupted or distracted? An email can remind shoppers about an incomplete transaction and offer an enticement to complete their purchase, such as a reduced price, free shipping or a bundled offering. Such a simple incentive might be all that’s needed to close the sale.


  1. Limited time offer: Incentivizing your prospects with a special offer that is expiring soon is a proven method to spur action – especially with procrastinators who need a deadline to complete a task.


  1. Exclusive offers: Offering your best customers or prospects special offers, such as early access to new products, or reduced prices on older, outgoing models can be another way to show them some appreciation and exclusivity – and get more conversions.


  1. Upsell: Want fries with that? Based on a customers’ purchase history, perhaps there is a natural product they missed that can improve their experience with your solutions, or the benefits of the augmented or “next level up” version. Show what others similar to their situation have purchased to gather increased benefit.


  1. Promote in-person sales or events: Studies estimate that more than 20% of Google searches are related to a specific location (e.g. “restaurants near me”) and that the searcher will likely take immediate action. Email retargeting can capitalize on this intent by pointing recipients to a store location near them and incentivize with enticing offers (e.g. in-store coupon)


  1. Combine email acquisition with retargeting: For the ultimate return on investment (ROI), combine your ad retargeting program with an email acquisition campaign. As discussed on a recent blog, B2B email acquisition initiatives are designed to reach new prospects that align well with the products and services a business offers. The goal is to convert these prospects into paying customers, and your ROI will increase if you use licensed email acquisition data that is available to you throughout the year (as opposed to rented lists that can only be leveraged once). Read more here.


These ideas are really the tip of the proverbial retargeting iceberg and, with the range of possibilities in the digital age, retargeting might be considered an emerging marketing discipline unto itself.

The point being that, with practice, customization/personalization, and ultimate success, B2B email marketers will find email retargeting a valuable component to their activities in 2017 and beyond. Incorporating email retargeting campaigns as part of an overall digital marketing strategy serves to keep brands top of mind, and increase sales and share of wallet.



Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary new e-book on building a successful B2B email marketing database.


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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.

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