NEWS: Say Hello to New Customers: 4 Steps to Get the Most Out of Acquisition Campaigns Schedule a Call
Blog post By Paula Chiocchi on 2015-01-29
Email has long been the channel of choice for many marketers, but it is now also giving organizations additional leverage as the driver behind a specialized form of retargeting that is growing in use and popularity. Using email retargeting, marketers can bridge the gap between offline data –such as what’s contained in their CRM systems – and what they know about their online customers and prospects.
The rise of email retargeting makes sense — it’s a strategy that’s purported to drive 10 times the response rate of traditional ad retargeting, which is already on fire in the business world today. While many larger firms with sophisticated digital marketing teams have taken advantage of this newer form of retargeting for a few years already, it is now starting to trickle down to the SMB market. And why not? It’s fueled by email addresses, and that’s something that just about every SMB has access to.
How does email retargeting work? It starts when an organization sends out an email, perhaps as part of a campaign. When a prospect opens that email, they are “cookied” and added to a retargeting list. This then enables the marketer to retarget that individual with display ads that relate to their browsing activity, relationship history with the organization, buying behavior and product interests — just as they would do with ad or search retargeting.
With that in mind, here are three things you need to know about email retargeting before you put it to work for your business:
Whether you’re looking to win a new customer, or gain added traction with an existing client, what moves the needle in sales is ensuring that your company is top of mind – and within easy reach — when a purchase decision is about to be made. And that’s what email retargeting is all about.
Once you license email data from a preferred provider, and a recipient opts into your mailings or purchases a product or service from you, the data associated with that contact becomes your owned data. Owned data of this kind is extremely valuable to marketers, and is critical not only for email retargeting, but also for associated permission-based “relationship marketing” programs. Further, by segmenting your lists based on the contact’s profile or their behavior/response, you can optimally address customer/prospect interests with a continuous cycle of highly targeted communications.
The Right Time and the Right Offer
As you map out your email retargeting strategy, it’s essential to align with a professional digital marketing or graphic design specialist who can help you develop high-quality display ads and email campaigns that will capture your prospects’ interest. And lastly, remember, when you combine the information you gain from email retargeting with what you already know about your customer through your offline data, you are perfectly poised to present the target with a specific call to action at just the right moment. From there, big things will happen. You can count on it.
If you think acquiring new data might make a difference for your organization in 2015, you might want to give BizFACTZ a try. While most business contacts services are delivering only 50-70% data accuracy with email data, BizFACTZ consistently exceeds that amount with 90% email accuracy. Click here to find out more and use the offer code “INTRO” to receive a 20% discount on your first order.
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.
Five Best Practices for Using Email Marketing to Target SMBsGet it Now
The Executive's 15-Minute Guide to Building a Successful Email Marketing DatabaseGet it Now
A 15-Minute Guide to Fortune 2,000 Businesses and ExecutivesGet it Now
Our team will be happy to answer any of your questions.