This is the summary of an article by Tim Peterson. It talks about email retargeting, which is the process of tagging subscribers with identifiers and targeting online display advertisements to those consumers. Targeting is based on their email behavior. Email retargeting has been found to increase consumer reach and touch them more frequently, among other benefits. However, only a few marketers take advantage of this retargeting technique, perhaps because it is not clear to most of them that there is a strong connection between display ads and email. Here’s a link to the original behavioral targeting article: Email retargeting: no-brainer for brands.
For quite some time now, targeting methods have been used in the promotion of services and products on the Internet: behavioral targeting, contextual targeting, and search targeting, to name a few. However, not a lot have employed email retargeting as a strategy. Email targeting, basically, is an approach that promotes online advertisements based on users’ email behaviour.
How It Works
Email targeting begins with the tagging of computer cookies to certain subscribers; in turn, these cookies keep track of their email behaviour. When a user receives an email that features a product, for example, cookies can help determine whether or not the users opened the message, sent a response, or clicked on any link within the mail. Based on these actions, marketers can make the necessary action, such as resending the message again, providing more relevant information or inviting them to visit a Web site.
Boosting Marketing Efforts
Through retargeting, business owners and markers are able to peek into more information and insights about their prospective customers. According to Scott Jones, product marketing and partner strategy director of Responsys, shares that marketers utilize all kinds of Web information, including those gathered through contextual targeting, in boosting their marketing efforts. In addition, email retargeting helps to combine all of these data for more effective marketing. Notably, Responsys is a provider of email service.
Uses of Retargeting
Jones also adds that an online retailer can make use of retargeting in cases of shopping cart abandonment. He explains that before sending an email about cart abandonment, a message or display advertisement reminding the customer about any unfinished transactions can be sent. One more example that Jones shares pertains to businesses that depend on cyclical purchases; specifically, their customers can be sent display ads that alert them about a pending renewal. Then, this can be followed by an email reminder just before the expiration date. Remarkably, Jones shares that the conversation rates for customers who are retargeted through email are almost a hundred percent higher than those who receive emails only. Thus, it can be noted that email retargeting offers greater reach, interaction, and capacity to help businesses remain competitive.
Few are Using Email Retargeting
Given the possibilities of email retargeting, one may wonder why not a lot of companies are using it, and even when they do, they do so sparingly. For instance, AdRoll, an advertising retargeting company says that only a few of their 2,500 active advertisers are using email retargeting. In another firm, AdReady, people have been “under-utilizing” retargeting, as reported by its SVP for sales, services, and marketing, Randy Wootton. What’s more, Epsilon, a marketing services company which started their retargeting service in June, shares that it is too early to talk about the users of the service, according to the EVP of online solutions, Eric Stein. According to Wootton, few are using email retargeting perhaps due to lack of understanding the association between ad displays and email. Stein, on the other hand is more hopeful. He shares that marketing is now evolving from campaign-based to personal in approach. He stresses that marketers today have to make use of personalization more, in order to engage customers more successfully and effectively.