Retargeting campaigns can be very effective. After all, they seek to reach those who have visited your site before (1) or who have already taken some action (2), such as purchasing or even adding to cart.
This means that retargeting reaches those who have already shown interest in your brand, but in a much better way: with personalized campaigns.
Personalization can do wonders for your campaigns. That is because clicks on targeted campaigns are 100,95% higher than non-target ones.
However, segmenting by region or gender is not enough. You need to enrich your mailing list in order to use it for retargeting campaigns.
Not sure how to do this? Keep reading !
How to manage your mailing list for retargeting?
Your mailing list is the most critical asset of your campaigns, whether be it retargeting or not. The better managed it is, the better will be its results.
We do not need to say that collecting emails organically for your mailing list is the best way to achieve your goals. Some options include placing subscribe pop-ups on your site, using social media, or lead magnets.
The important thing is to ensure that the user knows that he is providing the email address to receive exclusive content from your brand.
Even after you have your mailing list, you need to manage it to stay in top condition . If you don’t, you are risking low open rates and few clicks on your campaign.
Below, we explain how to manage your mailing list to be successful with retargeting.
1. Collect your leads’ data
The base of an excellent retargeting campaign is segmentation – but you need to have relevant data to do so.
Use analytical, social, and other data that you have collected through your CRM solution to map out who your customers are and what they usually do on your site.
Another tip is to use Google Customer Match. While the tool only works for Gmail accounts or accounts managed by Google, it can be useful for collecting more data from your contacts.
You need to upload your email marketing list to Google Analytics, and the tool will search for matches with Google databases (which, as we well know, are huge).
If there are matches, you can use the data to know better who your contacts are, and you can move to the next step, which is…
2. Segment your mailing list
You can already master some details about segmentation, but segmentation for retargeting is a little more complicated than normal segmentation.
In addition to targeting your list into groups of people from the same region, age, and gender, you need to adjust it according to what your contacts do.
You can target a group of people who have filled the cart and haven’t completed their purchase, for example, or people who have already bought from you but have not returned to buy more.
Closely monitor the actions your contacts take when interacting with your brand. Planning and defining your goals with the retargeting campaigns will make the difference at this point – you can base yourself on your goals to target.
Some common goals of a retargeting campaign include making the user:
- Complete an abandoned purchase: if a user added a product to a shopping cart but did not complete the purchase, you can remind him to come back and complete the process.
- Buy a product he visualized: encourage users to return to a product or service they have previously viewed but have not yet purchased.
- Make the user close a purchase: if a user already bought, you could analyze related products and send them suggestions to close a cross or up-sell.
- Know more about your brand: selling doesn’t necessarily have to be the goal of your retargeting campaigns. You can send campaigns to users who have visited your site but never showed any intention to buy, so they can get to know your brand better and, who knows, fall in love with it!
3. Clean your mailing list regularly
You have collected your contacts organically, segmented your mailing list, and now it is ready! But the job is not entirely done – you need to clean your mailing list regularly so that it continues to reach people that matter to your company.
Over time, users can change their email addresses, change jobs or stop looking at their inbox. You need to clear your list to make sure these users don’t stay on it!
The cleaning of your mailing list can be done manually, checking those emails that came back when sending a campaign. However, in addition to taking a long time, this method can end up affecting your sender reputation since the more emails that return, the worse your reputation with ESPs will be.
Retargeting Campaigns have an excellent cost-benefit ratio since you won’t be sending messages to cold leads but to people who have already shown some interest in your brand.
Since your audience voluntarily subscribed to your mailing list, it means that they are already interested in what you have to offer. In other words, just a little incentive is enough for these users to really become your loyal customers!
But what is more effective: retargeting or remarketing? The two strategies are different; check out how to choose the best one for each stage of your sales journey.