Users all over the world visit various websites every day, for many different reasons, which include active online shopping. Recent studies suggest, however, that 98 of 100 customers leave shopping websites without completing a purchase, even if they spend time looking at items adding them to cart. Retargeting your email lists are amongst the most efficient tactics to generate repeat sales from potential and existing customers.

Many factors affect customers when buying, some of which include feelings of hesitation or long decision-making time leading to abandonment of carts. One core piece of information that is used to re-engage those cart abandoners, is their email address. You’ll likely already be sending cart abandonment emails, but you can also do this on programmatic display. By utilising email retargeting, you will be able to increase the number of returns you receive from visitors, ultimately increasing your sales.

What is email retargeting?

The use of email retargeting on programmatic allows you to take your list of emails and show these users promotional messages to attract them back to their carts and purchase.

The more information you collect about your customers, the more empowered you are to curate your emails according to their interactions. This allows you to do your best to give them the information they’re interested in. Email list segmentation is as key as email list curation (keeping your lists up to date).

Your efforts on email retargeting provide the following benefits to your website:

• Increasing the traffic of returning visitors

• Reminding customers about your site to encourage them to make a purchase

• Advertising for small business can be tricky, but this allows you to leverage customer data you’ve already collected rather than paying for more

How do you make it work?

You may be aware that privacy laws are increasing in their prevalence across the globe. Never before has privacy been so important to consumers. There are 3 steps to making email retargeting work on programmatic display.

1.    Ensuring that your email lists are compliant, segmented and curated is key.

You want to make sure you’re targeting the right people. The first step of this is to curate your email lists to remove lapsed users. We’ll then want to segment the lists according to intent so that we can target those most engagement versus the somewhat engaged.

2.    Picking the right platform

Transmuting email addresses into targetable cookies for your programmatic display ads is not easy and not all platforms can do it. Of those that can, the quality and ability of the matching is paramount – the percentage of email addresses found as cookies is key to success.

3.    Safely uploading your lists

Make sure that the platform can accept hashed email addresses. Ensuring your customer’s privacy should be your number one priority and therefore the platform you use should be able to do this.

Why do email retargeting using Programmatic Display

While your business can use email automation to send your subscribers’ emails, email retargeting is the better option because it invites customers without pushing too much. There is a clear distinction between appearing too often in your customer’s email inbox versus having them see an image or a video as they browse the internet.

Moreover, email retargeting works because of the following functions:

●     Gently reminds your visitors about your business

●     It uses CTA, thereby encouraging them to do something

●     The information incorporated in the advert is always relevant

The Takeaway

The success of your business relies heavily on marketing and advertising, so it’s only right that you invest in such efforts. However, it’s also crucial that you invest in the right tools. Email retargeting is one of them, as it directly targets visitors already aware of your brand—they just need a little push.

With that said, if you’re looking for digital advertising that drives sales, we could help. Specialising in Programmatic Display, we propel our clients forward, helping each reach their full potential. If you’re interested to learn how we can make your business grow, get in touch with us now to see how we can help.