How to make retargeting emails drive more sales during promotions

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

Question: How can marketers use retargeting emails — not just ads — to increase engagement and conversions, particularly for time-sensitive promotions like BFCM?

MarTechBot’s answer: Utilizing retargeting emails for time-sensitive promotions, such as Black Friday/Cyber Monday (BFCM), can be an effective strategy to boost engagement and conversions. Here’s how to maximize their impact:

Key strategies

Segmentation and personalization

• Segment: Identify customer segments based on previous behavior, including abandoned carts, browsing history and purchase history.
• Personalize Content: Use dynamic content to tailor emails to the individual’s preferences and past interactions.

Timing and frequency

• Urgency Messaging: Highlight the time-limited nature of the promotion. Use countdown timers to emphasize urgency.
• Optimal Timing: Send emails at key times, such as during the peak shopping hours and towards the end of your promotion.

Compelling subject lines

• Include urgency triggers like “Hurry!”, “Final Hours!” or “Last Chance to Save!”
• A/B test subject lines to find the most effective messaging.

Clear Call-to-Action (CTA)

• Ensure each email has a single, clear CTA directing recipients to complete a purchase or take another desired action.
• Use buttons and contrast colors to make the CTA stand out.

Incentives and discounts

• Offer exclusive discounts to those who abandon carts or have engaged in the past without converting.
• Consider additional incentives like free shipping or a gift with purchase.

Behavioral triggers

Set automated triggers based on customer actions, such as viewing a product without purchase or abandoning a cart.

Technical considerations

• Automation Tools: Use marketing automation tools to set up and manage your retargeting email campaigns efficiently.
• Responsive Design: Ensure emails are mobile-friendly to capture conversions from all devices.
• Compliance: Ensure your campaigns comply with data protection regulations, such as GDPR.

Measurement and optimization

• KPIs: Track open rates, click-through rates, conversion rates, and revenue generated from retargeted emails.
• A/B Testing: Continuously test email components (subject lines, content, CTA) to optimize performance.
• Post-Campaign Analysis: Evaluate what worked well and what didn’t to refine your approach for future campaigns.

Best practices

• Keep the emails concise and visually engaging.
• Maintain a consistent brand tone that aligns with your overall marketing strategy.
• Ensure seamless integration between your email service provider and other systems like your CRM and e-commerce platform.

By focusing on highly relevant, timely, and personalized content, retargeting emails can significantly boost engagement and conversions during crucial sales periods like BFCM.

The post How to make retargeting emails drive more sales during promotions appeared first on MarTech.