Remarketing campaigns come in many shapes and sizes – from AdWords, to Events, to Email, to Facebook, and many more. It is the process of re-engaging or re-targeting customers, typically using multiple channels, that previously expressed interest in your brand or service.
This could be an individual that visited your website through Google’s search engine, and two weeks later, clicked an ad for your product while reading the New York Times or similar digital publication.
Or, it could be a customer that subscribed to your mailing list, and several weeks later received your newsletter. Email marketing was one of the first successful tools for digital marketers, and to this day, remains a leading digital method for generating high ROI. Today, we will discuss three keys to a successful email remarketing program.
To apply the basic concepts of a remarketing campaign to the email channel, these are the three points you should never overlook. Here’s what you need to know about email remarketing.
Get High Quality Email Addresses
A high quality email address is the most fundamental aspect of an entire email remarketing strategy. It’s imperative that you are not collecting “any” email address – but the customer’s ‘real’ email address that they check on a daily basis – or receive alerts to on a smartphone.
So, how are high quality email addresses captured? Two typical ways are pulling data from social profiles, and customers submitting information via online forms, for instance, on an ecommerce site.
Gather Data By Permissions, Not Forms
Data is important because it provides facts and clues on who your customers are, and what they like – giving marketers the ability to organize and segment customers by different variables.
A popular method to acquire consumer data is through interviews and surveys. A limitation of this method is response bias – which questions the validity of the answers. Conversely, gathering data by permissions, is obtaining information through previously entered information. One way to do this is by pulling it from social profiles. Thus, the information is more accurate and reliable.
Furthermore, certain types of data, like psychographic data, provide details on customers’ behaviors, likes, and interests, helping brands produce better paid advertising and content when creating remarketing campaigns.
Send Targeted, Highly Relevant Content Emails
It is important to understand where and how a customer’s data was retrieved, and what that data says and means. For instance, if it’s pulled from a social profile, you know at least that they are likely active on that social platform, and can understand that data through some sort of framework.
Additionally, gathering the right type of data, or correctly analyzing data, provides hints on how to best engage your audience. This information can then be redeployed in email campaigns when remarketing. For example, by developing customized content for an email remarketing campaign based on a specific channel’s audience or behaviors.
Context and data help construct the next campaign (the remarketing campaign). Since remarketing means that they had a ‘touch point’ with your brand in the near past, you ideally should know where and when this touch point occurred. This touch point provides deeper understanding for marketers.