Marketers can reach prospects through many channels, both traditional and digital. With the evolution of the Internet, many people started heavily marketing through email because you can reach more people for less money. Not bad, right?
The problem is just because your company sends an email does not necessarily mean the receiver is reading it. If they are reading it, it doesn’t mean they are necessarily clicking through to your website. Marketers had no way to gauge who was reading their emails and who was clicking through to their site. Thanks to email retargeting now marketers can.
How does that work?
- Potential customer visits your site.
- Leaves your site without making a purchase, asking for more info, calling, etc.
- Later, while surfing the web, they are retargeted with an ad for your business.
- They remember being on your site and click the ad. This brings them back to your website and recaptures their attention and interest in your product.
So then what is EMAIL retargeting?
Email retargeting is similar to this. We can decipher who looked at an email you sent and follow up with them at a later time even if they didn’t click through to your site.
How does it work?
- A pixel is embedded in every eBlast your company sends out.
- When the email is opened, the cookie drops in the readers’ browser. This will tell us whether they read the email or not and if they clicked through.
- We can then retarget those people who opened the email to read it but didn’t click through. With retargeting, follow up marketing is possible.
Why is this important?
Everyone selling something knows converting leads into sales is essential. Using retargeting, you can follow prospects once they’ve left your website or email regardless of where they go online. If someone read your email, they are interested enough in what you have to say but might need a little more push to gain more information.
If this is a service you believe could benefit your company, call us. We would love to talk. Talking is our favorite. Well, talking and converting leads.
Written by: Kristy Roeser