5 Keys to Behavioral Retargeting Email Campaign Success
When behavioral retargeting email campaigns are done correctly, they can be among the most effective campaigns you can do. After all, since they're based on profiling attributes and precise customer behavior, they can be targeted and engaging.
Behavioral retargeting email campaigns were the subject of a recently published whitepaper from email marketing firm Listrak titled "Behavioral Retargeting Email Campaigns: Five Things You Need to Know." Here's an overview of the five points outlined in the whitepaper:
1. Behavioral retargeting email campaigns don't have to be complicated. There's a misconception that retargeting campaigns are difficult to implement and even harder to maintain. That’s no longer the case, the report points out, as the technology needed to run behaviorally retargeted campaigns is more accessible than ever before. Web analytics tools, keystroke capture, triggered email solutions and product recommenders are affordable and straightforward.
As for the campaigns themselves, they should be relevant and focused on the single goal of completing a sale while not coming across as if you’re spying on your online visitors.
2. It might take more than one reachback to get results. A series of messages might be necessary to maximize profitability, the report says. A series could consist of two, three or more messages designed to work together to motivate shoppers to complete a purchase. One simple trick is to resend the first message with a new subject line if the recipient didn’t open it within a certain period of time, the report suggests. Or build a multitouch campaign beginning with a simple product reminder, then offer a discount and finally state that the offer will soon expire.
When deploying a series, monitor the results carefully to set the right number and cadence of messages, the report says. Different retargeting campaigns generate different results, so be sure to test what works best for your customers.
Related story: Behavioral Email Retargeting