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.
3. Special discounts aren’t always necessary. Many online retailers fear that offering a discount in their shopping cart abandonment email campaigns will train customers to abandon carts and wait for the discount. There might be a few people who try to game the system, but even at the discounted rate the sale should still be worthwhile. By segmenting your lists by recency of purchase and offering discounts accordingly, you’ll not only increase your sales but you’ll increase your profits per sale, the report says.
4. Measure results beyond clickthrough rates. Like every other email campaign you’re sending, test the different factors that go into your retargeting campaigns, the report recommends. That way, you know for sure what works best for your customers. Also, when performing tests, look at your conversion rate and profit, not just your clickthrough rate. Retargeting campaigns are all about raising profits, so you must look beyond the standard email metrics and focus on your bottom line.
For example, Movies Unlimited, an online store for movie collectors, performed an A/B split test for its shopping cart abandonment campaign. The messages contained the recipients’ names, items left in their carts and individualized recommended products — the only difference was that version A offered a $5 off coupon and version B did not. While version B generated a clickthrough rate that was 2 percent higher than version A's, version A generated a 36 percent lift in sales and a 59 percent lift in the number of products sold. If Movies Unlimited only looked at the clickthrough rate, it would have missed a big revenue opportunity.
5. You already have all the data you need to get started. Successful behavioral retargeting email campaigns are reliant on customer data — email metrics, clickstream activity, past purchase history and CRM data. Chances are you already have all of the data you need, even if you haven’t used it in this way in the past, the report says.
Related story: Behavioral Email Retargeting