When we talk about email retargeting , we immediately think of recovering abandoned carts in e-commerce: in reality, retargeting can also be done by re-proposing content that has been seen on the site, and why not even with an invitation to go to the store. There are many examples, you have surely already encountered them. The important thing is not to limit yourself to considering only the behavior of emails (openings and clicks) to evaluate a user's engagement . In mixed business models between e-commerce and retail, those who do not open the communication are not necessarily considered to have stopped buying. They simply prefer other channels and do not like emails, while remaining a fan of the brand.
So be careful to always have an omnichannel view, and to follow all interactions: a user who does not open an email may have recently visited one of your stores!
Below we show you an example of Bonobos, a company that has been much talked anhui cell phone number list about, not only for the creativity of its communication, but also for its very innovative business model.
Email Retargeting
How do you do it? Marketing automation records your level of interaction with the brand, by crossing email openings, on-site visits and online purchases, but also in-store .
Facebook Audience on hot targets
Proprietary information is the starting point for direct communication on social networks. Thanks to custom audiences, we can now identify “hot” user segments (because they have left us information such as an email or a phone number) and find them on other platforms. Thanks to custom audiences, it is possible to deliver specific content for each objective (typically sales, for example with retargeting on a viewed/abandoned product). Thanks to marketing automation, however, we can imagine more sophisticated scenarios based on segmentation, for example by dividing audiences into regular and occasional customers. At this point, marketing automation can also take care of personalizing the content and delivering it on sponsored formats.
This is possible thanks to artificial intelligence that selects what to offer us, avoiding us having to experiment with hypotheses based solely on our experience.