How to use retargeting to boost engagement ?

Retargeting works through the use of cookies which make it possible to trace the navigation of Internet users who have visited a website and to identify them on other sites. When an Internet user visits your site, a cookie is downloaded to their browser and when they visit other sites and social networks (Twitter, Facebook, Instagram, etc.) the latter is analyzed by the advertisers of theses sites. Once Identified, the visitor sees retargeting advertising inserts that will redirect them to your website. We can therefore say that, retargeting advertising is a technique of reminding the Internet user of the existence of your website and of reviving his interest in your product and/or services.

The retargeting email strategy

Email Retargeting

Email retargeting is a simple and effective way to supplement an email marketing campaign with display advertising. If you’re not familiar with retargeting, it’s a powerful digital marketing technique that allows you to serve ads only to people who have previously visited your website. On the back end, retargeting is incredibly easy to implement. All you need to do is place a single line of code on your website, visitors are tagged and are later served ads around the web.

Email retargeting works precisely the same way as traditional site retargeting, but allows you to target email subscribers rather than website visitors. You place a line of code in your email signature, or in the HTML of your email, and anyone who opens your email will be served ads all over the web. This is a particularly powerful way to keep your brand in front of your email list without sending more emails and risking mass unsubscribes.

This technique is an incredibly powerful tool for email marketers who want to reach out to their readers, but what about people who aren’t opening your emails? Email retargeting cannot target those customers, but there is another retargeting solution that can.

How does it works ?

Email retargeting will allow you to highlight product that interest the visitor to your website but also products likely to interest him. This is a good way to sell complementary or additional products to the product sought at the begining !

Before the purchase phase, a consumer will visit several sites as a rule. With email retargeting, you can highlight your products and encourage them to visit your website again. This intentional target offers an increased email opening rate to your campaign compared to a traditional mailing. Indeed, the opening rates of emails linked to retargeting oscillate between 40% and 60%, when an ordinary mailing operation generates only 10% on average. Revenues from retargeting emails are therefore much higher.

These marketing automation tools will lead to an increase in your conversion rate an a significant increase in traffic to your website. The return on investment is guaranteed !

The benefits of retargeting

This promotional lever has as much or even more impact than a classic campaign. Indeed, the message follows a concrete action of the Internet user and is personalized. It is only intended for Internet users who have already visited the site.

The click rate (about 5% for a retargeting campaign against 0,5% to 2,5% for a classic online advertising campaign) is much more interesting. Indeed, the advertising banner or the proposed email takes into account the behavioral data of the Internet user and his last action on your site. The closer the chosen action is to a conversion, the more the message will be likely to interest the Internet user and convert him into a customer.

The conversion rate, i.e. the number of Internet users who turn into customers, is therefore also higher and the return on investment is completely controlled thanks to the payment of campaigns at the CPA which allows you to define the commissions according to your margins!

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