Retargeting for Email Marketers (2023)

Email marketing is one of the cornerstones of digital marketing, and whatever Mark Zuckerberg may say, it’s an incredibly effective way to reach your customers. In fact, 77% of peopleprefer to receive promotional materials via email than any other channel and are more likely to use email toshare content individually rather than broadcast content over a social network.

Consumers are bombarded with information from countless outlets and getting their attention has never been more challenging for marketers. Upping your email frequency is not a viable solution to attention deficits, as consumers will unsubscribe when they feel deluged with emails. The way to supercharge an email strategy is to supplement email with another form of outreach, as marketing across channels tends to be more effective than a single form of outreach.

Incorporating display advertising into an email campaign may be easier than you think. With retargeting, you can serve ads to anyone who opens your emails, and even to people who don’t.

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.

CRM Retargeting
With CRM retargeting, all you need is an email address in order to serve retargeted ads to users. They needn’t visit your website, click on, or even open an email. You can serve retargeted display ads to each and every person on your email list, even if engagement has lapsed.

Using your anonymized email list, it’s possible to find those users online and serve them highly relevant, targeted ads.

The primary benefit of CRM retargeting is that it does not require any action on behalf of the user, so long as you have their email address.

Both email and CRM retargeting are extremely effective at building multiple touch points with customers and keeping your brand top of mind. The two can even be used in conjunction to drastically improve the reach of email marketing campaigns.


How big of an audience do you need for retargeting? ›

Retargeting works best when you have at least 500 monthly site visitors. If you are unsure how many monthly site visitors you have, consider using the AdRoll Pixel to monitor your web traffic to determine your monthly visitors.

How do you measure the success of a retargeting ad? ›

6 key metrics to measure success from your retargeting programs
  1. Lead Conversions/CPL. What this is: Lead conversions are simply the number of leads that can be directly attributed to your retargeted ads. ...
  2. Nurture Touches. ...
  3. View Through Conversions. ...
  4. Site Visits. ...
  5. Email Opens. ...
  6. Marketing Qualified Leads (MQLs)
17 Apr 2019

Can you retarget from email address? ›

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.

What are 3 retargeting strategies? ›

Here are five retargeting strategies that can help you do that:
  • Retarget based on shoppers' site navigation. ...
  • Segment your audience. ...
  • Focus on search terms. ...
  • Utilize your CRM. ...
  • Connect all the data dots.
12 Oct 2017

What is the minimum number of users a remarketing? ›

A remarketing list for Google search ads must have at least 1,000 cookies before it can be used to tailor your search ads. This helps protect the privacy of those who make up your list.

What is a good retargeting budget? ›

For most brands, we recommend putting 60-90% on prospecting budget toward prospecting, with the remaining 10-40% toward retargeting. If you're spending more than 40% of your budget on retargeting, consider expanding your budget.

Does retargeting really work? ›

Retargeting is effective at converting users because it focuses on people who've recently shown interest in particular products, but retargeting alone isn't enough. It works best as part of a comprehensive digital strategy.

What is a reasonable ROI to expect on retargeting ads? ›

Benefits of Retargeting:

It is not uncommon for sellers to get $8~$12 in revenue for every $1 they spend on retargeted ads. AdRoll, a company specializing in retargeting reports an average ROI of 10X across its user base.

What is the main goal for retargeting campaigns? ›

Retargeting campaigns allow you to target specific visitors with specific ads with the goal of convincing them to convert for your offer. These campaigns work because they enable you to show those visitors ads who've already expressed an interest in your product.

How do you target someone through email marketing? ›

The first step is to segment your email list according to subscriber demographics or actions. Next, create an email or series of emails designed to get consumers to do something (your goal). Finally, use your ESP to send emails and monitor the campaign automatically.

How do you retarget an email list? ›

How does email retargeting work? Export your list of email subscribers; be it based on their activity (subscribers who opened, clicked, etc.) or you can use any other to segment your lists. Add your subscriber's email lists to the social or ad network of choice.

What is the difference between targeting and retargeting? ›

The basic difference comes down to the audience each approach is aiming to reach. When targeting, marketers are looking for 'cold' audiences (meaning an audience that has not interacted with your brand recently), while retargeting is aimed at warmer audiences that might have visited your website recently.

What are retargeting tactics? ›

A retargeting strategy is an essential piece of your media plan. With retargeting, you can deliver online ads to a user based on their previous intent-based actions on the web. It's an important tactic for moving users down the funnel to conversion, or another desired action.

How do you optimize retargeting? ›

5 steps to optimizing retargeting
  1. Membership duration. In almost all advertising systems, when you create an audience for retargeting you can specify how long the user will be there. ...
  2. Frequency capping. ...
  3. Banner appearance. ...
  4. Bid strategy. ...
  5. Segmentation of the target audience by cost of viewed products.
5 Dec 2018

Why is retargeting the best? ›

Retargeting campaigns perform 10 times better than regular display banners. stated that website visitors who are retargeted with display ads are more likely to convert by 70%.

How many customers do you need for a remarketing tag? ›

Enable Remarketing with a simple Admin setting in Analytics.

A remarketing audience must include a minimum of 100 unique cookies in order for the Google Display Network to serve ads to the audience.

What is the minimum audience size for retargeting Facebook? ›

Essentially, Facebook recommends targeting a minimum of 1,000 people with your ads. You can start with that and scale from there as you get a better understanding of who your audience is. Or, you can kick off with a broader audience of 10,000 people or 100,000 folks – depending on your budget.

What is the difference between retargeting and remarketing? ›

Retargeting is really focused on paid ads (and can take a variety of forms, and target a broad range of individuals). Remarketing is focused on email campaigns and reaching out to those who have already had interactions with, allowing for more specific upselling and messaging.

What is a good cost per click for retargeting ad? ›

Companies spend an average $0.66 to $1.23 per click on remarketing. Understanding the cost of remarketing is one step to creating a successful campaign. It also explains why it's worth the investment.

Why is retargeting more expensive? ›

Due to the level of technology on show, and the better success rates involved, retargeted ads are typically more expensive than their display-based counterparts.

Is retargeting more expensive than prospecting? ›

The benefits of retargeting far outweigh the costs because it often leads to higher click-through rates and lower cost-per-clicks.

Does retargeting really help convert leads into? ›

Not only can retargeting help generate initial leads, it can help you convert existing leads into customers.

Is retargeting a conversion strategy? ›

Retargeting is a powerful branding and conversion optimization tool, but it works best if it's part of a larger digital strategy. Retargeting works best in conjunction with inbound and outbound marketing or demand generation.

How long will a website retargeting audience take to build on average? ›

Your audience will need to match at least 300 website visitors to be used in an active campaign. Depending on the traffic across your website segments, your audience may take up to 48 hours to build.

Can you retarget without a pixel? ›

I'm here to let you know that there are other options at your disposal to do 'siteless' retargeting, or retargeting that doesn't require you to put a pixel on your site. I'll walk you through 3 such options. Centro DSP's “Audience Capture” feature allows advertisers to retarget users who have clicked on their ad.

Is retargeting a digital marketing strategy? ›

Retargeting is a highly effective ecommerce marketing strategy that turns window shoppers into paying customers by serving ads to those who have shown interest. Individuals can show interest through a website visit or a click on a social ad.

What is direct mail retargeting? ›

The what is simple, it's the how that often trips people up. Direct Mail Retargeting is simply sending out a personalized letter, flyer, or postcard to a recent website visitor that didn't convert.

What is an example of retargeting? ›

A good example would be a user browsing through your site, entering in their email, but then forgetting to return. Your retargeted email ad would be reminding them of their visit to their site or any specific items they viewed. Pixel-based: Pixel-based, or cookie-based, retargeting is a bit more involved.

What are the different types of retargeting? ›

But the truth of the matter is, highly effective marketers explore other types of retargeting to acquire and engage potential audience.
6 Types of Retargeting Every Marketer Should Know
  • Search Retargeting. ...
  • Site Retargeting. ...
  • SEM/SEO Retargeting. ...
  • Email Retargeting. ...
  • Contextual Retargeting. ...
  • Engagement Retargeting.
20 Aug 2012

How do you retarget a customer? ›

Immediately: If a customer leaves your site, track them very quickly by placing a retargeted ad on the next website they visit. If they abandoned their cart, retarget them with the item that's still in there, giving them a little nudge to remind them to go back and complete their purchase.

What is retargeting and why is it beneficial? ›

Retargeting is the tactic of advertising to lapsed users who already have installed an app well after the conversion takes place. Also known as remarketing, this technique is popular because a user's previous intent often makes them more likely to convert than new users.

What is list based retargeting? ›

List-based retargeting implements a list of emails you upload from potential or past customers. The platform you've chosen then identifies people using that same email address on their network and shows ads specifically to those people. You can create multiple lists based on different actions, and it never expires.

What would a marketer use a retargeting solution to do? ›

Marketers can use retargeting to deliver a specific, personalized message to the customer about those items. This makes for a much more direct and compelling call-to-action and gives the marketer the chance to push them over the edge with a promo code or deal that might incentivize a purchase.

When should you send a retargeting email? ›

Time matters: You'll want to start sending your email retargeting emails right after someone's clicked off your website entirely. The sooner you land in their inbox, the more likely they are to return to your site and reconsider the service/product that they passed up initially.

What are some benefits of using remarketing? ›

5 benefits of remarketing
  • Benefit #1: improving brand recall. Remarketing is a fantastic tool for reminding prospects of your brand. ...
  • Benefit #2: Improved conversion rates. ...
  • Benefit #3: audience targeting. ...
  • Benefit #4: Improves relevancy of ads. ...
  • Benefit #5: Reduce loss.
23 Jan 2014

How do I improve retargeting ads? ›

7 Easy Ways to Improve Your Retargeting Ad Campaigns
  1. Retargeting Overview.
  2. Tip #1: Understanding the buyer journey.
  3. Tip #2: Improve audience targeting.
  4. Tip #3: Keep a close eye on advertising frequency.
  5. Tip #4: Experiment until you find a highly-compelling offer.
  6. Tip #5: Utilize Dynamic Creative Ads on Facebook.
4 Mar 2019

How Big Should Facebook retargeting audience be? ›

All of your Facebook retargeting audiences should include at least 1000 people. If you create too many different remarketing audiences and ad sets, here's what may happen: Without big audiences with many conversions, Facebook algorithms will not be able to learn fast who is interested in your ads.

What is a good conversion rate for retargeting ads? ›

The average CTR for retargeted ads is 0.7% compared to 0.07% for display ads. These retargeting CTR statistics mean that a retargeting campaign, on average, performs nearly ten times better than a regular display ad.

Is retargeting worth the money? ›

Yes, retargeting marketing is cost-effective. It increases the number of sales and spreads brand awareness more than targeting a new audience would do. Retargeting means that you are advertising to the customers who initially showed interest in your brand's products which means they are likely to convert.

How much should I spend on retargeting vs prospecting? ›

When you have a seasoned business to optimize you need to decide how you want to split your budgets between the two tactics. A simple and popular rule of thumb is to put 80% into prospecting and 20% into retargeting.

How many emails do you need for a lookalike audience? ›

Minimum emails for Lookalike Audience

Just know that the minimum number of emails of the lookalike source audience is 100. According to Facebook, you need about 1,000 to 50,000 emails to create an effective Lookalike Audience.

Are remarketing ads worth it? ›

Remarketing is an effective and cost efficient way to attract customers. This is mainly due to the fact that you are targeting people who have already shown interest in what you have to offer, and are already started on the funnel journey to conversion.

When should customers retarget? ›

A great time to retarget customers is around the holidays or special events, as marketers can readdress their audience in a more subtle manner. You can catch their attention with a new product, service upgrade, or an event.

Is 5% a good conversion rate? ›

But here's the thing: That's actually very good. In fact, a “good” website conversion rate falls between 2% and 5% across all industries.

Top Articles
Latest Posts
Article information

Author: Maia Crooks Jr

Last Updated: 01/01/2024

Views: 5339

Rating: 4.2 / 5 (43 voted)

Reviews: 82% of readers found this page helpful

Author information

Name: Maia Crooks Jr

Birthday: 1997-09-21

Address: 93119 Joseph Street, Peggyfurt, NC 11582

Phone: +2983088926881

Job: Principal Design Liaison

Hobby: Web surfing, Skiing, role-playing games, Sketching, Polo, Sewing, Genealogy

Introduction: My name is Maia Crooks Jr, I am a homely, joyous, shiny, successful, hilarious, thoughtful, joyous person who loves writing and wants to share my knowledge and understanding with you.