B2B commercial prospecting: to find customers effectively Article summary What is commercial prospecting? (sales, prospects, etc.) Commercial prospecting is a
How does
email retargeting work in concrete terms?
Converting prospects into customers is a whole process that a merchant site will face. Indeed, it is good to have prospects, but it is even better to be able to convert them. When we analyze our figures via Google Analytics, we realize the importance of traffic and its continual increase. However, the disappointing part is linked to the fact that sales are not keeping up despite the increase in traffic on the site.
So how do you convert? The answer to this question prompts us to talk to you about email retargeting. What exactly is email retargeting and how is it implemented in relation to an inbound marketing strategy? We explain all the tips to you.
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Email retargeting: a practice for retargeting users
Retargeting is a digital marketing method whose objective is to target users who would probably be interested in what you offer on your site or blog. Since these users consume your content on a regular basis on your website, you will need to opt for a practice to transform them into customers, hence retargeting using an email.
However, classic retargeting and email retargeting are different. Indeed, classic retargeting is a way of displaying an advertisement on a site with the aim of giving your prospects a new desire.
On the other hand, when we talk about email retargeting, this refers to a follow-up or loyalty email which is aimed at your prospects so that they make a purchase on your site. This is the opposite of SMS retargeting which retargets visitors to a website via an SMS.
Email retargeting brings many benefits to your site. This achievement increases your notoriety, feeds the needs of your prospects, converts the prospect who commits, reduces shopping cart abandonment and generates repurchase on a site.
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How to understand how email retargeting works?
Implementing a digital marketing campaign by email retargeting involves associating a browsing session of your site with an email address.
Managing email retargeting by a third party: a marketing technique soon to be abandoned
Please note that email retargeting can be managed by a third party. Thus, a specialized agency can find visitors to a site using its databases. When a visitor views your website or blog, a cookie is sent to them. The agency is then responsible for verifying the personal data as well as the email address linked to the visitor's IP. When the latter matches the criteria you had defined, a promotional email is sent to them regarding the product in which they express an interest. However, this is a highly criticized method and clients perceive it as invasive, as they have never been in favor of contact. Management by an agency tends to dissipate nowadays, since it no longer respects the laws in force.
Personal email retargeting based on the address consulted: a successful solution in the long term
You can set up your personal email retargeting using Marketing Automation without the need for an agency.
You can automatically track what registered users are doing on your site. This is what can trigger reminders via email. You can therefore automatically send a promotional email to your customers and all those who visit the content of your site on a product. This marketing method is only aimed at those who visit your site and who have given their consent to be contacted using an opt-in form. This emailing system generates numerous advantages compared to management by agency, since it does not make you dependent on an external service provider, but allows you to manage retargeting parameters and respects information protection laws.
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How to set up retargeting email campaigns via Sarbacane?
Are you wondering how to set up campaigns for successful email retargeting using Mailify? Here is the solution:
Connecting to your site using your Sarbacane account
This will involve creating automatic scripts that are triggered as soon as a page of your website is visited. Make sure to activate and configure the 'website connector' in your account settings. Next, you will need to retrieve a JavaScript script by copying and pasting it. This script is intended to be customized for all the content you wish to track. This is how your site can be linked to the platform.
Creating your automatic campaign and defining retargeting configurations
At this level, you will need to create an automatic campaign integrating a “page view” type trigger. With the trigger configuration options, you can determine when your scenario should trigger. Thus, you can opt for triggering at each visit or triggering only following the first visit.
Creating your script to restart visits
When you finish configuring the trigger and defining the retargeting settings, you can now set up your reminder script. In order to enjoy better efficiency, it would be more interesting to create a mapping of the various scripts that revive. You will thus be able to gain more visibility in terms of the content to be created in relation to the various emails which will relaunch the post-visit. Also, make sure not to exert strong marketing pressure on your contacts through excessively recurring solicitation. So you need to think about respectable email marketing.
Carrying out marketing automation
Once your script is finalized, you can validate it. Let your marketing campaigns be sent by email automatically to your visitors at the right time of their journey. However, be aware that setting up an automatic email retargeting script does not mean leaving your campaign without tracking. You must work to frequently monitor the adaptation of your content to current events and frequently analyze the statistics of your campaigns. This can optimize your strategy as well as your performance.
Do not hesitate to carry out an eCRM workshop which will take into account what already exists to define again all of the automated scripts which will follow a customer or a prospect in their relationship with your brand and your product.
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Opt for email marketing that targets engaged visitors through relevant articles
Your engaged visitors are those who not only have left you their contact details, but who also regularly download content from your site. However, for some reasons, they do not get your products from your online store.
This may be a need for time to make comparisons between products, evaluate the offers offered by the competition, or just to think. During this evaluation period, the need for additional information is at its highest point before a decision is made. So why not provide them with what they want to facilitate their mature thinking via email? Email marketing is an essential alternative in this context.
“Premium” content like e-books or white papers clearly sets the difference. You can then send a personalized follow-up email according to the expectations of your prospects, while integrating the corresponding menu and tilting the balance in your favor for the visitor. If he views the specific e-book sent and other supplements are available, don't wait to forward it to him. As soon as a specific page is viewed, send a product-related e-book to highlight it. Show that you understand the need through email retargeting, and without forcing the sale, your prospects or visitors will feel more confident.
“Premium” content sent by email helps fuel the interest of your prospects and will increase their desire for the products you offer. Obviously, even if this does not trigger immediate sales, it is nevertheless a marketing strategy that marks the mind of the Internet user. You are now seen by Internet users as a trusted partner with whom they can maintain genuine, close customer relationships.
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Email retargeting: practices to combat cart abandonment
Finally, know that in e-commerce, shopping cart abandonment is a challenge that should not be taken lightly. Customers may come back to you after a long absence and select items on your site for purchase, then cancel their orders by abandoning their cart. According to statistics, 75% of cart creations end in cart abandonment. Retargeting customers through email campaigns for all Internet users who have abandoned their shopping cart is the solution to convince them with a view to finalizing a purchase.
It is even possible that visitors complete their order thanks to offers of discounts on their purchases, while creating a probable urgency to push them to make the last move. As a solution, you can either opt for news by redirecting a relevant subject in an email that asks the Internet user if they need help completing their order, or simply remind them that they have selected products on your site and that they are kindly waiting for it. The best marketing strategy is up to you.
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