Email retargeting in B2B: operation and advantages

The essential element to the development of a company lies in the performance of its marketing strategy. The evolution of digital marketing has led companies to develop different revolutionary approaches.

Having laborious traffic and not closing conversions is very demotivating. Hence the need for email retargeting. The latter consists of increasing the conversion rate and retaining your customers. However, if it is done poorly, the results will also be poor. This strategy is effective for inbound marketing and B2B lead generation. There are many benefits to this.

How to define email retargeting?


Retargeting, or also translated as retargeting, is a marketing strategy aimed at generating a high level of “visitor to lead ” conversions. Indeed, if your prospects come to visit your site, it indicates that they show an interest in your brand and your services or products. So, retargeting is about getting those leads back to you. Retargeting is a branch of B2B or B2C business prospecting .

Email retargeting

Email retargeting is a specific marketing campaign process dedicated to subscriber lists on a company’s website. The technique is done from the sending of emails to visitors after their passage within the site.

Also, campaigns are customizable. To do this, you can segment the list of your subscribers according to their behavior. Then all that remains is to personalize the ads by focusing on specificity and creativity, in order to seduce and especially to convert your prospects into potential paying customers.

In general, there are two methods to perform retargeting via email. The first method is based on data collection by a third-party provider. The second method is to exploit the opt-in base of the company’s own website, this can be set up from a marketing automation.

How does email retargeting work?

The mechanism consists of several successive steps.

  1. You need to export your nominative email database consisting of your list of email subscribers. It should be noted that you must imperatively go through the segmentation of the list using the activities of each visitor on your site, whether it is the click-through rate, the open rate, etc. But segmentation can also be done from any other information based on the company’s needs and data.
  2. Then, add the mailing list of your email subscribers on social networks or other distribution channels that you have chosen;
  3. When a visitor arrives on your site, his passage will be marked by a navigation cookie that will be sent to his web browser, and this, with his agreement of course. This makes it possible to store various information. Thus, the different media you have chosen previously will anonymously identify your subscribers from the database.
  4. Finally, when your subscribers browse online content (on other sites and also on apps), the visibility of ads related to your brand will be among the content they see.

The advantages of retargeting via email

First of all, email retargeting is a very practical marketing strategy, affordable and allows more conversions. According to studies, traditional posters have a click-through rate of only 0.07% compared to a rate of 0.7% for retargeting ads, which is ten times higher. When the targets are visitors to your site, there will be a 70% more probability that you will make a sale to these prospects.

Other advantages of this strategy are numerous, namely:

  • More influence on a customer’s familiarity with your business;
  • Increased notoriety;
  • Delivery of highly personalized advertisements;
  • A segmented email database for better distribution.

Our tips for successful email retargeting


Engaging your prospects is not an easy mechanism. However, it’s all about how you coordinate your activities. You have to be consistent with the creativity of your content, your ads and the content of the home page of your site.

Your content strategy should implement a consistent sequence of active actions and leads that should start with the retargeting email, then comes the broadcast of the ad and ends with access to your site.

For example, if your targets are subscribers who have recently had access to your emails, you need to make sure that the ads retain a similar visual style, cause the same feel, and offer the same proposition as the one used in your email retargeting.

Based on the customer profile

What could be more concise than knowing the profiles of your prospects? Indeed, by knowing their needs and behaviors, you can better serve and seduce them. To do this, you can do this by dividing your B2B or B2C email databases from their demographic information available to you that is relevant to your products or services. Thus, you will be able to orient your retargeting content and your advertisements by following this axis.

Offer rare and urgent content

Last-minute offers or those that are limited in time can generate more motivation for some subscribers. Many Internet users subscribe to different newsletters because they show more interest in instant offers. As a result, they worry about missing out on offers that might interest them among your ads.

This method can be effective, however, it should be used sparingly without relying too much on it. At worst, they might only be used to learning about ads without making a purchase.

Email retargeting is the best strategy to support your inbound marketing. As it is an effective technique based on B2B and B2C email mailing, it really allows an optimal conversion rate.

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