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.