What is email remarketing
Email remarketing involves sending emails to a targeted audience with the aim of nurturing leads, increasing conversions, or enhancing customer lifetime value. This solution is particularly effective at re-engaging users who navigated away from a website without making a purchase. Email remarketing often focuses on short-term revenue goals, while a broader email marketing strategy can be used for longer-term efforts to engage with your audience.
Paired with lead capture campaigns, email remarketing solution providers can collect leads to deliver highly personalized and relevant emails to entice users to return to a website and complete a purchase.
They can also be adjusted to fit any brand’s objective, whether it’s to boost new customer acquisition, recover abandoned shoppers, or increase customer lifetime value. The emails are also customized to fit the look and feel of your brand. Campaigns can implement various triggers to allow for greater targeting and higher ROAS than more generic ones.
To enroll users in email remarketing campaigns, they must provide their contact information. By leveraging lead capture alongside email remarketing campaigns, brands can grow their CRM database and increase their subscribed users. Some providers offer intelligent solutions that can identify anonymous site visitors, expanding the opportunity to recover users with email remarketing. This enhanced solution, however, may not be available across all regions.
Other terms associated with email remarketing technology
Email retargeting
Email marketing
Basket abandonment emails
Basket backup emails
Cart abandonment emails
Email acquisition
Drip campaigns
The purpose of email remarketing solution
Email remarketing campaigns seek to generate revenue from new leads, repeat abandoners and even existing customers, by converting lost sessions into sales. Automated sequencing ensures emails are sent at the optimal time to return them to their point of purchase.
Personalized messaging - including saved basket contents - and targeted email follow-ups increase conversion rates and revenue by keeping your brand top-of-mind. Data capture overlays with customizable fields, including opt-in consent, broaden your database - and some partners offer seamless API integration with your CRM. Automation, A/B testing, customization, and campaign expertise are some of the most relevant benefits you can expect from leveraging an email remarketing partner through Awin.
Additional examples of campaigns
Welcome series
Exclusive offers and incentives
Lifecycle remarketing
Product price tracking
Save my cart or basket
Low stock or restocked products
Audience and/or user segmented campaigns
How does this solution work and what information does it leverage
This solution uses JavaScript tags to enable email campaigns on advertiser’s and brand websites and are a requirement to work with this type of solution. The tags can be deployed as a plugin through a brand’s existing Awin MasterTag. This functionality allows brands to deploy solutions without needing to involve their internal technical teams, saving time and resources.
The Awin Advertiser MasterTag should be unconditionally appended to every page on the site, including the confirmation page, but excluding any page that displays or processes payment information. Once deployed through the MasterTag, email remarketing partners will have access to the needed website data to properly load their script and deploy campaigns on the brand's behalf.
Email Remarketing campaigns typically require additional information, like the user’s email address, to send the email content over to consumers. This information is submitted by the user, captured by the plugin partner’s script and then used to deploy their campaigns.
Common data points used by email remarketing technologies
Products viewed
User information
Device information
User interactions with campaigns
Pages viewed
Items in cart
Benefits of this solution
Increased conversion rate
Additional recovered revenue
Expanded CRM lists
Improved customer loyalty
Higher AOVs
Better click-through rate
Increased customer lifetime value
Enhanced user journey
Examples
