Using Retargeting to Get the Most Out of Your Ad Dollars
Email Retargeting
Email retargeting is another useful form of remarketing, particularly when retailers use in conjunction with abandoned carts. When a shopper abandons their cart, the first dynamic email sent with the product in the body of the message generally represents around 40 percent of revenue, according to research published by ExactTarget. A second and third email with customized content represents 43 percent of revenue!
Key Considerations
While the costs of retargeting are often lower than traditional channels, it's still important to put some strategic thought into your retargeting campaigns. When starting your program, you'll need to decide which model you'd like to use. The standard models for online advertising apply to retargeting: CPM (pay for all impressions), CPC (pay per click) and CPA (pay per conversion). Some vendors offer you a combination of these three. CPM and CPC are more common and widely available, while marketers that choose CPA are generally more interested in return on investment since they're only paying per conversion.
Other things to keep in mind are that you don't want to show too many impressions, as it will increase the likelihood of "creeping out" your customer. On the other hand, you don't want too few impressions either — the number that's widely used as a guideline is 17 impressions to 20 impressions per user per month. Additionally, you'll want to identify the behavioral segments that you want to plan your campaign around and then test those ads and emails.
Finally, be sure to spend time on your creative. Ads that aren't customized or are unattractive won't get the traction you're looking for. After spending all of this time strategizing your retargeting program, don't let the creative drop the ball.
Will Devlin leads ShopVisible's Professional Services group, which is focused on implementing programs and strategies designed to grow client's online revenue.
