Email retargeting is a targeted email marketing approach to reconnect with users who have shown interest in your brand but didn’t complete a desired action.
The idea is to send them targeted emails or show them personalised ads as they go about their online day. You’re essentially reminding these warm leads of their initial interest and inviting them back. This method focuses on individuals already a bit familiar with you.
Why email targeting works:
- Higher Conversions: Warm leads are 3x more likely to buy than cold audiences.
- Cost Efficiency: Nurturing existing interest costs less than acquiring new customers.
- Personalisation: Use browsing history to craft messages that feel one-on-one.
For example, if a customer abandons a cart, a well-timed email with the exact items they left, plus a gentle nudge, can recover 15-20% of lost sales.
As you see, the benefits of email remarketing are pretty clear. You get higher conversion rates, stronger customer retention, and a better return on investment.
Since you’re reaching out to people already familiar with your brand, they’re more likely to respond positively.
How Effective is Email Retargeting?
Email retargeting packs a punch, but the success of any retargeting campaign hinges on the quality and utilisation of marketing data. This is why effectiveness isn’t automatic.
Email retargeting success hinges on two pillars:
- Precision: Sending the right message at the right moment. A generic “Come back!” email won’t cut it. Highlight the exact product they viewed, pair it with social proof, or address common hesitations (like shipping costs).
- Respect: Over-messaging breeds fatigue. A well-timed sequence strikes the balance between persistence and respect.
Of course, to truly unlock this effectiveness, high-quality marketing data is non-negotiable. Accurate data allows for the deep personalisation and precise timing that make these campaigns resonate.
And yes, the digital landscape is always evolving, with privacy updates like Apple’s MPP changing how we might measure initial engagement.
This is why we suggest email retargeting as a conversation starter, not a sales pitch. When someone browses your products or abandons a cart, they’re signalling interest but might need clarity, timing, or trust to commit.
Retargeting meets them where they are, offering relevance instead of repetition. This approach works because it’s rooted in intent. Unlike cold outreach, you’re engaging users who’ve already raised their hand. For example
Use Cases and Examples of Email Retargeting
The use case and example below will show you how adaptable email retargeting is to various scenarios. It can be used in many situations where someone shows interest but doesn’t quite commit. Let’s look at a few common ways this works.
Abandoned Cart Emails
Since so many carts get abandoned, these are probably the best-known type of email retargeting. Sending a sequence of 2–3 emails helps recover lost sales. Start with a gentle reminder, add urgency in the second email, and offer a small incentive in the final one. For businesses aiming to improve these flows, understanding effective ecommerce email marketing can be a good reference.
Product View Follow-Ups
These emails target visitors who looked at specific products or categories but didn’t add anything to their cart. Send a reminder within 24 hours (“Still eyeing that [Product Name]?”) with visuals and reviews. A second email after a few days can suggest related items. Keep it helpful with CTAs like “Explore More.”
Back-in-Stock Alerts
If a popular item is out of stock, notify previous viewers once it’s available again. Make the message urgent and direct, using a subject line like “Great News! [Product Name] Is Back in Stock!” And it’s always good to create a bit of urgency (“Limited stock!”), include a product image, a direct link, and personalise by referencing their prior interest.
Browse Abandonment Emails
Similar to product view follow-ups, these target users browsing categories without action. An email within 24 hours can remind them of what they viewed, perhaps with some nice images and related suggestions. A follow-up a few days later could highlight product benefits, share customer reviews, or offer to answer questions.
Re-engagement Campaigns
These retargeting campaigns focus on subscribers who haven’t opened your emails or visited your site in a while. The aim is to get them interested again. Or, if not, to clean up your email list. Your first email could be a “We Miss You” type message, highlighting new things or reminding them of the value you offer. A second might offer a special incentive to re-engage. A final email could be a last chance message or even a quick survey.
How to Create a Retargeting Email That Converts
Creating a retargeting email that converts starts with clarity and relevance. So, your email content should be clear, concise, and directly relate to what the user was doing on your site. Personalise it by mentioning products they viewed or their past purchases.
In many email retargeting best practices, it all starts with clarity and relevance. So, keep your copy concise. Make it personal; reference what they viewed or added to the cart. Highlight the benefit of coming back.
Visuals matter too. Use high-quality images that reflect what caught their attention. Ensure the design is mobile-friendly and easy to scan.
Then, your Call to Action (CTA) needs to be crystal clear, action-driven, and stand out. Buttons like “Claim Your Offer” or “Return to Your Cart” work better than plain links. And yes, test what drives clicks.
This phase is where a direct email marketing approach truly proves its worth. At Nexalab, we always advise segmenting audiences based on behaviour.
Someone who viewed a product needs a different message than someone who abandoned a checkout. That’s where automation shines, and why CRM data is essential.
Timing is also critical. Send the email soon after the trigger event, ideally within an hour. But avoid spamming.
A well-planned sequence with appropriate delays, managed by retargeting automation, is key. Monitor engagement closely and adjust frequency as needed to maintain a positive user experience.
Your Next Step
You’ve seen the potential of email retargeting. Now it’s time to turn insights into action. And that’s how we can be your support system.
Our Nexalab CRM integration services ensure your retargeting efforts are precise, personalised, and profitable. If you’re ready to stop losing leads and start converting smarter, let’s talk. Book a free session on Calendly with our Nexalab experts. No pressure. Just insights tailored to your business.
