The Case for Remarketing
May 6, 2008 by thescrappyemailmarketer
Sally Lowery over at the Bronto Blog has a great post on Remarketing Campaigns. I can tell you from personal experience that these types of campaigns can be huge revenue generators for any company.
She points to 5 steps to creating a marketing strategy:
Five Steps to Creating a Remarketing Strategy:
- Identify your business objectives. Do you want to target online and offline activities, or are you more focused on specific channels such as paid search, online advertising, etc.? The benefit of remarketing is taking the acquisition that you have already paid an acquisition expense to and keeping them engaged to see a healthy ROI. Determine which campaigns you can act on seamlessly.
- Start simple. In our excitement to create more sales activity, we often start big. Consider beginning with something small such as a remail to email campaign recipients who didn’t open. By testing a new subject line or from line, you may be able to create a higher response.
- Make certain you have the tools. Do you have an analytics solution that can identify your respondent’s behavior and provide you that data real-time? Do you have an email solution that allows you to segment your audience easily by their behavior? The more tools you have at your disposal that can take behavioral data and allow you to make it actionable, the more sophisticated your remarketing strategy can grow to be.
- Report and trend. Make certain all the work is worth the effort. As with any campaign, reporting on data is key to successful marketing. Whether you are trending sales, CTR, acquisition cost, or turnover, keeping a close watch on the numbers will guarantee that your remarketing strategy is moving in the right direction.
- Don’t over market. Are you sending multiple remail campaigns to non-opens? If so, your respondents may be experiencing email fatigue. Be cautious with your remarketing, ensuring that across all channels you aren’t sending too often. You don’t want to lose that prospect or customer because you are over zealous.
Great stuff Sally!
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