How to make retargeting emails drive more sales during promotions

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

Question: How can marketers use retargeting emails — not just ads — to increase engagement and conversions, particularly for time-sensitive promotions like BFCM?

MarTechBot’s answer: Utilizing retargeting emails for time-sensitive promotions, such as Black Friday/Cyber Monday (BFCM), can be an effective strategy to boost engagement and conversions. Here’s how to maximize their impact:

Key strategies

Segmentation and personalization

• Segment: Identify customer segments based on previous behavior, including abandoned carts, browsing history and purchase history.
• Personalize Content: Use dynamic content to tailor emails to the individual’s preferences and past interactions.

Timing and frequency

• Urgency Messaging: Highlight the time-limited nature of the promotion. Use countdown timers to emphasize urgency.
• Optimal Timing: Send emails at key times, such as during the peak shopping hours and towards the end of your promotion.

Compelling subject lines

• Include urgency triggers like “Hurry!”, “Final Hours!” or “Last Chance to Save!”
• A/B test subject lines to find the most effective messaging.

Clear Call-to-Action (CTA)

• Ensure each email has a single, clear CTA directing recipients to complete a purchase or take another desired action.
• Use buttons and contrast colors to make the CTA stand out.

Incentives and discounts

• Offer exclusive discounts to those who abandon carts or have engaged in the past without converting.
• Consider additional incentives like free shipping or a gift with purchase.

Behavioral triggers

Set automated triggers based on customer actions, such as viewing a product without purchase or abandoning a cart.

Technical considerations

• Automation Tools: Use marketing automation tools to set up and manage your retargeting email campaigns efficiently.
• Responsive Design: Ensure emails are mobile-friendly to capture conversions from all devices.
• Compliance: Ensure your campaigns comply with data protection regulations, such as GDPR.

Measurement and optimization

• KPIs: Track open rates, click-through rates, conversion rates, and revenue generated from retargeted emails.
• A/B Testing: Continuously test email components (subject lines, content, CTA) to optimize performance.
• Post-Campaign Analysis: Evaluate what worked well and what didn’t to refine your approach for future campaigns.

Best practices

• Keep the emails concise and visually engaging.
• Maintain a consistent brand tone that aligns with your overall marketing strategy.
• Ensure seamless integration between your email service provider and other systems like your CRM and e-commerce platform.

By focusing on highly relevant, timely, and personalized content, retargeting emails can significantly boost engagement and conversions during crucial sales periods like BFCM.