How to Optimize Your Email Marketing List For Retargeting

Avatar for Fernanda Moura Fernanda Moura
Avatar for Fernanda Moura Fernanda Moura

November 16, 2022

3 min read

How to Optimize Your Email Marketing List For Retargeting

Retargeting campaigns can be very effective on your email marketing lists. After all, they can reach those who have visited your website before or who have already taken some valuable action, such as purchasing or filling their cart. Leveling up the assertiveness of your marketing campaign and even increasing sales.

This means that retargeting serves those who have already shown interest in your brand, but in a much better way: with personalized campaigns.

Personalization can transform your campaigns in a very positive way. Clicks on targeted campaigns are 100.95% higher than on non-targeted campaigns.

However, it’s not just about segmenting by regular statistics such as region or gender. To make the best of retargeting campaigns, you need to enhance your email marketing list as much as possible.

In this post, you’ll learn in 3 steps how to manage your email marketing list to retarget and boost your marketing campaign.

3 steps to manage your email marketing list for retargeting

Your email marketing list is the most important asset of your campaigns, rather it’s been retargeting or not. And the better managed it is, the better its results.

It goes without saying that collecting emails for your list organically is the best way to achieve your goals. Some options include putting signup popups on your website and using social media or lead magnets.

It’s important to ensure that the user is aware that they are providing a valid email address to receive exclusive content from your brand. You can do it by using solutions that verify emails in real-time straight on your capture form.

But after building your email marketing list, you need to manage it, to make sure it’s up-to-date and as optimized as it can be. Otherwise, you’re risking getting low open rates and few clicks in your campaigns.

We’ll explain below how to manage your email marketing list to succeed with retargeting!

1. Collect data from your leads

The basis of a good retargeting campaign is segmentation. But before you segment, you need to have data for it.

You can use analytics data you’ve collected through your CRM solution so you can map who your customers are and what they typically do on your website.

Another useful tip is to use Google Customer Match. While the tool only works for Gmail or Google-managed accounts, it can be useful for collecting more data from your contacts. Just load your email marketing list in Google Analytics and the tool will look for matches with Google’s databases (which, as we know, are huge).

If there are matches, you can use the data to get to know your contacts better. With this data in hand and others you collect, you can move on to the next step, which is…

2. Segment your email marketing list

You probably already know how to segment your list, but keep in mind that segmenting for retargeting is a bit more complex. That’s because besides segmenting your list into groups based on their region, age, and gender, you need to adjust your list according to what your contacts do.

For instance, you could segregate a group of customers who filled their cart and didn’t complete their purchase from a group of customers who made the purchase and didn’t return to buy again.

Keep an eye on contact’s actions when interacting with your brand. Planning and defining your goals with the retargeting campaign will make a difference right now — you can use your goals as a guide to determine the segmentation.

Some common goals of a retargeting campaign are:

  • Make the customer complete a purchase by reminding them about their abandoned cart.
  • Encourage prospects to come back to a product or service they’ve previously viewed but haven’t purchased yet.
  • Cross or upselling by suggesting a new product to a recurring customer based on their purchase history.
  • Create brand awareness by sending campaigns to those who have visited your website but have never shown intent to purchase.

3. Keep your contact list clean

You’ve collected your contacts organically, and segmented your marketing email list, but you’re not quite there yet — you need to clean up your list regularly so that it continues to reach the people who really matter to your business.

Over time, users may change email addresses, change jobs, or simply stop looking at their inboxes. So, you need to clean up your list to ensure that these users are no longer part of your list.

You can clean your list manually by checking those emails that bounced when sending a campaign. However, this method can be time-consuming and end up affecting your sender’s reputation, since the more emails bounce, the worse your reputation with ESPs gets.

The best way to clean up your list is to use an email verifier. This tool cleans your list automatically, saving up a bunch of time with the process, and also prevents you from having a high bounce rate.

Retargeting campaigns are very useful and cost-effective, as you will not be messaging cold leads, but people who have already shown some interest in your brand.

Since your audience has voluntarily signed up for your email marketing list, it means they are already interested in what you have to offer. In other words, all it takes is a little incentive for them to truly become your loyal customers!

Now tell me, have you been using retargeting to engage with your audience?

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