Email marketing campaigns are often executed with a fire-and-forget mentality, especially cold ones. Send out a campaign to 100,000 people, hopefully generate some leads, and write up the next campaign while you wait.
Even if you’re performing A/B tests and really refining your campaigns based on your previous results, you could get more value out of them with email retargeting.
Let’s take a look at how you can capitalize on the traffic you’re driving to your site with your campaigns.
It’s worth noting that we’re not talking about nurturing, where you specifically target contacts who have performed specific actions (like clicking through but not converting).
Instead, we’re looking at how you can take advantage of retargeting using Google Ads to keep your company top-of-mind for people who’ve clicked on your email campaigns – and how you can use Clickback’s proprietary Website Visitor Intelligence™ technology for even better results.
How Retargeting Works
When you send an email lead generation campaign, your goal is to gather leads. However, you’ll almost always get more clicks than you will conversions – which means you’ve got a set of contacts that were interested enough to click, but not to fill out your form.
Google Ads is a great platform to take advantage of that data. You can set up display campaigns that will serve your ads specifically to people who have visited your website within a certain number of days (you can set the time period in Google Ads).
Then, when they’re browsing the web, your ads will display for those contacts. It’s a very easy way to keep your brand in the spotlight and in their minds.
In order to use retargeting, you’ll need a Google Ads account. You’ll also need to configure a website remarketing list – instructions for that can be found here. This is basically the list where your remarketing contacts will live.
Once you have that list, you can set up your first remarketing campaign. You’ll also create your remarketing tag, which is a snippet of code you can place on your website that will populate your remarketing list with your website visitors.
In order for your display ads to show, you’ll need a minimum of 100 visitors within the last 30 days. For search network ads, that requirement is 1000 visitors instead. With a sufficiently large cold contact list, this shouldn’t be a problem.
Once your Google Ads campaigns are set up, you’re ready to roll.
Capitalizing on Traffic with WVI
If you’re sending email lead generation campaigns regularly and generating enough unique clicks, you can create a remarketing campaign that’s specifically geared to those contacts – you’ll have a large enough list to maintain that 100-visitor requirement solely from your email campaigns.
Here’s an example. Let’s say you send out a campaign that generates 100 unique clicks. Your campaign’s CTA points to a landing page that’s solely used for that email campaign.
That means you can create a remarketing campaign in Google Ads that uses a list of contacts who’ve visited that specific landing page – effectively, a list of the contacts who clicked on your campaign, including the ones who didn’t actually convert.
Here’s where Website Visitor Intelligence™ comes into play. With WVI enabled, you have a window into how those same contacts are engaging with your website – your whole website, not just that landing page. That data lets you identify exactly what they were most interested in, and you can use that information to create remarketing ads that hit the nail on the head.
If you’re seeing a large proportion of those contacts are spending time on a different product page than the one your email campaign was about, you can infer that they’re more interested in that product. So give them a remarketing campaign about it.
Consider taking those contacts and creating a separate list with them and targeting them with nurturing emails about the thing they were more interested in.
Stop Using Siloed Channels
Your marketing channels don’t operate in isolation. On paper, you might think that a contact gets an ELG email, converts, and there’s a new lead. In reality, they might have already run across your blog, social media, or other content elsewhere before receiving your ELG message.
Combining Clickback’s powerful email platform and high-impact insights from WVI with Google Ads remarketing is just one way you can get more value out of your campaigns.