Behavioral Retargeting Email Campaigns: Five Things You Need to Know
By Megan Ouellet, Director of Marketing
June 29, 2010
Forrester Research reported that 154 million people in the United States, approximately 67% of the online population, made online purchases totaling $155.2 billion dollars in 2009, an 11% increase over 2008 salesi. 
More importantly, $917 billion in retail sales were influenced by online marketing efforts last year. And the numbers are on the rise. Considering that 98% of your website visitors leave your site without convertingii, and, according to Forrester Research, 51-66% of your online customers begins but doesn’t complete an online purchase, you can see how great of an impact a behavioral retargeting email campaign can have on your bottom line.
Behavioral retargeting email campaigns use historical data, campaign, CRM, and clickstream, to build highly relevant messages that are delivered at the right point in the sales cycle. The idea isn’t new – web advertisers have been using remarketing and retargeting campaigns for years to ensure visitors receive appropriate ad content based on past search criteria. And as marketers continue to shift away from batch and blast to personalized, engaging messages, they are following these same concepts. Campaigns with relevant messaging based on subscribers’ interactions typically garner 30% higher conversion rates and prolong customers’ lifecycles, raise subscriber value, and increase overall profitability.
eCommerce retargeting campaigns are designed to persuade a customer to purchase – complete an online transaction they began but didn’t finish, replenish a previously purchased item, or purchase a complementary item. When done correctly, these campaigns are the most targeted and engaging messages you can deploy as they’re not only based on profiling attributes but also on precise customer behavior. However, the campaigns can be tricky for many businesses as online shoppers value privacy and autonomy. While the majority of the online population understands that their browsing behaviors are being tracked and monitored for marketing purposes, it can still feel intrusive and pushy if the emails aren’t crafted with beneficial messaging. You must also update your online privacy policy to include a statement that your site collects cookies which you use to tailor your marketing messages, and give your visitors the ability to opt-out if they desire.
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