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4. Measure Results Beyond Click-Through Rate

Like every other email campaign you’re sending, you should test the different factors that go into your retargeting campaigns as well.  That way you know for sure what works best for your customers.  When performing tests, it’s imperative to look at your conversion rates and profits and not just your click-through rates.  Sometimes it’s easy for email marketers to rely on the click-through as the final performance indicator but retargeting campaigns are all about raising profits so you must look beyond the email metrics to your bottom line.

For example, Movies Unlimited performed an A/B split test for their shopping cart abandonment campaign.  The messages contained the recipients’ names, the items left in their carts, and individualized recommended products –the only difference was that version A offered a $5 off coupon and version B did not.  While version B generated a click-through rate that was 2% higher than version A, version A generated a 36% lift in sales and a 59% lift in the number of products sold.  If they only looked at the click-through rate, they would have missed a big revenue opportunity.