You can segment your email list by what page(s) they visited.
That means you can use your email marketing for “retargeting” aka “remarketing.”
Retargeting is an increasingly popular marketing tactic that targets prospects based on their having already visited your site (or a specific page, depending on what pages include your retargeting-cookie-dropping code).
You know from the person’s previous visit that they’re interested in your product, so you use retargeting to get a second chance at converting them.
Typically, retargeting is done via display ads. And this still is worthwhile for people who visited your site but aren’t on your email list.
The point of this blog post is to say that you don’t need to use display ads. You can just segment your email list by people who visited your site before. That way you don’t need to pay per click and get more out of your existing email marketing dollars.
If you’re an Aweber email marketing customer (you can try it for $1 / 30 days), this is super easy.
To set up a retargeting segment:
1. Browse to your Subscibers > Search area, then select Web Page viewed and enter the URL.
2. Click search.
3. Then enter a name for the segment and save it!
Some particular cases where email retargeting can be handy:
1. Need to liquidate your inventory?
Segment the list by people who visited the relevant pages on your site, and use your newfound remarketing savvy to let them know it’s now up to 50% off!
2. Over-deliver to customers who saw the thankyou page.
Did someone just donate to your charity? Buy your product? Don’t just say thanks – send them an email offering a free hat or sweater if they’ll give you their offline address. (Then you can use this for direct mail.)
3. Combine with local segmentation to set up meetings next time you’re in town.
Ex.: Did someone on your list see your enterprise B2B product but not convert? Let them know when your sales staff are in town next and offer to take ‘em out for lunch!
4. Download the segment and follow up personally via phone or social media.
Use this to understand the prospects’ objections and refine your persuasion process!
If you liked this post, you might also like my post Why Ecommerce SEO Is A NON-Profit Activity, which discusses using SEO for customer acquisition with minimal profit, and email for generating profit. Or try Aweber email service for $1.