Ecommerce Retargeting with Emails
Retargeting clients is the last stage of email marketing for ecommerce in this series. Marketing automation’s shining star is the ability to retarget and segment messaging. However, without the added touch of personalization your email nurturing campaign wont be fully realized. Keep in mind that shoppers who visit your website will be counted as a bounce unless converted to a qualified lead.
Retargeting Features from Mailchimp and Constant Contact
Again, we’ll use Mailchimp and Constant Contact as examples in our virtual competition. First, Mailchimp has a product offering they call Customer Re-engaement Emails. Note this feature automation has limitations and you may need a developer to help on-board your workflow. Mailchimp may require a special API (Application Programming Interface, software helper that allows applications to work together). Secondly, Constant Contact, offers the ability to targeting through segmentation. As with most of analysis, Constact Contact is easier to use while Mailchimp is more customizable.
Remarketing or Retargeting?
Finally, let’s briefly discuss two concepts many people use interchangeably, remarketing and retargeting. Most importantly, remarketing is the broader of two concepts. Remarketing targets both online and offline environments. On the other hand, retargeting is the correct reference for digital-only efforts. We can thank Google for a large part of the confusion as they referred to retargeting on their ads platform as “remarketing.”