Email retargeting might sound like something reserved only for the super savvy marketer, but the reality is that it’s easily accessible to anyone that wants to step up their marketing game. And thank goodness, because it’s an email marketing benefit you don’t want to miss. It allows you to send timely, personalized emails that nudge potential customers closer to the finish line. 

It’s all about re-engaging people who have already shown interest in your brand—whether they abandoned a cart, downloaded content, or signed up for an event—by sending relevant follow-ups that keep you top of mind.

In this article, we’re breaking down email retargeting in a way that’s simple and actionable, so by the end, you’ll be ready to put it to work for your business.

What is Email Retargeting?

Email retargeting is a strategy that re-engages potential and existing customers by sending personalized emails based on their past interactions with your brand, encouraging them to move further down the sales funnel. 

This could be as simple as reminding them about an abandoned cart or as strategic as following up after they attend an event or sign up for an offer. Email retargeting keeps your brand top of mind and helps turn those that are just casually interested in your offerings into long-term and loyal buyers.

How Does Email Retargeting Work?

Email retargeting works by sending specific messages triggered by a user’s past behavior or actions. These triggers can be based on various events, such as abandoning a shopping cart, downloading a piece of content, or attending a webinar. Once a user takes an action, an automated email—or email sequence—is sent to remind them of what they interacted with or to offer something that aligns with their interests. This customized approach increases chances of customer engagement and, of course, conversion.

Email Retargeting Best Practices

Email retargeting can seem complex, but it really doesn’t need to be. By following these five best practices for email retargeting, you can easily get your own efforts off the ground and start seeing more of those leads turn into customers. 

1. Build Your List

Your email list is where the real email retargeting magic happens. So on one hand, you need to build your list, but on the other, you need to build it thoughtfully—because how people get added to your list and, in turn, how you segment those new subscribers, is the first important key to retargeting. 

While there are countless clever ways to build a high-quality email list, let’s cover a few specific examples as they relate to email retargeting: 

• Building Your List Via Sign-Up Form: If you’re adding leads to your list via a form on your website, think about what helpful information you might want or need to know about your potential customer—maybe their business size, their role, or even their specific interests. Knowing this will help you as we move on to step two.

• Building Your List Via Events & Lead Magnets: You can also gather leads via specific, value-added content, such as events, webinars, or lead magnets like free downloadables. So, let’s say you create a landing page where you offer a free case study or an event sign up—in signing up, the potential customer provides you with their email. Lead acquired!  
• Build Your List Via Other Channels: Whether it’s an in-store sign-up, a co-marketing give-away, or otherwise, there are many unique ways to build your list and gather useful information about your subscribers.

2. Segment Your List

You’re planning to gather all these emails through the aforementioned different channels, which is great because it will provide you with unique information about your customers—what they might be interested in, what event they may have attended, what case studies intrigue them. How you plan to use this information, though, is where the real email retargeting happens. 

That’s because, based on each of these data points, you can plan to create a segmented email list. For example, if someone downloads a guide on strength training for beginners, they can be added to a segment focused on weightlifting. If another user signs up for a webinar on marathon training, they can be placed in a segment geared toward endurance athletes.

Segmentation like this allows you to send more personalized and relevant messages based on user behavior. So for the weightlifting enthusiast, you might send a breakdown of the best protein supplements for muscle recovery, while the runner could receive a personalized training plan for improving their race time.

So as you build your list, make sure to segment emails based on the channel they were received, or data they may have shared (such as interests, business role, etc.). By customizing your retargeting emails to these different segments, you’re increasing your chances of conversion while making each email feel personal and thoughtful.

3. Develop Email Automation Sequences

Once you’ve built and segmented your list, the next step is to automate your email retargeting campaigns. Email automation is your secret weapon—it sends the right message at the right time, without you having to hit “send” every time. 

Develop email sequences that align with your customers’ actions, whether that’s a series of reminders for abandoned carts, event follow-ups, or personalized product recommendations after someone signed up for a specific freebie. Use this specific information about your customer to send messages that build on the initial trigger. 

Below is an example of what this kind of retargeting email sequence could look like if someone signed up for a lead magnet such as a free downloadable. 

When it comes to creating sequences, think of them as a well-planned map, where each email transitions into the next, guiding your leads through their email marketing journey without missing a beat. The key is consistency and timing—make sure your emails are spaced out enough to stay top-of-mind, but not too often to feel like you’re bombarding them.

4. Create Emails That Convert

Perhaps you’ve got a sequence in mind, but that’s not enough: you need those emails to actually get clicked—and then to convert. 

The first step? Personalization. 

You can of course address your customers by name—this is the easiest way to personalize. But, an even more important approach when it comes to retargeting, is that of referencing the recipient’s previous actions (like that recent research report they downloaded) so that the email, and its content, feels like it’s made just for them. 

Then it’s important that your email message follows best practices, so keep in mind the following in order to maximize your chances of success:

• Implemente a strong email subject line is the place to start here—it needs to generate curiosity or offer something valuable right off the bat. 
• When it comes to the email itself, keep the content clear, compelling, and to the point. Too much copy is a turn off. 
• Use strategic email design consisting of thoughtfully laid-out visuals and copy, as well as a noticeable and actionable call-to-action. 
• And don’t forget to optimize for mobile—many customers will be reading your emails on their phones, so make sure they look great on all screen sizes.

5. Monitor and Optimize

Your email retargeting efforts shouldn’t be a “set it and forget it” situation. To truly succeed, you need to monitor your email marketing metrics and fine-tune your campaigns.

Track metrics including open rates, click-through rates, and conversion rates to see how your emails are performing. If your open rates are low, work on your subject lines; if your click-through rates are low, examine your calls to action; and if your conversion rates are low, explore how your email content aligns with your landing page content. 

Sometimes just switching up types of emails or content formats can do the trick and capture new interest. Don’t be afraid to tweak your messages, analyze the results, and update future sends accordingly. And if you’re not sure which approach to take, run an A/B test—send two versions of an email with just one difference, like the subject line—and see which performs better.

Email Retargeting Examples

Now that you know the basics, let’s look at some real-world examples that demonstrate how email retargeting strategy works in action. Whether it’s nudging a potential customer toward a purchase or re-engaging them after an event, these email marketing campaign examples illustrate best practices when it comes to the versatility and effectiveness of email retargeting.

Abandoned Cart Email

The abandoned cart email is a retargeting classic. You know how it goes: you add a product to your shopping cart but leave without checking out. Email retargeting swoops into the rescue, sending you a friendly reminder about the items you left behind. Maybe there’s an added offer to sweeten the deal and tip you in favor of a purchase. It’s a simple, but powerful way to retarget you with a precise message that hopefully turns that lost sale into a successful one.

The above example keeps it simple and playful with a catchy subject line, and a to-the-point message. Now, if the recipient still doesn’t buy after this email, you could potentially send a later email with a discount to finally secure the sale. That’s the beauty of retargeting: you can refine and “retarget” your message until you hit the bullseye. 

Interest-Based Email

Interest-based email retargeting focuses on customers as a result of specific products or content they’ve engaged with. For example, if, when filling out your sign-up form, a customer indicates that they’re interested in sustainable travel, you might follow up with an email featuring your top eco-friendly vacation packages, tips for reducing your carbon footprint while traveling, or an exclusive discount on a nature-focused retreat. This approach makes the emails feel tailored and relevant, which increases the likelihood of a conversion.

In the below email sign-up scenario, Zapier asks new subscribers to share more about their role in order to “personalize” (and retarget) their experience.

After signing up, a subscriber who indicated they are a business owner might receive the below email about upgrading to a Company plan, while someone in customer support could get an email on how to maximize efficiency with Zapier.

Event-Activated Email

Event-based retargeting emails are all about keeping the connection going. If someone signed up but couldn’t make it, send them a recap with highlights so they don’t feel like they missed out. If they did attend, keep the conversation going with bonus content, special offers, or a simple next step to stay engaged.

The goal? Stay on their radar, add value, and give them a little nudge toward their next move—whether that’s joining another event, checking out your services, or making a purchase.

The above example capitalized on post-event buzz to send additional valuable resources, and also request feedback. This targeted, relevant message increases the likelihood of engagement. Meanwhile, future emails in this sequence could build on this momentum by delivering more event-related content while also subtly guiding potential customers toward conversion. 

Download-Triggered Email

When someone downloads a piece of content from your website, whether it’s an e-book, a whitepaper, or a guide, they’ve already shown interest in what you offer. Download-triggered email retargeting follows up with that initial interest, delivering additional valuable content or suggesting related products or services. It’s an excellent way to nurture leads who are already engaging with your brand, moving them from the information stage to the decision-making stage.

The above email from SiteGround is the first in a retargeting sequence. It was triggered when someone read one of our articles and then decided to download our ChatGPT for Marketing cheat sheet. This email could be followed by future emails, including a video on ChatGPT, tips on using AI for email marketing, and the like. So when a customer expresses interest in ChatGPT, SiteGround’s smartly set up email automation goes into action to retarget that customer and send them information that is relevant to their interest. 

Making Your Email Retargeting Strategy Work for You

Email retargeting doesn’t have to be hard or complicated; it just requires you to be thoughtful about using the tools and information at your disposal. Set up smart segments as you gather your leads, create strategic email automations that nudge your customers along, and optimize as you go. Simple as that!

And if you’re looking for a smooth way to put your retargeting strategy into action, SiteGround Email Marketing has you covered. With its easy-to-use automation features, you can effortlessly set up and manage your campaigns, making sure your retargeting emails reach the right people at the perfect time.