In the case of email remarketing or retargeting (depending on the source) we find the use of “recycled” terms. In other words, the name of previously existing strategies has been taken.
Email Remarketing
The common point of these strategies (both remarketing and retargeting) and which we believe generates so much confusion, is that the objective they pursue: to lead to conversion of users who have cio and cto email lists shown an initial interest but have abandoned the process . In principle we could differentiate them in this way:
– Retargeting seeks to capture the user’s interest through their browsing behavior and redirect marketing actions focusing on said interest.
– Remarketing tries to sell the user a product again that at first has not convinced them or for another reason they have not finally bought. The key to traditional remarketing is to offer the product again with an element that adds appeal: a discount, an improvement in quality, advantages in other purchases…
When we talk about remarketing in email marketing we refer to the recovery of users interested in a certain product or service that have not completed the purchase or contract at first. This is achieved by sending an email with a reminder, optionally with a promotion or an offer. We can also carry out retargeting strategies in email marketing , such as recommenders or cross-selling actions . To summarise, we could say that in remarketing we contact the user so that they complete the purchase of a product and in retargeting we take advantage of the information about their interests to make their behaviour on the web profitable.
Remarketing and retargeting strategies have proven to have high conversion rates , making them very interesting for e-commerce sites. Investment in these channels usually yields a very high ROI and is therefore one of the options to be taken into account in the sales strategy.
