Overview
As a marketer, one of your top priorities is engaging customers with compelling email campaigns. But despite your best efforts (and your wittiest subject lines), some customers may not read or even open these emails.
Re-engaging customers that don't read your emails sounds counterintuitive. Why would you waste your energy on an audience who, on the surface, seems less engaged with your brand?
Well, you have their email, so they've expressed interest in your brand at some point in time. By retargeting these folks, you expand your reach and target a wider audience. You can use this as an opportunity to:
- Promote new products or updates: Retargeting customers who haven't engaged with your emails ensures they stay informed about your latest offerings. This can lead to increased product adoption, customer satisfaction, and ultimately, higher customer lifetime value.
- Drive event attendance: If you're hosting webinars, workshops, or other events, retargeting unengaged customers with tailored advertising can boost attendance and participation, helping you achieve your event-related objectives.
- Improve brand recall: Consistent, personalized advertising across multiple channels can keep your brand top-of-mind for customers who haven't engaged with your emails. This can lead to improved brand recognition, affinity, and long-term customer loyalty.
Retargeting those customers helps you diversify your marketing efforts and reach customers through the channels they prefer. And when you experiment with a larger and more diverse customer base, you can improve your ROI and ROAS.
To retarget customers effectively, you'll need these customer fields:
- email_address
- first_name
- last_name
- last_email_open_date
- last_email_click_date
- total_emails_sent
- total_emails_opened
- total_emails_clicked
- customer_segment
- customer_lifetime_value
Use Case
To start, identify and segment customers who haven't engaged with your emails and use this data to create personalized advertising campaigns that resonate with them.
Using Census data activation, you can sync segments like "Users with known emails with email views = 0 in the past 90 days" to your advertising and omnichannel engagement tools for retargeting.
As your data changes, Census Reverse ETL automatically keeps your audiences updated with the freshest data. For example, if a user clicks on an email they will be removed from the audience.
To go one step further, you can even set up automated suppression lists in Census Segments that will remove users who have clicked on ads, converted, or purchased – therefore minimizing wasted ad budget.
Get started in 3 easy steps:
- Connect your data source. This can be a data warehouse like Snowflake, BigQuery, Redshift, or Databricks or a database like Postgres, SQL Server, or MySQL
- Connect your destination application, like Facebook Ads. We have integrations with over 100+ SaaS tools.
- Map fields to sync customer data. You can even use a custom audience list created in Census Segments.
What's next?
Now that you've successfully retargeted customers who don't read your emails, you can apply similar strategies to other use cases that help achieve your marketing goals:
- Upsell or cross-sell campaigns: Use your customer data to identify those with a high customer_lifetime_value or specific product interests, and create targeted campaigns to upsell or cross-sell relevant products or services.
- Win back lapsed customers: Analyze purchase history and engagement data to identify lapsed customers and create win-back campaigns offering incentives or highlighting new features that may rekindle their interest in your offerings.
- Optimize email marketing: By analyzing the performance of your retargeting campaigns, identify which messages and offers resonate with different customer segments. Apply these insights to improve the relevance and effectiveness of your email marketing efforts.
- Refine customer segmentation: Continuously refine your customer segments based on their engagement with your retargeting campaigns. Leverage these insights to create even more personalized and targeted advertising campaigns that deliver improved results.
