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:
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:
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:
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: