Email remains one of the best digital channels for return on investment (ROI). A study by Econsultancy found that the revenue generated from email marketing is rising—with 68% of companies ranking email as the best channel for ROI.


These results aren’t that surprising. On average people spend over 30 hours a week reading email. Yet, even with consumers receiving an increasing number of emails, potential purchasers are still engaging with the content in their inbox at a high rate. According to results posted by Mailchimp, average open rates range from 20-23% and click rates average almost 2.5%.

Needless to say, email’s captive audience has the ability to drive results.

But email marketing requires thoughtful attention to detail in order to drive sales.

From subject lines to creative to email capture and all that’s in between; the message you deliver, and how you deliver it, can affect the results you see.

Below, we walk through the 5 steps to help you build an effective email retargeting strategy:

Step 1

Collect data on your customer.

In order to run retargeting through email, you must know when a visitor comes to your website, their browsing behavior, if they made a purchase, and (of course) their email address.

Step 2

Enhance your email retargeting by capture your visitors’ many intent signals.

From browsing to site abandonment, the more information you have about the likelihood your visitors will make a purchase, the more accurate your email retargeting will be. This includes things like the pages they visit, the products they view, and how long they spend on your site.

Step 3

The next step is for you to create audience segments from these intent signals.

Once you understand the onsite behavior for your visitors you’ll be able to craft a segmentation strategy that works best for your business. Here are a few top segments:

  1. Site abandoners – A site abandoner campaign targets anyone who came to your site and abandoned without making a purchase.
  2. Cart abandoners – This type of campaign only targets customers who made it to your cart but abandoned before making a purchase. This is traditionally very big with retailers.
  3. Loyalty – A loyalty campaign focuses on growing the lifetime value of your current customers.

Step 4

The next step is to trigger personalized email to your visitors.

After a visitor leaves your site you need to trigger an email. The highest performing emails include compelling content that is personal to a specific person (e.g., purchase suggestions based on previously viewed products, products matching their specific interests, etc).

The best email retargeting uses predictive algorithms and individual intent signals from your site visitors to determine the optimal time to send an email in order to nudge them to come back.

Step 5

Once you have email retargeting set up you’ll want to monitor your performance.

As a benchmark, customers running email retargeting campaigns with AdRoll have seen average open rates of 50-60% and click-through rates between 10-20%.

If you’re interested in seeing the results your business can get, you can opt in for our email retargeting solution here and check out our on-demand webinar for more information our email retargeting solution, SendRoll.