How can you use retargeting to re-engage prospects in cold email campaigns?

1 What is retargeting?

Retargeting is a form of online advertising that allows you to target people who have visited your website or opened your email, based on their behavior and interests. Retargeting works by using cookies or pixels to track your visitors and display ads to them on other websites or platforms. For example, if someone opens your email and clicks on a link to your landing page, but doesn't fill out a form, you can use retargeting to show them an ad that reminds them of your offer or value proposition.

2 Why use retargeting for cold email campaigns?

Retargeting can help you re-engage prospects who have shown some interest in your cold email, but haven't responded or taken the next step. It can increase your brand awareness and recall by reinforcing your message, build trust and credibility by showing your ads on reputable websites or platforms, create multiple touchpoints by increasing your exposure and frequency, and drive more conversions by enticing prospects to revisit your website or email.

3 How to set up retargeting for cold email campaigns?

To set up retargeting for cold email campaigns, you need to have a clear goal, a well-defined audience, and a suitable platform. Start by defining your goal - what do you want your prospects to do after seeing your ads? Then, define your audience by segmenting them based on their email or website behavior. Finally, choose a platform such as Google Ads, Facebook Ads, or LinkedIn Ads to create and run your retargeting campaigns. Consider using tools like AdRoll or Perfect Audience to manage your campaigns across multiple platforms. This will help you reach the right people with the right message and achieve the desired outcome.

4 How to optimize your retargeting ads for cold email campaigns?

To optimize your retargeting ads for cold email campaigns, you need to follow some best practices. Match your ad to the tone, style, and message of your email, and remind prospects of the value proposition and offer presented. Furthermore, use clear and catchy headlines that capture attention and highlight the main benefit or problem that you can solve. Include a keyword related to your niche or industry in the headline as well. Additionally, use relevant and attractive images that complement the headline and text, conveying your brand identity and personality. Finally, use strong and specific calls to action that tell prospects what they should do, why they should do it, and create a sense of urgency or scarcity. Use words such as "claim", "join", or "get" to trigger action.

5 How to measure and improve your retargeting results for cold email campaigns?

Measuring and improving retargeting results for cold email campaigns requires tracking and analyzing key performance indicators (KPIs) such as impressions, clicks, conversions, cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS). Utilizing tools like Google Ads, Facebook Ads, or LinkedIn Ads can help monitor and report these KPIs. Additionally, Google Optimize or Unbounce can be used to test and optimize landing pages for conversions. To further improve retargeting results, experimenting with different ad formats, sizes, placements, copy, design, offer, audience segments, criteria, and duration is recommended. This could include trying different types of ads (text, image, video or carousel), different sizes/placements (banner, sidebar or pop-up), different variations of the ad headline/text/image/call to action/offers (discounts/bonuses/free trials) as well as different ways of segmenting the audience (by email/website behavior/demographics/interests/location) and criteria for targeting (recency/frequency/intent). Additionally, varying durations for retargeting campaigns such as 7 days, 14 days or 30 days should be tested to optimize ad spend and ROAS. By following these steps and tips it is possible to create and optimize retargeting campaigns to boost cold email results.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?