Email retargeting can refer to either:
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Retargeting
In software engineering, retargeting is an attribute of software development tools that have been specifically designed to generate code for more than one computing platform.
Compilers
A retargetable compiler is a compiler that has been designed ...
an audience with display ads after they have read an email from the advertiser (Display-Ad Based)
* Emailing a website visitor after their website visit (Email-Based)
Email retargeting is a commonly used form of
Digital Marketing
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development dur ...
.
Display-ad based
Email from the advertiser is sent to recipients with a
tracking pixel
Spy pixels or tracker pixels are hyperlinks to remote image files in HTML email messages that have the effect of spying on the person reading the email if the image is downloaded. They are commonly embedded in the HTML of an email as small, imperc ...
that tags the recipient's browser, in the same way they would be tagged if visiting a webpage.
Email retargeting is only effective if the email is opened in a web browser, where the tracking pixel will function. Any recipient who uses a dedicated mail client will not be tagged. Additionally,
Gmail's decision to cache images means that this method of advertising does not work with gmail addresses.
Email-based
Email retargeting relies on sending personalized e-mail to an anonymous website visitor.
# Visitor browses a website, views a product and leaves
# Cookies from the website matches the user to an email address
# Visitor receives a personalized offer via e-mail message concerning the product they viewed
This is possible thanks to using a
DMP (Data Management Platform) or a noCRM email retargeting provider, where
cookies
A cookie is a baked or cooked snack or dessert that is typically small, flat and sweet. It usually contains flour, sugar, egg, and some type of oil, fat, or butter. It may include other ingredients such as raisins, oats, chocolate chips, n ...
collected on a website include the IP address of the visitor (the IP address can be read from the visitors web browser's header information). The IP address is then matched against the IP addresses previously collected with form submissions that include an e-mail address (whether those forms were completed on that website or on another).
This form of remarketing helps increasing
conversion by reaching interested audience only.
See also
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Behavioral retargeting
Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous internet behaviour. Retargeting tags online ...
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Email tracking
References
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Behavioral retargeting
Online advertising