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Email retargeting is a marketing strategy that uses email to re-engage website visitors, past customers, or subscribers who have shown interest but have not converted. By combining website tracking data with email marketing, businesses can send personalized messages based on specific browsing behavior, abandoned actions, or previous interactions.
Abandoned cart recovery - remind shoppers of items left in their cart with personalized product images
Browse abandonment - email users who viewed specific products but did not add to cart
Pricing page visitors - reach out to users who checked pricing but did not sign up or purchase
Content engagement follow-up - send related resources to users who read specific blog posts or guides
Trial expiration reminders - re-engage free trial users before and after their trial ends
Repeat purchase campaigns - target previous customers with new products or replenishment reminders
Wishlist reminders - notify users when wishlist items go on sale or back in stock
Form abandonment recovery - follow up with users who started but did not complete registration or checkout forms
Email retargeting converts warm leads who already know your brand. These users have demonstrated interest by visiting your site or engaging with your content. Studies show retargeting emails achieve 3-5x higher conversion rates compared to standard promotional emails. Because you are reaching people who have already shown intent, the cost per acquisition is significantly lower. Email retargeting also complements display retargeting by reaching users in their inbox, where attention is more focused than on busy web pages.
Email retargeting works by tracking user behavior on your website using cookies or pixel tracking, then matching that data to email addresses in your database. When a known user visits specific pages, views products, or abandons an action, an automated email is triggered with content relevant to their behavior. This requires integrating your email platform with website analytics and ensuring you have proper consent to send marketing emails. The system identifies users, segments them based on actions, and delivers timely, personalized messages designed to bring them back.
Get proper consent before tracking and emailing users to comply with GDPR and other privacy regulations
Segment retargeting emails by behavior type for more relevant messaging
Set appropriate timing delays between trigger and email send based on the action type
Limit the number of retargeting emails per user to avoid appearing spammy
Personalize email content with the specific products or pages the user viewed
Include clear calls-to-action that return users to where they left off
Verify email addresses in your database to ensure retargeting emails reach real inboxes
Test subject lines, send times, and content variations to optimize performance
Email retargeting and remarketing are often used interchangeably. However, remarketing typically refers to display ads shown to past visitors across the web, while email retargeting specifically uses email to re-engage those users. Both strategies target users based on past behavior, but they use different channels.
Timing depends on the action. For cart abandonment, sending within 1-3 hours typically performs best. For browse abandonment, 24 hours is common. For pricing page visitors, consider waiting 1-2 days to avoid appearing pushy. Always test timing with your specific audience.
Email retargeting is legal under GDPR if you have proper consent. You need explicit permission to send marketing emails and must clearly explain how you use tracking data in your privacy policy. Users must be able to opt out easily. Ensure your data collection and email practices comply with regional privacy laws.
Key metrics include open rate, click-through rate, conversion rate, and revenue per email. Compare these against your standard email campaigns. Also track the recovery rate for specific actions like cart abandonment. Monitor unsubscribe rates to ensure your frequency is not causing fatigue.
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