The Perfect Email
Remarketing Strategy for
E-commerce
CARRIE ALBRIGHT, HANAPIN MARKETING

@Kissmetrics
#Kisswebinar
@ThueLMadsen

Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Carrie spends her days developing and promoting digital
marketing strategies for Hanapin’s clients, ranging from
airlines to retail to B2B. Loving the sound of her own voice,
you can find Carrie speaking at industry conferences and
heading up Hanapin Marketing’s own training program.
CARRIE ALBRIGHT
Associate Director, Hanapin Marketing
@albright_c

@hanapinmarketing
#Kisswebinar
@albright_c

1 Email Lists
2 Social
TABLE OF CONTENTS
#Kisswebinar
4! Messaging
Real Life
[Re]Targeting
5!
3!

Email Lists
PUTTING YOUR HARD WON CUSTOMER BASE INTO ACTION

THE BEGINNING
#Kisswebinar
Salesforce . MailChimp . Hubspot . Constant Contact !
Kissmetrics . Vertical Response . SendGrid!

THE COLLECTION
#Kisswebinar
SIGN UP
(newsletters,
coupons, blog)
PURCHASE
(product value,
customer lifetime
value, abandoners)
RETURNING
(behavioral, loyalty)
SPECIFIC
INTEREST
(product, brand,
seasonal)

Social
PLUGGING IN YOUR E-COMMERCE TARGETING

#Kisswebinar

#Kisswebinar

WHY
#Kisswebinar
Note: Numbers may not add to 100 due to rounding.
Source: Survey conducted Jan. 3-10, 2018.
PEW RESEARCH CENTER

HOW
#Kisswebinar
Facebook
LinkedIn
Pinterest

HOW
#Kisswebinar

AUDIENCE MATCH RATE
#Kisswebinar
>50%!
30%!
80%!
20%!
70%!
10%!

!
[Re]Targeting
CREATIVE LAYERING

LAYERING
#Kisswebinar
!
!
Exclude!
!
!
Relate
Include
Specify

INCLUDE
#Kisswebinar
Membership
Customer
Lists
Coupon recipients
High LTV
Past purchasers / Upsell
Seasonal shoppers
Email / Newsletter signups
Cart abandoner email recipients

EXCLUDE
#Kisswebinar
Inactive / Removed email lists
Recent converters
“No engagement” emails
List overlap
Customer
Lists

AdLucent Consumer Survey
2016
[The greatest benefit to personalized
ads is] helping reduce irrelevant ads
(46%), a way to discover new products
(25%) and making online shopping
easier (19%).
“

SPECIFY
#Kisswebinar
Seasonal
shoppers
Coupon
recipients
Behavioral/
Interest
Behavior/
Interest

RELATE
#Kisswebinar
Lookalike // Actalike // Similar To
These audiences are comprised of users with
common qualities to your specified audiences.

RELATE
#Kisswebinar
Facebook

RELATE
#Kisswebinar
Pinterest

!
Messaging
THE SQUEAKY WHEEL GETS THE SALE

#Kisswebinar
REMINDPRIME

#Kisswebinar
REMIND
Reintroduce
Tempt
Convince
Validate
PRIME

#Kisswebinar
!
1st EXPOSURE
(social, display, video)!
!
VISITORS
(search, social)
CUSTOMERS
(search, display promo,
social hook)
RETURNING/
PROMOTER
(retargeting, search, email, social)
Multi-channel
funnel approach!

TEXT – Contrasting color, left aligned text, sentence case
CREATIVE BEST PRACTICES
#Kisswebinar
COLOR/CONTRAST – Dark color to contrast page feed
IMAGERY – Recognizable images, product features
CALL TO ACTION – Soft, directive

Curalate Consumer Survey
Nov 2017
65% of consumers have found that
the destination they were driven to
from a social post wasn’t right for
them.
“

OFFER – Tip the consideration scale by offering discount or incentive
REMARKETING BEST PRACTICES
#Kisswebinar
LANDING PAGE– Use what you know. Abandoned product? Connect to related product page.
IMAGERY – Recognizable images, product features
CALL TO ACTION – Focused, “Shop Now”
URGENCY – Provide urgent context for sale, holiday, or availability

OFFER– Exclusive returning customer offer
PAST PURCHASER REMARKETING BEST PRACTICES
#Kisswebinar
TIMING – Consider your products in setting retargeting launch.
IMAGERY – Upsell and complement
GENERAL MESSAGING – Don’t get too personal

!
Real Life
SUCCESS, FAILURE, AND THE UNKNOWN

Seth Godin
Don’t find customers for !
your products, find products for
your customers.!
“

#Kisswebinar
EXAMPLE A: HOLIDAY RETAIL
Nov 1 – Dec 31 2017

#Kisswebinar
EXAMPLE B: E-COMM 12 MONTH REVIEW
April 2017 – March 2018
Targeting Reach CoS Conv Rate CTR
Email List A 35615 37% 7.19% 1.92%
General A 391646 41% 5.31% 2.67%
Email A -based
Lookalikes
120810 46% 6.03% 2.51%

#Kisswebinar
EXAMPLE C: SEGMENTED EMAIL LISTS
March 2017 – March 2018

Email Lists Social
RECAP
#Kisswebinar
Messaging Real Life[Re]Targeting

• Yes! I’d like to hear more about Hanapin’s
all-PPC conference, Hero Conf.
WOULD YOU LIKE AN OFFER?
#Kisswebinar
• No, thanks

THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
CARRIE ALBRIGHT
Associate Director, Hanapin Marketing
@Albright_C
carrie.albright@hanapinmarketing.com