by Jimmy Kim

Let’s face it: sometimes we don’t get our marketing messages right the first time. And that’s okay.
After all, there are a number of factors, some which are seemingly beyond our control, which may result in lack of engagement. For example, consider the following reasons why readers may not convert the time around:

• Tone – perhaps your customers didn’t respond as well to the tone of your offer as you thought they would. (think: urgency and fear can be great motivators, but so can positivity and the money-saving power of your offer)
• Timing – simply put, optimal email timing is crucial. This ensures engagement and avoiding readers falling out of your funnel
• Design – today’s emails absolutely must grab the attention of readers at a glance. If your deals and landing pages don’t scream “READ ME NOW,” you may want to rethink your design strategy.

So, when you don’t get the results you want, what are you supposed to do? Back off?
Absolutely not.
Considering the 100+ emails received by your readers on any given day, you absolutely must take a proactive approach to getting in front of your audience time and time again.
Thankfully, there are numerous strategies you can take to retarget your warm leads. Whether it’s prior customers or new readers that may have been on the fence or dropped out of your funnel.
Bear in mind that re-targeting isn’t a one-size-fits-all affair. Some of the following strategies can be easily implemented via email automation. Others require a bit more labor on your part. Regardless, you need to take every step you can to make sure your brand makes a lasting, positive impression on your readership.
The question remains: where do you start?

Tracking Pixels

Tracking pixels, which work similarly to traditional cookies on webpages, are the bread and butter of modern email marketers. Pixels represent a straightforward, non-intrusive means of re-targeting your customers and following them wherever they may go. For starters, the benefits of implementing a traffic pixel are three-fold:

• You can follow your customers anywhere, from Facebook to display ads and beyond, you go where they go.
• Subtle and simple, pixels are stowed away in the code of your emails and landing pages. In other words, they don’t distract or interrupt your messages whatsoever.
• Pixels are incredibly easy to manage and track. For example, you can implement a Facebook pixel through Sendlane in a matter of minutes.

So, what do tracking pixels look like in action?
Let’s say you’re subscribed to serial entrepreneur Russell Brunson’s funnel-hacking email list. Russell regularly blasts offers, deals and resources to his readers as noted in the example below.

Now, I’ve interacted with Russell’s emails in the past. So, guess what I see as soon as I hop over to Facebook?

Not only does this signal that Russell’s content is incredibly relevant to me and my interests, but that he’s a influencer within my space hungry for my attention.
The more you interact and expose your brand to your readers, the more likely they are to become dedicated customers in time. Pixels offer you the opportunity to follow your users wherever they go online. This is completely fair game if you’re offering a service they’re interested in. Likewise, pixels allow you to spend time where your users are. Given that modern users spend anywhere from 20 to 40 minutes on Facebook per day, can you afford not to be there, too?

Autoresponders

Part of the appeal of email marketing is the ability for you to put your business’ marketing on autopilot. Well-crafted autoresponders may be just what you need to seal the deal with skeptical buyers or reach out to previous customers without breaking a sweat.
Just because you emailed someone once doesn’t mean they’ll remember you forever. Likewise, previous customers and opt-ins grow colder the longer you go without staying in touch. You may consider setting up the following three types of auto-responders as a means of re-targeting and turning once-interested readers into new business:

• Educational emails based on your absolute best content. (think: exclusive interviews and case studies)
• Cart abandonment emails for those who dropped out of your funnel at the last second. Offering a second chance or sweeter deal could bring them back (the cruise industry is infamous for this, for example)
• “We miss you” emails, which can be sent weeks or months to previous customers after a purchase. This reminds them that you’re still looking out for them.

Having such autoresponders on deck can ensure that you’re again leveraging every possible opportunity to remind your readers that you’re looking to keep them around for the long haul.

Exclusive Offers

Exclusivity is an incredibly powerful psychological trigger for new and existing customers alike. Implementing exclusive, time-sensitive offers requires some work on your part, but consider how exclusivity makes your readers feel warm and fuzzy inside. If you have previous customers or fresh leads alike, leverage such offers as means of getting them back into your funnel.

From flash sales to limited edition products and beyond, strive to make your readers feel like they’re one-of-a-kind.

Bringing It All Together

Regardless of how you go about re-targeting your readers, the fact remains that you’re going to need to get your emails opened first and foremost. Through email automation, you can get in front of more readers sooner rather than later without having to constantly chase for new customers. Whether you’re re-targeting previous buyers or are trying to get in front of readers for the first time, let Sendlane do the legwork for you.