Remarketing Email: How to Win Back Leads and Customers

A remarketing email is a targeted message sent to people who showed interest in your product or service but didn’t complete a purchase or another key action. For example, someone who visited your website, added items to their cart, or requested a quote but then stopped engaging. The goal is to remind or persuade these prospects to return and complete the action.

Why this comes up / what goes wrong

Small-business owners often lose potential sales because interested leads get distracted or forget about their initial interest. A visitor might browse your site, ask for pricing, or open an email but then never follow through. Without a timely and relevant follow-up, these warm leads grow cold and sales opportunities slip away. Remarketing emails help recover those lost leads by sending personalized reminders, offers, or helpful information to encourage them back.

Step-by-step

1. Identify your audience: Collect contacts who interacted with your business but didn’t convert. Check your web form entries, abandoned shopping carts, or past email engagement.
2. Segment your list: Group leads by their behavior or interest to tailor your message. For example, separate those who requested a quote from those who only browsed products.
3. Craft your message: Write a clear, friendly email reminding them what they left behind or offering an incentive to return, such as a discount or free consultation.
4. Set timing and frequency: Schedule your remarketing email soon after the initial interaction, typically within 2 to 5 days. Limit follow-ups to one to three emails spaced out to avoid overwhelming recipients.
5. Include a clear call to action (CTA): Make it easy for the recipient to complete the purchase or get more information with prominent buttons or links.
6. Test and optimize: Use A/B testing on subject lines and content to find what resonates best with your audience.
7. Track responses: Monitor email opens, clicks, and conversions to measure success and refine future campaigns.

Using tools that integrate email automation and sequences can help you run these follow-ups automatically and efficiently. Learn more about email automation and sequences.

Example (fictional figures)

Phoenix Home Sales, a residential real-estate team in Phoenix, Arizona, wants to recover leads who requested property details but didn’t schedule a viewing.

• They identify 100 such leads from their web form submissions.
• They segment 60 leads interested in single-family homes and 40 interested in condos.
• They send a remarketing email offering a free consultation and a downloadable home-buying guide.
• The email is sent 3 days after the initial inquiry.
• After the email campaign, 35 leads book a viewing.

Calculations:

100 leads × 35% conversion rate = 35 bookings

Each booking could lead to a $350,000 sale.

35 bookings × $350,000 = $12,250,000 potential revenue

This example shows how remarketing emails can turn lost leads into valuable sales opportunities.

Common mistakes

• Sending generic emails: Prevent this by segmenting your list and personalizing each message to the recipient’s interest.
• Following up too late: Send your first remarketing email within a few days of the lead’s action to stay relevant.
• Over-emailing prospects: Limit follow-ups to avoid annoying recipients and causing unsubscribes.
• Ignoring replies: Monitor responses carefully so interested leads don’t slip away unnoticed.
• Not testing emails: Use A/B testing to improve subject lines, content, and timing.
• Using complicated CTAs: Keep your call to action simple and direct to encourage clicks.

You can automate follow-ups and stop sequences as soon as a prospect replies with tools like HelloGrowthCRM sequences and campaigns.

Doing this in HelloGrowthCRM

HelloGrowthCRM offers HelloMail, a shared inbox where your team can see all replies to quotation emails on each deal, preventing missed responses. Its sequences and campaigns feature lets you set up a five-step follow-up over two weeks that runs automatically and stops immediately when the prospect replies. This keeps your remarketing emails timely and relevant without extra manual work. Learn more about HelloGrowthCRM for the United States and its WhatsApp and SMS CRM features that complement email follow-ups.

Frequently asked questions

What is the difference between remarketing and retargeting emails? Remarketing emails are direct messages sent via email to contacts who previously engaged with your business but didn’t convert. Retargeting usually refers to online ads shown to those visitors. Remarketing emails allow you to communicate personally and directly.

How many remarketing emails should I send? One to three emails spaced over one to two weeks usually work best. Sending too many emails can annoy prospects and increase unsubscribes.

Can I use remarketing emails for any type of business? Yes, any business with repeat visitors or leads who don’t immediately convert can benefit from remarketing emails to recover lost opportunities.

Do I need special software to send remarketing emails? While you can send them manually, software with email automation and sequences saves time and ensures timely, consistent follow-ups. HelloGrowthCRM offers these features.

How do I measure if my remarketing emails are effective? Track metrics like open rates, click-through rates, and conversions such as bookings or purchases. Use these insights to adjust your messages and timing.

Key takeaways

• Remarketing emails target leads who showed interest but didn’t convert.
• Segment your audience and personalize emails for better engagement.
• Send timely, spaced follow-ups with clear calls to action.
• Avoid over-emailing and monitor responses carefully.
• Use email automation and sequences to run follow-ups efficiently.

Start recovering lost leads and boosting sales with remarketing emails. You can Start on the Free Forever plan (200 leads, no credit card) with HelloGrowthCRM today.