How to Retarget Customers Using the Email Metrics Report

Objective:

In this How-To, we will learn about how you can use the Email Metrics Report to retarget customers based on their outcome data. We will explore the following topic:

  • How to retarget users based off of their email metrics.
  • Best practices for using email metrics to retarget customers/members.

How can I use email metrics to retarget customers?

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One of the main reasons that our customers run reports within Core iQ is to find segments of their own customers to send targeted communications to. The Email Metric Report gives you the chance to find those opportunities based off of how a customer interacts with your email campaigns. A perfect example of this is to use the report to find users that opened a particular offer email but did not click on a link within that email. This means that the customer was most likely interested in the offer, but they might need a little more convincing. To pull this information, you will need to compare your Email Metric Report outcomes for a particular template when it is filtered using the Open outcome and then the Click outcome. Export both lists and use Excel to compare the names on both lists to find users that are on the first list (Open) and not on the second (Click).

What are best practices for using email metrics for retargeting?

If you are interested in reaching out to a customer based on the fact that they clicked on a link within your email, or because they opened an email but did not click on a product offer link, it's important to remember a few things. Customers want relevant information regarding the products and services at your financial institution. If a customer is interested in an offer but doesn’t convert, it might take a more personalized approach to communication to get them to follow through. Retargeting recipients of a successful email campaign with a two prong follow-up can be very effective. First, follow up with those that expressed interest in the offer by opening the email or clicking the link, but didn’t convert. You can achieve this follow up by using a personalized telephone call to check in to see if they have any questions or concerns. This can gain you valuable insight into where people are getting hung up within your sales cycle. Second, send a slightly different email to those that received the communication but didn’t open it. This can be as simple as changing the subject line of the email and resending it to the targeted audience with slightly different copy. This can provide a needed second push to those on the fence about an offer. However, you need to be careful not to retarget these customers too many times (3+) with the same offer, or they may choose to unsubscribe from your emails.

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