For some time, the practice of email retargeting has been on the decline. A recent move by Google has signed the death warrant.
On Jan. 3, Google announced new changes to security and analytics relating to email, most specifically referring to changes affecting cached images. To understand what these changes mean, and how to modify retargeting campaigns, keep reading.
How Cached Images Affect Email Retargeting
Up until recently, images have been disabled by default in incoming messages received in Gmail. If a user wants to view an image, they must manually make a settings change within the email received. Now, by default, images will be easily viewed for mobile and desktop users without a settings change or extra step.
To prevent the “havoc” wrecked by images in the past – the reason for the security change in the first place – image caching comes into play. When images inside of emails are cached, checked for viruses and then presented to the recipient, the downloading and spreading of malware is eliminated, making the images safe once again.
The next security change is the one that affects email retargeting by making it nearly impossible. While caching and virus checking each email should be sufficient protection, Gmail wanted to be absolutely sure. To make this happen, Gmail has stopped the practice of sending IP addresses and other information pertaining to the device on which specific emails have been opened to the sender. This makes it impossible to track the geolocations of open data, or knowing if Gmail users are opening, reading and clicking through email marketing campaigns in the first place. This is the information upon which email retargeting relies on, without it, the practice becomes obsolete.
While this change affects Gmail and mobile users only, it is significant enough to ruin the practice. With over 425 million users, Gmail is the largest email provider in the world and 60 percent of emails are viewed on mobile devices.
The Solution
While this change ensures the death of traditional email marketing, it doesn’t mean that all online efforts to target site visitors through emails are lost; it just means a shift in methods is necessary. A solution is already in existence: CRM retargeting.
CRM retargeting, also known as email list retargeting, targets email users, but, unlike the traditional method that required deeper levels of information, all that is needed for a CRM retargeting campaign is an email list. The users do not have to visit the web site to be put on the list or open an email to start the campaign; a list just needs to exist.
Because user email addresses are made public when they are posted online, cookies can still be used in web browsers to gather addresses and serve highly targeted ads based on specific browsing habits and past site visits.
From this list, retargeted display ads can be displayed to users through an anonymized email list that is just as relevant as traditional email retargeting. No action is required on behalf of the user whatsoever; it’s simple and straightforward. Most importantly, it’s effective.
Ways to Use CRM Retargeting to Your Advantage
Allow Interested Visitors to Sign Themselves Up
CRM retargeting can be based on gathering emails from the Internet, but, it can also be based on direct user interest. By using an online sign up on your homepage, like the company Mosquito Magnet does on their website, you can reach customers who have shown interest, without relying on the information sent from Gmail that traditional email marketing relied upon.
Increase the Value of Purchased Email Lists
You may have purchased email lists of your target market, the clients of your competitors or other sources of information. Using CRM retargeting, you can now reach these contacts through online advertising campaigns that do not rely on traditional email tactics, during their normal browsing sessions. It doesn’t get much more effective than this.
Take Advantage of Multiple Touch Points
A recent Oracle study revealed that 70 percent of online users browse online catalogs on occasion, but 41 percent never make a purchase from those catalogs. The reason? They move on. One touch point is not always enough to solidify a brand to customer relationship or to make a sale.
CRM offers variety by reaching clients through web ads and emails, in addition to online catalogs and other sources of information. By reaching your customers and target customers where they already are, in a variety of methods, you’re increasing the odds of a sale and long term customer relationship.
There’s no way around it; Google’s new security enhancements have eliminated the ability of companies to rely on traditional email retargeting for reaching customers and tracking behaviors. However, this is not a game ender, just a changer. By getting creative and putting CRM retargeting – or email list retargeting – to work for you, you’re still able to reach potential customers in the most effective way possible.