Email retargeting : definition and best practices

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7 min

Have you ever experienced looking at a product online, leaving the site, and then being followed around the Internet by ads for that same product? That's retargeting in action. Retargeting is a way to target prospects who have already shown an interest in your products or services. They may have visited your site, placed an item in the shopping cart or taken some other action that indicates they are interested.

There are 2 types of retargeting:

  • Via a posting on a third party site
  • Via an email communication

By emailing these prospects on pre-designed lists, you can bring them back to your website and hopefully convert them into paying customers. Email retargeting can be a very effective way to increase conversions on your website and get more sales from interested prospects.

In this post, we will explain what email retargeting is and give you tips on how to do it effectively in order to have a well-rounded digital marketing strategy.

Direct access

How does email retargeting work?

Email remarketing involves using cookies to track your online activity, then serving you targeted ads based on your interests. If after an online purchase you suddenly started seeing ads for the same product everywhere you go, you've experienced retargeting.

For example, if you look at a new pair of shoes on Amazon, then the site will place a cookie on your browser, and then any other site that uses Amazon's ad network will be able to show you ads for those same shoes. Email retargeting works in a similar way, except that it uses email addresses instead of cookies. If you provide your email address to a site, that site can then push targeted ads to you through its email list. So the next time you scroll through your inbox, don't be surprised if you see a few ads for products you've been looking for lately.

Opt-in forms

If you've ever given your email address to a site, then you know how annoying it can be to receive unsolicited communications from a completely different website. As an e-merchant, it's clearly the wrong way to add people to your email list without their permission. This can lead to angry customers, a tarnished reputation and even legal action.

Fortunately, there is a way to avoid this fate: by using an opt-in form. Opt-in forms allow your site visitors to sign up for your newsletter or create a customer account. This gives you permission to contact them by e-mail. Not only is this the ethical thing to do, but it also ensures that your emails are actually read and not immediately relegated to the spam folder. So if you're looking to build a successful email list, make sure you use opt-in forms.


The General Data Protection Regulation (GDPR) is a set of EU regulations that went into effect in 2018. The GDPR requires businesses to obtain explicit consent from consumers before collecting, using or sharing their personal data. This includes email addresses. As a result, many companies have had to change the way they collect and use email addresses. Some have resorted to creative measures, such as offering discounts in exchange for sign-ups or using pop-ups that can be difficult to close. Others have simply stopped collecting e-mail addresses.

What are the results?

The results are convincing! Email retargeting is a great way to keep your email list clean and get more people to open your emails. But what is the average reach of email retargeting? That depends on a few factors, like the size of your email list and how often you send them emails. But in general, you can expect to reach about 20% of your email list with each email you send. So if you have a list of 1,000 people, you can expect to reach 200 of them with each email. Of course, this number will vary depending on how engaged your subscribers are and how often they check their emails.

The average conversion rate of email retargeting

The average post-click conversion rate for email retargeting is pretty good! In fact, according to some studies, it can be as high as 50%. Your actual conversion rate will vary depending on a number of factors, including the quality of your email list and the relevance of your offer. But regardless of these factors, one thing is clear: email retargeting is an incredibly effective way to drive conversions.

Best practices in email retargeting

The abandoned cart

Shopping cart abandonment is a critical issue for e-commerce sites. According to a recent study, an average of 67.91% of online shopping carts are abandoned before checkout. That's a lot of lost revenue! There are many reasons why shoppers may abandon their carts, including high shipping costs, hidden fees and complicated checkout processes. However, one of the most common reasons is simply that the shopper got distracted and forgot to complete their purchase.

To combat this problem, some e-tailers have started to implement shopping cart reminder emails. For example, when a buyer adds an item to their cart but doesn't check out within a certain amount of time, they receive an email reminding them to complete their purchase. These reminder systems can be effective in reducing your visitors' cart abandonment and boosting sales.


As any savvy businessman knows, the key to success is repeat customers. Once someone has bought your product, they are much more likely to buy from you again in the future. Yet somehow we always seem to forget about our existing customers and focus all our attention on attracting new ones. This is a huge mistake. Email retargeting is a powerful way to keep your existing customers engaged with your brand.

Example: You just sold a phone case to a customer and, according to your sales records, you tag him as someone with an "interest in phones." Over the next few months, you'll send him emails about different mobile accessories he can take with him, such as a tempered glass or a necklace cord. Using your analytics tools, you detect that the customer has clicked on anything related to phone accessories. Therefore, you send him an email offering him a discount since he is already a customer.

By sending targeted emails with relevant offers, you can encourage them to buy more of your products and significantly increase your sales. So the next time you plan your marketing strategy, don't forget about those who have already purchased from you. They could be your most valuable asset.

Visit without purchase

You have a visitor on your website who has not made a purchase. Too bad! But don't despair, that's where email retargeting comes in. First, consider sending them a personal email. Thank them for coming to your site and take the time to answer any questions they may have about your product. You could also offer them a discount on their first purchase, or include a discount code for free shipping. Just remember that the key is to be personal and helpful, not pushy. With a little effort, you'll be sure to convert that visitor into a happy customer in no time.

Use Kiliba to implement email retargeting

To get started in email retargeting, simply use a solution like Kiliba! It will allow you to send automatic emails to your audience through Marketing Automation.

With Kiliba, you can set up 22 marketing automation scenarios such as :

  • The abandoned cart
  • Visit without purchase
  • Promotion
  • News
  • Best customers
  • Etc.

The content and templates are already pre-designed! You can set up a real digital marketing strategy for your business in less than 10 minutes.


Email retargeting is a great way to increase conversions on your website. By targeting interested leads who have already visited your site, you can bring them back and hopefully convert them into paying customers.

All you need to do is launch an automated emailing campaign with precise objectives and a clear and attractive message.

Our email retargeting software can help you create automatic and effortless campaigns that will boost your sales. Contact us today to get started!

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Stack the odds in your favour

We collect this data to contact you in order to do a demo of all Kiliba features and to offer you services made for you. We also use your email address to send you our newsletters about Kiliba services. If you do not want to receive them, you can check the box below:

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