3 Steps to Creating a Successful B2C Email Retargeting Strategy

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A successful B2C email retargeting program depends on developing an effective strategy. And that strategy takes careful planning and focused execution.

That planning and execution are what Neil Rosen, founder of CertainSource, a company offering B2C marketers acquisition funnel management and funnel abandonment retargeting solutions, discusses in this article: the three steps you can take today to build a solid email retargeting strategy for your brand.

What is email retargeting?

email retargetingAcross all media channels, up to 98% of purchased leads abandon the acquisition funnel prior to converting. Many marketers retarget these abandoners using display retargeting, but only a few are using email retargeting.

Why not? Well, many B2C marketers are afraid that asking for an email address upfront will disrupt the conversion process and lower conversions. And they’re right—there’s some upfront loss. How much? Less than five percent.

Now compare that with what marketers can gain

Email retargeting outperforms display retargeting more than two to one, and effective email retargeting strategy delivers 15 to 20% more conversions in the first seven days of the campaign.

How do successful B2C marketers develop this kind of email retargeting strategy?

Click here for rest of the story, Best Practices for Creating a B2C Email Retargeting Strategy, giving you the three steps you need to double conversions on every one of your customer acquisition campaigns.

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3 Ways To Drive More Engagement on Prospect and Welcome Emails

How effectively you communicate with new prospects and customers right out of the gate determines both the short- and long-term revenue you can expect to see from new prospects and first-time customers.

It’s all about the first email you send, and the first week of emails. They must contain relevant content—and get through to the subscriber. It’s as simple as that.

welcome mail envelopeThe impact of the engagement you drive from your prospect nurturing and new customer welcome campaigns exponentially expand all the way through the funnel to the lifetime value of your customers. Even a small 2% to 5% increase in engagement for your welcome series has significant positive impact on ROI. So it’s critical for marketers to squeeze every possible open, click, and conversion from this campaign.

Here are three technologies that drive engagement on your welcome series:

  1. Live audience improves open rates by as much as three times on that first critical series of emails. Live audience identifies when the people who have opted in to receive email from you are online, and triggers their next email in the series. Maybe they clicked on a tracked banner ad, or just opened an email or visited a website. Live audience is cart abandonment on steroids and includes page abandonment, social abandonment, and funnel abandonment. Triggering an email shortly after prospects have taken an action has a strong positive impact on open rates, future conversions, and ROI.
  2. Send-time optimization is the next best thing to Live Audience. If you’re not able to identify an exact time when someone is online, the next-best thing is to send emails at times when in the past they’ve been online, when they opened previous emails, or when they visited your website. People tend to follow patterns in terms of when they are online browsing or shopping, as opposed to being online working. Get the timing right and engagement soars.
  3. Surveys are critical emails in the marketer’s toolkit for new-customer engagement. Not only do surveys provide valuable feedback to marketers in terms of types of content their prospects are most likely to engage with, they are a friendly way to introduce prospects to your brand’s products and services and provide easy links for prospects to move directly to a sale.


Brands that add these three tools to their welcome and new-prospect drip campaigns can expect to see significant improvement in ROI, over time and all the way to the end of the customer lifetime experience, potentially doubling sales from the same customer base at no additional customer-acquisition cost. When there are more day-one and week-one opens and greater engagement, it exponentially increases open and engagement rates throughout every campaign.

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Your Year-End Results Depend on What You Do This Week

What is the size of your active email subscriber list, the number of unique subscribers that have opened an email in the past 60 days?

Screen Shot 2015-07-07 at 6.06.36 AMThese are the people who will contribute the vast majority of your revenue for the second half of the year, and you can predict how much revenue they will contribute.

Need more to hit your numbers? Want more to blow away your goals? Of course: you would always love to add more qualified subscribers to your email database!

Right now is the time to grow your email list with highly qualified prospects that behave in a similar manner to your best customers. Why now?

  • Cost: The competition for new customers heats up dramatically in another six weeks, and so does the cost per qualified new subscriber.
  • Attention: Between back to school and the rush into the holiday season, consumers will soon be distracted to the point of not being able to consider alternative product choices.

So start today. Run aggressive campaigns to build your lists and use the next six weeks to introduce your company to its new subscribers.

New qualified subscribers will respond to your email campaigns as well as your best customers, driving up your numbers for the remainder of the year.

Today is the day, so don’t let it slip by – your business depends on it!



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A Better Way To Think About Attribution

Many B2C marketers think about attribution just one new prospect or customer at a time. They use it to figure out which vendors to pay, and how much to pay them.

But that thinking can distract marketers from the bigger picture:

  • Solving attribution for billing is about vendors, not growth
  • One-customer-at-a-time attribution is small thinking, tiny thinking, thinking that will never grow a business.


There’s a bigger way to think about attribution, beyond the billing question. Successful B2C marketers think about attribution at the lead source level, the source being the URL or keyword where prospects engage with the brand.

B2C marketers can drive success by analyzing:

  • URLs (or keywords) where top-performing new customers (LTV) originate
  • URLs (or keywords) where the greatest volume of prospects who look and act like top-performing customers originate


High-performing lead sources are gold mines for B2C marketers; they’re the equivalent of top-performing zip codes for direct mailers. Lead sources that drive top-performing new customers and prospects are the foundation on which great B2C marketers grow their business, the gift that keeps on giving.

Most importantly, top-performing lead sources are where B2C marketers need to spend the majority of their acquisition budget (with some percentage reserved for ongoing testing of new lead sources).

Analyzing and optimizing acquisition campaigns using lead source attribution is simply a more powerful, more cost-effective way to grow your company.





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Consider the Source: Dave Hendricks

In this week’s blog I want to share a great article by Dave Hendricks: Consider The Source, in which Dave talks about the importance of lead source optimization to successful B2C customer acquisition campaigns. He introduces ROSS, Return On Subscriber Source, as a “must track” metric.

CertainSource Acquire manages the B2C customer acquisition funnel at the lead source level better than any other solution. We will show you exactly which lead sources perform best and which are a waste of your time and money.

Now for Dave’s article: Consider The Source


Gaining Enough New Customers From Email Retargeting?

The cost of media is the major expense marketers face when driving new B2C customers and building B2C email lists. Yet most brands don’t get the most out of their media investment. They take the “good enough” approach by grabbing low-hanging fruit (that is, immediate conversions) without nurturing the “rest of the media” until it converts.

To be fair, some brands use social and display retargeting to get more out of their media spend, and while this can work reasonably well, the costs are high and the end result is lowering the ROI of acquisition campaigns.

e-mail concept design,What most brands are missing is the most powerful and cost-effective method for retargeting: email. Using email, profitable conversions will occur for a year or more after the media is purchased, and these converters become some of your top-performing customers.

Maximizing your media long tail starts by converting clicks to email addresses. Use a landing page that gives consumers the choice of providing their email address and/or converting. Expect 20% to 25% of consumers driven to the landing page to provide email addresses—in addition to those who convert immediately. Test your creative until you achieve these numbers.

Once you have their email addresses, 20% — 50% will convert over the next 90 days. To better project your unique conversion rate, these consumers should perform like the prospects on your email list who came to your website to subscribe, but have not yet made a purchase.

The best part of email retargeting is that the cost is so low. For the same cost as a single qualified lead, you can email retarget for more then two years! The low cost and significant conversion rate will have a major positive impact on your ROI.

Some brands fear that asking for email addresses first drives down immediate conversions. And it does—but at a minimal rate. A/B tests across many brands show that conversions where the landing page has an email step will deliver around 95% of conversions over pages without that step.

But here is the most important number. 90-day conversions with email retargeting run 120% over conversions without email, making email retargeting a clear and significant win that needs to be part of every marketer’s customer acquisition toolkit.

Test it for yourself… and become the hero that drives your brand’s customer acquisition program to the next level!

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Email Retargeting: A Clear Winner

What is email retargeting? Email retargeting is to B2C customer acquisition what shopping-cart abandonment, browsing abandonment, and social abandonment emails are to CRM retargeting. It uses email to drive people who have abandoned the acquisition funnel back into the funnel to complete the conversion process.

sales funnelWho are your prospects for email retargeting? Typical prospects for email retargeting are leads who abandon the acquisition process after providing an opt-in email address but who have not converted (i.e., registered, made a purchase, completed a download, etc.).

And it’s a frequent occurrence! In most B2C customer-acquisition conversion flows, more than 90% of purchased media that begins the process falls into this category.

Why is email retargeting so important? It’s important because email retargeting delivers higher ROI than either display or social retargeting. Why?

  1. Prospects who provide email addresses are deeper in the funnel than those responding to a display
  2. Email retargeting is far less expensive than display retargeting


What are the key components of successful email retargeting campaigns?

  1. Timing: triggered emails deployed when the funnel is abandoned are a must-have, because the prospect is still online with your brand top-of-mind.
  2. More timing: triggered emails are deployed whenever the prospect “shows up” in very similar fashion to display retargeting. Many of today’s technologies are able to track when people “show up.”
  3. The critical long tail: email retargeting continues until a prospect either converts, opts out of receiving further email, or fails to respond for more than 90 days.
  4. Unique email promotions designed to drive first-time conversion. It’s important to create email promotions different from your CRM promotions. Most brands use the same offers that appear on their websites and in CRM emails, which isn’t as effective as a unique promotion for prospects of email retargeting.


What results can you expect when instituting an email retargeting strategy? You will improve your ROI by 50% or more within a six-month period. With a consistent media spend, in six months, more than 50% of conversions will come from your abandoner pool.

Email retargeting is a clear winner for all B2C brands: it’s cost-effective and generates the highest ROI of any retargeting strategy.


CertainSource’s Acquire platform can help: we help major consumer brands grow their lists exponentially and at low risk to deliverability and reputation. Want to see what Acquire can do for you?

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Your Email Service Provider Is Stifling Your Brand’s Growth!

You want your business to grow, and you expect your email service provider to be solidly behind you. After all, if you pay on a CPM basis, your ESP makes more money as your list grows!

Traffic cones and sign stop isolated on white backgroundSo where’s the disconnect? Here it is: Growing email lists rapidly often creates significant ISP challenges—challenges that your email service provider would rather avoid.

And to make matters worse, ESPs have learned that brands tend to focus on list growth alone—rather than on following best practices that could ease the burden on their platforms, practices such as:

  • true freewill opt-in
  • zero-risk tolerance
  • performance/activity optimization


This dilemma is exacerbated further because customer acquisition service providers also ignore best practices. They’re looking for volume, and getting the mail into the inbox simply isn’t their problem.

So what’s the answer?

  • Hint #1 It’s not changing ESPs.
  • Hint #2 It’s not about scaling down your growth plans. (Brands need to add 30% new subscribers every year just to maintain their list size, much less grow.)


The answer lies in B2C customer acquisition management automation. Today’s customer acquisition management solutions, lead by the CertainSource Acquire platform, are light years ahead of where they were as recently as a year ago. They significantly lower the cost, and the time it takes, to rapidly grow your B2C email list at a quality level that inspires your ESP’s confidence.

Acquire, for example, delivers:

  • multi-process cleansing (email addresses and IPs)
  • real-time performance management at the channel/source level
  • zero risk tolerance optimization (before it causes problems)
  • performance driven budget throttling
  • transparency into key data metrics that drive business growth


Transparency is key to today’s best customer acquisition management solutions. When you have the data you need, you’re making decisions based on facts, not assumptions.

ESPs can’t overcome their inbox delivery challenges alone. Working with B2C clients who use customer acquisition management automation to drive list growth turns one of their biggest challenges into opportunity for everyone.


Want to learn how CertainSource Acquire can deliver a win-win solution for your brand’s customer acquisition strategy? Click here for a demo of our customer acquisition management platform that’s helping major brands grow their lists exponentially and with no/low risk!

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Want More Customers? Take it Personally!

We listen retro imageSuccess comes from making your customer acquisition strategies feel personal to your prospects. Demographics used to be email marketers’ best friend, but not anymore: no one likes to be considered part of a demographic, least of all your prospects! Today is about the uniqueness of every prospect, and about respecting their preferences.

One of those preferences is an emphasis on CRM as a part of customer acquisition. According to a recent study, seven out of 10 consumers believe that brands are concerned uniquely with making a profit: 87% of customers want meaningful interactions with brands but only 17% of customers believe that brands deliver on these interactions. This leaves a wide field open for engagement as part of a customer acquisition management strategy and a seamless transition into excellent customer relationship management.

Taking those statistics a step further, showing consumers that your brand stands for more than just the bottom line will differentiate you from the competition. Doing well by doing good isn’t just a slogan: according to the IEG Sponsorship Report, cause sponsorship is predicted to reach 9.2 billion dollars this year.

Mobile phone and gearsAs we’ve said before in this space, mobile is the new black: According to KissMetrics, two out of three customers want to view your website online—as opposed to downloading a mobile app. And Mobile Commerce Daily reports that 75% of mobile shoppers want to use coupons—a great customer-acquisition strategy! Keep your mobile marketing part of your customer acquisition management to make it clear to prospects that you know what they’re looking for and can deliver it.

Growing your brand requires making prospects feel that they matter. We can help: CertainSource Acquire helps email marketers build brands, grow companies, and acquire the highest value new customers. Why not ask us how today?