Re-engagement: After 30-90 days of inactivity.

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Abandoned Cart: Send within 1-2 hours for best results.
Browse Abandonment: Within 24 hours.

Post-Purchase: Varies by product, but often a few days after delivery.
Set Frequency Caps: Don't bombard users with too many retargeting emails. If someone clicked a product and then viewed it again, don't send five emails in an hour. Respect inbox privacy.
Exclude Converted Users: Crucially, if a user performs the desired action (e.g., purchases), ensure they are removed from any related retargeting sequences. Nothing is more frustrating than receiving an abandoned cart email after you've already completed the purchase.
A/B Test Your Retargeting Emails: Just like your regular italy email list campaigns, A/B test subject lines, body copy, CTAs, and even the timing of your retargeting emails to optimize performance.
Personalize Beyond Name: Use the specific data you have. "Hey John, still thinking about that [Product Name]?" is far more effective than "Hey John, here's some stuff you might like."
Provide Value, Not Just a Sales Pitch: Even in retargeting, offer value. This could be more information, customer reviews, a helpful guide related to their interest, or a modest incentive.
Include a Clear CTA: Make it easy for the recipient to take the next step.
Review and Optimize Regularly: Monitor the performance of your retargeting sequences. Are the open rates, CTRs, and conversion rates meeting your expectations? Adjust based on the data.
Ensure Technical Setup is Flawless: Verify that your ESP's tracking is correctly integrated with your website and that your automation rules are firing as intended.
Comply with Privacy Regulations: Always be transparent about data collection and provide clear unsubscribe options. Users have the right to know how their behavior data is being used.
Challenges and Considerations
Technical Complexity: Setting up sophisticated website tracking and automation rules requires a good understanding of your ESP's capabilities and potentially some development resources for website integration.
Data Silos: If your email platform, CRM, and website analytics are not integrated, it can be challenging to create a holistic view of customer behavior and trigger accurate retargeting emails.
Over-Personalization/Creepiness Factor: While personalization is powerful, there's a fine line between helpful and creepy. Avoid making it seem like you're "watching" their every move. Focus on providing value based on their expressed interest.
Small List Sizes: For very small lists, some highly granular retargeting segments might not have enough volume to be statistically significant or yield meaningful results.
Maintaining Data Accuracy: Keeping your email list clean and ensuring that behavioral data is correctly recorded is an ongoing task.
Attribution Model: Understanding the true impact of retargeting emails requires a clear attribution model. Did the retargeting email cause the conversion, or was it just one touchpoint among many?
The Future of Email Behavior Retargeting
The sophistication of email behavior retargeting will only grow.