In this article we will introduce the basics of retargeting in WordPress. What is it? How can you use like a pro? Let’s get started!
Did you ever aks yourselves what’s the real difference between:
- sending a newsletter to 10k subscribers and get 100 clicks
- sending the same newsletter to 1k subscribers and still get 100 clicks ?
If you only look at the naked numbers, almost nothing: we managed to get the attention of 100 subscribers at the point that they chose to click on a link in our email. Right? Not quite. As you may have guessed, things change significantly if we look at the other side of the scenario: in the first campaign, we sent out 10k newsletters and 9.9k recipients showed no interest in it, whereas in the second campaign on a total of 1k newsletters only 900 recipients didn’t interact with it.
Shortly, we just described what marketers call “Click Trough Rate (CTR)”: the ratio between the number of interactions and the total amount of impressions (the number of sent newsletters).
This simple statement implies some important consequences. Subscribers who didn’t find our campaign interesting enough, are a lot more likely to unsubscribe from our newsletter or – even worse – mark our address as spam. That’s exactly when segmentation, retargeting and other marketing techniques come into play: the final goal is to get a qualified audience for our offers.
Let’s make a little real-world example. You run a generic sport and outdoors shop and you just sent out a newsletter with an overview of the products you offer. This is your first email campaign so basically you don’t know much about your subscribers tastes and preferences: do they like sports, camping equipment, or both? Do they like something else?
“Retargeting helps website owners to fine-tune
their mailing lists in order to increase CTR and overall interactions”
Your first newsletter will contain links to sport products and camping equipments: interested subscribers will click on their preferred items to know more about them. Newsletter tracking system will collect these informations, subscribers by subscribers and link by link, and Reports 4 will show them in an easy-to-read panel. Here’s an example:
At this point you know significantly more about your users’ preferences: 49 of them clicked on camping tents. Of course they could have also clicked on other products but that’s not relevant right now: the important data is that 51% of your interactions regarded a specific product (tents). Now, what if you had a specific offer for camping tents? Or maybe you have some new models that just hit the shelves? Well, now you know that some of your subscribers qualify for some retargeting.
Pressing the button on top “Retarget by clicked link” you will enter a new panel where you can basically say: “Ok, take all the subscribers who clicked on tents related link and add them to the list Camping”. See the picture below:
The list “Camping” is a list you use to “group” all the subscribers interested on one topic. You can add subscribers to that list also from previously sent campaigns using the same steps, or you can populate the list importing a set of subscribers you already know to be interested in a particular segment of products: think about some contacts collected at an outdoor fair. You can even let your existing users to express their interest through their profile.
Your campaign will be now a lot more effective than before and you will likely see your Click Through Rate increase drastically. You may be wondering: how restrictive should I be? Should I contact only the retargeted subscribers? Of course you should not: ratargeting needs some tuning time to maximize performances and it really depends on a number of factors such as your business sector, your user base, how often you contact your subscribers and so on. So make your experiments!
It’s time to create lists and segment your subscribers. Good work!