Email RetargetingExplained:From A to Z

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate marketers on new opportunities to accelerate demand creation and nurture programs through Email Retargeting

• If you are new to Display and Retargeting, this webinar will point you to introductory resources, and from there we will focus on Email Retargeting.

Kwanzoo’s Cloud-based Marketing Integration Platform

New to Display and Retargeting?

These webinars may be helpful:

Display Advertising 101:

http://www.kwanzoo.com/lp/go/display-advertising-101/

The Complete Guide to Retargeting:

http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting-webinar

AGENDA

1. Email Retargeting: The Basics

2. Planning & Budgeting Email Retargeting Campaigns

3. Running Email Retargeting Campaigns

4. Analytics, Reporting & Advanced Strategies

5. Questions

Email Retargeting: The Basics

Email Retargeting: The Basics

1. What is email retargeting?

3. Rich media ads for Email Retargeting - Why?

4. Email Retargeting and The Lead Management Process

2. Different retargeting strategies (Site, Search, Email, CRM)

5. Viewable impressions, A/B testing

Your Website Ad NetworkOrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

• 10,000 website visitors

• 30 impressions / visitor / month

• Total of 300,000 retargeted impressions per 30 day period

What is Site Retargeting ?

What is Email Online Retargeting ?

Serve display ads to anybody who opens your emails.

What is Email Offline Retargeting ?

Email Retargeting Setup Retargeted Ads

Retargeted Ads

Ads are served to cookie’d prospects everywhere as they browse the web

Ads served 1 to 5 times/day duringa campaign window

Online Email Retargeting

Code snippet is placed in email; user cookie’d upon open.

Offline Email Retargeting

An email list (provided by you) is matched to offline 3rd party cookies

• Lists match rate determined when the list is submitted, usually 50-70%

Target and serve ads to prospects based on their email address:

What is CRM Retargeting ?

Target ads to people using only their physical mailing address (not their email address)

What is Search Retargeting ?

Target ads to people based on the keywords they’re searching for

Boost retargeting conversions with rich media – Step 1

Boost retargeting conversions with rich media – Step 2

Boost retargeting conversions with rich media – Step 3

Boost retargeting conversions with In-banner Lead Forms

A/B testing showed over 30% higher lead conversions

BEFORE:

Introducing Video Lead Form Ads

• Link in your marketing or training video from Youtube

• Capture leads in the rich media ad, store directly into your MAP or CRM

1. Video 2. Overlay banner

3. Lead form

4. Thank you screen

Full Integration and Reporting with your MAP/CRM

Top of Funnel Mid Funnel Lower Funnel

Display & Retargeting

In-banner lead forms

Video lead forms

Webinar sign-up ads

Site retargeting

Net new display leads

Increase Lead Conversions

Nurture Programs

Email retargeting

CRM retargeting

Email engagement

(rich media polls)

Improve Nurture Engagement

Persona-Based Marketing

Target by Individual

Account-based

Marketing

Accelerate Your Pipeline

1 2 3

Email Retargeting: A Mid-Funnel Strategy to Increase Prospect Engagement with Your Nurture Programs

Viewable Impressions & A/B Testing

Effective Email Retargeting Campaigns:

• You can boost campaign ROI several-fold with:

• Viewable impression tracking – make sure retargeted ads are “Above the Fold”, 60% of ad visible in a viewable area or in-focus page for at least 1 sec

• A/B testing – Serve multiple versions of rich media ad creative. Test different content / copy / messaging / offers. Adjust campaign creative in real-time.

Planning & Budgeting EmailRetargeting Campaigns

Planning & Budgeting Email Retargeting Campaigns

1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management

2. Recommended Minimum Campaign Duration

3. Media Spend by Strategy (Site versus Email)

4. Resources Needed: Your Options- In-house - Outsourced (As Needed)

- Outsourced (Full Service).

Putting Together an Email Retargeting Campaign

1. Define the goal – demand creation? re-engagement? both?

2. Budget - finalize email lists of active and inactive prospects

3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting

4. Creative - copy, design, messaging, content offers, brand guidelines,

5. Execute & Review - analytics, reporting, key metrics

6. Campaign Management –• Targeting – impressions/day served based on what works• Bid Management – set bid prices to meet volume goals (daily/weekly)• Creative updates - changes in mid-flight based on engagement / lead

capture metrics

Budgeting for Email Retargeting: ROI Modeler

Budgeting for Email Retargeting: ROI Modeler – Page 2

Media Spend and Minimum Campaign Duration

Media costs will vary by strategy:

Email or CRM Retargeting Baseline at $3 CPM Add $1.50+ CPM for Email Address or Physical Address Matches 10,000 Physical / Email Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider Email or CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration

Options for Campaign Execution - Resources Needed

1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service)

2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service)

3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)

Running Retargeting Campaigns

Running Retargeting Campaigns

1. Retargeting Pixels & Segments

2. Retargeting Creative – Banner Ads, Rich Media

3. Building Creative & Generating Retargeting Ad Tags

4. Burn Pixels

5. Campaign Activation

Email Retargeting Pixel

Sample Email Retargeting Pixel

Email Retargeting pixel: A way to uniquely identify visitorswho opened your email so they can be served ads later onacross the web.

Build Your Rich Media Ads in 3 Easy Steps!

1. Select ad unit

2. Customize

3. Run, Optimize

Rich Media Ads – Setup & Customization

Generate Retargeting Ad Tag & Deploy

Manage Retargeting Campaign Execution

Analytics, Reporting & Advanced Strategies

Analytics, Reporting and Optimization

1. Analytics from Retargeting Platforms / Networks

2. Kwanzoo’s Rich Media Analytics

3. Viewable Impressions, Conversions & Partial Form Fills

Advanced Strategies:

Dynamic Ad Serving through Kwanzoo - Persona-based & Account-based Targeting

Analytics from Retargeting Platforms / Networks

1. Media Spend Impressions Served

Average CPMMedia Spend by Day / Week / Month

2. Visitor Data # Cookie'd Retargeted Website Visitors

# Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment

3. Conversions Completed conversion events Average Cost Per Lead (CPL / CPA)

Rich Media Ads – Key Analytics

Basic statistics include:

• Impressions – # times the video lead form ad is served• Engagement – the First Click on the video lead form ad• Lead Captures – complete form fills on Lead Form screen• Clicks – the click on the call-to-action on the Thank You screen

that is presented after the Lead Form screen

Rich Media Ads – Detailed Analytics

View detail stats including:• impressions• engagement (first click)• viewable impressions• partial form fills • lead captures

• %engagement / impressions• %engagement / viewable

impressions• video play duration for each

engagement• %video play / total video duration

Lower Funnel: Retargeted ads mapped to individual personas and named accounts

Rule1

Rule2

Rule3

Prospect from named account of interest

By contact data (job title, lead score, etc.)

Default content with lead form

Note: Extensible rules engine, supports personalization using Eloqua & Neustar IP <-> Company based targeting options.

SUMMARY

1. Email Retargeting: The Basics

2. Planning & Budgeting Email Retargeting Campaigns

3. Running Email Retargeting Campaigns

4. Analytics, Reporting & Advanced Strategies

5. Questions

Questions?

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

Resources:

http://www.kwanzoo.com/resources/faq/email-retargeting-planning-faq/

http://www.kwanzoo.com/solutions/display-retargeting/supported-networks-exchanges/