The modern marketers guide to email retargeting
Email retargeting is more than cart abandonment. This guide covers how the category has changed, what the three modern approaches actually are, and how to use them without falling foul of UK privacy law.
Email retargeting has a definition problem. Most marketers either think it means cart abandonment or CRM emails, or they’ve been burned by a vendor promising results that did not match reality. Neither group is wrong to be sceptical, but both are missing the bigger picture.
The truth is that email retargeting has evolved significantly. What began as a simple “you left something in your basket” reminder has now evolved into a spectrum of approaches that work in fundamentally different ways, for different audiences, with different legal implications depending on where your customers are.
Optivo’s guide for modern marketers covers all of it. The three distinct types of email retargeting and when each one actually makes sense. Why automated and signal-based email consistently outperforms batch campaigns by margins that should make you rethink your channel mix. The creative principles that actually drive performance (and the ones teams obsess over that barely move the needle). And the privacy and consent landscape that determines what is and is not possible in markets like the UK, where the rules are materially different from the US products most vendors are built on. This applies especially to identity resolution and and acting on that signal.
This is a working reference for marketers who want to understand the category properly before making decisions about it.
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95%
of your site visitors leave without entering a conversion journey. The guide explains what you can and cannot do about that.
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3 types
of email retargeting, each with different audiences, mechanics, and legal implications. Most brands are only using one.
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60%
average open rates for automated retargeting email, versus far lower rates for standard batch campaigns.
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The guide is free to access with no lead gate. No form fill or email address required.
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