One of the most effective forms of retargeting is email retargeting. By using customer behavior data and marketing automation, businesses can send highly relevant emails to individuals who have already interacted with their brand. These emails remind recipients about products they viewed, offers they considered, or actions they started but did not complete.
Email retargeting helps brands stay top of mind while delivering personalized messages based on real subscriber behavior. Instead of sending generic campaigns to an entire mailing list, marketers can create targeted communications designed to move prospects further along the customer journey.
As competition for customer attention continues to increase, email retargeting has become an essential component of modern email marketing strategies. In this glossary entry, we will define email retargeting, explain how it works, explore the different types used in marketing, and provide examples of successful email retargeting campaigns.
Definition of email retargeting in marketing
Email retargeting is a marketing strategy that uses customer behavior, engagement data, or previous interactions to send targeted emails designed to encourage recipients to return and complete a desired action.
The action could be:
- completing a purchase;
- registering for an event;
- renewing a subscription;
- downloading a resource;
- booking a consultation;
- upgrading a plan;
- revisiting a website.
Email retargeting relies on behavioral signals collected through websites, applications, email interactions, CRM systems, or eCommerce platforms. When a subscriber performs a specific action, an automated email workflow can be triggered to deliver relevant follow-up communication.
For example, if a customer adds products to a shopping cart but leaves without checking out, an automated email may remind them about the items they viewed. Similarly, if a subscriber downloads an eBook but does not request a demo, a follow-up email may encourage the next step in the buying process.
Unlike broad promotional campaigns, email retargeting focuses on individuals who have already shown interest in a product, service, or brand. Because the messaging is based on existing behavior and intent, retargeting emails often achieve higher open rates, click-through rates, and conversion rates than standard email campaigns.
In simple terms, email retargeting is the practice of using email to reconnect with subscribers based on their previous actions and encourage them to continue their journey with a brand.
How is email retargeting used in marketing?
Email retargeting is used throughout the customer lifecycle to increase engagement, recover lost opportunities, and improve conversions:
- One of the most common uses is cart abandonment recovery. When customers place products in their cart but leave without purchasing, automated reminder emails encourage them to return and complete the transaction. These campaigns are among the highest-performing email marketing automations.
- Another common use is website behavior retargeting. If a visitor repeatedly views a product page, pricing page, or service description without taking action, marketers can send targeted emails featuring relevant information, reviews, or offers related to that content.
- Email retargeting is also widely used in lead nurturing. Prospects who download a white paper, attend a webinar, or sign up for a newsletter can receive follow-up emails that gradually move them toward becoming customers.
- For SaaS businesses, retargeting often supports free trial activation. Subscribers who register for a trial but do not fully explore the platform may receive educational emails, feature tutorials, or personalized recommendations designed to increase product adoption.
- Another important application is customer retention. Businesses can identify inactive customers and send re-engagement campaigns encouraging them to return before they churn. These emails may include updates, personalized offers, or reminders about product benefits.
- Email retargeting also helps with cross-selling and upselling. After a customer makes a purchase, marketers can recommend complementary products or premium services based on their buying behavior.
Because these emails are triggered by actual customer actions, they tend to be more relevant and timely than traditional email blasts.
Types of email retargeting in marketing
There are several types of email retargeting campaigns, each designed to address specific customer behaviors and marketing objectives.
Cart abandonment retargeting
This is one of the most popular forms of email retargeting. Customers who add products to their shopping cart but leave before purchasing receive reminder emails encouraging them to complete the checkout process.
Browse abandonment retargeting
Browse abandonment emails target subscribers who view products or services without adding them to their cart. These emails often showcase the products they viewed and provide additional information or incentives.
Lead nurturing retargeting
These campaigns target prospects who have shown interest in a brand but are not yet ready to buy. Educational content, case studies, and product information help guide them through the decision-making process.
Trial user retargeting
SaaS companies frequently use retargeting emails to encourage trial users to engage with key features, complete onboarding tasks, or upgrade to paid plans.
Re-engagement retargeting
Re-engagement campaigns target subscribers or customers who have become inactive. The goal is to restore interest and prevent customer churn.
Event retargeting
People who register for webinars, conferences, or events can receive follow-up emails before and after the event to maintain engagement and encourage further actions.
Post-purchase retargeting
After a purchase, customers receive emails recommending related products, requesting reviews, or promoting loyalty programs.
Subscription renewal retargeting
Businesses that operate on recurring contracts or memberships often use retargeting emails to remind customers about upcoming renewals and encourage continued use of the service.
Each type of retargeting campaign serves a specific purpose while supporting broader customer lifecycle marketing goals.
Examples of email retargeting in marketing
Many businesses use email retargeting to improve conversions and strengthen customer relationships. Here are some common examples.
eCommerce cart recovery
A customer adds a pair of running shoes to their shopping cart but leaves the website before purchasing. Two hours later, they receive an email showing the exact shoes with a reminder to complete the purchase.
Product interest follow-up
A visitor views a software pricing page several times but does not request a demo. The company sends a follow-up email featuring customer testimonials, pricing explanations, and a call-to-action to schedule a consultation.
SaaS trial engagement
A subscriber signs up for a free trial but does not activate important features. Automated emails guide them through setup, highlight key benefits, and provide educational resources.
Webinar attendee retargeting
A prospect registers for a webinar and attends the session. Afterward, they receive emails containing the recording, additional resources, and an invitation to book a product demonstration.
Customer re-engagement campaign
A subscriber has not opened emails or made a purchase for several months. The company sends a personalized re-engagement email featuring new products and an exclusive offer.
Post-purchase recommendations
After purchasing a camera, a customer receives follow-up emails recommending lenses, tripods, and accessories that complement their recent purchase.
Subscription renewal reminder
A software provider sends a series of emails reminding customers that their annual subscription is approaching its renewal date and highlighting recent product improvements.
These examples illustrate how email retargeting helps businesses deliver relevant messages at the right moment.
Wrapping up
Email retargeting is a powerful marketing strategy that enables businesses to reconnect with subscribers based on their previous interactions and behaviors. Rather than relying on generic mass communication, retargeting focuses on delivering relevant, personalized messages that encourage recipients to take the next step.
Modern marketing automation platforms make it easier than ever to create sophisticated retargeting workflows that respond to customer actions in real time. By combining behavioral data, personalization, and automation, brands can build stronger relationships and improve customer experiences throughout the entire lifecycle.
As customer expectations continue to rise, email retargeting will remain an essential tool for marketers seeking to increase conversions, improve retention, and deliver more meaningful communication. Understanding how email retargeting works is a key step toward building more effective and customer-focused email marketing campaigns.
