CRM Retargeting - New Kid On The Block
A couple of months ago, the email retargeting world was shaken to its very core when Google began automatically displaying email images. In case you don’t already know this, email retargeting works by placing a pixel within the body of an email. When the reader of that email views the pixel, an anonymous cookie drops into their web browser, thus exposing the reader to email retargeting.
Previously, Gmail users were offered an option to ‘Display Images’ and could choose whether or not to do so which meant that they could swerve any sneaky cookie implantation should they so wish. Google, it appears, has now put a stop to email retargeting avoidance by displaying images by default and its method of implementing this strategy has important implications for retargeters.
In the old days, Google served images from the host server directly every time the image was displayed in an email and only displayed on request to cut down on the number of requests made to third party servers. Instead, the request is now made from the image’s host server; it’s then cached on a secure proxy server, scanned and served to the user from there. Any subsequent requests to view the image by the user are served by Google from the proxy server.
By adopting this new process, Google has seriously compromised email retargeting as we know it for those Gmail users who make up 60% of consumers according to research stats by AYTM. Now when the image is cached by Google, it takes only the pixel’s body and not the header which is where the cookie is stored. Therefore, the all-important cookie never actually arrives in the user’s browser.
Luckily, there is an alternative; CRM retargeting. CRM retargeting is a very powerful alternative to traditional email retargeting. It allows the marketer to display ads to target audiences using nothing more than a mailing list or email. This information is used to create a matching segment which is then accurately targeted using cookies. Using information about previous customers who are naturally good prospects, CRM retargeting allows you to use your email and mailing lists in more complex and cleverer ways than bog-standard email retargeting every would. Why limit yourself to specific individuals when you could use your customer information to develop and grow your audience whilst including already qualified customers?
As the capability of technology develops apace, we must be ready to move with it. In the case of retargeting strategy, it’s very much a case of out with the old and in with the new.