Tego

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.

LordSugar

LordSugar

Top Posts | Retargeting

Are these Customer Reward Practices Hurting your Profits?

If you are like most business owners, you cringe every time a customer leaves your store upset. With customer acquisition costs being a staggering five times higher than keeping a loyal guest in the first place, it becomes worth it to worry about the details. To keep people happy, some business own ...

3 Great Retargeting Platforms

We all know that the internet is the rage these days. It has been like that for years now, and there are no signs of it dying down anywhere in the near future. People love to stay connected via the internet, and the ease it has brought to human life is something we cannot be ready to give up now th ...

The Best Strategies for Mobile Retargeting

Mobile retargeting has proven itself one of the more useful strategies in integrated marketing campaigns. It is definitely one of the best ways to engage an audience that is already familiar with your website. The following are a few of the best strategies for mobile retargeting.1. Place your burn ...

5 Retargeting Tips for Corporate Employers

Retargeting is a powerful form of targeted advertising that enables you to show banner ads to customers who have already communicated with your business through emails or by visiting your employment website. If you want to produce ROI and bust applications with retargeting, there are several tips t ...

SEO Strategies for Healthcare Professionals

Whether a patient is looking for a flu shot in Dallas, or a pediatrician in Seattle, you want prospective patients to easily find you online. Considering the fact that the conversion rate through SEO leads is more than ten times what it is with outbound leads, it's not that difficult to make a ... ...

Creating Brand Buzz Before a Trade Event

Trade shows and conferences are great opportunities to spread the word about your brand and network with industry colleagues and potential customers. But how do you stand out from potentially hundreds of similar companies without blowing your budget on a premium exhibitor booth or sponsorship?Here ...

Has Your Product Reached the Youth?

It’s hardly imaginable to know one kid who does not log in to any social networking site or browse the web once a day. Most of the youngsters in this generation are so hooked up with the internet, which is why it is not so surprising to see that most advertisements that are done the tradition ... ...

5 Fatal Retargeting Mistakes To Avoid

There is no doubt that retargeting is one of the most effective ways of reaching your target audience. It’s simple and cost effective and certainly deserves its place in your marketing campaign strategy. Unfortunately, just like cakes, you can have too much of a good thing. Here are five ret ... ...

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, ... ...

5 Ways to Maximise Your Retargeting Campaign

Retargeting when done well makes online advertising campaigns more intelligent and efficient with the consequence that it brings in much better returns for the increasing number of businesses that are starting to employ the technique. Unfortunately, in their rush to catch the retargeting wave, man ...