Acquiring a new customer is important—but keeping them is where profits truly grow. With rising customer acquisition costs, forward-thinking brands are shifting focus to retargeting and email automation to retain customers, nurture relationships, and increase lifetime value.
- Understanding Retargeting and Email Automation
- Email Automation
- Why Retargeting and Email Automation Matter for Retention
- Top Retargeting Strategies for E-commerce
- Powerful Email Automation Workflows to Keep Customers Engaged
- Best Practices for Smart Retargeting and Automation
- Metrics to Track for Retention Success
- Case Study: ASICS Boosts ROI with Automation
- References
According to Campaign Monitor (2024), for every $1 spent on email marketing, brands see an average return of $42. When combined with retargeting ads, this duo becomes a powerhouse for customer re-engagement.
Understanding Retargeting and Email Automation
Retargeting
Retargeting involves showing ads to users who’ve already interacted with your brand—visited your site, viewed a product, or abandoned a cart. These users are already warm leads, and a gentle nudge can drive them back.
Email Automation
Email automation uses behavioural triggers (like signups, purchases, or inactivity) to send pre-designed, timely messages without manual intervention. It’s a key tool for:
- Welcome series
- Cart abandonment emails
- Post-purchase follow-ups
- Re-engagement campaigns
Together, these tools create a closed-loop retention system.
Why Retargeting and Email Automation Matter for Retention
- Customer retention is cheaper than acquisition
It costs 5x more to acquire a new customer than to retain an existing one (HubSpot, 2024). - Retention drives long-term profitability
A 5% increase in retention can boost profits by 25–95% (Salesforce, 2024). - Personalised automation builds loyalty
Automated workflows ensure consistent communication across the customer journey.
Top Retargeting Strategies for E-commerce
1. Cart Abandonment Ads
Use dynamic product ads on Facebook, Instagram, or Google to show users what they left behind.
💡 Statista (2024) reports cart abandonment rates average 70%, but retargeting can recover up to 26% of these.
2. View-Based Retargeting
Remind users of product categories or specific pages they browsed but didn’t act on.
3. Cross-Sell & Upsell Retargeting
After a purchase, show complementary items or premium versions to encourage repeat buying.
4. Time-Delay Targeting
Show ads after a set delay (e.g., 3 days) for those who didn’t respond to email reminders—keeping your brand top-of-mind without spamming.
Powerful Email Automation Workflows to Keep Customers Engaged
| Automation Type | Trigger | Purpose |
| Welcome Series | New subscriber signup | Introduce brand, values, and top offers |
| Cart Abandonment | Cart left without checkout | Recover lost revenue |
| Post-Purchase | Order completed | Confirm order, suggest related items |
| Win-Back Campaign | Inactive user (e.g., 30+ days) | Reignite interest with offers/reminders |
| Birthday/Anniversary | Special date or milestone | Increase emotional connection |
Mailchimp (2024) reports that automated emails generate 4x more opens and 2x more clicks than regular newsletters.
Best Practices for Smart Retargeting and Automation
1. Personalise Every Message
Use customer names, product preferences, and behaviour insights to make communications feel personal and relevant.
2. Segment Your Audience
Group customers based on:
- Past purchases
- Browsing behaviour
- Engagement history
Tailored messages convert better than generic blasts.
3. Time It Right
Don’t send too early or too late. Use A/B testing to determine optimal timing windows.
4. Combine Channels
Trigger a retargeting ad when a customer ignores an email—or follow up an ad with a reminder email. This multi-channel approach boosts visibility and conversions.
5. Respect Privacy and Preferences
Always include unsubscribe options and adhere to GDPR or local privacy laws.
Metrics to Track for Retention Success
| Metric | Purpose |
| Open rate | Measures email subject and sender effectiveness |
| Click-through rate (CTR) | Indicates interest in the message’s content |
| Conversion rate | Reveals how many complete desired actions |
| Unsubscribe rate | Detects message fatigue or irrelevance |
| ROI per campaign | Measures overall impact of your strategy |
| Repeat purchase rate | Tracks the strength of customer loyalty |
Use tools like Klaviyo, Mailchimp, ActiveCampaign, and Facebook Ads Manager to analyse these metrics effectively.
Case Study: ASICS Boosts ROI with Automation
Running brand ASICS used email automation to create a post-purchase workflow that:
- Sent care tips for shoes
- Recommended accessories
- Invited customers to join a loyalty program
Result: A 32% increase in repeat purchases and a 9x ROI on their campaign (Campaign Monitor, 2024).
Note
Customer retention isn’t a passive game—it requires ongoing, personalised communication. By combining the precision of retargeting with the consistency of email automation, brands can stay connected with customers long after their first visit. The result? More revenue, stronger loyalty, and sustainable growth.
More Read
References
Campaign Monitor. (2024). The Ultimate Email Marketing Benchmarks Report. https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
HubSpot. (2024). The 2024 State of Marketing Report. https://blog.hubspot.com/marketing/state-of-marketing
Mailchimp. (2024). Email Marketing Statistics and Benchmarks. https://mailchimp.com/resources/email-marketing-benchmarks/
Salesforce. (2024). State of the Connected Customer. https://www.salesforce.com/research/customer-expectations/
Statista. (2024). Cart abandonment rates worldwide. https://www.statista.com/statistics/457078
