How to Use Email for Remarketing

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How to Use Email for Remarketing

Remarketing is the art of re-engaging individuals who have previously shown interest in your product, service, or content. While many associate remarketing with display ads, the most potent and often overlooked channel for this strategic re-engagement is email. Email remarketing offers a direct, personal, and highly effective pathway to nurture leads, drive conversions, and build lasting customer relationships. This guide will walk you through the definitive process of leveraging email for powerful remarketing campaigns, turning curious browsers into loyal patrons.

The Unrivaled Power of Email in Remarketing

Why email? Because it’s permission-based, personal, and profoundly effective. Unlike display ads, which can feel intrusive, an email lands in an inbox where the recipient has voluntarily opted in, at least to some degree, through their prior interaction. This inherent level of permission transforms mere advertising into a conversation. It allows for deeper storytelling, more nuanced persuasion, and a direct call to action, all within an environment where the user is already accustomed to receiving valuable information.

Consider a writer who has spent hours crafting the perfect pitch, only to have a potential client visit their portfolio and leave without contacting. Or a novelist whose blog post gained significant traction, but the readers never subscribed to their newsletter or pre-ordered their book. Email remarketing is the solution to these lost opportunities, a strategic lifeline to bring back those who showed interest but didn’t take the final desired action.

Phase 1: Foundation – Identifying Your Remarketing Segments

Before you can send a single email, you must first understand who you’re remarketing to and what their specific point of interaction was. Generic “come back!” emails rarely work. Precision is paramount.

1. Website Visitors (Non-Converters):
These are individuals who landed on your website, viewed specific pages (e.g., your “Services” page, “About Me,” or a specific book’s landing page), but did not complete a desired action like signing up, purchasing, or contacting you.

  • Example for a Writer: Someone who visited your “Ghostwriting Services” page but didn’t fill out the contact form. Or a reader who viewed your book’s Amazon page but didn’t click “Buy Now.”

2. Abandoned Cart/Form Users:
The holy grail of email remarketing. These individuals showed the highest intent, adding items to a cart or beginning to fill out a contact form, but for some reason, didn’t complete the process. Their intent is clear; a gentle nudge is often all that’s needed.

  • Example for a Writer: A client who began filling out your project inquiry form but stopped halfway. Or someone who added your digital course on storytelling to their cart but didn’t complete the purchase.

3. Content Consumers (Non-Subscribers/Purchasers):
These are people who engaged with your content – read a blog post, downloaded a free guide, watched a video – but didn’t take the next logical step, be it subscribing to your newsletter, purchasing a related product, or contacting you for more information.

  • Example for a Writer: A reader who downloaded your free “Query Letter Template” but didn’t sign up for your “Pitch Perfect” email course.

4. Event Attendees (Non-Follow-Ups):
For writers who conduct workshops, webinars, or speaking engagements, these are individuals who attended but didn’t follow up with a purchase, inquiry, or further engagement.

  • Example for a Writer: Someone who attended your free webinar on “Building Your Author Platform” but didn’t enroll in your paid masterclass.

5. Past Purchasers/Clients (Upsell/Cross-sell/Retention):
Email remarketing isn’t just for new leads. It’s incredibly effective for nurturing existing relationships, encouraging repeat business, or offering complementary products/services. This is retention marketing disguised as remarketing.

  • Example for a Writer: A past ghostwriting client who might need editing services for their next book. Or a reader who bought your first novel and might be interested in the sequel.

Phase 2: The Core – Crafting Your Remarketing Email Sequences

Once you’ve identified your segments, you need to design tailored email sequences. A single email is rarely enough. A well-crafted sequence builds trust, addresses potential objections, and provides multiple opportunities for conversion.

Strategy 1: Abandoned Cart/Form Email Sequence (Highest Priority)

This is your most lucrative sequence. Speed and relevance are key.

  • Email 1: The Gentle Reminder (Sent within 30-60 minutes)
    • Subject Line: “Forgot something? Your item is waiting!” or “Don’t miss out – complete your inquiry!”
    • Body: A friendly, non-pushy reminder of what they left behind. Reiterate the value.
    • Call to Action (CTA): A clear link back to their cart/form.
    • Example for a Writer (Course): “Hi [Name], it looks like you left your ‘Plotting for Novelists’ course in your cart. This course can help you map out your next bestseller with ease. Ready to dive in? [Link to Cart]”
  • Email 2: Address Potential Objections/Add Value (Sent 24 hours later)
    • Subject Line: “Still thinking about it? Here’s why [Product/Service] is a game-changer.” or “A quick thought on your [Inquiry Type]…”
    • Body: Briefly address common reasons for abandonment (e.g., questions about value, logistics, features). Offer a quick testimonial, highlight a key benefit, or answer a common FAQ.
    • CTA: Link back to cart/form, offer a way to ask questions (e.g., “Reply to this email if you have questions!”).
    • Example for a Writer (Ghostwriting Inquiry): “Hi [Name], I noticed you started filling out our ghostwriting inquiry form but didn’t finish. Many of our clients find our detailed pre-project questionnaire helps clarify their vision. If you have any further questions about our process, simply reply to this email, or [Link back to form] to pick up where you left off.”
  • Email 3: Scarcity/Incentive (Optional, Sent 48-72 hours later)
    • Subject Line: “A special offer for you!” or “Your [Item] is almost gone!”
    • Body: If appropriate, offer a small incentive (e.g., limited-time discount, free bonus). If not, reiterate scarcity or the final call.
    • CTA: Clear link back to cart/form.
    • Example for a Writer (Course): “As a thank you for exploring ‘Plotting for Novelists,’ here’s a special 10% discount if you complete your purchase in the next 24 hours. Use code PLOTPERFECT at checkout. [Link to Cart]” Use incentives sparingly to avoid training users to abandon intentionally.

Strategy 2: Website Visitor (Non-Converter) Email Sequence

The goal here is to re-engage interest and guide them toward a specific, low-friction conversion.

  • Email 1: The Re-engagement (Sent 2-4 hours after visit)
    • Subject Line: “Did something catch your eye at [Your Brand Name]?” or “Thought you’d like this…”
    • Body: Acknowledge their visit (without being creepy). Reference the specific content they viewed. Offer related valuable content.
    • CTA: Link to a relevant blog post, a free guide, or a low-commitment contact form.
    • Example for a Writer (Visited “Editing Services”): “Hi [Name], we noticed you recently visited our editing services page. If you’re pondering the perfect polish for your manuscript, you might find our guide on ‘The 7 Essential Editing Stages’ helpful. [Link to Blog Post]”
  • Email 2: The Value Proposition (Sent 24-48 hours later)
    • Subject Line: “How [Your Service/Product] Solves [Their Problem]”
    • Body: Focus on a key benefit or problem that your service/product solves, directly tying it to the page they visited. Include a short testimonial or case study.
    • CTA: Link directly to the service/product page, or a case study page.
    • Example for a Writer (Visited “Ghostwriting”): “Crafting compelling stories can be a challenge, but you don’t have to do it alone. Clients like [Client Name] found their voice through our ghostwriting services. Read about their experience [Link to Case Study]. Is your story waiting to be told?”
  • Email 3: The Direct Ask (Sent 3-5 days later)
    • Subject Line: “Ready to take the next step?” or “Let’s connect about your [Project/Goal]”
    • Body: A direct but polite call to action. Reiterate a core benefit.
    • CTA: Clear link to a contact form, calendar booking, or specific purchase page.
    • Example for a Writer (Visited “Book Coaching”): “If you’re serious about finishing your manuscript, our book coaching can provide the structure and feedback you need. Why not schedule a quick chat to discuss your project? [Link to Calendar].”

Strategy 3: Content Consumer Email Sequence (Nurturing to Conversion)

This sequence aims to move someone from a free content consumer to a paid customer or committed subscriber.

  • Email 1: Thank You & Related Content (Immediate/Within 1 hour of download/view)
    • Subject Line: “Thanks for downloading [Guide Name]!” or “Your [Video Topic] insights are here!”
    • Body: Deliver the promised content. Offer 1-2 pieces of highly related content.
    • CTA: Direct them to the next logical step (e.g., “If you found this helpful, you might love our advanced [Course Name]”).
    • Example for a Writer (Downloaded “Query Letter Template”): “Thanks for grabbing your Query Letter Template! To make it even more effective, check out our blog post on ‘Avoiding Common Query Pitfalls.’ [Link to Blog Post] When you’re ready to master pitching, our ‘Pitch Perfect Email Course’ can guide you.”
  • Email 2: Deeper Dive/Problem Solving (Sent 2-3 days later)
    • Subject Line: “Beyond the template: Mastering your [Area of Expertise]”
    • Body: Elaborate on a problem the initial content hints at solving. Introduce your paid solution as the more comprehensive answer.
    • CTA: Link to a sales page for the related product/service, or directly to a webinar signup.
    • Example for a Writer (Downloaded “Query Letter”): “A great query letter is just one piece of the puzzle. The real challenge is making your book irresistible. In our ‘Pitch Perfect’ course, we break down agent research, proposal writing, and follow-up strategies that land deals. [Link to Sales Page]”
  • Email 3: Social Proof/Urgency (Sent 4-5 days later)
    • Subject Line: “Hear from writers who doubled their pitches with [Product]” or “Last chance for [Offer]”
    • Body: Share a success story or testimonial related to your paid offering. If applicable, add a time-sensitive incentive.
    • CTA: Strong call to action to purchase or sign up.
    • Example for a Writer (Downloaded “Query Letter”): “Don’t just take our word for it. [Author Name], a recent ‘Pitch Perfect’ graduate, landed an agent within three months of implementing our strategies. Ready to be next? [Link to Sales Page]”

Strategy 4: Past Purchasers/Clients (Relationship & Retention)

This isn’t about bringing them back for the same thing, but for something complementary or for continued engagement.

  • Email 1: Thank You & Related Content/Offer (Immediately post-purchase/service completion)
    • Subject Line: “Loving your new [Product/Service]?” or “Thanks for working with us!”
    • Body: Express gratitude. Offer tips for maximizing their recent purchase/service. Gently introduce a complementary product or service.
    • CTA: Link to “how-to” guides, FAQs, or a related product page.
    • Example for a Writer (Book Editing Client): “It was a pleasure editing [Book Title] for you, [Name]! To ensure your book shines brightest, we often recommend our ‘Author Platform Blueprint’ to help you connect with readers post-launch. See how it works here: [Link to Service Page].”
  • Email 2: Proactive Check-in/New Developments (Sent 1-3 months later)
    • Subject Line: “How’s your [Project/Writing] going, [Name]?” or “An update from [Your Brand Name]”
    • Body: Check in genuinely. Share relevant industry news, a new piece of content, or announce a new service/product that might benefit them.
    • CTA: Link to relevant content, a soft offer for a follow-up consultation, or a new product page.
    • Example for a Writer (Purchased “Novel Outlining Course”): “Hope your novel is taking shape beautifully since you completed our outlining course! We recently published an in-depth guide on ‘Overcoming Writer’s Block,’ which many of our alumni find useful. [Link to Blog Post]. We’re also offering limited spots in our advanced ‘Character Development Masterclass’ if you’re ready for the next level.”
  • Email 3: Loyalty Offer/Referral Request (Sent 3-6 months later)
    • Subject Line: “A special thank you for our loyal clients!” or “Share your success, earn a reward!”
    • Body: Reinforce their value as a customer. Offer an exclusive discount on a new service/product, or invite them to a referral program.
    • CTA: Link to loyalty program, new product, or referral page.
    • Example for a Writer (Past Ghostwriting Client): “It’s been a privilege working with you on [Past Project]. As a valued client, we’re extending a special 15% discount on your next project with us, or on any of our comprehensive marketing services for authors. We also welcome referrals if you know someone who needs their story told! [Link to Special Offer/Referral Program].”

Phase 3: The Mechanics – Setting Up Your Remarketing Emails

Implementing these sequences requires the right tools and attention to detail.

1. Email Service Provider (ESP):
You’ll need a robust ESP (e.g., Mailchimp, ConvertKit, ActiveCampaign, HubSpot). Ensure your chosen ESP offers:
* Segmentation Capabilities: The ability to tag users based on their actions (e.g., “visited pricing page,” “abandoned cart,” “downloaded guide”).
* Automation/Workflows: The power to trigger email sequences automatically based on these tags or actions.
* A/B Testing: For optimizing subject lines, CTAs, and content.
* Analytics: To track open rates, click-through rates, and ultimately, conversions.

2. Website Integration (Tracking Pixels/APIs):
Your ESP needs to “know” what users are doing on your website. This is typically achieved through:
* Tracking Pixels: Small snippets of code placed on your website (e.g., a “Page View” pixel on your services page, an “Add to Cart” event pixel, a “Form Submission” pixel on your thank you page). These tell your ESP who did what.
* API Integrations: Direct connections between your website platform (e.g., WordPress, Shopify) and your ESP, allowing for seamless data flow.

3. Lead Capture:
For pre-existing customers, you already have their email. For new prospects, you need to capture their email before you can remarket via email.
* Opt-in Forms: On your website, blog, and content upgrades (e.g., “Download this free template by entering your email”).
* CRM Integration: If you use a CRM, ensure it syncs with your ESP.

4. Personalization at Scale:
Beyond using their first name, personalize the content based on their specific interaction.
* “Your course on [Course Name] is waiting…”
* “Since you read about [Blog Post Topic]…”
* “Your interest in [Service Type]…”
This demonstrates you understand their needs and aren’t sending generic blasts.

5. Compelling Copy, Design, and Deliverability:
* Subject Lines: Clear, concise, and compelling. Create curiosity without being clickbait. Use urgency and personalization where appropriate.
* Email Body: Scannable, benefit-oriented, and focused on a single call to action. Use clear headings, bullet points, and short paragraphs. Maintain your brand voice.
* Design: Clean, professional, and mobile-responsive. Don’t overdo graphics; text-based emails often perform better as they feel more personal.
* Deliverability: Avoid spam triggers (all caps, excessive exclamation points, attachment emojis). Maintain a clean email list (regularly remove inactive subscribers). Authenticate your sending domain (SPF, DKIM, DMARC) to improve sender reputation.

Phase 4: Optimization – Measuring and Refining Your Efforts

Email remarketing is not a set-it-and-forget-it strategy. Continuous optimization is essential for maximizing ROI.

1. Key Metrics to Track:
* Open Rate: Percentage of people who opened your email. Good indicator of subject line effectiveness and sender reputation.
* Click-Through Rate (CTR): Percentage of people who clicked a link in your email. Shows how compelling your email copy and CTA are.
* Conversion Rate: Percentage of people who completed the desired action after clicking (e.g., made a purchase, filled a form). The ultimate measure of success for remarketing.
* Unsubscribe Rate: Indicates if your emails are relevant or too frequent.
* Bounce Rate: Emails that couldn’t be delivered. Check for hard bounces (permanent) and soft bounces (temporary).
* Time to Conversion: How long it takes from the initial interaction to conversion via remarketing sequence.

2. A/B Testing Everything:
* Subject Lines: Test different approaches (question, benefit, urgency, personalization).
* Call to Action (CTA): Text, button color, placement.
* Email Body Copy: Long vs. short, different selling points, tone.
* Send Times: Experiment with different days and times.
* Number of Emails in Sequence: Does a shorter or longer sequence perform better for a specific segment?
* Incentives: Does an incentive increase conversion enough to justify the cost?

3. Segmentation Refinement:
As you gather data, you might see that certain sub-segments respond differently.
* Example for a Writer: Someone who visited two specific book pages might respond better to an email highlighting a deal on both, rather than just one.
* Example for a Writer: Clients who bought ghostwriting for memoirs might respond better to an advanced memoir writing workshop, while fiction clients prefer a novel-structuring course.

4. Feedback Loop:
Pay attention to replies. Sometimes, users will tell you directly why they didn’t convert (e.g., “I just had a question about your pricing,” which you can then address in future emails).

5. Lifetime Value (LTV):
Beyond immediate conversions, consider how email remarketing contributes to the long-term value of a customer. A client acquired through remarketing might become a repeat buyer or a valuable referral source.

Strategic Considerations for Writers

For writers, email remarketing holds unique potential. Your work intrinsically involves storytelling, which translates perfectly into compelling email copy. You’re selling ideas, transformation, and artistic connection.

  • Embrace Storytelling: Use narratives in your emails. Share tiny snippets of your own writing journey, a client’s success story, or the inspiration behind your latest course. This builds connection and trust.
  • Educate and Inform: Position yourself as an authority. Your remarketing emails can offer mini-lessons, address common writing struggles, or showcase your expertise. For instance, if someone abandoned a “Pitching” course, an email could offer a quick tip on “Crafting a Killer Hook” as a value-add.
  • Show, Don’t Tell: Instead of just saying your editing service is great, show a “before and after” snippet (with permission) of a cleaned-up paragraph. If remarketing a book, share a captivating excerpt.
  • Personal Brand Consistency: Maintain your unique voice and brand aesthetic across all your remarketing emails. This reinforces recognition and strengthens your connection with the audience.
  • Clear Value Proposition: For every email, explicitly state what the reader gains by taking the next step. Is it a clearer manuscript? A published book? A powerful pitch? Emotional resonance matters.

Conclusion

Email remarketing is not just a tactic; it’s a strategic imperative for any writer serious about building a sustainable career. It acknowledges the nuanced journey of your audience, recognizing that interest doesn’t always translate into immediate action. By segmenting meticulously, crafting sequences with purpose, and continuously optimizing your approach, you transform fleeting interest into enduring engagement and valuable conversions. It’s about opening a dialogue, not just delivering a message, turning casual browsers into dedicated readers, clients, and advocates. Embrace the power of email to reclaim opportunities and nurture your audience, one thoughtful, re-engaging message at a time.