Email Remarketing Strategies to Enhance Click Rate and Lead Generation

By Owltek Solutions

Reading time: 7 minutes

Email marketing remains one of the most powerful tools in a digital marketer’s toolkit. However, as competition for attention in inboxes continues to grow, email remarketing strategies are becoming increasingly important. By focusing on optimizing click rate and improving lead generation, email marketers can deliver highly targeted campaigns that resonate with their audience. In this article, we will delve into effective email remarketing strategies, leveraging platforms like Hubspot to drive real results.

What is Email Remarketing?

Email remarketing involves sending targeted follow-up emails to people who have previously interacted with your website, products, or services. The goal is to re-engage those users and guide them further down the sales funnel. This approach is especially effective in boosting conversion rates by re-targeting those who have shown interest but haven’t completed a desired action, like making a purchase or filling out a form.

Image suggestion: A diagram showing the customer journey from website visit to email remarketing and conversion.

Why Email Remarketing Works

The main reason email remarketing works so well is that you’re engaging with a warm audience. These individuals have already shown interest in your product or service. They may have visited your website, added products to their cart, or browsed through your services. By sending a targeted email marketing campaign, you remind them of their past interaction and encourage them to take the next step.

According to a study by Hubspot, companies that use email remarketing see up to a 20% increase in sales opportunities. Furthermore, the click rate for remarketing emails is significantly higher than traditional cold email outreach because of the personalized and relevant content they contain.

Email Remarketing Strategies to Boost Click Rate

1. Segment Your Audience

Segmentation is one of the most critical steps in a successful email remarketing strategy. The goal is to divide your audience into specific groups based on behavior, demographics, or past interactions. When you send personalized content to the right audience, your click rate increases, as the email feels more relevant to the recipient. Tools like Hubspot make it easier to segment users based on criteria such as purchase history, browsing patterns, and engagement with previous emails.

For example, you could create segments for users who:

  • Abandoned their shopping cart
  • Viewed specific product pages multiple times
  • Signed up for a newsletter but haven’t made a purchase

Sending tailored emails to these segments allows you to address their unique needs or concerns, significantly improving the likelihood of generating leads and boosting conversions.

2. Create Personalized Subject Lines and Content

Personalization is key when it comes to targeted email marketing. Research shows that personalized emails deliver a 6x higher transaction rate compared to non-personalized ones. This extends to both the subject line and the body of the email. Use the recipient’s name and tailor the content based on their browsing history, interests, or purchase patterns.

For instance, if a user has abandoned their cart, an email with a subject line like “Don’t Miss Out on Your Favorite Product!” and a personalized body encouraging them to complete their purchase can significantly increase your click rate. Hubspot offers excellent tools for personalizing email content based on user behavior, making it easier for email marketers to create highly relevant emails.

Image suggestion: An email template with personalized content and a high-performing subject line.

3. Use a Clear Call to Action (CTA)

The CTA is arguably the most important element of any email. Without a strong, clear call to action, your click rate will likely suffer. Ensure that your CTA button stands out and clearly tells the user what action to take, whether it’s “Shop Now,” “Complete Your Purchase,” or “Learn More.” The design, placement, and wording of the CTA can significantly impact user behavior.

A/B testing your CTA buttons can also provide valuable insights. Test different wording, colors, and placements to see which versions generate the highest click rate. With Hubspot, you can easily run A/B tests and track results, helping you optimize your email campaigns for better performance.

4. Implement a Drip Campaign

Drip campaigns are automated sets of emails sent based on specific actions or time intervals. They’re an excellent way to nurture leads over time by keeping your brand top-of-mind. For instance, if a user downloads a whitepaper from your site, you can set up a drip campaign to send them a series of emails offering additional resources, product demos, or exclusive deals.

The key to a successful drip campaign is to provide value in each email. Rather than pushing for an immediate sale, focus on building trust and demonstrating how your product or service can solve their problems. Drip campaigns often result in higher click rates and more qualified leads.

Image suggestion: A flowchart demonstrating the stages of a drip email campaign.

5. Retarget Cart Abandoners

One of the most effective email remarketing strategies is retargeting users who have abandoned their shopping carts. Research shows that nearly 70% of online shopping carts are abandoned before a purchase is completed. However, a well-timed email can convince users to return and complete the checkout process.

Your email to cart abandoners should:

  • Include a reminder of the products they left behind
  • Offer a discount or free shipping if possible
  • Create a sense of urgency by highlighting limited stock or time-sensitive offers

A study by Hubspot found that 45% of abandoned cart emails are opened, and 21% of all those emails are clicked through. This shows how powerful cart abandonment emails can be in improving click rates and driving leads.

6. Offer Exclusive Discounts or Incentives

Everyone loves a good deal. Offering exclusive discounts, coupons, or incentives for taking action is an excellent way to improve your email marketing performance. For instance, if a user hasn’t interacted with your brand in a while, a special “We Miss You” email offering a 15% discount might entice them to make a purchase.

However, it’s crucial to balance offering discounts with maintaining the perceived value of your product. You don’t want your audience to expect discounts every time they engage with your emails. By leveraging platforms like Hubspot, you can track how your audience responds to offers and adjust your strategy accordingly.

Image suggestion: A coupon-style graphic with an exclusive discount offer visible.

How to Use Hubspot for Effective Email Remarketing

Hubspot is a powerful marketing platform that offers tools for email automation, segmentation, personalization, and performance tracking. Here are some ways to use Hubspot to enhance your email remarketing strategy:

  • Email Templates: Hubspot provides customizable email templates that are easy to use, even for non-technical users. You can create professional emails quickly and ensure that they are mobile-responsive.
  • Segmentation: Hubspot’s segmentation tools allow you to create dynamic lists based on user behavior, demographics, and engagement. This is essential for sending targeted email marketing campaigns to the right audience.
  • A/B Testing: Hubspot’s A/B testing functionality enables you to test different subject lines, content, and CTAs to see what resonates most with your audience. This is key for improving your click rate.
  • Analytics: With Hubspot, you can track the performance of your email campaigns in real-time. This includes metrics like open rates, click-through rates, and conversions. You can use these insights to optimize future campaigns for better results.

Image suggestion: A screenshot of Hubspot’s email marketing analytics dashboard.

Measuring Success: Analyzing Click Rate and Lead Generation

The success of any email remarketing campaign depends on its ability to improve click rates and generate leads. Here are a few metrics to keep a close eye on:

  1. Click Rate: This metric tells you how many recipients clicked on a link within your email. A low click rate could indicate that your CTA needs to be more compelling or that your email content isn’t resonating with your audience.
  2. Conversion Rate: After the click, what happens? Do users convert into paying customers or qualified leads? The conversion rate helps measure the effectiveness of your email in driving desired actions.
  3. Bounce Rate: A high bounce rate can affect your sender reputation. It’s essential to ensure that your email list is clean and that you’re not sending emails to inactive or incorrect addresses.
  4. Lead Generation: How many new leads did your email campaign generate? This is often the ultimate measure of success for email marketers. By tracking how many people sign up for a demo, download a resource, or make a purchase, you can determine the ROI of your email marketing efforts.

Final Thoughts

Email remarketing is a powerful strategy that can significantly boost your click rate and generate more leads. By leveraging targeted email marketing strategies such as segmentation, personalization, and automated drip campaigns, you can re-engage your audience and move them closer to conversion. Platforms like Hubspot provide the tools necessary for effective email remarketing, enabling email marketers to create, track, and optimize their campaigns for maximum impact.

By consistently applying these strategies, you’ll be able to build lasting relationships with your customers, improve engagement, and ultimately drive more sales.

Image suggestion: A final image of an email remarketing success chart, showing improvements in click rate and lead generation over time.

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