Dos and Don’ts of Email Remarketing

  |  August 21, 2014   |  Comments

By using existing metrics and subscriber behavior to remarket to your consumers, your email marketing campaigns can become much stronger and more effective. Here are some best practices for email remarketing.

Too often, busy digital marketers send a one-size-fits-all campaign and move onto the next one. Any kind of segmentation is often going to drive more impressive results. In fact, 76 percent of email revenue came from segmented emails in 2013, up from 55 percent in 2012, according to the "DMA National Client Email Survey 2014."

Marketers take heed - the plethora of email metrics from each campaign result in some bountiful follow-up options. I made a list for those rolling out some smart, metrics-driven, and behavioral-focused efforts.



  • Use metrics to build different paths based on their actions.
  • Have a well-defined strategy of how, what, why, and when you will remarket. The planning will make or make the success not the execution. 
  • Sweeten the deal to those who clicked but didn't buy.
  • Do incorporate other marketing channels. I know it may seem shocking, but email works really well when connected to telemarketing and direct marketing efforts. Think phone call/direct mail as precursor or subsequent touch as the email. 
  • Experiment on subject lines that drive interest (and opens) to those that did not open or click. 
  • Provide extra attention and/or some VIP type offer to the best leads. That is what sales professionals do and email marketers should mirror them - because it works. 
  • Automate much of the campaign pathing (example below of how BrightWave created and executed behavioral campaign path).


  • Do track your ROI for all campaign elements. BrightWave has seen staggering ROI. For one international client, we saw a 3,886% return on investment. 


  • Send the exact same email campaign a few days later to your entire list or even non-responders.
  • Plan the efforts in a silo. Bring key digital stakeholders to plot how to best get the sale, regardless of channel. 
  • Don't skimp on killer creative and content and make sure it is compelling on mobile. 
  • Don't forget to test some of the seemingly minor things that could move the needle like call to action wording, pre-header.
  • Don't forget to leverage technology outside of the email channel - especially retargeting - which can potentially keep the engagement going after the email. 
  • Don't forget to deliver awesomeness to the inbox in some shape or form. Looking for inspiration? Click here.

This strategic use of existing metrics and subscriber behavior is a low-hanging fruit - and one many marketers don't leverage. Try it - the return on investment (ROI) may be waiting for you.


Simms Jenkins

Simms Jenkins is CEO of BrightWave Marketing, North America's leading email marketing-focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs, and build relationships. Jenkins has led BrightWave Marketing in establishing a world-class client list including Affiliated Computer Service (A Xerox Company), Chick-fil-A, Cox Business, Phillips66, Porsche, and Southern Company. The agency was recently ranked among the fastest growing private companies by Inc. Magazine.

Jenkins was awarded the prestigious AMY 2010 Marketer of the Year from the American Marketing Association for being the top agency marketer and the Email Marketer of the Year at the Tech Marketing Awards held by the Technology Association of Georgia. Jenkins is regarded as one of the leading experts in the email marketing industry and is regularly cited by the media as such and called upon by the financial community to provide market insight and consulting.

Jenkins is the author of two definitive and highly regarded books on email marketing; The New Inbox (published in April 2013 by ClickZ/Incisive Media) and The Truth About Email Marketing (published by Pearson's Financial Times Press in 2008). Jenkins is currently the Email Marketing Best Practices Columnist for ClickZ, the largest resource of interactive marketing news and commentary in the world, online or off. His industry articles have been called one of the top 21 information sources for email marketers.

He has been featured in Fortune Magazine, The Wall Street Journal, Adweek, Bloomberg TV, Wired Magazine, and scores of other leading publications and media outlets. Jenkins is a regular speaker at major digital industry and general business conferences.

Additionally, Jenkins is the creator of and, the leading authorities on email and social media metrics. Prior to founding BrightWave Marketing, Jenkins headed the CRM group at Cox Interactive Media.

Jenkins serves on the eMarketing Association's Board of Advisors among other civic and professional boards. He is also a mentor at Flashpoint, a Georgia Tech-based startup accelerator program. Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta's Buckhead neighborhood with his wife and three children.

Follow and connect with Simms on Twitter, LinkedIn, Facebook, The BrightWave Blog, and his book websites at and

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