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Guide to Unlocking Repeat Business with Effective Email Remarketing

Feb 27, 2024

A hand holding a phone that is displaying various email notifications.

One of the biggest challenges businesses face today is transforming one-time customers into loyal, repeat buyers. In this competitive landscape, how do you ensure that your customers keep coming back? The answer lies in effective email remarketing — a strategic approach that can significantly boost customer retention and encourage repeat business.  

This guide delves into the nuances of email remarketing, demonstrating its potential as a key tool in your business’s arsenal to maintain and grow your customer base. 

Understanding Email Remarketing 

Email remarketing is a targeted marketing strategy where businesses send follow-up emails to customers who have previously interacted with them. This could include customers who have shopped with them before, abandoned their shopping carts, or even those who simply browsed your products or services.   

The key to email remarketing lies in its personalized approach — it’s about reaching out to customers with tailored messages based on their past interactions with your brand. This method helps in reminding customers of their interest in your products, offering them reasons to return, and ultimately keeping your brand at the forefront of their minds. When executed correctly, email remarketing can be a solid stepping stone to support the development of customer loyalty and customer shopping interest. 

The Art of Captivating Email Content 

Creating content that captures attention and spurs action is central to successful email remarketing. It starts with a compelling subject line — think of it as the front door to your message. You want your customers to feel your sincerity when you reach out to them. Phrases that are inviting or that empathize with their seasonal needs and wants meet them where they are at and bring them closer to your brand.  

The body of your email should continue this momentum; it needs to be engaging, relevant and direct. Include calls to action (CTAs) that are clear and persuasive. Tell them more specifically about what you have to offer to encourage them to shop with you again. These elements combined can transform a standard email into a powerful marketing tool. 

Segmenting for Success 

The effectiveness of your email remarketing efforts can dramatically increase with targeted segmentation. By categorizing your email list based on criteria like purchase history, customer demographics or levels of engagement, your messages can become more personalized and relevant.   

For example, send a tailored promotion to customers who haven’t made a purchase in the last six months, or offer a special discount to your most loyal customers. Another example would be sending a tailored campaign to customers who are interested in alternatives to traditional financing. Almost half of U.S. consumers can be categorized as non-prime consumers who may be looking for a way to go shopping without using credit* (1). For customers who fit within this segment, you would want to make sure they are receiving messages with solutions for their shopping like lease-to-own. This strategic segmentation leads to more impactful communications, resonating more deeply with each recipient.  

Personalization: The Key to Connection 

In the world of email remarketing, personalization is more than a buzzword; it’s a pivotal element for connecting with your audience. Use customer data to make your emails feel tailor-made. Addressing recipients by name and recommending products based on their past purchases or browsing history can significantly enhance the relevance of your messages. This level of personalization not only shows customers that you understand their needs but also fosters a deeper, more personal connection with your brand. 

The Power of Analytics in Email Remarketing 

Analytics are crucial in optimizing your email remarketing campaigns. By understanding key metrics, you can tailor your strategies for maximum impact. Here are essential metrics to focus on:  

  • Open Rate: Indicates how many recipients are opening your emails. A low open rate could signal a need for more captivating subject lines. 

  • Click-Through Rate (CTR): Shows the percentage of email recipients who clicked on one or more links contained in an email. This metric helps gauge the interest generated by your email content. 

  • Conversion Rate: Measures the percentage of email recipients who clicked on a link within an email and completed a desired action, such as making a purchase. 

  • Bounce Rate: The rate at which your emails are not successfully delivered, which can help identify issues with your email list or content. 

Analyzing these metrics allows you to fine-tune aspects such as content relevance, email frequency and audience targeting to improve engagement and conversion rates. 

Leveraging Automation for Efficiency 

In today’s fast-paced business environment, efficiency is key. Email marketing automation tools can significantly streamline your remarketing process, from managing your email list to scheduling and sending out campaigns. These tools can help segment audiences, personalize content and even trigger emails based on specific customer actions (like abandoning a cart). Tools such as Mailchimp, Constant Contact or HubSpot offer robust platforms for managing and automating your email campaigns, allowing you to maintain consistent communication with your customers with less manual effort. 

Support Repeat Business Growth with Acima Leasing 

By integrating a lease-to-own solution into your email remarketing strategy, you not only offer your customers an easy alternative to financing but added flexibility and convenience as well. This powerful combination can help the growth of your customer loyalty and support your strategies for repeat business by aligning with the needs of consumers who couldn’t have shopped with you previously. With Acima Leasing’s offerings to retailers, we assist with remarketing to consumers. Whether they applied but didn’t convert, have a remaining lease approval or have completed their lease, we help with making sure they know that you offer a lease-to-own solution that gives them shopping power. Visit our website to discover how incorporating our lease-to-own solution can support your marketing efforts and business growth. 

Common Questions 

How often should I send remarketing emails to avoid customer fatigue? 

It’s generally best to send remarketing emails every two to four weeks. This frequency keeps your brand top-of-mind without overwhelming your customers. However, adjust based on campaign performance and customer feedback. 

Should I segment my email list for remarketing campaigns? 

Yes, segmenting your email list allows for more personalized and effective remarketing. Segments can be based on customer behavior, purchase history or how they interacted with your previous emails. 

1. “The Consumer Credit Card Market.” Consumer Financial Protection Bureau, September 2021