Unlocking Hidden Income: The Inbox Retargeting Methodology

Web page conversion charges have ALWAYS been an issue. The easy reality is most individuals don’t convert even on essentially the most optimized pages. 

What’s why conventional retargeting on advert networks has been so dang highly effective. Whereas retargeted leads come low cost, they nonetheless aren’t free. Worse, you’re again competing in opposition to your competitors within the ol’ advert public sale system. 

For the final 6 years, I’ve been utilizing a tactic known as Inbox Retargeting to establish who lands on my key pages and straight attain out to them of their inbox. 

No extra advertisements. No extra auctions. Only a focused contact that confirmed they have been , however didn’t fairly take the leap but. 

Earlier than I dive into the “What’s” and “How’s”, this tactic can solely be used within the good ol’ US of A. If you happen to aren’t within the states or don’t have purchasers within the states, you’re out of luck. Sorry! 

How It Works

Inbox retargeting doesn’t take quite a lot of heavy lifting. I’ll share the technique subsequent however I needed to begin with a few of the logistics. 

DISCLAIMER: I’m not a lawyer or coder, so hold that in thoughts if technical or authorized questions pop up. 

When you’ve got an internet site, you’ve got monitoring scripts, e.g.,  GA4, the Fb Pixel, Heatmap software program, and so forth…

To get began with Inbox retargeting, you simply want to have the ability to copy and paste two scripts in your web site: 

• A group script: This fires and tries to establish the customer

A suppression script: You’d hearth this in your conversion affirmation pages, you don’t need individuals who transformed to land in your Inbox Retargeting campaigns.

The tech works off of a database of contacts in the USA which are eligible for emails, so it’s fully above board along with your ESP. Nevertheless, you’ll wish to do a couple of issues earlier than you begin treating them like an everyday member of your e mail listing. 

We initially examined this on one in every of our paid media campaigns. We already had a very sturdy marketing campaign that we needed to squeeze extra leads out of…and boy did we. 

We have been driving visitors from Meta (Fb for the OGs) to this touchdown web page:

This web page converts at 58%. Yeah, that’s a humble brag…take care of it. 

Even with a 58% conversion charge, we’re nonetheless lacking out on 42% of the visitors we’ve already paid for. That’s sort of a bummer. 

After we added the gathering script to the web page, they have been in a position to seize much more leads. The conversion charge jumped from 58% to a very candy 87% – that’s a 50% improve! 

That was the influence on a single web page, that’s once we knew it was time to go greater. 

The Technique

Many of the instruments on the market, whether or not it’s Retention.com or Clients.ai, are going to cost primarily based on the variety of contacts. So it could get fairly straightforward to burn via contact credit when you run the script on each web page you handle, your web site and your purchasers’ websites included. 

That’s why you’ll wish to ensure that to pick out pages that seize intent versus concentrating on all your visitors. 

ID Key Pages

Listed here are a few of the pages you must think about including the gathering script: 

1. Marketing campaign Touchdown Pages – If you happen to’re paying to ship somebody to a web page, the referring supply piqued their curiosity. In the event that they didn’t convert, you’d positively wish to observe up. 
2. Product Pages – If somebody is viewing this web page they’re evaluating a selected product they have been focused on. 
3. Excessive Intent/Worth Content material Pages – This might be your pillar content material in your weblog pages, podcast pages, or your high degree service pages. 
4. Registration Pages – This can be a subset of a touchdown web page, but when somebody acquired all the way in which to a registration or sigh up web page, they’re a main candidate for outreach.
5. Cart Pages – Folks abandon carts on a regular basis. If you happen to weren’t in a position to catch their particulars throughout checkout, this is a perfect alternative. 

Successfully it’s any web page the place you’re pushing a selected motion. Whereas the above pages are the pages to select from, a homepage is suitable however would require a bit of extra finesse whenever you observe up. 

Map to E-mail Campaigns 

Now that you simply’ve recognized the place you’re going to establish leads, you’ll have to map it to your automation instrument. 

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Most instruments have a direct integration along with your e mail service supplier, however worst case situation you’ll have to go the information via a no code integration instrument like Zapier. 

When you’ve labored out the digital plumbing, you’ll wish to observe up primarily based on the web page the contact was collected on. Right here’s how you must method observe up: 

1. For Marketing campaign Touchdown Pages – Give them the precise asset. They have been focused on it, you’ve acquired their contact data, simply hand over the products. This builds good will at first of the connection. 
2. Product Pages – Ship over the main points of the product or product class they have been viewing. This might be so simple as a reminder or you would construct goodwill with a particular provide or coupon. 
3. Excessive Intent/Worth Content material Pages – Ship over a few of your finest content material or freebies that transfer folks to the following section of the Buyer Worth Journey. 
4. Registration Pages – Deal with these like an “deserted cart” kind of e mail and get them to take that subsequent step. 
5. Cart Pages – Similar as “Registration Pages” but it surely’s, you understand, an precise deserted cart reminder. Just like the product pages you would entice them to come back again with a deal or coupon. 
6. Homepages – If you happen to do run these on the homepage, you’ll have to do extra of a reintroduction then transition to showcasing your finest stuff. 

E-mail Construction

The preliminary message you ship must have a really particular stream. There are 4 vital issues that have to occur after they open up your Inbox Retargeting message. 

First, remind them about who you’re and the way they know you. This may be so simple as a, “Hey, thanks for stopping by…” message. Have some enjoyable with it. 

Subsequent, it is advisable present extremely particular worth primarily based on their searching intent. If you happen to get this fallacious, they’re simply going to file your message underneath SPAM. 

After that, you’ve acquired to set expectations with what they’re getting and now you’ll be speaking with them shifting ahead. 

And Lastly, it is advisable give them an EASY OUT. These campaigns have our highest unsubscribe charge, however that’s as a result of we outright ask folks to unsubscribe in the event that they don’t need any extra contact. 

When you’e gone via this, you deal with them like one in every of your common subscribers with all of your fancy ascension automations, content material emails, and promotional emails. 

Listed here are the e-mail stats from one in every of our PPC Campaigns:

With a mean open charge of 53.87%, we all know there’s a bottom line curiosity within the deliverable. The clicking charge is DANG good for messaging guests who didn’t convert.

Certain the unsubscribe charge is a bit of excessive for this marketing campaign, however that’s intentional. We push them to opt-out within the first e mail so we don’t get dinged later with complaints. 

The Payoff: An Extra 109k Final 12 months

I imply, who doesn’t need one other cool 100 grand for including a script to your web site and writing a few emails? Right here’s how the numbers work out: 

Final yr, we recognized 3,714 leads utilizing this methodology. IMPORTANT: Once I was pulling these numbers, I noticed we put in the code fallacious on some pages and missed out on about one other 2k leads…oops!

Our common lead price was ~$7, so the leads themself have been a $26,000 extra worth. This alone can be a cause to make use of the tech. 

BUT JUSTIN, did they convert?! 

Sure!

We closed $36,000 in IPPC enterprise from this lead supply. For what we spent on these leads we’re a 750% ROAS. Not too shabby. 

The remainder of the cash we made was by promoting this service to our purchasers. Since we run paid advertisements for purchasers, this methodology is a whole no brainer. We ran a pilot program and solely supplied this to a handful of purchasers final yr, we averaged about 4k/month in gross sales.

We offered purchasers the leads at ~$2/lead for a few of the niches we work in, that’s a steal. 

If you happen to resolve to promote this it is advisable ensure that the consumer is aware of these are decrease intent leads and would require long run nurtures. If you happen to observe the e-mail technique I shared above, you’ll be good to go! 

Protip: Cost for constructing the observe up sequence! 

In order that’s it! If you happen to’re operating your individual enterprise or are an company proprietor, you’ve acquired to think about Inbox Retargeting. Although, I do have some unhealthy information…

To not be “Rooster Little” however that is beginning to get far more consideration, there are providers coming out of the woodwork so it will change into a desk stakes methodology. So get forward of this right this moment.