The only obstacle? People positively loathe being forced to create separate accounts for each website they browse.6
To encourage them to sign in, businesses can:
Monetarily incentivize registration – Customers don’t like creating new profiles, but they’ll probably do it for 10% off. For some businesses, offering a small discount in exchange for user email addresses is a drop in the bucket compared to the wealth of valuable data made accessible in that transaction.
Make signups simpler – Often, users aren’t wary of giving away too much information—they just don’t want to fill out a signup form. Companies can make a more frictionless process by letting them register through sites like Google or Facebook. Bonus: This entry point may give companies access to some other user information, like their profile URL and registered name, when they connect using external accounts.7
Make some features members-only – Keeping a few goodies behind a free signup page presents an easy cost-benefit analysis to customers. They get something fun and exclusive, and all they need to provide in return is their basic information. Whether it’s unlimited article access or features like making wishlists, a little party favor can entice more members to offer up their information.
Once a business registers a new user, it can track who’s looking at what and get a sense of their tastes and habits. From there, it can select how to go forward with its retargeting campaign.
Email retargeting in practice
Once a business has begun fleshing out who a user is based on disclosed data, they can start creating an email retargeting campaign. Drafting these requires tact and careful consideration—“Come on, we know you want it,” won’t convince most consumers to close on a product they just turned down.
When done effectively, an email retargeting strategy can reach a potential customer, spread brand awareness, and boost sales. When working on a retargeting email campaign, companies should consider:
