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What to Send Your Contacts


We get this question multiple times a day, so we thought we’d throw out a few examples of people engaging Email-Based Retargeting contacts.

Tip #1: Don’t wait. 

First things first. 

The most important thing is that you contact these people immediately upon receiving the data.

The only two problems we’ve seen with customers who had problems with spam complaints came as a result of each waiting for over a week to send to the records. One was a beauty-related eComm company; the other was a political candidate.

Why would this happen?

It’s impossible to know for certain, but after running an ESP for 6+ years, it’s becoming clear to us that in 2020, it’s no longer infuriating to get an email from a brand that you recognize — especially if you were recently browsing their site.

What still IS infuriating is getting emailed by a brand you don’t recognize, which is what happens when you wait a week to email these contacts.

In “internet time,” a week may as well be a thousand years. If they hit your site once then leave, they won’t remember who you are unless you email them NOW.

Now that we know we need to contact these site visitors immediately, we’ll show a few examples of what our customers are having success with.

Tip #2: Thank them for stopping by your site.

I love the way Twin Cities Summer Jam starts off their welcome email: 

“Hi --FNAME--,

Thanks for stopping by the site.” 

Then they continue with content that is valuable (presumably) to someone who would have been browsing their website.

Tip #3: Offer them a clear way to opt-out.

Publisher Marin Magazine does a great job at both thanking the visitor for visiting the site, and offering them a clear chance to opt-out if they aren’t interested in receiving further newsletters.

Tip #4: If your company does e-commerce, offer a discount and add them to a “best practices” welcome series.

We’ve seen many examples of e-commerce companies sending’s contacts their normal welcome series and seeing prolific success. 

Standard e-commerce best practices typically are: 

  1. Welcome + Discount
  2. Discount + Meet the Team/Brand Story
  3. Discount + Best Sellers

One e-commerce example comes from our friends at LuckyShot USA, our first paying customer! 

Lucky Shot follows it up with two other emails that are standard best practices for an e-commerce welcome series. 

Here’s Lucky Shot’s second email offering a discount along with a friendly Meet the Team message: 

And LuckyShot’s third email: a Discount + The Best Sellers.

In summary, just send something, but send it QUICKLY! 

We hope these examples are helpful for you to decide what to send to contacts. 

As we mentioned before, the most important part is to just get something automated out, right when you get the data. 

For e-commerce, we’d recommend putting them into a “best practices” welcome series. 

For publishers, media companies, and any other type of businesses, we’d recommend thanking them for coming to your website, offering a taste of what’s to come, and giving them an obvious way to opt-out if they don’t want to continue receiving your content.