Recapturing ‘Bounced’ Prospects with Retargeting

Every year, B2B marketers invest a significant amount of time, effort and money into driving traffic to their websites and landing pages to eventually convert prospects into paying customers. With tremendous resource being pumped into these campaigns, you’ll want to make the most of every single prospect.

It’s time to start utilizing the power of retargeting within Pardot Engagement Studio.

Retargeting with Engagement Studio

Did you know that Engagement Studio allows you to retarget prospects who have visited your landing page but didn’t convert? When you build your landing pages on Pardot, this new functionality presents itself.

Imagine this. You have your list of prospects ready and you’ve got a great offer for them. Naturally, you send them a plain text email with a link to a landing page where they can purchase from you. You’ve built your landing page in Pardot so you’ll be able to automatically send prospects who complete your landing page into a customer list. But what about those who bounced, or viewed the page and then left? Fortunately, you have a trick up your sleeve: retargeting.

You can send an HTML email with a really strong CTA that will reroute these lost prospects to a second landing page that is a more condensed version of the first. That’s it! You’ve just retargeted your prospects automatically through an email program. You can also rest assured that your current customers won’t ever accidentally receive a prospecting email from you because that list is suppressed within the program!

Here’s how that would look within the Engagement Studio canvas:

This is a really simple example of how retargeting can be built into your programs. Get creative, the opportunities are endless!

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5 thoughts on “Recapturing ‘Bounced’ Prospects with Retargeting

  • Hey Tom, why would you kick off your campaign with a plain text email rather than HTML?

    • My guess would be because a plain text email looks like it’s from a real person, whereas an HTML email has the tendency to look like it’s automated. So, in this case, he could create the look of a personal touch from someone.

  • Hi Rory,

    Bill is totally right. I used to work at an email marketing agency and we found that this was a really effective approach especially when approaching new prospects. If they ignore the plain text email, it looks like you are following up with useful content to help them. It doesn’t work so well the other way round as it almost feels like you’re chasing them e.g ‘I sent you content last week, did you read it?’ kinda thing.

    Having said that, it will depend completely on the type of business it is and how prospects engage with your brand!

  • You mention in the article that this helps both bounces and people who take no action. I am having trouble seeing how this would help with bounces. When you go into the example with Engagement Studio the only thing that is addressed is the scenario where no action is performed by the prospect on email 1.

    Can you please explain how this helps bounces.

    Thanks!

  • Hi Lars,

    Sorry for the late response, I’ve been pretty busy lately!

    I understand where the confusion is coming from. We use ‘bounced’ in inverted commas because we are referring to bounced prospects in terms of retargeting (or how Google Analytics measures a bounce) and not in the email marketing sense of a soft/hard bounce.

    So in the context of this example, we are looking at when prospects visit a landing page, do not convert and go away. Therefore resulting in a ‘bounce’.

    I hope his helps to clarify!

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