Create an email retargeting campaign with AdRoll

1. Connect your product feed to AdRoll.

AdRoll provides product feed instructions to help with setup, including CSV and XML-based connections. AdRoll also offers product feed integrations through several ecommerce platforms: GoDataFeed. Mercent. Channel Advisor. Amazon. Shopify. Bing Shopping. Google Merchant Center.

2. Log into your AdRoll account and click Automated Emails > Email Campaign Settings to complete the email setup.

You will need to provide email sender information and authenticate your email domain. Work with your IT team to ensure that your SPF, DNS, and DMARC information is set up correctly. Verifying this information will increase the rate of deliverability.

3. After completing domain authentication, click Automated Emails > Create Campaign.

A menu will pop up describing the types of automated email campaigns you can create.

4. Select either the Welcome Email or Choose a Custom Trigger option and click Create.

5. Specify the audiences you would like to retarget or if you haven’t yet created a custom audience, select All Visitors.

Doing so will email any website visitor that views a product. As you continue to run these email retargeting campaigns, we recommend that you refine your audience targeting and adjust your messaging for greater personalization and a higher likelihood of success.

6. Add a sender name that your email recipients expect and select from a list of confirmed email addresses.

When it comes to email open rates, your sender name outranks all other factors because it: Gets evaluated by spam filters as one of the first flagging criteria and can make or break your odds of showing up in someone’s inbox. Appears first on most mobile email apps, and the majority of audiences now read their emails on smartphones and tablets. Establishes authority about the content of the email. Many brands make the mistake of using their own internal preferences or vanity goals without considering the email recipient’s expectations. Ask: When someone subscribed to our emails, what were they opting into on the opt-in page? When someone requested to hear from us, who were they expecting to hear from? When someone replies to these emails, who are they expecting will respond to them? For example, if you’re an influencer or a prominent individual, a sender name that is your personal name makes sense. But if someone opted into a corporate newsletter, a personal sender name may confuse them or cause them to mark your email as spam. After adding this information, you will be presented with a preview on the right-hand side of the page.

7. Build one or more emails to send to your target audience by clicking Edit Sequence.

You can either select from pre-configured email templates, or instead build your template from scratch.

8. Build your email by clicking on the pencil icon or the add/edit content button, and make sure to specify your subject line and preheader.

As you are building your email, drag and drop elements like text, images, video, or CTA buttons onto the email designer. You can also copy and paste HTML from another email service provider if it is available. Because font, text formatting, images, and tables appear differently on a mobile device, you may need to adjust desktop or mobile visibility for each element within your content settings.

9. Preview your email by clicking on the Preview icon above the email designer.

You can compare desktop and mobile email experiences by clicking on either the desktop or the mobile icons.