A good example of remarketing email with personalisation

From Digital Response we like to share those emails that we find most relevant for some reason. In this case it is an email sent by the Internet domain registrar GoDaddy. The email in question is relevant because it illustrates very well two very effective tactics that email marketers rely on: remarketing and personalisation.

Remarketing

The email was sent 24 hours after a domain availability search was performed. It is worth noting that the navigation on Godaddy.com was done only to check the availability of a domain, at no point did we proceed to initiate a purchase process. Once it was confirmed that the domain (and the different alternatives .es .org .info, etc.) was available, we proceeded to leave the site.

The next day, we received an email from GoDaddy with the following subject line: "Guess what: domain.org is still available". In addition, when I received it in Gmail, the preheader text "Jordi Puig, make your dreams come true - start using a  new domain"

Once the email is opened, we find a content that is totally oriented to recover the attention on the product sought and move the user to action.

First of all we find the introduction "You asked for it... Now get it.." The copy is totally coherent with the context in which we as a user find ourselves and sets out the objective it intends to achieve. Then the call to action, "Act fast, and save 20%* on domain.org today**". and an imperative "buy now" copy imprint a sense of urgency  and the 20% discount reinforces the message.

On the other hand, in the body of the message, other domains are suggested that could be of interest to the user (with different extensions and formats).

Personalisation

The second aspect that makes this email interesting is the personalisation of the different elements. First of all, before opening the email, we find in the inbox that the subject includes the domain we are looking for on the site, and the preheader the name of the person who receives it. The degree of customisation is at its maximum. Let's remember how personalisation of the subject matter affects openings and click-throughs.

The content of the email is fully personalised as shown in the image. On one side, the name of the person who receives it appears (top right corner) and along the body of the email, the different domain versions that may be of interest appear.

We believe this is a good example to illustrate how to carry out trigger emails, in this case from remarketingbut also any other type of service email.