Retargeting Emails and CRMs with First-Party Audience Data

Retargeting Emails and CRMs with First-Party Audience Data

To all the readers that have managed email campaigns during their careers; what is the value associated with re-engaging your inactive recipients? Is the opportunity cost enough to make you consider a new retargeting strategy? Many companies rely on outbound marketing techniques, such as email campaigns, as one of their primary marketing channels.

MailChimp, one of the largest email campaign platforms, recently released statistics on their open and click rates across 46 industries. The open rates across all those industries ranged from 14.76% to 28.49%, where click rates fell between 1.34% and 5.24%. It’s clear why some direct marketers will continually think back and wonder, “what else could I have done?”

So what does that mean regarding retargeting strategies?

It just means a large percentage of customers are not engaging with most of these email campaigns. Marketers need to consider those clients who continuously miss these opportunities because they may be refusing to participate with all email campaign – rendering the channel ineffective.

As marketers, the main question we want to ask is: how can companies efficiently retarget and engage these customers?

How To Retarget Emails And Segment Audiences

Companies who participate in direct email campaigns work with EMM or CRM solutions to manage the campaigns, extract leads, and store 1st party data. However, to accurately segment all this information, data needs to pass through a Data Management Platform (DMP). First, analysts need to extract recipient information related to the targeted audience from their EMM or CRM. In the case of email retargeting, the analyst would want to look at the no-open and the no-click recipients. Once extracted, a DMP can align that information with 1 st party audience data like login information, cookie data, IP and Mac addresses, device IDs, custom tagging – just to name a few. After the DMP has aggregated the data types (1st and 3rd party data) into appropriate segments,  DSPs will start real-time bidding for ads with different publishers that match those segment criteria.

Another means to acquire this information is to leverage 3rd party providers like LiveRamp to access additional audience data. These vendors will match the recipient emails with their 1st and 3rd party audience data. Once that data is matched, they will segment those matches and forward them directly to your Demand Side Platform (DSP). Working with 3rd party providers is a good option, but companies need to consider costs and the expected ROI.

The goal is to engage audiences across display, video, mobile, and social channels in real-time. Most importantly, these channels will now incorporate the original email message but in a more personalized manner. Similar tactics also apply for CRM retargeting strategies. Marketers may also want to reach out to their customers to upsell, advertise promotions, cross-sell, and renew products and services.

Retargeting Strategies

Once new channels are determined, companies will target those audience segments using numerous approaches. In regards to email retargeting, direct marketers should focus primarily on contextual targeting methods – as we’ve already discussed. With contextual targeting, marketers focus on using 1st and 3rd party data to create and distribute personalized ads. DSPs then select and push these advertisements out, using the user identity and the content displayed.

By leveraging Dynamic Creatives, contextual targeting will inject the customer, product or service data into different visual advertisements to help show and personalize the message. These types ads are more effective in stimulating customers because of the correlation between the content and the user’s behaviors and interests.

Additionally, companies can also push promotional advertisements to revitalize consumer interest. When using contextual targeting techniques, companies can rebrand the original email message by including personalized special offers that will entice customers to re-assess their interest.

Additional Retargeting Steps

If you go through the process and find the results still underwhelming, there are still other tools to consider. Telemarketing and direct emailing are good last results to find once all else fails. Now knowing the consumer’s behaviors, you can take this opportunity to communicate directly with them. See why they aren’t interested and get some feedback. This step is important when determining the accuracy of your campaign as well as your overall message. It will also give you a better idea of the value associated to re-engaging with future inactive email recipients.

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Plus Company Privacy Policy


(Canada) EN

Updated as of September 11th. 2023


Plus Company respects the privacy of its customers.

This Policy concerns you. It describes how we collect, use, disclose and protect your personal information, including when you visit our website or any website we own, operate or control (collectively, the “Site”), when you contact us by phone or email or when you communicate with us via social media.

We may update this Policy (see “Changes to the Policy” below).

You should read this entire Policy before submitting information to us or using our Site. If you submit personal information to us, we assume that you authorize us to use and disclose it as described in this Policy.

What is personal information?

Personal information is information that identifies you directly or indirectly, on its own or with other information, such as your name, contact details or IP address.

We may make full use of all information that is de-identified, aggregated or otherwise not in personally identifiable form.

Information collection and use

We collect personal information …

  • From you
  • Using automated technology when you visit our Site or communicate with us through email
  • When third parties, such as service providers, collect such personal information on our behalf

When do we collect your personal information?

  • When you browse our site
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What type of personal information do we collect?

  • Usage information – IP address, information on the device, domain name, browser used to visit our site, pages displayed, time spent on a page, link clicks
  • With your consent, we may have access to your geolocation and
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  • Information you provide to us, such as personally identifiable information or contact information, as well as your comments or questions.

Why do we need it?

  • To better understand how you use our Site.
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With whom do we share this personal information?

As part of our business operations, we may disclose personal information to the following categories of third parties:

  • Consultants, service providers and contractors we use to support our business and operations (e.g., hosting or operating our Site and services, data collection, reporting, Site metrics and analytics, data analysis, fraud detection services) who have agreed to keep the information confidential and use it only to provide the applicable services.
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Where is your personal information stored?

We currently retain personal information in North America.

We may disclose personal information in locations other than your country, province or state of residence, where privacy laws may differ.

If your personal information is used outside your country, province or state of residence, it is subject to the laws of the place where it is located and may be disclosed to governments, courts, law enforcement agencies or regulatory bodies of that place, or disclosed in accordance with the laws of that place. However, our practices regarding your personal information will remain governed by this Policy and by applicable privacy laws.

Retention of personal information

We will retain your personal information (collected through online and offline methods) for as long as it is necessary for the purposes described in this Policy. We will also retain and use your personal information to the extent necessary to comply with our legal obligations, resolve disputes and enforce our legal agreements and policies.

Intended audience of Site

Our Site, social media accounts and online activities are intended for persons aged 17 and over. Therefore, we do not request personal information from minors aged 16 years or younger, nor do we knowingly collect such information from minors aged 16 or younger. If you are not 17 or older, you should not visit or use our Site.

How do we protect your personal information?

We take reasonable, appropriate steps to protect personal data from loss, misuse and unauthorized access, disclosure, alteration or destruction, whether in transmission or storage. Remember, however, that no security system is infallible and that transmission over the Internet is not perfectly secure or error-free.

We use a secure server. Only authorized persons have the right to access this information, which they are required to keep strictly confidential.

Your rights with regard to your personal information

Right to access and correct

You may request access to and obtain a copy of the personal information we hold about you.

If any personal information about you is inaccurate, incomplete or ambiguous, or if the collection, disclosure or retention of such personal information is not permitted by law, you may require that it be rectified.

You can also ask us for information about the source of your personal information (if it was not obtained from you), as well as the names of persons who have access to your information and details about how long it is kept.

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You may request to withdraw your consent to our use or disclosure of your personal information.

In most cases, withdrawing your consent means that we will no longer be able to offer you certain services. Otherwise, we will inform you of the consequences of refusal in our request for consent.

To exercise your rights, please send a request in writing, along with proof of identity, to our Privacy Officer at the contact information provided under How to contact us.

Once your request has been received, we will respond in writing within 30 days.

Cookies and other automated technology

A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. A “web beacon” is a small object or image that is embedded into a web page, application or email and is used to track activity. Web beacons are also sometimes referred to as pixels and tags. We and/or third parties, including our service providers on our behalf, may use cookies, web beacons and other similar technology to collect information for the purposes described in this Policy, including analytics and monitoring performance and improvement of our Site (traffic, errors, page load time, popular pages, etc.). Before using these technologies to geolocate you or evaluate certain characteristics about you, such as your personal preferences, interests or online behaviour, we will ask for your permission by informing you how to enable such features. We use Google Analytics to understand how our Site, services and products perform and how you use them. To learn more about how Google processes your data, visit To change your settings relating to cookies and other automated technology, visit our Cookie Manager.
For information and questions about the use of your personal information or this Policy, you may contact our Privacy Officer at
This Policy may be revised from time to time for any reason. In such a case, we will notify you of such changes by indicating the date of the last update. Review the Policy before submitting personal information or using our Site, services or social media pages.