This document provides an overview and best practices for email retargeting programs. It discusses selecting the right email lists and users, segmenting lists, choosing relevant ad content and offers, applying an account-based approach, and measuring key metrics. Additional tips include testing different ad sizes and creatives, applying frequency capping and block lists, and measuring view-throughs. The document also reviews learnings from 2015 programs and provides a healthcare company case study. It concludes with how to budget an email retargeting program using an ROI modeler tool.

1. Email Retargeting 201:
Best Practices for Program Success
Presented by:
Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo Customer Success
December 10th, 2015

2. Webinar Objective & Agenda
Primary Objective: Introduce best practices & key learnings that will help you
get the most out of your email retargeting programs.
Agenda for today’s webinar:
I. A Brief Intro to Kwanzoo
- What is Kwanzoo?
- Kwanzoo Solutions
- What makes us different?
II. Best Practice I:The List is Key
- List types
- User selection methods & options
- List segmentation
III. Best Practice II: Content is King
- Ads types & sizes
- Offer selection
- Serving the right content/offers
IV. Best Practice III: Use an Account-Based Approach
- Why account-based?
- Running an account-based email program
V. Other Best Practices to Consider
VI. Key Learnings from 2015 Programs
- Content is Critical
- Geography Matters
- TheTrueValue
VII. BudgetingYour Programs
VIII. Summary/ThankYou/Q & A

3. Kwanzoo’s Cloud Based Platform
All-in-One Retargeting and Account-Based Marketing
 Move from point ad-tech
tools to an All-in-One
platform
 Boost leads & improve
nurture through display
 Collect & analyze all ad
activity
 Deliver key insights to
sales teams

4. Kwanzoo Outbound Marketing Solutions

5. What Makes Us Different?
1. All-in-One Platform:
• Retargeting: Site, Email,
and CRM
• Account-Based
Marketing: Cookie-based
w/ JobTitleTargeting,
IP-based Global ABM
• Personalized Display
Solutions
2. In-Banner Form Ads:
Capture leads across the web

6. What Makes Us Different?
3. Personalization Rules
Engine
4. Actionable Insights for
SalesTeams

7. Best Practice I:The List is Key
An overview of best practices for
List Selection, User Selection, and Segmentation.

8. WhatType of List ShouldYou Use?
When it comes to list selection – first consider where the list will come
from. For email retargeting you have two distinct options:
1. In-House Email Lists: Use in-house email list(s) to nurture and deliver
targeted content to users across the web.
2. 3rd Party Lists:Target users from 3rd party email lists in order to reach
new prospects and engage them across the web.
Regardless of which list type you plan to use, each list (or segment) used in
your email retargeting program should meet the 40K user minimum.

9. Which Users Should Be Included?
UserType Source Description Why?
Active In-House List
Users that actively
engage with marketing
emails.
• Nurture users beyond the inbox
• Serve personalized content & offers to users
as they browse
Inactive In-House List
Users that have not
recently engaged with
marketing emails.
• Re-engage inactive users
• Serve personalized content & offers to
inactive users as they browse
• Deliver targeted content via a new channel
Unsubscribed In-House List
Users that have
unsubscribed from your
email list(s).
• Re-engage unsubscribed users
• Serve personalized content & offers to un-
subscribed users as they browse
• Deliver targeted content via a new channel
3rd Party Users 3rd Party List
Users that meet your
specified criteria for
target prospects.
• Engage new users across the web
• Boost brand awareness w/ target prospects
• Increase site traffic from new users

10. SegmentingYour Email List(s)
Email lists should be segmented based on specific criteria (i.e. vertical, job
function, company revenue, etc).There are two ways to segment your
email users:
1. Identify remarketing lists for each segment (separate email lists with at least 40k
users per list)
2. Segment offers served based on MAP data for users with active MAP cookies
Identify specific content & offers for each segment and deliver highly
targeted display ads (via the matched remarketing lists or MAP cookie).
SegmentA Segment B Segment C

11. Best Practice II: Content is King
An overview of best practices for selection of ad
types & sizes as well as targeted content/offers for email list users.

12. What AreYour Ad Options?
AdTypes
There are multiple display ad types
that can be used for email retargeting
including:
1. Banner Ads
2. In-Banner Form Ads
3. Video Ads
4. Event/Webinar Registration Ads
5. Social Sharing/Tell-a-Friend Ads
Ad Sizes
We recommend that you run ads in
multiple sizes in order to capture
the attention of users with all
browsing patterns. The most
common ad sizes deployed are:
1. 300 X 250 (Medium Rectangle)
2. 728 X 90 (Leaderboard)
3. 160 X 600 (Wide Skyscraper)

13. What Offers ShouldYou Serve?
For business users it is critical to
serve content/offers relevant to the
specifics segment you are
targeting. Offers that tend to
resonate with these users include:
1. Webinars & Events
2. Ebooks & Guides
3. Checklists
4. Analyst Reports
5. Demos & Consultations

14. Key Considerations for Offer Selection
When selecting the offers that will be served
to a specific segment be sure to include the
following considerations:
1. What are the job titles/functions on
the list your are targeting? Are they
practitioners or key decision makers? (Or
both?)
2. What is the vertical you are targeting?
I.e. For finance – analyst reports are
more likely to resonate than ebooks.
3. What is your goal? If your goal is lead
collection be sure to serve ads/content
that requires either an in-banner form fill
or LP form fill to access the content
being offered.

15. Test Different Ad Sizes & Creative
Identify what resonates with your audience by testing the following:
1. Multiple Ad Sizes [728 x 90, 160 x 600, 300 x 250]
2. In-banner FormAds vs Smart Banner Ads
3. Different Creatives & Offers/OfferTypes
Test different ad sizes and A/B test multiple creatives within each ad size to
refine the ads served and optimize campaign performance.
In-Banner FormAd [300 x 250] 300 x 250
728 x 90
Smart Banner Ads
[Recommended to run in 3 sizes]

16. Best Practice III: Use an Account-Based Approach
An overview of why using an account-based approach
will help you to stay relevant in today’s marketplace and how it works.

17. Why Account-Based Marketing?
There are many reasons why using an account-based approach is beneficial
to your sales and marketing programs.
Account-based programs allow you to:
1. Target prospects at your specific target list(s) of accounts.
2. Experience efficient (and more cost-effective) media buying by serving
display ads to users at target accounts (and to no one else) with pre-set
caps on number of ads served per user.
3. Influence buyers at target accounts and increase site visits.

18. How Can Email Retargeting Be Used for ABM?
1. Identify target mid-market and enterprise
level accounts
2. Email lists for users at target accounts are
compiled using 3rd party data
3. Run email retargeting programs using the 3rd
party email lists containing users at target
accounts
4. Users from target accounts engage with your
display ads, visit your website, download your
content and more

19. Other Best Practices to Consider
What other best practices should you keep
in mind to achieve program success?

20. Measure Click-through-Rate
Be sure to measure the engagement for your ads. In order to efficiently
optimize the campaign, always measure and track the CTR (click-through
rate). Be sure to measure CTR for each:
1. Offer/Offer type in the campaign
2. Version of ad copy
3. Ad size and AdType (In-Banner FormAds and Smart Banner Ads)
Measure the click activity for each campaign creative being served to your
email list(s) in the campaign and optimize to maximize engagement.
DOWNLOAD
NOW

21. Apply Frequency Capping
Optimize your email retargeting campaign by applying frequency capping
(per month/day/time of day):
1. Specify the number of ads to serve per user/per month (e.g. for B2B
campaigns: 30 ads/user/month recommended)
2. Consider serving ads during daytime hours
3. Consider serving ads during the business week
Apply frequency capping to reach your audience during the time(s) you
want and to prevent overserving of ads to each individual user.

22. Apply Site Block Lists
Apply site block lists (that are reasonable in size):
1. Block ads from being served on specific undesirable sites or domains
2. Many companies (including Kwanzoo) have a default list of blocked
website categories.These categories include mature content,
gambling, firearms, etc.
Specify the websites where you do not want your ads served. Make
sure your block list is not so large that it will prevent you from reaching your audience.

23. MeasureView-throughs
Measure view-through activity resulting from your display campaign:
1. View-through site visits: website visits that result from your
exposure to your display ads
2. View-through conversions: Landing page conversions (on your
website) that occur as a result of your display campaign
3. Assess campaign performance by measuring the # or % of landing
page visitors that converted
Measure view-through site visits and conversions that result from your
display campaign (Note: view-through pixels must be in place to measure this data).

24. DeliverActionable Insights toYour SalesTeams
• Use a platform that gives you
access to real-time dashboards
(e.g. Kwanzoo)
• Integrate data into MAP/CRM,
and LPs via UTM Parameters
• Deliver data via Excel Exports &
Email Reports
• Make sure you’re collecting data
on Engaged Accounts & Geos,
Contacts, Offers, etc.

25. Key Learnings from 2015 Email Retargeting Programs
(and a Case Study)
An overview of key learnings from email retargeting programs that were run
in 2015 and an email retargeting case study from one of our clients.

26. Content (and Quality) is Critical
When it comes to engaging/re-engaging
email list users keep these things in mind:
1. Ad Content: Timely and relevant
content motivates engagement with
your ads (and thus your brand).
2. Ad Quality: Do not settle for less-than-
stellar ads. Make sure your ad quality is
representative of your brand. (Use 3rd
party designers if needed!)
Consideration
Lift
(in Engagement)
Ad Content
Targeted, Relevant
Content:
50% to 275%
Ad Quality
Higher Quality Ads:
150% to 525%
Quality ads & content can generate between 50% to 525% lift!

27. Geography Matters (Location, Location, Location)
While it is possible to serve email retargeting
ads outside of North America – it is not (yet)
recommended. Why?
1. Match rates outside North America are
much lower.
2. The quality of the data currently available
for countries outside North America is
questionable.
3. You’ll get higher ROI in North America!
Country
Comparison to Baseline
(Baseline Engagement Rate = 0.04%)
USA 75% Above
UK 25% Below
FR At Baseline
Email retargeting works best in the
U.S. and Canada.

28. TheTrueValue – Nurture & Brand Awareness
Email retargeting should be used as a tool for
nurturing users and boosting brand
awareness.You can expect:
• Engagement from in-active and unsubscribed
users
• An increase in brand awareness (especially
critical for new target users and after a
rebranding)
• A lift in site traffic from new unique users
Key Metric
Metric Range for Email Retargeting
Retargeting
(Key Metric / Impressions %)
NurtureTouches
(Engagements)
.04% to 0.5%
SiteVisits .15% to 5.0%
Form Fills .002% to .009%
Email retargeting should be used primarily for nurture – not lead generation!

29. Case Study: B2B Healthcare Company
• Company Profile: Healthcare
Division of a Public Enterprise
• Target Audience: Hospitals,
Physicians, Healthcare
• Program Geo: United States
• MAP/CRM Platforms:
Oracle|Eloqua, Salesforce
• Key Program Objectives:
• Nurture email list users
• Boost brand awareness following
rebranding
Program Growth by Year
2015 2016
Email Retargeting
Yes Yes
Account-Based Marketing with
Job Title Targeting
No Yes
“We were impressed with the
engagement we saw with Kwanzoo
Email Retargeting. We are expanding
the programs in 2016, to nurture our
users beyond the inbox.”
- Global Campaigns Manager

30. BudgetingYour Programs
Find out the easiest way to plan your email retargeting budget
and estimate program ROI.

31. BudgetingYour Programs – Email Retargeting
STEP 1 – CHOOSE PROGRAM(S)TYPE
In the first tab of the ROI and Budget
Modeler, select program type(s).
Program type(s) that will be run:
Email Retargeting

32. BudgetingYour Programs – Email Retargeting
STEP 2 – EnterYour Program Specifics
EnterYour Email Retargeting Specifics:
- How many unique users are there on
your in-house email list(s) (and how
many lists do you have)? 40,000 on 1
List
- Will you be using a 3rd party email list
(if so – how many users on the list?) ?
No
- Select the number of ads that you
are going to serve to each user per
month: 30 ads/user/month
- Select initial program length:
3 months

33. BudgetingYour Programs – Email Retargeting
Based onYour Email Retargeting
Specifics:
- In-House Email List Size: 40,000
- Number of Email Lists to Upload: 1
- Ads Served/User/Month: 30
- Length of Initial Program: 3 Months
The Modeler Shows:
1)Total Email Retargeting Budget for
Campaign: $13,994 [$4,665/month]
Scrolling down in the modeler…

34. BudgetingYour Programs – Email Retargeting
From an ROI perspective, the modeler
shows:
1) Projected Retargeted Ad Impressions
Served: 900,000 Ads
2) Estimated NurtureTouches:
(low) 360 to (high) 900
3) EstimatedValue of NurtureTouches:
(low) $18,000 to (high) $67,500
4) Estimated SiteVisits: (low)
27,000 to (high) 45,000
5) Estimated Leads: (low) 23 to (high) 90

35. BudgetingYour Programs – Email Retargeting
The “Budget Summary” tab provides a
high-level breakdown of ALL program
costs.
For this scenario, this shows the
budget for an email retargeting
program inclusive of creative and
consulting services.
The total program budget
inclusive of these services is
$17,944 ($5,981 per month).

36. Summary,Wrap-Up, & Questions?
Review of what we’ve covered, Q & A, and where to find helpful resources

37. Summary
During this webinar we covered:
I. A brief introduction to Kwanzoo.
II. A walk-through of key best practices for achieving email retargeting
program success.
III. Additional outbound marketing best practices to consider when
preparing your email retargeting program.
IV. An overview of key learnings from 2015 email retargeting programs.
V. An introduction to budgeting your email retargeting programs.

38. Resources
Guides
• The Complete Guide to Retargeting [2015 Edition]:
http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/
• The Business Case for Retargeting:
http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/
Budget Modeler , Solution Sheets, &Webinars
• Budget & ROI Modeler: http://kwanzoo.com/cms/lp/go/roi-budget-modeler/
• Email Retargeting Solution Sheet:
http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf
• [WEBINAR] Email Retargeting 101: Nurture Beyond the Inbox:
http://na-ab08.marketo.com/lp/kwanzooinc/Email-Retargeting-101-gated.html

39. Questions?
For more information, please contact us:
• Phone: +1.408.216.7025
• Email: info@kwanzoo.com
• Website: www.kwanzoo.com
• Find us on Social Media:
 Follow us onTwitter - @kwanzoo and @iyermani
 Connect with us on LinkedIn
• https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]
• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]
 Access more resources (including past webinars) on SlideShare
http://www.slideshare.net/kwanzoo
Visit Our
Website

40. Thank you for your time!