Tuesday, 19 June 2012

Extreme email retargeting in Spain: Seguros.es

The email you can see below has been the most extreme version of retargeting I've seen until now. It's in Spanish, I'm sorry. But don't worry, I'll translate. This is how it goes:

Dear user,
2 years ago you compared quotes for a car insurance on Seguros.es. We remind you that in a 2 weeks, your car insurance for your Toyota Auris will expire and you will have to renew your policy.

Click image to enlarge


Seguros.es targets me for something I did on their site 2 years ago? That's some heavy stuff - 2 years in the online world seem like various lightyears away.

I can't say that it's bad. First of all: it's true. I did compare quotes for an insurance 2 years ago for the car mentioned. Though it wasn't for my actual car. I don't even have a car. So the part of 'in 2 weeks your insurance will expire' isn't correct. I remember that for the devellopment of new site, I made some trials on insurance sites, that's all.
Second reason why it's not bad: even if Seguros.es might not sure if I have to renew my insurance, it's a good try. It might have been true and they're message doesn't put them in any bad light, even if it's not.

Retargeting in emails is actually good practice: if you, as a company, can send a specific message to a specific group of customers, as a rule, results tend to be better. Here's another example of Amazon:  I looked for a new telephone. Since I didn't buy the phone, Amazon reminded me a couple of days later, suggesting me also some other phones.

Click on the image to enlarge

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