Customer acquisition specialist, esbconnect, has launched Optivo, its new audience retargeting tool, Optivo. In a UK first, Optivo enables brands to retarget anonymous website visitors not on their CRM system with an email. Retargeting website visitors via email has long been proven to be effective. Using esbconnect’s GDPR-compliant database of 17 million opted-in UK email addresses, Optivo can match up to 20% of unknown visitors to real email records that are not in a brand’s CRM. Within minutes of a visit, matched users are enrolled into a compliant email journey, offering them a chance to subscribe and later to purchase. For those that choose to subscribe, they are immediately added into the brand’s CRM to nurture towards a conversion. esbconnect has already seen that between 40-70% of people who enter into this process convert to a subscriber, and the ROI is typically 2.6 times higher than a straight, purchase-led campaign. esbconnect estimates that Optivo will be able to match 20% of anonymous site visitors to an email address, much more efficiently and cost-effectively than retargeting ads on Meta or Google. This is the first GDPR-compliant service to launch in the UK. It enables brands to potentially retarget anyone who visits their site via email, not just the 10% of visitors who typically add to a cart, whether they complete the purchase or not. Email is extremely effective for retargeting, delivering the best ROI of any channel, according to the DMA. It typically delivers read rates in excess of 40% and an ROI of 4x, with some retail pilot test partners reporting 2.2x this figure.