Unlocking the Potential of Remarketing for Business Growth
by Chun Lee in Marketing Strategies
Reading Time: 6 minutes
Picture a curious visitor wandering into your online shop. They spend lots of time on specific product pages and repeatedly visit your site. They also have made a purchase or two and even added items to their wish list on their profile. They subscribe to updates or your newsletter, sure signs that they are intrigued by your services or products.
Then, all at once, they disappear for an extended time. How can you gently nudge them back to your
shop and rekindle their interest in your products? You can roll out a remarketing strategy.
What is remarketing?
Remarketing keeps your brand in your potential customers' thoughts and processes. It re-engages
visitors who have interacted with you in the past through channels like email, video, and social media
campaigns.
This strategy places your products and services before their eyes through unique messaging that
addresses their desires. Some popular remarketing channels include Facebook Ads, Google Ads, and
YouTube videos.
Benefits of remarketing
A significant benefit of remarketing is its impact on customer acquisition costs, which are the advertising
and marketing costs of acquiring a new customer.
The cost of acquiring a new customer the first time could be as high as five times more than remarketing
to an existing client. Then, returning customers will spend 67% more than new customers. Remarketing
also enhances brand reach.
Launching a remarketing campaign
Unlike retargeting campaigns, which display relevant ads to visitors by tracking their behavior or
preferences using cookies or pixels, remarketing nurtures relationships. This strategy directly interacts
with customers through personalized segmented campaigns.
Email and ad remarketing campaigns will encourage repeat purchases, cross- or upsell, and enhance
brand loyalty. Say you have nurtured a new lead via social media marketing and finally drawn them to
your website.
After they make their initial purchase, your customer database automatically captures their information.
You can remarket to these leads through email.
Some targeted emails you can send inactive leads include post-purchase follow-up emails offering
customer support, recommending accessories, or related new products. You can also provide relevant
product delivery or tracking information. This remarketing strategy will boost customer loyalty and
provide positive reviews, which are the hallmarks of excellence in marketing.
Additionally, you can leverage email remarketing to re-engage inactive customers. First segment these
customers as per their inactivity level and purchase behavior. Then, send them messages that
acknowledge their absence.
A well-crafted, empathetic, or enticing 'We Miss You' message will rekindle interest. It should provide
value to the customer, be easy to digest and attractive, and have clear calls to action to guide them back
to the purchase journey.
Grammarly, for instance, uses its ‘wrinkle in time’ badge to craftily reengage its customers and the ‘GO’
button as CTA to reignite the use of their service.
You can also leverage email marketing to reactivate customers who abandon their carts by offering
limited-time offers or related product recommendations. Another excellent option is a reactivation
campaign that wins customers back through special offers, feedback requests, new product features, or
improvement suggestions.
Alternatively, you can launch reactivation campaigns through paid Google or social media Ads. Google
Ads displays targeted ads to relevant customer matches across Google platforms like the Google Display
Network, Google Search Network, and YouTube.
Google remarketing ads require relevant keywords, clear calls to action, and ad optimization strategies
for engagement. You can also leverage social media remarketing content on Facebook and Instagram via
Ad Manager features that display customer reactivation messaging as carousels, stories, videos, or
image ads.
Talk to digital marketing professionals to customize and streamline the remarketing strategies above to
ensure success. An effective remarketing strategy will win back your customers and supercharge their
lifetime value to your business.
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✓ Streamline communication
✓ Allow for more adequate comparisons
✓ Deep data analysis to adjust and readjust strategies for success
