Retargeting and Remarketing Strategies That Work
It’s common to see potential customers visit your website, browse a few products, and then leave without making a purchase. While it’s disappointing, it doesn’t have to be the end of the story. With retargeting and remarketing, you can re-engage these users and bring them back to complete their purchase.
In this article, we’ll explore the difference between retargeting and remarketing, and we’ll share strategies that have proven to boost conversions and customer retention.
🎯 What’s the Difference Between Retargeting and Remarketing?
While the terms are often used interchangeably, there is a subtle difference:
Retargeting refers to showing ads to people who have already interacted with your website or content, often through display ads or social media ads.
Remarketing involves directly re-engaging customers through email campaigns after they have taken a specific action (e.g., abandoned cart, signed up for a webinar).
📊 Why Retargeting and Remarketing Matter
Boosts Conversion Rates
People who have already shown interest in your products are more likely to convert.Increases Brand Recall
The more a potential customer sees your brand, the more likely they are to remember you when they’re ready to make a purchase.Cost-Effective
Compared to cold traffic, retargeted customers are easier (and cheaper) to convert.Personalized Outreach
You can create highly tailored campaigns that feel more relevant to the individual.
🔄 Effective Retargeting Strategies
✅ 1. Use Dynamic Retargeting Ads
For e-commerce sites, dynamic retargeting allows you to show the exact product a customer viewed, alongside similar items. This keeps the offer relevant and maximizes the chance of conversion.
✅ 2. Segment Your Audience
Don’t just target “all visitors.” Create specific segments based on user behavior:
Abandoned carts: Show ads for products left behind.
Product viewers: Focus on items they showed interest in.
Repeat visitors: Offer loyalty discounts or special promotions.
✅ 3. Frequency Capping
While retargeting can be effective, bombarding users with too many ads can be counterproductive. Set a frequency cap to prevent ad fatigue and annoyance.
💌 Effective Remarketing Strategies
✅ 1. Cart Abandonment Emails
Send a series of follow-up emails to customers who abandon their cart. These emails can include a reminder, a discount, or additional product recommendations.
✅ 2. Email Drip Campaigns for Lead Nurturing
Once someone signs up for your newsletter or fills out a form, nurture them with educational emails. Guide them through the sales funnel by providing relevant information, special offers, or exclusive content.
✅ 3. Personalized Offers
Target users with personalized offers based on past interactions. For example, offer a special discount on a product they left behind in their cart or a complementary product to something they’ve purchased before.
📅 Timing Is Key
For both retargeting and remarketing, the timing of your message is critical. Make sure your ads or emails are sent at the right point in the user’s journey.
Cart Abandonment: Send the first email within an hour, followed by a reminder within 24 hours.
Website Visitors: Show ads within a few hours of their visit.
⚠️ Common Mistakes to Avoid
Over-targeting
Bombarding customers with ads or emails can lead to ad fatigue. Be sure to set frequency caps and offer variety in your messages.Ignoring Mobile Optimization
Many users will interact with your remarketing content on mobile devices. Ensure your emails, landing pages, and ads are mobile-friendly.Lack of Clear Call to Action (CTA)
Whether it's a remarketing email or a display ad, always include a strong CTA that directs customers to take the next step — whether it's completing a purchase, signing up, or reading a blog post.
Final Thoughts
Retargeting and remarketing are not just about reminding people to buy. They’re about building relationships and keeping your brand top-of-mind. With the right strategies, you can turn missed opportunities into loyal customers and increase your conversions over time.
So, whether you’re running display ads, sending abandoned cart emails, or re-engaging old leads, make sure you’re using retargeting and remarketing to their full potential.