In today’s digital age, online shopping has become one of the most popular ways to buy products and services. As a result, ecommerce businesses are constantly seeking new and innovative ways to reach their target audience and drive sales.
How Are Retargeting And Remarketing Different?
Retargeting and remarketing are often used interchangeably, but they have slightly different meanings in the world of online advertising. Here’s how they differ:
Retargeting is a form of online advertising that targets users who have previously visited your website or interacted with your brand in some way. It involves placing a tracking pixel or code snippet on your website, which allows you to track users’ behaviour and serve them targeted ads as they browse other websites or platforms within an advertising network. The goal of retargeting is to bring back potential customers who have shown interest in your products or services but have not yet made a purchase. Retargeting aims to keep your brand top-of-mind and encourage users to return to your website and convert.
Remarketing is a broader concept that encompasses various strategies to re-engage and reconnect with past customers or users who have shown interest in your brand. It includes not only online advertising but also other marketing tactics such as email marketing, personalised offers, or re-engagement campaigns. Remarketing aims to build customer loyalty, increase repeat purchases, and encourage ongoing engagement with your brand. It involves reaching out to previous customers with relevant messages or promotions to encourage them to come back, make additional purchases, or engage with your brand again.
What Are The Benefits Of Retargeting And Remarketing For Ecommerce?
Retargeting and remarketing offer several benefits for eCommerce businesses. Here are some key advantages of utilising these strategies:
- Increased Conversion Rates: Retargeting and remarketing enable you to reconnect with users who have already shown interest in your products or services. By serving targeted ads or personalised messages to these users, you have a higher chance of re-engaging them and prompting them to complete a purchase. This can lead to increased conversion rates and higher revenue for your eCommerce business.
- Improved ROI: Retargeting and remarketing campaigns often have a higher return on investment (ROI) compared to other forms of advertising. Since you are targeting users who are already familiar with your brand, the cost per acquisition (CPA) tends to be lower, and the likelihood of converting leads into customers is higher. This makes retargeting and remarketing cost-effective strategies for maximising your advertising budget.
- Enhanced Brand Awareness and Recall: By displaying your brand’s ads or messages to users who have previously visited your website or interacted with your brand, you reinforce your brand’s presence and increase brand awareness. This helps to keep your brand top-of-mind and increases the likelihood that users will recall and consider your brand when making a purchase decision.
What Are The Different Types Of Remarketing Emails?
There are several types of remarketing emails that eCommerce businesses can use to re-engage with past customers or website visitors. Here are some common types:
- Abandoned Cart Emails: Abandoned cart emails are sent to users who added products to their shopping cart but did not complete the purchase. These emails typically include a reminder of the items left in the cart, along with a call-to-action to encourage the user to return and complete the purchase. Often, additional incentives like discounts or free shipping are offered to entice the user to finalise their order.
- Browse Abandonment Emails: Browse abandonment emails are sent to users who have visited your website, and browsed product pages but did not add any items to their cart. These emails aim to remind the user of the products they viewed and encourage them to return to your site to make a purchase. They may include personalised product recommendations based on the user’s browsing history.
- Post-Purchase Emails: Post-purchase emails are sent to customers who have recently purchased from your eCommerce store. These emails provide an opportunity to thank the customer for their purchase, request feedback or reviews, and cross-sell or upsell related products. Post-purchase emails can also include information about order status, shipping updates, or product care instructions.
- Re-engagement Emails: Re-engagement emails target inactive or dormant subscribers or customers who have not interacted with your brand for a while. These emails aim to rekindle their interest and encourage them to engage with your brand again. Re-engagement emails can include special offers, personalised recommendations, or updates on new products or promotions.
- Loyalty or VIP Emails: Loyalty or VIP emails are sent to customers who have demonstrated a high level of engagement or loyalty to your brand. These emails can include exclusive offers, early access to sales, personalised rewards, or special events. The goal is to show appreciation to your most valuable customers and incentivise them to continue their loyalty.
How to Remarket to Your Customers Strategically
Remarking to your customers strategically involves thoughtful planning and execution to maximise the effectiveness of your remarketing efforts. Here are some steps to help you remarket to your customers strategically:
- Define Your Goals: Start by clearly defining your remarketing goals. What specific actions do you want your customers to take? Whether completing a purchase, making a repeat purchase, or engaging with your brand, having well-defined goals will help you tailor your remarketing strategy accordingly.
- Segment Your Audience: Divide your customer base into segments based on their behaviour, purchase history, or interests. This allows you to create more personalised and targeted remarketing campaigns. Segments could include recent purchasers, abandoned cart users, loyal customers, or those who haven’t engaged in a while.
- Tailor Your Messaging: Craft personalised and compelling messages that resonate with each segment of your audience. Use dynamic content and personalised recommendations based on their past interactions or purchase history. Address their specific needs, highlight the benefits, and consider including special offers or incentives to entice them to take action.
Conclusion
In conclusion, retargeting and remarketing are essential strategies for ecommerce businesses to increase conversions and boost sales. Don’t miss out on the opportunity to maximise your ROI by implementing these powerful techniques.
Start utilising retargeting and remarketing today!
FAQs
What platforms can I use for retargeting in ecommerce?
There are various platforms and tools available for retargeting in ecommerce. Some popular options include Google Ads (using Google’s remarketing feature), Facebook Ads (with Facebook Pixel), AdRoll, Criteo, and many more. These platforms provide the necessary tools to set up and manage your retargeting campaigns.
Are there any privacy concerns with retargeting?
Retargeting relies on tracking user behaviour, which raises privacy concerns. However, most retargeting campaigns adhere to strict privacy policies and use anonymous tracking methods. You should ensure compliance with privacy regulations like the General Data Protection Regulation (GDPR) and provide clear information about data collection and opt-out options for users.
How can I measure the effectiveness of my retargeting and remarketing campaigns?
You can measure the effectiveness of your campaigns through key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall sales. Advertising platforms typically provide analytics and reporting tools to track these metrics and optimise your campaigns accordingly.
