Today, companies have the ability to track almost everything, from your Google search history to your past purchases. As invasive as this may seem to some, for marketers, the more information we have, the better we can re-engage previous customers. That’s where retargeting comes in.
Retargeting can come in a few different forms, but the most common are search, site, and email retargeting. Here’s how they work:
You may have heard of the term cookie when it comes to Internet-speak. Well, each time you visit a site, or perform a Google search, a ‘cookie’, or tag, is left in that site’s browser, so the company knows exactly who has visited and thus, who can be retargeted for future ads. The idea is that someone who visits once with only a hint of interest can be targeted in the future to make that inkling grow into purchases. This type of retargeting has shown to boost ad response up to 400%, proving that it works.
Now, think of all those people shopping online with full carts that never actually make it to the final checkout. 72% of online shoppers abandon their carts without making a purchase. With email retargeting, you can send a reminder about all of those items left unpurchased.
Another way email marketing works is for customers who have made previous purchases. For example, if you order a pizza and breadsticks from your favorite pizza joint, next time you receive an email from the restaurant, if they’re doing retargeting right, the deals in the email will be pizza and breadsticks-related. You have been grouped as someone who orders pizza and breadsticks. Sending customers deals for items they’ve purchased in the past shows that you take the time to figure out what they want and makes them much more likely to purchase again.
These could just be the single most important practices you put into use for your business, so don’t waste any more time sending blanket emails and not collecting useful customer data. You’ll likely see results almost immediately.
Need help retargeting your customers? Get in touch with Longstreet here.