When most people hear the word “remarketing,” they usually think of the targeted ads that seem to follow them around the internet. That strategy is important, but there are many other valuable remarketing tactics that should not be ignored.
Paid search ads
We can’t talk about remarketing without talking about Google AdWords. Remarketing with AdWords means that your ad is shown on the Google Display Network to users who have previously visited your website or app. If you choose to target a customer based on the product page they visited, your ad might feature a photo of that product along with a discount code or other incentive. Customers who have previously visited your site are more likely to convert than new customers, making remarketing ads a smart and economical choice. In addition to AdWords, there are a variety of other paid search tools that can be incorporated into your remarketing plan. These include Facebook Dynamic Ads, Bing Ads, Twitter Ads, and more. Research your target audience and use the paid search options that will meet them where they are.
Abandoned carts
The abandoned cart email flow is one of the most important remarketing tactics at your disposal. The average cart abandonment rate is 68.8%. Many businesses use an abandoned cart email flow with two or three emails to reach out to customers. Typically, the first email is sent within an hour and reminds them that there are items in their cart and a direct link back to the cart. According to Business Insider, emails sent within three hours after abandonment result in a 40% open rate and 20% CTR. The second one, sent within 24 hours, usually gives them an incentive to return, like a discount or free shipping. The third email, sent a few days later, is a last-ditch effort and may include further discounts or other recommended products. Of course, this tactic only works when you have an email address to send to, so ask for this as early as possible and encourage account creation.
Geo-targeting
Particularly helpful for brick-and-mortar stores, geo-targeting means targeting ads to customers who live or work in a specific area. This could be done by sending direct mail materials to customers who live within a fifty-mile radius of your store and have previously visited your website. Use dynamic content in an email campaign to display different information to customers according to their home state or zip code. You could also target customers who live within a certain radius of your warehouses and offer reduced or free shipping charges based on that proximity.
Previous purchasers
Remarketing to previous customers is good strategy because you already know they like your product or service. There are tons of ways to segment previous customers, such as: those who spent a certain amount, those bought a seasonal item, those who have an anniversary coming up, those who bought a certain type of product, those who provided a product review, etc. Recommend a new product that they might like or promote a discount on their next purchase.
New value propositions
Try bringing customers back by offering a different value proposition. A customer may have been interested in a particular item but did not see some of the benefits or features they were looking for. Switch up ads and email content to reflect a different positive attribute about the product. Experiment with AdWords ad groups to find out which product features result in the most click-throughs. Remember to highlight the benefits of your product, rather than the feautres.
Freemium and trial-to-purchase
Freemium is a tactic often used by a range of apps, games, and music streaming services. The free version of the product is available to everyone, while premium features are available for a fee. Remarket your product to the registered free users to encourage them to opt for the premium version. Another way is to convert those who signed up for a free trial into paying customers. Remind them when there is a certain number of days left in their free trial and encourage them to purchase. A few days after the trial is over, remarketing again to those who have not yet made the purchase.
Offline
All remarketing doesn’t have to be done online. Reaching out to potential customers using offline tactics can be surprisingly effective as well. Direct mail remarketing materials can be used to orient the customer to your online services, offer a promotional code to use online, offer a free sample, or provide hands-on materials to help them understand your product. Customers who attend your events, interact with you at a trade show, or are less internet-adept may appreciate receiving a physical newsletter or product catalog.
If you’re ready to take your marketing plan to the next level, contact ParadoxLabs today here or at 717-431-3330. Make sure to check out our proprietary retargeting solution for Magento.