A strategy for reconnecting with people who previously interacted with a brand, often through email or advertising.
A broad follow-up approach intended to bring interested audiences back into the customer journey.
Short and sweet:
A strategy for reconnecting with people who previously interacted with a brand, often through email or advertising.
A broad follow-up approach intended to bring interested audiences back into the customer journey.
See also: Retargeting, Ad Retargeting, Email Marketing
Remarketing is closely related to retargeting and the two terms are frequently used interchangeably, though remarketing is often associated more specifically with re-engaging past customers directly through email, encouraging a repeat purchase or reminding them about items left behind. Google itself uses the term remarketing for its own ad retargeting tools, which has helped blur the line further between the two words in everyday use. Whichever label a team prefers, the underlying strategy is the same, using a past interaction as the reason to reach out again rather than treating every message as a cold introduction.
A gym might launch a remarketing email campaign targeting members who haven’t checked in for 30 days, offering a free personal training session to win back their attention.
Software companies frequently use this kind of follow-up to reach users on an expired free trial, sending a discount offer to convert them into paying customers weeks after they first signed up.
An online bookstore could send a similar reminder that the novel a customer browsed last week just went on sale, nudging a near-forgotten interest back into an active purchase.
