The value of retargeting campaigns and how to segment your consumers

If you run any form of online business, you know that most people will visit your website and NOT make a purchase on the first try. Yes, you read that correctly: studies show that 97 percent of people who visit your website for the first time will leave without buying anything, and then they’ll most likely forget or get sucked into another whirlpool across the internet.

This statistic hits hard once you really start to process it. But just because you couldn’t make them make a purchase on the first try, doesn’t mean you can’t make them on the second and third try.

Retargeting campaigns is an important aspect of customer retention for any business. They remind your website visitors of your products and services after they leave your website without buying. If you’ve ever shopped with Amazon, you’ve most likely gotten reminders of what was left in your shopping cart after you closed the website; this is one example of a retargeting campaign.

These campaigns show you visuals and text ads that they think are relevant for you on other websites. They can be done using Google Ads, Facebook retargeting, or other advertising platforms. You can even do them by sending out a simple, personalized notification on your loyalty program application or loyalty program platforms.

Now that we’ve gotten the importance of retargeting aside, let’s take a look at how we can actually do it, hassle-free.

First, to retarget the right audience, you need to know your audience. Let’s start by segmenting them into three categories, as follows:

  1. Cart abandoners

These are people who pile up items in their cart but never check out. They’re the easiest to retarget, because they’ve already had a think about what they’d like to get but have probably backed out for a number of reasons that can be resolved at a later time.

  1. First time visitors

These people are already interested in your site, but they need to enticed into making a complete purchase. The way to do it is to get them coming back for more.

  1. Repeat customers

These are people you’re already familiar with, and chances are, you’ve already collected enough data about their tastes and preferences to know what to suggest back to them.

  1. Recent visitors

These are people who have just been on your page, and you’ve clearly done something right if you’ve brought them back, so strike right when you can.

By segmenting your audience, you’re forming smaller groups that could each have their own retargeting campaign. This way, you’re able to form different campaigns that make each customer group feel personally addressed rather than sending out one large email that could easily miss out on the right consumers.

Better yet, if you have the team and the budget for it, you could send out personalized emails to each and every customer the same way Amazon reminds you of the abandoned items in your cart after you log off.

Finally, forming your retargeting campaign simply becomes a right combination of design, language, feature, link, demographics.