Bronto Blog

Remarketing isn’t a new concept, but it is a seemingly underutilized resource.

Remarketing is the use of trigger-based campaigns to offset abandonment rates and win respondents back with a compelling and engaging offer, while creating new revenue out of previously missed opportunities.

In the past few years, however, remarketing has emerged as a successful technique for behaviorally targeting and messaging prospects and customers for those who choose to embrace the remarketing strategy. Think about the customer who comes to your website, adds several products to their shopping cart, but abandons the purchase. A well-defined remarketing strategy allows you a “second chance” at converting that respondent to an acquisition.

Most perceive remarketing as a non-necessity, but as you review your acquisition costs and acquisition rates, it’s important to pay attention to the number of respondents left on the table. Remarketing enables you to easily deploy a follow up strategy that targets that low hanging fruit.

Five Steps to Creating a Remarketing Strategy:

• Identify your business objectives. Do you want to target online and offline activities, or are you more focused on specific channels such as paid search, online advertising, etc.? The benefit of remarketing is taking the acquisition that you have already paid an acquisition expense to and keeping them engaged to see a healthy ROI. Determine which campaigns you can act on seamlessly.
• Start simple. In our excitement to create more sales activity, we often start big. Consider beginning with something small such as a remail to email campaign recipients who didn’t open. By testing a new subject line or from line, you may be able to create a higher response.
• Make certain you have the tools. Do you have an analytics solution that can identify your respondent’s behavior and provide you that data real-time? Do you have an email solution that allows you to segment your audience easily by their behavior? The more tools you have at your disposal that can take behavioral data and allow you to make it actionable, the more sophisticated your remarketing strategy can grow to be.
• Report and trend. Make certain all the work is worth the effort. As with any campaign, reporting on data is key to successful marketing. Whether you are trending sales, CTR, acquisition cost, or turnover, keeping a close watch on the numbers will guarantee that your remarketing strategy is moving in the right direction.
• Don’t over market. Are you sending multiple remail campaigns to non-opens? If so, your respondents may be experiencing email fatigue. Be cautious with your remarketing, ensuring that across all channels you aren’t sending too often. You don’t want to lose that prospect or customer because you are over zealous.

Remarketing is a tremendously powerful tool, yet many marketers don’t utilize it as a resource for gaining customers that they’ve already targeted through other campaigns. So if you’ve been considering incorporating remarketing into your market, consider no longer, get started today.

Sally Lowery
Online Marketing Manager at Bronto