Automations to Retarget Your Customers: Why and How

In the ever-evolving landscape of marketing strategies, one powerful tactic often gets overlooked: retargeting existing customers. While the appeal of acquiring new customers is undeniable, the truth lies in the numbers. Studies reveal that companies have a 60-70% chance of selling to an existing customer compared to a 5-20% chance with a new one.

Existing customers have already established a connection with your brand, experienced the value you offer, and understand how your products solve their problems. This pre-existing foundation paves the way for retargeting, a powerful tool to rekindle interest and drive repeat business. ActiveCampaign empowers you to take retargeting to the next level through automation, allowing you to deliver personalized messages that resonate deeply with your customer base.

Why Retarget Existing Customers?

Imagine the difference between building a house from scratch and renovating an existing one. When you target new customers, you’re essentially building a house from the ground up, laying the foundation of trust and brand awareness. However, with existing customers, the groundwork has already been laid. They’ve experienced your brand firsthand and understand the quality and value you provide. Retargeting allows you to capitalize on this established relationship, building stronger connections and customer loyalty.

The Power of Retargeting with Email Marketing

Email marketing becomes your secret weapon for re-engaging previous customers. A study by ActiveCampaign highlights the effectiveness of email marketing, with 28% of respondents citing business emails as the primary reason for repeat purchases. By leveraging this powerful tool, you can personalize messages and promotions, upsell complementary products, and cross-sell relevant items based on past purchases.

ActiveCampaign: Your Automation Command Center for Retargeting

ActiveCampaign empowers you to execute retargeting automations with ease. Let’s explore the tools and strategies that will unlock their full potential.

1. Targeting the Right Audience: To maximize impact, segment your contact list. ActiveCampaign empowers you to leverage purchase history, engagement metrics, and customer persona data to identify high-value segments. This allows you to tailor your messaging and offers, ensuring they resonate deeply with each customer group.
2. Personalization: ActiveCampaign takes personalization to the next level with its powerful features. Utilize contact field personalization tags to dynamically insert names and other relevant details into your campaigns, automation emails, and even subject lines. For example, an email thanking a customer named Joe for their recent purchase of a running shoe creates a more personal connection than a generic message. This grabs customers’ attention and fosters a sense of individual connection, making them feel valued.
3. Leveraging Conditional Content: ActiveCampaign’s conditional content feature lets you create emails that seamlessly adapt to individual customer preferences. You can tailor the email content based on specific criteria, highlighting special offers on frequently viewed products, or hiding irrelevant items. This ensures a highly targeted and engaging experience for each customer. For instance, an email to a customer who recently browsed hiking boots might display a discount coupon for those specific boots, while another customer who viewed yoga mats might see a different offer.

Retargeting with Site Tracking

1. Understanding Site Tracking: Site tracking offers invaluable insights into your customers’ interests and website interactions. It allows you to personalize customer engagement at scale, delivering content that resonates with their past actions on your website. For example, if a customer recently browsed a specific product category, you could retarget them with a follow-up email highlighting related products or special offers.
2. Implementation Made Easy: Setting up site tracking with ActiveCampaign is a breeze. Simply navigate to the settings tab, enable site tracking, and add your website domain(s). ActiveCampaign then provides an auto-generated tracking code that you can easily copy and paste into the footer of your website and any third-party tools you use.
3. Integrating Site Tracking with Automation: Once site tracking is in place, you can leverage this data to trigger automated emails based on specific webpage visits. This allows you to further refine your targeting and ensure your messaging is laser-focused on individual customer interests. Imagine automatically sending a discount coupon for a recently viewed product – powerful, isn’t it?

Take Action in Your ActiveCampaign Account

1. Segment Creation: Create and save segments within ActiveCampaign to better engage with your contacts. This allows for more targeted and customized content delivery, significantly enhancing the effectiveness of your retargeting campaigns. For example, segment customers based on purchase history (recent purchasers, high-value customers), interests (activewear enthusiasts, tech lovers), or demographics (location, age group). This ensures your messages are relevant and impactful, speaking directly to the specific needs and preferences of each customer segment.
2. Personalization Tags: Don’t underestimate the power of a simple greeting. Incorporate personalization tags into your emails to make them feel warm and individual. Something as simple as addressing recipients by name can significantly enhance engagement and response rates. Additionally, leverage other relevant tags to personalize your message further. For instance, you could reference a customer’s recent purchase (“Thank you for purchasing our new wireless headphones, Joe!”) or acknowledge their past browsing behavior (“We noticed you were interested in our yoga mats. Here are some customer favorites!“). These small touches go a long way to building stronger relationships with your customers.

Rekindle the Flame and Reignite Growth

Retargeting your existing customers is not just a wise strategy – it’s necessary in today’s competitive landscape. By leveraging ActiveCampaign’s automation tools, you can unlock the full potential of your customer base, rekindle interest with personalized messaging, and cultivate lasting customer loyalty.

At Premiere Creative, we understand that your existing customers are your most valuable asset. Our expert email marketing team is here to help you embrace retargeting automation to nourish those relationships and watch your business flourish. Call (973) 346-8100 and unlock the power of retargeting automation today!