Retargeting
Retargeting sends targeted emails or ads to people who engaged with your brand but did not convert. Learn how it works and when to use it.
Retargeting re-engages people who showed interest but didn’t convert, using behavior-triggered emails or ads.
Definition and examples
Retargeting, also known as remarketing, is a marketing strategy that involves re-engaging individuals who have previously interacted with your brand, website, products, or services but did not complete a desired conversion action.
It uses behavioral data and intent signals to deliver highly targeted and personalized messages designed to bring potential customers back into the conversion funnel. The core principle behind retargeting is that people who have already shown interest in your brand are more likely to convert than completely new prospects. By strategically reconnecting with these warm leads through email automation, display advertising, social media ads, or other channels, businesses can significantly improve their conversion rates and maximize the return on their initial marketing investments.
Why it matters
Warm prospects who already know your brand convert at a fraction of the cost of cold acquisition. Done well, it improves engagement without forcing more volume or more complexity into the program.
Types of retargeting strategies
Cart abandonment sequences for e-commerce. Browse abandonment for product research. Download abandonment for content offers. Form abandonment for lead generation.
Common mistakes
Common mistakes: over-frequency, retargeting people who already purchased, and ignoring suppression windows. The clearest explanation is usually the most useful one.
Related terms
Key takeaways
Retargeting builds on existing brand interest to improve conversion rates more efficiently than cold acquisition
Success requires careful timing, relevant personalization, and appropriate frequency management
Cross-channel coordination amplifies retargeting effectiveness while avoiding message fatigue
Related: Conversion rate, Email automation, Drip campaign, Lead nurturing.