Retargeting

Retargeting re-engages people who showed interest but didn't convert, using behavior-triggered emails or ads.

Definition & Examples

What is Retargeting?

Retargeting, also known as remarketing, is a sophisticated digital 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. This approach leverages behavioral data and user 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 retargeting matters

• Higher conversion potential: Targets warm leads who have already shown interest in your brand

• Cost efficiency: More economical than acquiring completely new customers

• Brand awareness maintenance: Keeps your brand top-of-mind during the consideration phase

• Abandoned intent recovery: Captures potential sales that might otherwise be lost forever

• Personalization opportunities: Enables highly relevant messaging based on specific behaviors

• ROI optimization: Typically delivers higher returns than cold acquisition campaigns

Types of retargeting strategies

Email retargeting

Behavioral trigger campaigns:

• Cart abandonment sequences for e-commerce

• Browse abandonment for product research

• Download abandonment for content offers

• Form abandonment for lead generation

• Search abandonment for specific queries

Engagement-based retargeting:

• Website visit follow-ups

• Email open but no-click sequences

• Social media engagement targeting

• Video view retargeting

• Content engagement follow-ups

Cross-channel retargeting

Display advertising retargeting:

• Website visitor pixel-based targeting

• Lookalike audience expansion

• Custom audience creation from email lists

• Product catalog dynamic retargeting

• Video advertisement retargeting

Social media retargeting:

• Facebook and Instagram custom audiences

• LinkedIn matched audiences

• Twitter tailored audiences

• Pinterest visitor retargeting

• TikTok custom audiences

Search advertising retargeting:

• Google Ads remarketing lists for search ads (RLSA)

• Bing Ads remarketing in paid search

• Shopping campaign retargeting

• YouTube video remarketing

• Google Display Network retargeting

Email retargeting implementation

Cart abandonment campaigns

Timing optimization:

• First email within 1-3 hours for maximum impact

• Second email after 24 hours with additional incentives

• Third email after 3-7 days with urgency or alternatives

• Final email with last-chance messaging

• Mobile-optimized timing for on-the-go shoppers

Content personalization:

• Show specific abandoned products with images

• Include product recommendations and alternatives

• Highlight customer reviews and social proof

• Offer limited-time discounts or free shipping

• Provide easy one-click return to cart functionality

Browse abandonment sequences

Engagement strategies:

• Highlight viewed products and related items

• Provide additional product information and details

• Share customer testimonials and use cases

• Offer educational content about product benefits

• Include comparison guides and buying tips

Content diversification:

• Product spotlights and feature explanations

• How-to guides and usage instructions

• Customer story features and testimonials

• Behind-the-scenes brand content

• Industry insights and trend information

Re-engagement campaigns

Inactive subscriber targeting:

• Win-back sequences for email subscribers

• Preference center updates and customization

• Content format and frequency adjustments

• Special offers for returning customers

• Account reactivation incentives

Behavioral segmentation:

• Segment by last interaction date

• Categorize by engagement level and frequency

• Group by purchase history and preferences

• Target by geographic location and demographics

• Organize by device and channel preferences

Advanced retargeting techniques

Dynamic content personalization

Real-time customization:

• Product recommendations based on browsing history

• Location-based offers and availability

• Price tracking and discount notifications

• Inventory level updates and scarcity messaging

• Seasonal and trending product suggestions

Behavioral adaptation:

• Content format preferences (video vs text)

• Communication channel optimization

• Frequency capping based on engagement

• Time-of-day and day-of-week optimization

• Device-specific message formatting

Predictive retargeting

Machine learning applications:

• Predictive scoring for conversion likelihood

• Optimal timing predictions for individual users

• Content preference learning and adaptation

• Churn prediction and prevention campaigns

• Lifetime value optimization targeting

AI-powered optimization:

• Automated subject line and content testing

• Dynamic send time optimization

• Intelligent frequency management

• Personalized offer selection

• Cross-sell and upsell recommendations

Retargeting best practices

Timing and frequency management

Optimal timing strategies:

• Immediate engagement for high-intent actions

• Progressive delays for nurturing sequences

• Event-based triggering for specific behaviors

• Seasonal and promotional timing coordination

• Time zone and demographic considerations

Frequency capping approaches:

• Daily and weekly message limits

• Campaign-specific frequency controls

• Cross-channel coordination to avoid over-messaging

• Engagement-based frequency adjustments

• Suppression after conversion completion

Message relevance and personalization

Content customization:

• Behavior-specific messaging and offers

• Product-focused content and recommendations

• User journey stage appropriate messaging

• Interest-based content segmentation

• Purchase history integration

Creative optimization:

• A/B testing of messaging approaches

• Visual content and design variations

• Subject line and headline optimization

• Call-to-action testing and refinement

• Mobile vs desktop content adaptation

Conversion optimization

Incentive strategies:

• Progressive discount offers over time

• Free shipping and bonus incentives

• Limited-time offers and urgency creation

• Bundle deals and package upgrades

• Loyalty points and reward integration

Friction reduction:

• One-click return to abandoned carts

• Guest checkout options and simplification

• Multiple payment method integration

• Express shipping and delivery options

• Customer support integration and assistance

Industry-specific retargeting strategies

E-commerce retargeting

Product-focused approaches:

• Dynamic product catalog retargeting

• Cross-sell and upsell campaign integration

• Inventory level-based messaging

• Price drop notifications and alerts

• Back-in-stock notification campaigns

Customer lifecycle optimization:

• First-time buyer nurturing sequences

• Repeat customer loyalty programs

• VIP customer exclusive access campaigns

• Seasonal and holiday-specific messaging

• Post-purchase follow-up and feedback collection

B2B retargeting

Lead nurturing focus:

• Content-based educational sequences

• Demo and consultation scheduling campaigns

• Case study and social proof sharing

• Industry-specific solution highlighting

• Decision-maker targeted messaging

Sales cycle considerations:

• Long-term nurturing and relationship building

• Multi-stakeholder decision process support

• ROI and business value demonstration

• Implementation and onboarding preparation

• Competitive differentiation messaging

SaaS retargeting

Trial and freemium optimization:

• Feature adoption encouragement campaigns

• Usage milestone celebration and guidance

• Upgrade and conversion pathway optimization

• Onboarding completion support sequences

• Success story and use case sharing

Customer success integration:

• Feature discovery and education campaigns

• Best practice sharing and implementation guides

• Community building and user engagement

• Feedback collection and product development input

• Renewal and expansion opportunity identification

Measuring retargeting effectiveness

Key performance indicators

Primary conversion metrics:

• Retargeting campaign conversion rates

• Revenue attribution and ROI measurement

• Cost per acquisition through retargeting

• Customer lifetime value impact

• Average order value improvements

Engagement and reach metrics:

• Click-through rates on retargeting messages

• Email open rates for triggered campaigns

• Website return visit rates and frequency

• Time spent on site after retargeting

• Page depth and engagement quality

Attribution and analysis

Multi-touch attribution:

• First-touch and last-touch attribution models

• Linear and time-decay attribution approaches

• Position-based attribution analysis

• Data-driven attribution modeling

• Cross-channel attribution tracking

Incrementality testing:

• Holdout group testing for true impact measurement

• A/B testing of retargeting vs no retargeting

• Budget allocation optimization testing

• Channel mix optimization experiments

• Frequency and timing impact analysis

Common retargeting challenges and solutions

Over-messaging and fatigue

Problem: Excessive retargeting leading to subscriber fatigue and negative brand perception

Solutions:

• Implement comprehensive frequency capping across channels

• Use engagement-based suppression rules

• Create preference centers for user control

• Monitor unsubscribe and complaint rates closely

• Provide clear opt-out mechanisms

Generic messaging approach

Problem: Using one-size-fits-all messaging that lacks relevance

Solutions:

• Develop behavior-specific message templates

• Implement dynamic content personalization

• Create segmented campaigns based on user actions

• Use progressive profiling for better personalization

• Test messaging variations systematically

Attribution complexity

Problem: Difficulty in measuring true retargeting impact across channels

Solutions:

• Implement comprehensive tracking and attribution models

• Use incrementality testing methodologies

• Coordinate cross-channel campaign measurement

• Invest in advanced analytics and reporting tools

• Regular attribution model evaluation and optimization

Technology and platform integration

Email service provider capabilities

Native retargeting features:

• Loops: Behavioral trigger automation and personalization

• Klaviyo: E-commerce focused retargeting and segmentation

• Mailchimp: Cross-channel retargeting coordination

• SendGrid: Developer-friendly retargeting automation

Marketing automation platforms

Advanced automation capabilities:

• Behavioral trigger sophisticated workflows

• Cross-channel campaign coordination

• Real-time personalization engines

• Predictive analytics integration

• Customer journey orchestration

Analytics and optimization tools

Performance measurement:

• Google Analytics enhanced e-commerce tracking

• Attribution modeling and analysis platforms

• A/B testing and optimization tools

• Customer data platforms (CDPs)

• Business intelligence and reporting solutions

Future trends in retargeting

AI and machine learning advancement

Intelligent optimization:

• Predictive retargeting timing and content

• Automated creative generation and testing

• Real-time personalization at scale

• Cross-channel optimization algorithms

• Behavioral pattern recognition and adaptation

Advanced personalization:

• Individual customer journey optimization

• Dynamic content creation based on behavior

• Predictive product recommendations

• Contextual messaging optimization

• Emotional intelligence integration

Privacy and consent evolution

Privacy-first approaches:

• Consent-based retargeting strategies

• First-party data optimization

• Cookieless retargeting solutions

• Transparent data usage practices

• User control and preference management

Ethical considerations:

• Respectful frequency management

• Value-driven retargeting messaging

• Clear opt-out mechanisms

• Transparent data collection practices

• User benefit prioritization

Retargeting campaign optimization checklist

Pre-launch preparation

Strategy development:

• Define clear campaign objectives and KPIs

• Identify target behaviors and trigger events

• Develop personalized messaging strategies

• Set up proper tracking and attribution

• Establish frequency caps and suppression rules

Technical setup:

• Implement tracking pixels and code

• Configure automation workflows and triggers

• Set up dynamic content capabilities

• Test cross-channel integration

• Verify data accuracy and completeness

Ongoing optimization

Performance monitoring:

• Regular KPI tracking and analysis

• A/B testing of messaging and timing

• Audience segmentation refinement

• Attribution model evaluation

• ROI and efficiency optimization

Strategic refinement:

• Campaign strategy adjustment based on performance

• New behavior trigger identification

• Cross-channel coordination improvement

• Technology and tool optimization

• Team training and skill development

Related terms

• Email automation

• Drip campaign

• Conversion rate

• Personalization

• Lead nurturing

Key takeaways

• Retargeting leverages 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

• Advanced techniques like predictive analytics and AI-powered optimization are transforming retargeting capabilities

• Future retargeting will balance personalization with privacy while maintaining focus on user value and consent