Remarketing: How to re-engage your prospects?

You’ve captured your prospects’ attention—they’ve even downloaded your e-book—but since then, crickets… 😅

Don’t worry, this is where remarketing comes to the rescue! Think of it as your friendly digital nudge, saying, “Hey, remember that awesome content you downloaded? Ready to take the next step?” 🎯

Remarketing is all about encouraging those prospects to move from consideration to action after they’ve had some time to reflect. In this article, I’ll walk you through how to leverage remarketing to turn indecision into commitment. ⭐️

Ready to change their minds? Let’s dive in!

What is remarketing ?

It serves as a gentle reminder for those who’ve shown interest in your product or service but haven’t followed through, like signing up or making a purchase. While retargeting often involves online ads using tracking pixels, remarketing primarily happens through email campaigns. 🎯

Here’s how it works:

• Who is targeted 👥 Remarketing is specifically aimed at individuals who have already engaged with your site, whether they’ve added a product to their cart or downloaded a white paper.
• What’s the purpose? 🛒 The goal is to encourage these users to complete their purchase or take another desired action, particularly after they’ve had some time to consider.
• How does it work? ✉️ Remarketing involves collecting visitors’ email addresses and sending targeted emails at crucial points in the buying cycle, often including special promotions. Social media can also be leveraged to reconnect with these potential customers.

Why remarket?

Remarketing is a real ally for marketers looking to optimize their performance. Here’s why:

1. Capture your prospects’ attention

Remarketing allows you to craft a personalized message for each target. Instead of sending out a generic email, you can tailor your communication based on their previous interactions. 🧐

For instance, if a visitor browsed a specific category on your site, like sports shoes, but didn’t complete a purchase, 🏃‍♂️ why not email them showcasing the top deals in that category or offering an exclusive discount on the shoes they viewed? 👟

This personalized approach demonstrates to your prospects that you truly understand their needs and preferences, which significantly increases the likelihood that they’ll click on your ad and return to your site to finalize their order. 🔥

2. Keep your customers loyal

emarketing isn’t just about attracting new customers; it’s also about re-engaging your existing ones. 🔄

These customers have already shown interest in your products, and it’s often easier to bring them back than to acquire new ones. With remarketing, you can offer them special services, exclusive discounts, or simply remind them of past purchases that might interest them again. 🔔

This strategy helps build a lasting customer relationship and turn them into regular buyers. ❤️

3. Maximize your ROI

By targeting an audience that has already shown interest in your brand, you avoid wasting resources trying to convince strangers. Instead, you invest your budget where it’s most likely to yield results. 🍓

Email marketing, in particular, is a cost-effective channel that allows you to reach qualified prospects directly, making each campaign more efficient and profitable. For example, if someone has visited your site, created an account, added a product to their cart, and then vanished, a well-timed email could be all it takes to bring them back to complete their purchase. 💸

The result? A better return on investment (ROI) with operations that cost less, but convert more. 📈

What are the disadvantages of remarketing?

While remarketing offers numerous advantages, it also comes with a few challenges that you need to consider, developing the most effective strategy. ⭐️

Your audience is limited

The main challenge with remarketing is that it’s limited to those who have already interacted with your brand. While it’s excellent for boosting conversions, if your goal is to expand your audience, you might find yourself in a bit of a loop. 🌀

You’re engaging with an audience that’s already familiar with you, which is effective for encouraging them to complete a purchase, but not for attracting new customers. If you’re aiming to grow your customer base by reaching new prospects, remarketing alone won’t be enough.

You can’t reach new audiences who’ve never heard of you with this method alone. If you want to expand your customer base and attract new market segments, you’ll need to combine remarketing with other strategies like digital prospecting. 🔎

Beware of the boomerang effect

Remarketing is an effective way to stay top-of-mind with your buyers, but it comes with a risk: being too persistent. Imagine receiving multiple emails or seeing the same ads repeatedly—it can quickly become irritating. 🤯

This kind of repetition can end up irritating your prospects, and instead of bringing them closer to buying, you risk driving them away. Worse still, it could damage your brand’s image.🥲

t’s crucial to strike the right balance: providing enough reminders to keep your brand top-of-mind, but not so many that they start to feel like spam. Applying too much pressure can easily backfire, turning a potential opportunity into outright rejection. 😬

The importance of lead engagement in remarketing

This strategy isn’t just about targeting any visitor to your site; it’s about understanding where each prospect is in their customer journey.

The type of lead we’re focused on is the “hot” lead. This is someone who has already shown interest by providing their email address or accepting your invitation on social networks. Typically, there are three levels of leads, each requiring a different approach.

1. cold leads

Cold leads haven’t shown much interest in your brand yet. They might have visited your site once, clicked on an ad by chance, or don’t know you at all. Their commitment is still low, and they’re far from making a purchasing decision. 🥶

The goal with cold leads is to spark their curiosity by providing more information. You can target them with blog articles, infographics, or explanatory videos that address their potential questions. 💡

This helps to increase brand awareness while subtly guiding them to the next stage: becoming warm leads. 🙌🏻

2. warm leads

Warm leads have demonstrated a higher level of interest. They might have added products to their cart without completing the purchase or interacted with your emails by clicking on links. These prospects are in the consideration phase and are getting closer to making a purchasing decision, but they still need a little nudge to move forward. 👍🏻

Your remarketing strategy here should aim to convince them by highlighting the benefits of your services. You can show them customer testimonials, case studies, or even comparisons with your competitors. 🏆

3. hot/qualified leads

Hot leads are those who are on the verge of conversion. They may have already filled out a contact form or downloaded a highly targeted white paper, indicating a strong intent to purchase. 🥵

At this stage, your remarketing efforts need to be highly targeted and incentivizing. It’s essential to reinforce their buying decision with urgent messages like “Only a few items left in stock” or “Your cart is waiting with an exclusive offer for the next 24 hours.” ⏳

Personalized reminders, such as alerts about the limited availability of the product they’ve viewed, can make all the difference. Additionally, last-minute promotions or satisfaction guarantees can be highly effective in convincing them to finalize their purchase as soon as possible. 👀

Which platform to use for remarketing?

Remarketing becomes even more powerful when it’s delivered on the right platforms, where your potential buyers spend most of their time. Here are some of the best options to enhance the impact of your remarketing campaigns. 👇🏻

Remarketing on social networks

Social networks are ideal playgrounds for remarketing Platforms like Facebook, Instagram, and LinkedIn allow you to target individuals who have already interacted with your brand, whether they’ve liked a post, commented, or participated in a contest. 👯‍♀️

With remarketing on social networks, you can :

• Personalize your messages 🎯: Leverage data from previous interactions (like a post or comment) to create ultra-targeted messages that remind users of products or services they’ve shown interest in. For instance, if someone liked a post about a new collection, you can serve them ads featuring specific items from that collection.
• Offer exclusive promotions 🎁 : Use social networks to offer special promotions to those who have engaged with your brand. For example, you might provide a discount to those who entered a contest or a promo code exclusive to those who commented on a post. This strengthens their engagement and nudges them toward conversion.
• Track results in real time 📊 : Social networks provide easy-to-use, accessible tracking tools that allow you to monitor the performance of your remarketing campaigns in real time.

E-mail remarketing

Email remarketing targets users who have already opened or interacted with your emails. It’s a highly effective technique for re-engaging people who are already interested in what you have to offer. 👀

You can use this technique in different situations such as:

• Re-launching cart abandonment 🛒: If someone has left products in their cart without completing their purchase, a remarketing email can serve as a gentle reminder of these items, encouraging them to return and complete their purchase. To boost the chances of conversion, you can even include a small promotion or discount as an added incentive.

• Offer personalized content 📚 : With email remarketing, you can deliver content tailored to a user’s previous actions. For instance, if someone has downloaded an eBook, you can follow up with articles or other resources related to that topic as part of an outbound marketing strategy. The goal is to attract their attention, spark their interest, and guide them further into your sales funnel.
• Re-engage inactive users ⏳: If some subscribers haven’t been active for a while, it’s time to “wake them up.” Send a personalized email that highlights the benefits of your services, reminding them of the value you offer to entice them back into engagement.

Email remarketing offers easy-to-analyze campaign results. You can follow :

• Open rate.✅
• Click-through rate (CTR).☝️
• Conversions. 🛍️
• Shared links. 🔗

This approach allows you to identify what works best and make adjustments accordingly. By continuously optimizing your emails, you can improve their performance over time. 📈

Case study: how to do B2B remarketing?

Remarketing in B2B requires a somewhat special approach, as sales cycles are often longer and purchasing decisions more complicated. 👀

To maximize the effectiveness of your B2B remarketing campaigns, it’s essential to combine tools like LinkedIn and emailing with an automated prospecting platform like Waalaxy. I’ll explain it all to you!

1: Using LinkedIn for B2B remarketing

LinkedIn is the ideal platform for B2B remarketing. It enables you to find professionals precisely according to their industry, position, or company. With LinkedIn, you can create messages that reach them directly where they spend most of their time.⏳

Why and how to use LinkedIn?

With over 1 billion members, LinkedIn is an essential professional network. LinkedIn is the social network most used by B2B decision-makers, with 84.8% of them using it as part of their professional activity. 💼

As well as being the preferred network for executives in small and large corporations, LinkedIn is also the most incentivizing: 45.6% of B2B decision-makers discover or receive content there that leads them to a purchase.🛍️

It would be a shame to overlook this network when creating your remarketing strategy! But how do you use it? 🧐

You won’t be using LinkedIn to run ADS campaigns, but to :

• Find prospects that match your buyer’s persona. 👤
• Contact them easily. 📨
• Collect information such as their email.👨🏻‍💻
• Remarket them later. 🔄

One of the advantages of LinkedIn is that you can automate all these steps!

2. Emailing for B2B remaketing

By using segmented email campaigns, you can target personalized messages based on past behavior, such as opening an email or visiting a specific page. This approach ensures that your communication is relevant and tailored to the individual needs of each prospect.

Why and how to do email marketing?

With over 4.26 billion users in 2022, email reigns as the king of communication channels. 👑 It’s no wonder it’s considered the most cost-effective way to achieve your prospects. A study on the ROI of email marketing, based on data from over 400 specialists, reveals that email campaigns deliver an average return of 38 times your investment. Yes, you read that right—38 times! 🚀

The number of email users is expected to exceed 4.48 billion worldwide by 2024. Additionally, 99% of email users check their inbox every day, with some checking it up to 20 times a day. ⭐️

Performance-wise, the average email open rate is 18.20%, with an average click-through rate of 5.35%. In short, email marketing not only allows you to reach and convert customers but also delivers an impressive return on investment. 💪

You can use email as part of your remarketing strategy by :

• Segmenting your audience 🎯: Start by segmenting your contact list based on specific criteria, such as previous actions on your site (abandoned cart, product consultation, download) or their level of engagement. This approach allows you to send more personalized and relevant messages, increasing the chances of re-engagement and conversion.
• Create personalized emails 📝: Craft emails that directly address the needs and expectations of each segment. Use attention-grabbing subject lines and content that reminds prospects of what they’ve left behind, like items in their shopping cart or an offer they’ve viewed. This personalized approach helps re-engage them and encourages them to take the next step.

• Automate your sends 🚀: Automation amplifies the impact of your remarketing email campaigns. Instead of manually sending each email, you can set up automated sends that trigger at the perfect moment based on your prospects’ actions. This allows you to schedule emails tailored to specific segments, saving you time. For instance, after sending a discount code to a group of prospects, you can schedule a follow-up reminder a few days later to encourage them to use it.

3. Automate with Waalaxy: Boost your B2B strategy

Waalaxy is a Chrome extension that allows you to automate your multichannel prospecting campaigns, whether through LinkedIn or email. Simple, intuitive, secure, and effective, Waalaxy is the perfect solution for boosting your prospecting and remarketing efforts. 🤖

Here’s what Waalaxy can do for you:

• Connect Waalaxy with your favorite tools like HubSpot, Salesforce, NoCRM, or Zoho for a seamless experience. 🔗
• Import data from contacts who have interacted with your previous campaigns, social networks or website, and generate a database with profiles that consult your LinkedIn or interact with your posts via integrations. 🧑‍💻

• Integrated Email Finder, thanks to this AI and RGPD compliance, Waalaxy’s Email Finder finds email addresses of similar profiles to enrich your lists. 🔒
• Clean up your database and segment your prospects for better targeting thanks to the TAGS on Waalaxy. 🎯
• Automate messages and emails by configuring automated sequences of personalized messages from templates, integrating variables such as PJs, links, images, and even voice notes to increase your leaders engagement. ✍🏼

Launch your campaign and watch as Waalaxy transforms your prospects into qualified leads, all while tracking performance from your dashboard. 📊

How to run a remarketing campaign with Waalaxy?

With Waalaxy, you can segment your targets and send them a message or e-mail automatically. You’ll be able to reach more people, faster! 🚀

• Step 1: Import your leads
  Begin by importing your prospect lists into Waalaxy. You can either import existing lists that you have on Waalaxy or search for and add prospects based on specific criteria from LinkedIn. Once imported, you can sort the list using tags and track different statuses and actions taken for each prospect.👤

• Step 2: Create personalized sequences
  Once you’ve imported your prospects, set up automated sequences that send LinkedIn messages followed by emails. For example, start by sending a LinkedIn connection request, then follow up with a message once the connection request has been accepted. A few days later, follow up with an email containing relevant information or an invitation to a demonstration.

• Step 3: Programming your messages

Now that you’ve chosen your sequence, it’s time to craft your messages or emails. It might seem a bit daunting, but don’t worry! 🧘🏻‍♀️

The key is to create messages that grab your prospects’ attention in a fun and engaging way. Speak directly to them, personalize your message by inserting variables, and consider adding a touch of humor to make it more eye-catching. ⭐️

Each message should have a clear objective—whether it’s to get them to click on a link, download something, or reply to your email. Make sure your “Call to Action” is prominent and compelling.

• The first step, once your connection has been accepted, is to send a message.

After your LinkedIn connection request is accepted, it’s the perfect time to send a short message. This is your chance to make a great first impression, so aim to be both professional and friendly!

This message shows that you’re there to provide value without being too insistent. It’s the perfect opportunity to start a conversation with your target. 🎯

• The next step, once you’ve captured the email, is to retarget your prospect via email. Alternatively, you could choose to retarget them by sending a second message on LinkedIn. 😌

Your prospect has accepted the connection request, received your initial message, and may have even responded positively! Now it’s time to step up your efforts by sending them a “targeted” email. The goal here is to transform this new LinkedIn connection into a tangible business opportunity. This email should reference your initial interaction while offering additional value.

• Step 4: Analyze and adjust
  Waalaxy provides detailed performance analysis, allowing you to track various performance indicators like open rate, response rate, and conversion rate. This enables you to adjust your sequences in real time and optimize your remarketing strategy. ⚡️

Shall we have a recap?

In a nutshell, remarketing is your secret weapon for turning curious prospects into loyal customers. You’ve already captured their attention; now it’s time to bring them back and convince them to take the next step! 🚀

Whether through well-crafted emails or targeted campaigns on social networks, remarketing helps you stay top-of-mind with your buyers and maximize your chances of conversion—all without having to start from scratch each time. 🙌🏻

With remarketing, you leave nothing to chance. You remind your prospects why they were interested in you in the first place and give them that extra nudge they need to take action. 💸

Frequently asked questions

What’s the difference between remarketing and retargeting?

Remarketing is often confused with retargeting, but they’re actually two different approaches to reaching your leads. 🎯

The difference? Retargeting involves showing paid ads to people who have already visited your site. It uses cookies/pixels to track visitors and display ads to them on other sites, social media platforms, and more. It’s more complex to set up and generally less targeted than remarketing.

Remarketing goes a step further. It specifically targets existing leads or customers who have already shared their email address with you or whom you’re already in contact with. This allows you to send emails or notifications based on the user’s previous actions.

Now you know all about remarketing! 🚀