Article

Andreea Paul
Andreea Paul 9 November 2016
Categories Ecommerce, Email & eCRM

Retargeting: How to Get Closer to Your Customers?

Due to an over-saturated market, the customers have gotten smarter and are expecting a more personal relationship with the companies they are interacting with. Customers desire to feel special and to be given a reason why they should buy from one company and not the other.

In order to interact better with your clients or potential clients, you need to know them. It's no longer enough to know the overall demographic of all of your potential clients, you need to know the client on a more individual level. Fortunately, there is a marketing technique that will help you achieve a better understanding and communication with your customer, called retargeting. How does this advertising method works? Retargeting is a cookie-based technology that helps you gather basic personal information about your client and to “anonymously” follow their activity on the internet. This helps you create a better profile of your clients and allows you to have a better communication with them.

When customers access your website, you can use this opportunity to encourage them to fill in their information or to present them with an offer and invite them to make a decision to purchase an item from your site. Sign-up forms are a good way to fill up your database with information so that you can turn an unknown person into a potential buyer. Gradual customer profiling can improve your conversion rates while you grow the information you can collect from your client by changing the fill-in fields on the forms of new visitors. Moreover, you can use retargeting software together with Data.com in order to create a more detailed customer profile.

One of the biggest problems an online store is facing is the low rate of conversion. How do you make sure that the person who is visiting your store will also make a purchase or will return to make another one? Using a retargeting software you have more insights on your customer’s behavior during their time spent on your online store and after they leave.

While a visitor is browsing your site, the retargeting software will help you detect the product that he/she is most interested in. This information allows you to target the client in a way that is more specific to his/hers needs. It also helps you monitor his/her activity and when the person appears to be undecided or is about to leave the site, the software helps you offer the customer an incentive to stay or to come back with the intent to buy such as a discount or free shipping for the products he/she is interested in.

If the customer still leaves without being converted, this is when email retargeting comes in play, by already having information about the client and his/hers interest, this software allows you to send emails to him/her with the products that you know is interested in.

The retargeting software is built around feedback loops. It is important to monitor feedbacks in an objective manner. Whatever your stake is, business development or a marketing professional, you are definitely under a lot of pressure to sell. So no matter if you are sending out a basic email newsletter or a content update, you must not presume you know for certain what will be the customer’s response to your message.

Clients are very responsive when they feel that the marketing is too pushy or aggressive. Therefore it is very important that the data on unsubscribe rates, spam complaints, open rates, and click-through rates are closely monitored. The retargeting software helps you keep track of every customer, in order for you to monitor their complaints and come back with the most suited response to ensure their satisfaction.

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