Is Remarketing Always the Right Move?
Remarketing – the process of showing highly targeted and personalized advertising materials to patrons who have shopped or visited with you in the past – isn’t new. In fact brick and mortar businesses have been using remarketing techniques for as long as business has existed in the form of signs, advertising brochures, and direct invitations to come in and shop once more.
Remarketing in the Online Sphere
In the online sphere, most remarketing occurs in the form of emails, targeted advertising, and pay-per-click campaigns, either on Google Search, Facebook, Twitter, or some other social media platform. Like in the brick and mortar world, it’s incredibly effective when marketers do it right – at least most of the time. There are a few times when you shouldn’t remarket, either because it has negative consequences or because it simply isn’t effective.
When the Customer is Angry
Have a customer who just sent an order back and screamed obscenities in your ear? Now is not the right moment to send out an email reminding them of how fantastic it is to shop with you, even if it contains a 10 or 20 percent discount. Where many marketers miss the mark here is in temporarily pausing marketing attempts to the angry customer, who is much, much more likely to report marketing attempts as spam or react negatively to them after a negative experience.
That said, you shouldn’t necessarily abandon the customer, either. The better approach is to have someone reach out to the customer personally – preferably someone in a position of authority – to make an honest attempt at winning them back. Most situations are correctable with a bit of patience, but you do need to ensure it’s worthwhile. Some customers just can’t be saved.
When You Just Sent a Remarketing Attempt
Some businesses take remarketing a bit too far; instead of sending a few attempts here and there, they go way overboard and send multiple attempts per day or week. The result is the customer feels spammed and overwhelmed, clicks that dreaded “this is spam” button in gmail, and proceeds to tell all their friends you’re a terrible and sketchy business with no scruples. Not your intention at all!
Ultimately, there’s no magic frequency that works – it comes down to trial and error. Think about what you would reasonably be open to seeing without feeling inundated and work from there. And more importantly, don’t forget to factor in remarketing across multiple platforms. Someone who just received an email isn’t likely to want to engage on Facebook the same day.
When the Customer Just Made a Big Purchase
Yes, that’s right – remarketing isn’t always right just after customers make big purchases. When customers spend a significant amount of money at your business (especially if it’s beyond what’s normal for the demographic), attempting to remarket them immediately can make them feel as if they’re just a sale. “But I just spent money with you,” they think, wondering why you aren’t satisfied with what you have.
The good news is there’s a way to remarket to these customers without making them feel like just another cog in a constantly-turning machine. Personalize your ads or attempts for purchasers; switch the game up and thank them instead of telling them about the next sale or offer. Then, toss in a decent discount for “the next time they shop with you” and let them know you can’t wait to see them again.
The focus remains on their purchase, rather than pushing them into another sale – but they feel special, making them more likely to come back in the first place.
Need help structuring the right remarketing campaigns for your business? Reach out to us at eBiz WSI Solutions. Our experts can help you find your way in these uncertain times.