Seventy-seven percent of marketers use retargeting in their advertising mix — and for good reason.
Tracking past visitors who browsed a product or abandoned a shopping cart, then serving them ads across channels like social or direct mail is a proven way to recover lost conversions.
Remarketing is just as powerful. Reconnecting with past customers or lapsed buyers already in your database drives 26% of users back to websites they’ve already visited.
Both tactics share the same goal: turning browsers into buyers. Here’s how to tell them apart and use both to your advantage.
Retargeting and remarketing play different roles
Retargeting is used to reach early-stage browsers who have yet to demonstrate any intent signals. It’s most effective for:
- Recent site visitors who came and left
- Product page browsers who didn’t convert
- Visitors who engaged with specific content or offers but didn’t take action
- Abandoned cart recovery
Remarketing is deployed when you have more data, and thus can create more personalized content. Common remarketing practices include:
- Upsell campaigns based on purchase history
- Win-back campaigns targeting lapsed customers with a reason to return
- Reactivation campaigns for subscribers who’ve gone quiet
- Loyalty programs that reward repeat behavior
>>Related: What’s the Best Timing for Direct Mail Retargeting?<<
Complementary tactics that work as a team
To increase your conversion opportunities, use both. A shopper visits your site, browses and leaves. You retarget them with display ads and a personalized direct mail piece. They click through, sign up for your email list or make a first purchase. Now they’re in your database, and remarketing takes over with triggered emails, tailored offers and loyalty incentives.
Keep in mind, timing matters more on the retargeting side. The closer to the action taken, the greater the response. That’s why recency is one of the most important variables to build into your retargeting strategy.
Five ways to make both tactics work harder
Whether you’re retargeting anonymous site visitors or remarketing to known customers, smarter execution starts here:
- Segment your audience. Someone who spent ten minutes on a product page differs than someone who clicked on an item and bounced. And a lapsed customer of two years needs a different approach than someone who purchased last month. Segment by behavior and history, and communicate accordingly.
- Personalize the message. Generic ads get ignored and generic emails get deleted. Use the data you have on hand, including pages visited, past purchases or even abandoned cart content to make every communication feel relevant.
- Make it omnichannel. Remarketing and retargeting campaigns shouldn’t be limited to digital channels. Amp up your efforts with in-the-moment direct mail that makes a tactile impression.
- Include a clear, compelling call to action. Don’t make people guess what to do next. Your CTA should tell them exactly what you want them to do and why they should do it. A discount, a deadline, an exclusive offer — be specific and make it easy to act
- Create urgency. Limited-time offers and low-stock signals are proven motivators at every stage of the buyer journey. Give people a reason to act now rather than later.
Ready to put direct mail to work?
Retargeting and remarketing are only as strong as the channels behind them. Add direct mail to your mix — and do it right. Download How to Crush Direct Mail, our free step-by-step guide for marketers who want faster conversions and more repeat purchases.
FAQ
Which one should I prioritize?
That depends on your goal. For example, if you’re trying to recover lost traffic or reach new prospects, retargeting may be a good starting point. But if you want to drive repeat sales or re-engage lapsed customers, that’s remarketing.
Is remarketing always cheaper than retargeting?
Because you’re working a warmer, more defined list, remarketing tends to deliver higher conversion rates at a lower cost per acquisition.
How do I measure success across both tactics?
Track response rate, conversion rate, cost per acquisition and ROI for each channel and tactic separately. Over time, your own campaign data becomes your most valuable benchmark, more useful than any industry average.
Can data-driven direct mail be part of a retargeting or remarketing strategy?
Yes! When it comes to retargeting, direct mail combines the precision of behavioral targeting with the staying power of a physical touchpoint, which is something digital ads can’t replicate. For remarketing, personalized direct mail to lapsed customers or high-value segments consistently gets results.
