How Remarketing Can Save Lost Customers and Boost Your Sales

Remarketing – The Strategy to Keep Your Customers Coming Back!
Don’t let potential customers disappear forever. Discover how remarketing turns lost visitors into loyal buyers.

Maybe you’ve seen this happen: people visit your website. They click around. Maybe add items to the cart, or even buy.

Then — they vanish.

If you play it smart, they don’t have to disappear forever.

Remarketing is your second (and often most effective) chance to bring them back and turn them into customers again.

Here’s everything you need to know.

What is Remarketing?

Remarketing, also known as retargeting, is a digital marketing strategy where you reconnect with people who have already interacted with your brand but didn’t complete a desired action — like purchasing, signing up, or downloading an offer.

Why use it and how does it work?

It’s simple: When a user visits your site, a cookie or device/account identifier is placed in their browser. Later, you show targeted ads to them as they browse other websites, use apps, or check their email — reminding them about what they started but didn’t finish.

People rarely buy immediately, but if you remind them at the right time and place, they’re much more likely to return.

Remarketing isn’t just for sales. With carefully crafted messages, you can:

• Build trust and emotional connection with your brand
• Strengthen loyalty of existing customers
• Give them reasons to come back — whether new offers, added benefits, or exclusive content

Imagine you sell natural cosmetics.
A visitor comes to your site, browses a facial serum, puts it in the cart… and leaves. Maybe they were in a hurry, wanted to think it over, or forgot.

The next day, while reading news or scrolling social media, they see an ad:
“Your serum is still waiting. Get 10% off if you decide today.”

They feel noticed. Reminded. And might click — completing the purchase. That’s how you win customers back.

But don’t stop there.

After purchase, send emails with usage tips, suggest related products, or send Viber messages about special perks. This way, you’re not just bringing them back — you’re starting to build loyal customers.

Remarketing is your opportunity to build lasting relationships. When done right, it’s not just a “push ad” tactic but personalized, helpful communication — and users notice that by returning.

Benefits of Remarketing

Unlike traditional advertising that targets completely new audiences, remarketing focuses on people who have already shown interest.

That changes the game — because you’re not starting from zero. You’re starting with users who already know you, which brings clear advantages:

• Bringing back already interested users:
  You’re not searching for “a needle in a haystack.” You address people who have already visited your site, looked at products, clicked ads, or added to cart but didn’t buy for some reason.

They:

• Know your brand
• Have a need
• Just need a small push to finish the process

Such campaigns are often much more effective and emotionally closer than cold outreach.

• Retaining existing customers and building loyalty:
  Remarketing isn’t only for those who haven’t bought yet. It’s powerful for those who have, too — so they don’t just buy once.

Existing customers:

• Know the product
• Have experience with your brand
• Are more likely to become loyal if given a reason to return

Remarketing helps with:

• Presenting new products they’ll be interested in
• Offers based on previous purchases (cross-sell, upsell)
• Personalized campaigns with exclusive benefits

This builds not just revenue but relationships — turning buyers into loyal fans who come back and recommend you.

• Higher conversion rates compared to traditional ads:
  Statistics don’t lie: users who’ve already interacted with your brand have a significantly higher chance of buying than first-timers.

Remarketing doesn’t sell anything “new” — it reminds them of what they already wanted.

Result?

• Less convincing needed
• More purchases
• Higher conversion
• Lower acquisition costs
• Lower Cost per Acquisition (CPA):
  In classic digital ads, one challenge is the cost to bring a user to your site.

With remarketing:

• The user already knows you
• Fewer ads are needed to convince them
• Clicks often cost less due to less competition for those users

You spend less and get more — perfect for every marketing budget.

• Brand awareness through repeated exposure:
  Even if a user doesn’t click immediately, repeated contact builds brand recall.

This “exposure effect” means the more they see you, the likelier they are to remember and choose you later.

Smart campaigns let users see you:

• On social media
• In search engines
• On sites they visit regularly
• In their email inbox
• In phone messages

And when they’re ready to buy — it will be with you.

Remarketing is not just an “extra tool” — it’s a smarter way to invest advertising for bigger impact, lower costs, and deeper customer connections. It’s a path to brand loyalty.

Types of Remarketing

There are several types and approaches to remarketing depending on the platform, campaign goals, and communication channels. Here are the most important types you can use:

Standard Remarketing (Google Display Network)
This is the classic form of remarketing using Google’s ad system to show banner ads to users while they visit other websites.

Dynamic Remarketing
Unlike standard remarketing, dynamic remarketing shows exactly the products a user viewed, personalizing the ad itself.

CRM Remarketing
Based on your internal database — like email addresses, phone numbers, or user accounts.

Advantages:

• You know who these people are and what they’ve done
• You can send very targeted messages
• Ideal for reactivating past customers or promoting similar products

Example: A customer who bought shampoo 30 days ago now receives an email or ad for the matching conditioner with the message:
“Your hair knows when it’s time for the next step.”

Email Remarketing
One of the most effective channels to bring users back. You target those on your list who haven’t completed purchases or didn’t open previous emails.

Viber and SMS Remarketing
A direct, fast, and personal way to reach users. Perfect for urgent messages, discounts, and reminders.

Push Notifications
Messages sent directly to the user’s device — even when they’re not on your site. Fast, unobtrusive, with a high open rate.

Combining several remarketing types — banners, video, email, Viber, and push — you not only increase chances that users return but also follow them throughout the entire purchase journey, tailored to their habits and preferred channels.

Remarketing vs. Customer Retention

At first glance, remarketing and retention strategies may seem similar — both aim to keep users from leaving forever. But the difference lies in timing, communication style, and the user’s stage in the journey.

Loyalty programs aren’t just about next purchases — they build a long-term relationship by rewarding repeat buying, referrals, surveys, birthday discounts, and other engagement forms.

Example: A customer who made three purchases in the last two months receives:
“Thanks for your loyalty! A gift awaits you in your next order.”

Goal: sense of belonging → connection with brand → long-term loyalty.

Remarketing and retention are not substitutes but complementary parts of growth strategy. One brings back users who left, the other turns them into loyal customers who stay. Together, they build not just traffic but relationships.

How to Set Up Remarketing Campaigns Correctly

If you want real results — more conversions, registrations, and returning customers — your campaign must be smartly set up with clear goals, precise targeting, and well-crafted messages.

Step 1: Define your goal
This is not a technical step but a strategic one. Before running ads, ask yourself what action you want the user to take.

Common goals:

• Conversions (purchase of product/service)
• Registrations (newsletter, webinar, account)
• Repeat site visits (to continue started processes)
• App downloads, PDF guides, coupons

Example: If a user added a product to the cart but didn’t buy, the goal isn’t “brand awareness” but completing the purchase.

Step 2: Create your audience (Remarketing list)
Campaigns won’t succeed by targeting “everyone who visited the site.” You need precise segmentation — and the most valuable segment is your remarketing list.

These are users who:

• Viewed multiple pages
• Added products to the cart
• Spent longer time on the site
• Visited repeatedly in a short period

They are closest to conversion and need special treatment: personalized messages, special offers, emotionally stronger ads.

Example: If you have 10,000 monthly visitors, maybe only 1,000 belong to remarketing list A — but they bring 80% of conversions.

Step 3: Set duration and frequency
Too many ads will annoy users; too few or too late means they’ll forget you. Find the ideal timing and frequency.

Example: An abandoned cart campaign may last 5–7 days, while a loyal customer campaign might last 30+ days with occasional offers.

Step 4: Test, measure, optimize
One ad is never enough. Use A/B testing to find out:

• Which visuals convert better
• Whether users respond better to SMS or email
• Which CTA (call to action) gets better results

Test everything: colors, headlines, campaign duration, sending times, channel types (email vs Viber vs push).
Most importantly — track results and optimize as you go.

Advanced Remarketing Tips and Mistakes to Avoid

Once you master the basics, it’s easy to fall into routine — and that’s where biggest mistakes happen. Effective remarketing today isn’t just “cart reminders” but well-orchestrated multi-channel communication with personalized messages based on your data.

Watch out for:

• Poor or no segmentation: Sending the same message to everyone is sending it to no one. Users at different funnel stages react differently. Segment by:
  • Product types viewed
  • Previous purchases
  • Email open or click frequency

Example: Loyal users who buy every 30 days get different campaigns than one-time visitors.

• Lack of personalization: “You forgot to finish your purchase” isn’t enough. Users expect messages that recognize their context — what they viewed, when, how often, and if they bought similar items.
• Spamming users: Sending 5 messages in 48 hours = blocking. Increases fatigue, lowers trust.
• Disconnected communication channels: Email, SMS, Viber, and push shouldn’t work “alone.” Without strategy, contradictory messages or double sends may occur. Connect channels in a single communication flow. A user ignoring email might respond to a Viber message with a product image. Push notification reminds, SMS closes the sale.
• Ignoring Customer Data Platforms (CDP): If you don’t use your existing data about habits, purchases, interactions — you miss full potential. Use platforms that gather user data to automate smart campaigns that feel handwritten for each user.

Example: Customers who spend above average get exclusive offers; inactive ones get reactivation messages — all automated.

Remarketing that really works is a personalized experience driven by data, segmentation, and smart channel integration. With precise automation and clear strategy, your remarketing won’t just sell — it will build loyal customers who keep coming back.

Is Remarketing Necessary?

If you’re already investing in ads, SEO, content, and social media but not remarketing — you’re leaving money on the table.

Remarketing is not just desirable, but essential for any brand that wants to:

• Maximize existing traffic
• Avoid losing users who already showed interest
• Build not just sales but loyalty

With a good setup, remarketing:

• Boosts return on investment (ROI)
• Complements every stage of the marketing funnel — from awareness to conversion
• Creates repeat purchases, not just one-time impulses