What is a Re-Engagement Campaign?
A re-engagement campaign is a tactic utilized by online and email marketers that targets users who have previously engaged with a brand online and are likely to convert. The objective of a re-engagement campaign is to address users that have already shown a viable interest in converting but have yet to do so. These campaigns are essentially ads that are catered to the behaviors of users that have already shown intent.
Why Use Re-Engagement Campaigns?
With businesses and companies creating online campaigns for their target audiences, the feedback received from users can fall into various categories. There may be users that immediately respond to a call-to-actions (CTAs) by making a purchase or utilizing a service. Or, more often than not, there are users that show interest and may partially engage but haven’t made the commitment that converts them into a customer. This is where the power and influence of a re-engagement campaign is utilized. By assessing the behaviors of visitors, online marketers can then send re-engagement campaigns that will assist and remind them to complete their actions to achieve a conversion. In addition, the advantage for online marketers is the cost-efficient move in attempting to convert an existing user rather than trying to acquire a new customer. Essentially, the costs would be directed to simply complete the engagement that the user has already initiated, which will yield more results instead of spending additional costs attempting to gain new users.
Common Types of Re-Engagement Campaigns
There are various ways in which businesses can re-engage users. The most important component for online marketers to understand is knowing the exact behavior of those users and creating a strategy to best address their interests. Below are some common and simple ways to create a re-engagement campaign.
- Sale Announcement: For online stores of any kind a simple way to re-engage potential customers that have subscribed to an email list is to promote a sale on their site. Perhaps users that are already familiar with the store did not engage primarily in hopes that a sale would occur. In this case, for each sale an online store promotes, a re-engagement campaign of this nature can absolutely generate the potential conversion of users into customers.
- Abandoned Cart: In a similar manner, for users that have taken the action step to place items in their cart but have yet to make the purchase, a simple reminder can be enough for users to complete their action. After a set period of time, this campaign can be sent to a user’s inbox that would ideally initiate them to complete their initial interest to make a purchase.
- Free Gift: A strong, yet very specific, gesture can even be utilized on extremely promising customers. Offering a free gift of any sort, be it a physical object or a downloadable resource, can re-engage even the most idle of users. The only potential cost that the business might incur is the actual cost of the gift, whatever that may be.