Let’s start with a simple example that has already been widely tested: abandoned cart recovery by email. This is a communication – more or less engaging – that is delivered to the inbox, usually after 24 hours, from the interruption of a purchase on an e-commerce. This is in itself a personalized retargeting, because the email is specifically targeted to a person and shows images of the desired product. However, most of the time, these emails do not take into account the history of the people , but are simple triggers.
An important differentiation must be made on the prospect or customer lifecycle: a hero user, who has therefore made a high and frequent spending volume, is certainly not the same as a new user. The personalization of the conversion incentive, if there is one, could then be highlighted with the appropriate differences. This is the example of Dollar Shave Club , which focuses on the membership and not just the product.
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Personalized retargeting on inactive users
We said that marketing automation recognizes the user and that retargeting does belize cell phone number list not necessarily have to be done on the last product viewed or clicked. In some advertising formats, for example, such as Facebook carousels, one could imagine a personalization based on segments rather than manual correlations.
Thanks to artificial intelligence, you can offer products that appeal to similar users. For example, this is the one that Amazon creates thanks to its algorithms, but it is not the only one that can do it. At that point, retargeting becomes a real Service to users And it is no longer considered an intrusive attempt to close the sale. An approach of this type can be very successful in the case of users who have been inactive for a long time, who must therefore be stimulated, if not with the classic incentive, also with interesting proposals in line with their profile (personalized and relevant). If in the first example the aim was to push the closure of an expressed need, in this case we seek to anticipate a latent need .