Multi-channel retargeting campaigns can help brands retain newly acquired consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2020, 1:32 AM GMT+0

Prompt consumers to opt-in for push messaging to communicate with them and retain them.

The article highlights that 80% ecommerce consumers since March 2020 have been new ones, as per Braze. Given this, Black Friday sales are expected to peak almost completely online. However, with retention rates for these consumers dropping to 3.32% after three months, brands must focus on re-engaging them.

Communicating post the initial phase after purchase could help brands in retention. Create retargeting campaigns for consumers on different web pages and implement a multi-channel communication approach via emails, mobile and desktop to boost re-engagement.

Offering loyal consumers enticing incentives such as free delivery can help retailers deepen relationships. Develop empathetic marketing campaigns amid crises to reassure consumers and build online communities to connect with prospects. Evaluating real-time behaviours can help brands identify communication triggers for abandoned carts.

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