Re-messaging (sometimes called retargeting) must be one of the best kept secrets of online advertising. Yes, many brands are doing it, but many more are not - and these brands are missing a major opportunity to reach historical site visitors and re-engage with them to increase sales.

What is re-Messaging?

Re-messaging enables an advertiser to re-serve online display advertising to people who have visited their website and left without purchasing or engaging in-depth (becoming a lead, registering for newsletters etc). So, imagine that you are an ecommerce retailer selling shoes. If you get a 2.5% conversion rate to sales, that means that 97.5% of your online visitors leave your site without purchasing. That’s a lot of potential customers, potentially lost forever. Well, it doesn’t have to be like that. Re-Messaging can help you bring these lost sales opportunities back into your business.

In order to run a re-messaging campaign you generally need to be working with an online advertising network. These networks gather together publishers of larger sites and do deals to sell their unsold advertising space. Nothing special there then. I agree. But here comes the interesting bit. These networks employ tracking technologoes which can detect people have been to your site and subsequently visited sites within their advertising network. It is when your past visitors visit these sites in a participating ad network that you are able to re-serve your online advertising to your past site visitors. This means you can track, follow and re-engage with people who have visited your site, but left without making a purchase.

There’s a huge creative opportunity here too. It is possible to re-message visitors who have been to specific pages within your site. Knowing which pages have been visited means you can serve custom display ads to people who have visited key pages within your site. So for example, we can identify all visitors who have been to the “Basket Completed” page, but not gone to the “Buy Now” page. These users can be served a sales reminder message such as “New Range of UGGs now in stock” or “Buy UGGS now and enjoy 5% discount until March 31st”. In this way you are able to re-incentivise past visitors who are interested in your products, but did not convert to purchase.

What kind of results can you expect from re-messaging?

In our experience click through rates in re-messaging are around five times higher than in normal online display. Conversion rates are also significantly higher because you are communicating with visitors who have already shown an interest in your site. It’s also worth mentioning that a conversion doesn’t need to be a sale; you can use re-messaging to build your database which can then form the basis of a CRM campaign. Either way, re-messaging is an extremely effective way to identify and re-connect with past visitors to your site.

Find out more about our services at www.teqtonic.com