An average of 2% of users are bound to convert to becoming a sale the first time they land on your website. Not only is this number surprisingly low, but to change this fact and win over an audience takes a very long time and great integrated marketing tactics.
You may be driving a significant amount of traffic to your website, but the chances of them translating to sales are low. Consider an intelligent strategy to remarket and retarget your business. This allows you to reach a wide audience that is more likely to purchase your services compared to first-time visitors. However, can you differentiate the two similar but very different actions?
Retargeting vs Remarketing: Quick Overview
Aspect | Retargeting | Remarketing |
|---|---|---|
Primary Channel | Display ads, social ads, programmatic ads | Email, CRM-based messaging |
Data Used | Cookie / pixel / browsing activity | First-party data: email, user profiles |
Audience | Visitors (even anonymous) who did not convert | People you already have identifiers for |
Purpose | Capture potential customers, pull them into conversion | Re-engage existing contacts, nurture deeper relationships |
Reach | Broader reach across web / apps / social | More limited reach, more personalized message |
Cost Model | Usually pay-per-click, impressions, bidding | Often lower cost (email), though depends on mailing platform |
What Is Retargeting?
Definition: Retargeting refers to ad campaigns that target users who have visited your website or used your app but did not convert (e.g. make a purchase or complete a form). It works by placing a pixel or cookie on your site and then serving display ads to those users when they browse other sites.
How It Works: A tracking script (pixel) or cookie identifies visitors and segments them into audiences. Ad platforms (Google Ads, Meta, display networks) then show tailored ads to these visitors across the web. This keeps your brand top-of-mind.
Audience Scope: Retargeting can include both anonymous site visitors (those who did not provide contact information) and known contacts (e.g. email lists). Some platforms match your email list to user accounts and use display ads.
Typical Use Cases:
• Someone viewed a product page but left without buying
• A visitor added items to cart but abandoned checkout
• A user visited a service page but did not submit a contact form
What Is Remarketing?
Definition: Remarketing is about re-engaging people who have already engaged with your brand, particularly those you have some identifier for, often via email or other direct channels. It is commonly done through email campaigns.
How It Works: You use first-party data (emails, user profiles) to send targeted messages; reminders, offers, or content, to people who previously interacted or purchased. The strategy leverages the relationship you already have.
Audience Scope: Usually limited to those who gave you their contact details (customers, newsletter subscribers). Because of this, lists for remarketing tend to be smaller, more engaged, and specific.
Typical Use Cases:
• Cart abandonment email reminders
• Upsell or cross-sell messages to existing customers
• Reactivation campaigns for dormant customers
• Personalized follow-ups after a lead download
When to Use Retargeting vs Remarketing (or Both)
Use Retargeting When:
You want to re-engage website visitors who showed interest but left
You want to capture more conversions from colder audiences
You have sufficient traffic to build pixel-based audiences
Use Remarketing When:
You already have email lists or customer databases
You aim to nurture existing users or encourage repeat purchases
You want more personalized, direct messaging
Use a Hybrid Approach
In most strategies, retargeting and remarketing complement each other. For example:
Use display retargeting to bring back visitors who didn’t leave their email
Combine that with email remarketing for users who already subscribed
Use exclusion lists so you don’t double-message the same person
Search Engine Journal notes the lines between the two are blurring, especially as ad platforms now let you retarget based on email list uploads, meaning you can mix tactics.
Best Practices for Retargeting and Remarketing
Segment Your Audiences: Create campaigns for cart abandoners, blog readers, or past buyers separately.
Control Frequency: Avoid overwhelming users with too many ads or emails.
Match Messaging to Intent: Use reminders for abandoners, incentives for return buyers, and educational content for early-stage leads.
Refresh Creative Assets: Rotate ad visuals, email designs, and offers regularly to maintain interest.
Track Performance Closely: Monitor CTR, conversions, and engagement to see what works.
Stay Privacy-Compliant: Respect cookie policies, opt-in rules, and data regulations to maintain user trust.
FAQs
1. Are retargeting and remarketing the same thing?
Not exactly. Retargeting is usually ad-based and focused on anonymous visitors, while remarketing is email-based and aimed at existing contacts.
2. Which is cheaper: retargeting or remarketing?
Remarketing (email) is often more cost-effective because you already own the data. Retargeting ads can be more expensive but reach a wider audience.
3. Can I run both at the same time?
Yes, and it is often the most effective approach. Retargeting captures lost visitors, while remarketing nurtures your database.
4. Do I need a lot of traffic to start retargeting?
You’ll need enough visitors to build an audience list. Once you have a few hundred site visitors per month, you can begin.
5. What are some examples of remarketing campaigns?
Cart abandonment emails, loyalty offers, re-engagement emails, or upsell campaigns for existing customers.
Turning Missed Clicks Into Conversions With the Right Strategy
Retargeting and remarketing are two sides of the same coin. Retargeting focuses on winning back visitors who left without converting, while remarketing nurtures people already in your database to encourage repeat business. By combining both strategies, you can capture lost opportunities, improve conversion rates, and build long-term customer loyalty.
At Juicebox, we specialize in strategic digital marketing solutions, including retargeting ads that can effectively reach your potential customers at the right time and in the right place. Our experienced team of digital marketing experts is dedicated to maximizing your campaign's performance and driving conversions. Contact Juicebox today, the leading digital marketing agency to discuss how our tailored digital marketing services, including retargeting ads, can elevate your business and help you achieve your marketing goals.
