On average, only about 2% of users will convert into a sale the first time they visit your website. This figure is surprisingly low, and shifting this reality requires time, effort, and well-executed integrated marketing strategies to truly engage and win over your audience.
You might be driving significant traffic to your website, but the likelihood of those visitors converting into sales is still low. To improve your chances, consider a smart remarketing and retargeting strategy. This approach helps you reconnect with an audience that is more likely to purchase your services, compared to first-time visitors. But can you tell the difference between these two similar, yet distinct actions?
While both aim for the same end result, there are key elements that set them apart. At Juicebox, we know these concepts can be confusing, so in this article, we will break them down and clarify the differences.
Retargeting vs Remarketing: Quick Overview
Aspect | Retargeting | Remarketing |
|---|---|---|
Primary Channel | Display ads, social media ads, and programmatic ads | Email and CRM-based messages |
Data Used | Cookie data, pixels, and browsing activity | First-party data like email and user profiles |
Audience | Website visitors (even anonymous) who didn’t convert | People you already have contact details for |
Purpose | To bring back potential customers and encourage them to convert | To reconnect with existing contacts and build deeper relationships |
Reach | Broad reach across websites, apps, and social media | More limited reach, more personalized message |
Cost Model | Typically pay-per-click, impressions, or bidding | Often lower cost (mainly email), though it depends on the email 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 that go beyond individual services: we are your dedicated partner in growth. Retargeting is one of the powerful methods we use as part of our full suite of ad support services, designed to reach your potential customers at the perfect moment and in the right place, driving meaningful results. With a passionate team of digital marketing experts, we are committed to maximizing the performance of your campaigns and boosting conversions. Let’s connect and explore how Juicebox, as a trusted partner, can provide tailored solutions that not only elevate your business but help you achieve your broader marketing goals.
