The power of retargeting is evident if you have ever browsed an online store and then noticed advertisements for the same products following you around the internet. Remarketing is also in play if you got an email reminding you of the things you still had in your cart.
Remarketing and retargeting are not exactly the same thing, despite the fact that they are frequently used interchangeably. Your digital marketing strategy can be revolutionized if you comprehend their distinctions and know how to use both efficiently.
This article will explain the definitions of remarketing and retargeting, their functions, their main distinctions, and how to combine the two to increase conversions and forge closer bonds with clients.
What Is Retargeting?
Retargeting is an online advertising tactic that targets users who have visited your site, app, or social media profile but failed to perform an intended action—e.g., purchase, registration, or form submission.
How Retargeting Works
When a person visits your site, a tiny snippet of code called a tracking pixel or cookie is placed in their browser.
As they keep surfing other websites or social media sites, that tracking information enables you to present them with banner ads recalling your brand name or products.
Such ads occur on sites such as Google Display Network, Meta (Facebook and Instagram), LinkedIn, or other advertising networks.
Example
Let’s say you visit a clothing site, place a jacket in your shopping cart, and then close out without buying. Soon after, as you scroll through Instagram, you’re seeing an ad for the same store with that same jacket—occasionally even on sale. That’s retargeting at work.
Reminds your brand to potential customers.
Encourages return visits and purchases.
Increases ad relevance and conversion.
Enables tailored ad experiences according to user behavior.
What Is Remarketing?
Remarketing, however, targets reconnecting with leads or current customers directly through communications, often through email marketing or CRM campaigns.
Whereas cookies or ad pixels might be used in retargeting, customer lists, email subscriptions, or CRM may be used in remarketing to send targeted messages.
How Remarketing Works
You gather contact or email addresses from prospects or customers.
According to their past interactions—e.g., purchases, cart abandonment, or sign-up—you email or message them with a personalized message.
These can be exclusive offers, reminders, or product suggestions.
Example
You browsed a web furniture store and placed a sofa in your cart but didn’t complete the checkout. A day later, you get an email with the following message:
“Still considering that sofa? Get 10% off your purchase!”
That follow-up email is a remarketing campaign intended to push you back to finish your purchase.
Remarketing vs Retargeting The Key Differences
Remarketing through Aspect Retargeting
The main platform for social media ads and displays
Direct email correspondence
The target market
People who visited a website but did not become current or prospective clients Browser cookies or data source pixels CRM
Main Goal
Return visitors to your website
Develop new clients or re-engage existing ones.
For instance
Displaying advertisements for a product that someone has examined
Emailing someone about a cart that has been abandoned
Retargeting is essentially saying, “Hey, come back and finish what you started.”
Remarketing results in “Hey, you’re missed!” I have a special gift for you.
How Remarketing and Retargeting Work Together
The best digital marketers know how to mix both strategies, even though they’re pretty different. Here’s how it usually works:
First, try retargeting ads. Let’s say someone browses your site but leaves without buying anything. Hit them with a social media ad or a personalized display ad to remind them what they’re missing and encourage them to come back.
If they gave you their email or signed up for your list, follow up. Shoot them an email—maybe offer a discount or show them some similar products they might like.
This isn’t just about getting the sale right away. By showing up in their inbox and on their feeds, you make sure people remember your brand. It sticks.
And don’t forget about the folks who already bought something. Send them an email every so often—tell them about new products, loyalty perks, or stuff picked just for them. That’s how you keep the relationship going.
Best Practices for Remarketing and Retargeting
Segment Your Audience
Don’t lump everyone together. Break your users into groups based on what they do, what they like, or what they’ve bought before. You’ll get way better results with campaigns that actually speak to them.
Time It Right
Timing’s huge. Retargeting ads hit hardest when you show them just a day or two after someone visits your site. And if you’re sending out remarketing emails — like for cart abandonment — don’t wait. Fire them off soon so you stay on their radar.
Use Compelling CTAs
No one likes a boring button. Make your call-to-action obvious and tempting. Try stuff like:
“Complete Your Purchase”
“Get 10% Off Today”
“See What’s New”
Limit Frequency
Don’t spam people. If you keep hitting users with too many ads or emails, they’ll tune you out or hit unsubscribe. Set limits and use smart tools to avoid overdoing it.
Test and Optimize
Keep an eye on your numbers — clicks, conversions, ROI — all of it. Then tweak your approach based on what actually works.
Examples of Platforms and Tools
For Retargeting:
Google Ads (Display & YouTube)
Facebook and Instagram Ads
LinkedIn Ads
AdRoll
Criteo
For Remarketing:
Mailchimp
HubSpot
Klaviyo
ActiveCampaign
Salesforce Marketing Cloud
These platforms pack in automation and tracking features to help you run smarter, more effective campaigns.
Why Understanding the Difference Matters
Understanding how remarketing and retargeting differ makes a real difference. You’ll pick the right approach for every step of your customer journey. No more running campaigns that step on each other’s toes. You’ll spend your marketing budget where it actually counts. Plus, your customers notice when you reach out in a way that feels personal and relevant.
When you get these strategies right, they don’t compete—they team up. Together, they guide people from that first spark of interest, straight through to becoming loyal fans.
Advanced strategies for maximising remarketing and retargeting results
Once you’ve got the basics down, it’s time to step things up. Let’s dig into some advanced techniques that can take your campaigns from decent to outstanding—and help you squeeze the most out of your marketing.
- Dynamic Personalization
Nobody pays attention to generic ads and emails anymore. Instead, tap into dynamic creative optimization (DCO) for your retargeting ads or drop personalized content blocks into your emails. This way, your campaign shows people exactly what matters to them—based on what they browsed, what’s sitting in their cart, or what they bought before.
Picture this: someone checks out three different pairs of shoes on your site. Your retargeting ad follows up with those exact shoes, even down to the color or size. Your email? It could spotlight those same products with a simple “Still thinking about these?” message.
- Cross-Channel Integration
Your customers bounce between platforms all day. Your marketing should keep up. Connect your emails, social ads, and display retargeting to build a seamless, familiar experience wherever people find you.
So, maybe someone gets a reminder email, and later, they spot a Facebook ad with that same offer. Consistency like that builds trust—and people remember you.
- Exclude Converted Users
Here’s a classic mistake: still targeting folks who already bought from you. That’s just a waste of money and, honestly, it annoys your customers. Use audience exclusions in your ad tools. Pull those recent buyers out of your retargeting lists and move them into a post-purchase flow—think upsells, loyalty perks, or review requests.
- Leverage Lookalike and Similar Audiences
Once you spot your best-performing audiences, use that info to build lookalike groups. Platforms like Facebook and Google help you track down new people who act just like your top buyers—so you reach more folks without losing the personal touch.
- Use Sequential Messaging
Don’t just hammer users with the same ad or email over and over. Build a little story instead.
Day 1: Nudge them about their abandoned cart.
Day 3: Drop in a testimonial or some social proof.
Day 5: Sweeten the deal with a discount or limited-time offer.
This approach feels more natural and helps guide people toward a decision, without sounding pushy.
Common Mistakes to Avoid
Even the best campaigns can flop if you miss the details. Watch out for these pitfalls:
- Over-Retargeting
Nobody wants to see the same ad 20 times a day. That’s how you get “ad fatigue.” Set your frequency caps—3 to 5 impressions a day is a safe bet.
- Poor Segmentation
Not all users are created equal. Someone who just peeked at your homepage isn’t as invested as someone who filled up their cart. Split your campaigns by funnel stage and tweak your message for each group.
- Ignoring Mobile Optimization
Most people browse and shop on their phones. If your ads or emails don’t look good on mobile, you’re leaving a lot of conversions behind.
- Forgetting About Privacy and Compliance
Play by the rules—GDPR, CCPA, CAN-SPAM, all of it. Make opt-ins clear, include easy unsubscribe links, and be upfront about how you use data. Trust is how you build lasting customer relationships.
- Not Measuring What Matters
Clicks are nice, but they don’t tell the whole story. Track the stuff that actually matters—conversion rate, customer lifetime value, return on ad spend. Use those numbers to keep tweaking your strategy.
Future Trends in Remarketing and Retargeting
Marketing changes fast. Here’s what’s coming down the pipeline:
AI and Machine Learning: Smarter platforms mean better predictions and automatic ad optimization.
Cookieless Tracking: With stricter privacy rules, first-party data and CRM tools are taking center stage.
Omnichannel Experiences: Remarketing isn’t just for emails and ads anymore—it’s moving to SMS, chatbots, even custom website experiences.
Video and Interactive Ads: Short videos, quizzes, polls—these grab attention and boost engagement.
Predictive Remarketing: New tools help you spot when someone’s ready to buy again, so you can personalize your outreach even more.
Final Thoughts: Uniting Remarketing and Retargeting
When you do it right, remarketing and retargeting don’t just bring back lost sales—they help you build real connections. Your brand stays top-of-mind, but never feels pushy. You’re there when your audience needs you, gently moving them from interest to action.
Think of retargeting as your digital handshake—it brings your brand back in front of people who already showed some interest. Then, remarketing keeps the conversation going, turning that spark into something lasting.