CRM Retargeting: Using Offline Data to Increase Conversion

There has been a surge of advanced marketing technologies in the last several years, allowing for comprehensive marketing campaigns. One of these is CRM retargeting.

CRM data is commonly used in direct marketing campaigns. Unfortunately, due to the rising costs of print and postage, many direct marketers have noticed diminishing returns for the past few years. This is where CRM retargeting comes in, extending the reach of your email and mailing lists on the Web – even when they don’t visit your website. This marriage of offline and online marketing allows for more effective and successful communication with your audience.

What is CRM Retargeting?

You’ve heard of retargeting, in which prospects who have recently visited your website are tagged with a cookie that will allow your brand to follow them long after they have clicked off of your online store. While this has been an effective marketing tool, it limits your reach to only those who have previously visited your website. But what about someone who has purchased from you a year ago, but hasn’t been to your website for 9 months? While you can send them an email to remind them of your existence, what if they no longer respond to email marketing? What if they haven’t even opened their email in a long time?

Your past purchasers are some of your most qualified audiences, since they have shown great interest in you and there’s a strong likelihood that they will engage with you again. For this reason alone, you should take the necessary steps to try and reengage past customers. CRM retargeting allows you to bridge the worlds of offline and online marketing seamlessly, giving you the chance to send targeted messages to people online using your customer database.

How CRM Retargeting Works

CRM retargeting, also known as data onboarding, is the process of matching offline data with online customers. One of the most common examples is a customer’s email address, which is easily collected and matched with online activities. However, CRM retargeting companies can also match an online customer using postal addresses or geographical regions.

For example:

  • A brand uploads a list of customer email or physical addresses that they have on their file into their preferred retargeting software.
  • Targeting specifics are established in order to ensure that the appropriate display ad is seen by the appropriate audience.
  • The CRM retargeting software finds the brand’s mailing list targets on the Web via a database and begins tracking their activity online.
  • The targeted audience is served dynamic display and video advertisements across the Web that have been tailored to their interests.

It is important to note that onboarded data is undisclosed and still protects the customer’s privacy. The onboarded data is gathered based on customer segments (e.g. customers who have not purchased in 6 months) in order to receive a specific message (e.g. special promotions or discounts if they purchase again).

What are the Benefits of CRM Retargeting?

CRM retargeting gives you the opportunity to deliver a specific message to the appropriate audience and reactivate dormant customers. It keeps your brand front and center even if your customers haven’t been to your website in months. You already have essential customer information, and you know the types of customers you serve. The next step is utilizing CRM data to enhance online conversions.