The Power of Remarketing: How to Win Back Lost Customers

April 3, 2024 /
The Power of Remarketing

Table of Contents : 

Understanding Remarketing

In today’s highly competitive digital landscape, winning and retaining customers has become more challenging than ever before. With consumers having endless options at their fingertips, brands continuously need to find innovative ways to reconnect with lost or lapsed customers and bring them back into the fold. This is where remarketing comes into play.

Remarketing, also known as retargeting, refers to digital marketing strategies aimed at re-engaging past website visitors or customers through personalized ads and communications across channels like email, social media, and web/mobile display ads. The goal is to remind people who have previously interacted with your brand to complete a desired action, like making a purchase. As more and more customers continue to expect highly personalized experiences, remarketing has become a powerful tool for brands looking to revive relationships with lost or inactive customers and maximize their lifetime value.

According to a Forrester Research study, the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is just 5-20%. This highlights the enormous potential in remarketing to lost customers. With the right strategy and digital marketing agency in Andheri implementing them, brands can tap into valuable remarketing opportunities and dramatically improve customer retention. Read on to understand the nuances of building an effective remarketing strategy tailored for your Indian consumers using the latest digital marketing tools and techniques.

Understanding Remarketing

While the concept behind remarketing is fairly straightforward, implementing a robust strategy requires an in-depth understanding of the different approaches and best practices. Let’s explore the main types of remarketing and their unique benefits:

Types of Remarketing Strategies

  • Email Remarketing

Email remarketing typically involves sending targeted emails to re-engage customers who abandoned the sales funnel or have been inactive for a certain period. These could include cart abandonment emails, browse abandonment emails, re-engagement emails for lapsed subscribers, and more. Dynamic personalized subject lines, discounts, and relevant recommendations based on past purchases or interests help spike open and click-through rates.

  • Social Media Remarketing

On platforms like Facebook, Instagram, Twitter, and LinkedIn, remarketing makes it possible to reach users who have previously visited your website or interacted with your brand. Tailored ads reminding them to complete purchases or nudging them to re-visit your website can be displayed in their feeds or sidebars. You can also target custom audiences who match your customer demographics.

  • Display Remarketing

Display ads shown across the web and mobile apps to specific audiences who have previously interacted with your brand are referred to as display remarketing. These ads can appear on search engines, websites, mobile apps, and videos. Often, display remarketing ads highlight special offers or discounts to entice users to convert.

Benefits of Remarketing

There are several unique advantages that make remarketing a worthwhile investment:

  • Cost-Effectiveness

Remarketing allows you to focus your ad spends on engagement with past visitors or customers who are more likely to convert compared to new ones. You save money by avoiding having to acquire new leads from scratch.

  • Increased Conversion Rates

Displaying relevant ads to users already familiar with your brand prompts higher conversions. One study by AdRoll showed remarketing efforts improving conversion rates by 4-10 times.

  • Customer Retention

Remarketing prevents customers from forgetting about your brand by continually displaying your ads and messages post their initial website visit or purchase. This can retain customers and reduce churn.

Now that we’ve covered the basics of what remarketing entails and why it matters, let’s look at some real-world Indian examples of successful remarketing campaigns.

Case Studies of Successful Remarketing in India

Savvy brands across industries in India are increasingly embracing remarketing as a key customer retention strategy. Here are a few examples of brands that have excelled at remarketing:

1) Case Study 1: Flipkart

  • Overview of the Campaign

As India’s leading e-commerce platform, Flipkart was seeking to reconquer lost customers and boost repeat purchase rates. They particularly wanted to target users who had added items to their shopping cart but had not completed the purchase.

  • Strategies Implemented

Flipkart launched cart abandonment emails encouraging users to complete their purchases and offering discounts. Dynamic product recommendations based on items added to cart were shown. Flipkart also displayed remarketing ads across partner websites to remind users to revisit and shop.

  • Results Achieved

Within 3 months, Flipkart saw a 21% increase in purchases from abandoned shopping carts. Repeat purchase value also grew by 11%. This highlights the stellar ROI generated by Flipkart’s remarketing initiatives.

2) Case Study 2: Myntra

  • Overview of the Campaign

Myntra, another e-commerce heavyweight, wanted to re-target their most high-value customers who had been dormant for over 3 months using display and social remarketing.

  • Strategies Implemented

Myntra created lookalike audiences modeled after their high-value customers on Facebook and Instagram. They displayed ads with special offers and discounts to nudge these users to make another purchase.

  • Results Achieved

Myntra’s ROAS increased by 5x, with 75% of sales coming from re-activated high-value customers. This proves that with the right remarketing strategies, dormant customers can become highly valuable again.

3) Case Study 3: Ola Cabs

  • Overview of the Campaign

Ola Cabs, India’s popular ridesharing app, wanted to retain customers switching to competitors like Uber. They launched an aggressive remarketing campaign to sway customers to remain loyal.

  • Strategies Implemented

Ola tapped customer data to identify users progressively spending less on the platform. Targeted in-app messages offered promotions, discounts, and Ola Money credits to dissuade them from switching apps. Email and display remarketing was also leveraged across platforms.

  • Results Achieved

Within 2 months, Ola saw a 10% jump in retention for at-risk users. Their remarketing efforts helped curb customer churn by winning back lost customers.

These examples clearly showcase how brands across the spectrum have successfully leveraged remarketing to reactivate lost customers in the competitive Indian landscape. Next, let’s discuss some best practices for maximizing the impact of your remarketing.

Best Practices for Remarketing in India

Based on proven strategies and the unique aspects of the Indian market, here are some tips to optimize your brand’s remarketing:

  • Personalization

Leverage data collected on customers like demographics, purchase history, interests etc. to create hyper-personalized ads and messaging. This results in 5-15X higher conversion rates. For instance, showcase products they bought or expressed interest in.

  • Timing and Frequency

Balance remarketing frequency so it captures attention without seeming intrusive. Typically, 3-10 impressions monthly works well. Timing the messages to coincide with intent signals also helps, for instance cart abandonment emails must be sent quickly.

  • Mobile Optimization

With India’s huge smartphone user base, optimizing remarketing ads for mobile is crucial. Prioritize mobile display ads, use click-to-call formats, and create easily scannable copies.

  • Compliance with Data Privacy Regulations

Respect Indian regulations like the Information Technology Act 2000 when collecting customer data for remarketing. Explicit consent, transparency, and data anonymity are key.

Challenges and Solutions

There are a few common issues that can crop up when implementing remarketing campaigns. Here are some challenges and mitigation strategies:

  • Ad Fatigue

Bombarding customers with overly repetitive ads can breed irritation and fatigue. Capping the frequency along with creative testing is important.

  • Balancing Frequency and Intrusiveness

Remarketing can sometimes come across as intrusive. Brands must strike the right balance between frequency and relevance of ads. Give users the option to opt out.

  • Addressing Customer Privacy Concerns

Collecting data for remarketing targeting may raise privacy issues. Ensure transparency, prior consent, and data security to build trust. Allow customers to opt out of data collection.


In summary, remarketing plays a pivotal role in retaining and re-engaging lost or inactive customers by serving them timely and relevant ads and messages. When implemented strategically, it delivers outstanding ROI by boosting customer lifetime value.

Here are the key tips to maximize remarketing success in India:

  • Personalize ads using customer data and history
  • Balance frequency and avoid intrusiveness
  • Mobile optimization is vital
  • Comply with data regulations
  • Address consumer privacy concerns proactively

For Indian brands looking to harness the power of remarketing, partnering with a skilled digital marketing agency in Andheri like Pods Solution can make all the difference. With their data-driven approach, proven results, and deep expertise in customer-centric digital marketing service, Pods Solution is uniquely positioned to help brands craft data-backed remarketing campaigns that deliver real business impact. To explore how they can amplify your remarketing ROI, reach out today.