Retargeting Push: The Secret Weapon for More Revenue?

In today's digital world, **retargeting push** is increasingly gaining importance as an innovative method to specifically re-engage visitors and boost sales. This technique accompanies potential customers along their customer journey and helps companies to win back lost prospects.

Was bedeutet Retargeting Push und wie funktioniert es?

**Retargeting Push** is a form of marketing communication where users who have visited a website or shown interest are re-contacted via push notifications. Unlike traditional advertising methods, these messages reach recipients directly on desktop or mobile devices – even without an app needing to be installed. This increases the likelihood that users will return and complete a desired action, such as a purchase.

For instance, an online shop selling shoes might send push notifications with details of discount promotions for the exact trainers visitors have previously viewed. This keeps the offer top of mind without seeming intrusive. This method is particularly effective in e-commerce for boosting conversion rates.

Publishers can also use **Retargeting Push** to re-engage their readers and draw attention to current articles, exclusive content, or webinars. This strengthens the bond with the target audience and increases time spent on the website. Similar potential exists for online courses or service providers who can act with targeted, individual offers and reminders.

Advantages of Retargeting Push in the Marketing Mix

The power of **Retargeting Push** lies, among other things, in the immediate reach and high visibility of the messages. Push notifications are usually noticed immediately and often generate higher click-through rates than comparable email campaigns.

Here are some exemplary benefits that companies report:

• Increasing sales by targeting users who have already shown interest.
• More efficient use of existing traffic without expensive new customer acquisition.
• Personalisation through dynamically adapted content and offers.
• Integration into large marketing campaigns, for example seasonal sales or product launches.

Retail, digital media and agencies frequently report noticeable improvements in customer loyalty and a tangible increase in interactions through the clever use of **retargeting push**.

BEST PRACTICE with one customer (name hidden due to NDA contract)

The client implemented a push retargeting campaign on their online sportswear shop. Within a few weeks, the shopping basket abandonment rate was reduced by 15%, as users were targeted with product updates and limited-time discount codes. At the same time, the average order value increased because complementary items were promoted, which significantly boosted revenue.

Tips for successful implementation of retargeting push

Success is largely dependent on the right strategy and execution. Here are three practical recommendations:

• Target audience segmentation Use data to precisely differentiate visitor groups. This allows messages to be tailored perfectly and wastage to be minimised. For example, first-time visitors, returning buyers or those interested in specific product categories can be addressed differently.
• Content Personalisation Dynamically adapted content and offers increase relevance. This allows you to specifically address users who have viewed a particular product but haven't bought it.
• Frequency Management Pay attention to a balanced contact frequency so as not to overwhelm or alienate users. For example, use frequency capping to send push notifications only within a sensible time window.

Taking legal requirements into account, such as user consent for push notifications, is also essential to maintain trust and increase acceptance.

BEST PRACTICE with one customer (name hidden due to NDA contract)

A provider of digital continuing education used retargeting push notifications to send targeted reminders to users who were interested in specific courses but had not yet enrolled. These notifications highlighted personalised learning opportunities and exclusive discounts. The result was an increase in registration rates of over 25%, whilst at the same time avoiding unnecessary push notifications through intelligent frequency management.

Strategically use retargeting push in the marketing mix

To achieve its full effect, **Retargeting Push** should be considered as part of a holistic marketing strategy. It complements other channels such as e-mail marketing, social media, or search engine advertising and can accompany the customer journey across various touchpoints.

So, for example, B2C companies use combinations of dynamic retargeting via display ads and targeted push notifications to initiate and support purchasing processes. Media houses benefit from the ability to remind readers about new content and promote subscriptions. Service providers use the channel to communicate individual offers or important appointments, thereby deepening customer loyalty.

BEST PRACTICE with one customer (name hidden due to NDA contract)

An e-commerce company integrated retargeting push notifications into its automated marketing system, linking them with email campaigns and social media advertisements. This cross-channel strategy allowed for flexible and personalised engagement with potential customers. In phase one, a push notification was sent as a cart abandonment reminder, followed by an email, and finally a Facebook ad. This coordinated approach significantly increased the conversion rate compared to individual channels.

My analysis

**Retargeting Push** offers a powerful way to re-engage users and unlock revenue potential. Targeted and personalised communication reduces wasted marketing spend and increases campaign efficiency. This method becomes particularly relevant when combined with other channels, fostering a closer connection with the target audience. For companies looking to proactively guide their customer journey, Retargeting Push provides valuable support.

Further links from the text above:

Retargeting via push notification – ShopiMind
Retargeting strategies in the media mix – Constructive
Retargeting – Haufe Akademie
Using retargeting effectively – Avidly Agency
Retargeting simply explained – SEM Germany

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