In the previous post we showed you how to create lookalike audiences from your list of existing customers. This week, we tell you how you can speak directly to those customers in your list!

How and why would I retarget existing customers with ads?

If a customer has bought your product or service, they've put trust in you. Build on that trust and build that customer value.

You'll likely have the ability to email these customers direct, but email doesn't always cut through. And we know that a good scroll-stopping ad can certainly cut through!

🏷️Let them know about an upcoming sale - this might be an exclusive sale just for existing customers

🔑Give them the opportunity to sign up for early access to a new product launch

⚠️If their product or service is expiring/expired, try to win them back by re-selling yourself and keeping yourself front of mind

Find your list of customers!

Your CRM, Email Marketing Platform or Online Store will likely provide the function to 'export' your list of customers. Within this list will be a set of important values including:

🙋‍♂️Name (First and Last)

🏠Address

📧Email Address

🪙Customer Value

It could also include phone number, language and ecommerce stats like number of orders.

Use your list in your ad platform!

You can upload this list to your chosen ad platform (such as Meta (Instagram/Facebook)) and it will identify those customers, if they have a profile on the platform.

Note: Your list must be a reasonable size (100 minimum, for Meta) for privacy protection.

Create a new campaign and you will be able to select your customer list as the target audience!

Remember that your customer is already aware of you - so you don't have to educate on your product or service as much - cut through to the key message or offer.

Remember also that, depending on the list size, your customer will likely see your ad multiple time. After running your campaign for a while, check the 'frequency' of your adto make sure they're not seeing it a silly amount (like 10 times per day!). 1-3 times per day is fine.

Get specific

Customers are really impressed (and sometimes a little freaked out) if you can get specific with your message.

Most ad platforms are able to narrow down your list with demographics - such as location, gender, life events, interests etc.

Here's some tips to really customise your message:

🎂 Consider offering a birthday deal to any customers who's birthday are coming up in the next 4 weeks

📦Offer a deal on a product that you know goes perfect with a specific product they have bought.

💼Communicate your product's benefits in line with life events, such as a new job

Don't rest on just single orders or interactions with your customers. Keep providing more value and keep yourself front-of-mind.

In the next post we'll take this further with lead lists and engaged lists!