Brilliant eCommerce Retargeting (and Remarketing) Examples

eCommerce retargeting and remarketing campaigns are nothing new. Yet, eCommerce brands are not able to bank on their retargeting and remarketing campaigns for conversions. 

The problem—failing to tap into the right motivation, no clue of pain points, and a one-size-fits-all approach. 

If you don’t know where to start, you could always use some inspiration,

In today’s post, we’ll be exploring 12 eCommerce remarketing and retargeting examples and ways to improve. 

Before that, let’s get the definition out of the way. 

Just a heads up, we'll be covering:

• eCommerce Retargeting Examples

• eCommerce Remarketing Examples

• eCommerce Retargeting Best Practices 

• eCommerce Remarketing Best Practices

What is the difference between eCommerce remarketing and retargeting?

Remarketing and retargeting are often used interchangeably thanks to a subtle difference. However, the answer lies in the approach. 

eCommerce retargeting mainly uses ads to target users who have visited your website. These ads use third-party cookies which are used by other websites like Facebook, Instagram, and Twitter.

In contrast, eCommerce remarketing uses emails with little help from ads and push notifications. Remarketing emails use consented data such as email address through double opt-ins.

Here the objective is to target users and engage them to convert into loyal customers. 

Remember, this is triggered based on specific actions such as cart abandonment, browse abandonment, and checkout abandonment. 

5 eCommerce Retargeting Examples 

1. Chewy—Recover carts by targeting the right emotions 

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Chewy targets the right emotions by addressing the well-being of the dog in this cart retargeting ad example. This rekindles the parental instincts of people who own dogs persuading them to complete their purchase. 

Why do we love this

• The copy targets the well being of the dog to persuade users to click 

• The ad communicates the benefit of savings which increases the perceived value of the product 

Takeaway

CTA: Always use verbs that trigger a sense of urgency. Use the MIC framework—your CTA must Motivate users, Inform users of the action while being Concise 

2. The Ridge—Bring back them into the funnel with display ads 

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The Ridge uses a banner eCommerce retargeting ad to bring site visitors back to their website. 

Why do we love this

• The images drive the value proposition of being lightweight and easy to carry

• The product image has a white background which allows the user focus on the product

• The ad copy conveys the value of owning a RFID wallets in few words

Takeaway 

Uppercase letters: Using uppercase letters quickly catches the attention of the users, especially CTAs

3. Danner—Retarget the right segment 

Danner, a shoe brand carefully retargets a particular segment who are avid bikers in this eCommerce retargeting ad example.

Why do we love this 

• The image shows the product in context showing a biker in action

• The copy shows their commitment to creating to excellent products

• Free shipping and free returns minimize the feeling of regret after purchase

Takeaway

Text-to-image ratio: Ensure your retargeting ads on Facebook follow the 80:20 rule where 80% is the image and 20% is text

4. Warby Parker—Bring in conversions with with social ads 

Warby Parker runs a social eCommerce retargeting display ad helping users find the right product. The product discovery quiz conveys authority. 

Why do we love this

• The copy is persuasive and outlines the effort to complete the test

• Questions in your copy triggers a mental reflex in the brain where it thinks only about the question

• Good things await you is a visual cue that directs your attention to the product 

5. Joy Mode—Use social proof to your advantage 

Joymode hits the ball out of the park with this eCommerce retargeting ad. Using social proof in your ads can increase conversions by 10% while using a couple more can mark a 44% uptick in conversions. 

Why do we love this 

• The star emojis do a great job of grabbing our attention generating 33% higher visibility 

• The ad copy outlines the impact and the outcome convincing us to click 

• The image of the hand builds visual interest and ease of use  

Takeaway

Easy returns: Including easy returns is an easier way to increase customer retention. 92% of customers will buy again if they have a favorable return experience.

7 eCommerce Remarketing Examples

1. 310 Nutrition—Recover lost carts with smart copy

310 Nutrition gets creative with its copy in its cart abandonment remarketing email. 

Why do we love this

• You left something behind invokes a sense of curiosity for users—the text in green immediately grabs our attention 

• The cart reservation for 24 hours plus free shipping combines urgency, scarcity, and an incentive

• The brand reinforces its brand ethos through Today, I change my story 

• The orange CTA creates a visual contrast grabbing users’ attention 

Takeaway

Promo code: Emails with promo codes perform better than those without them—14% higher open rates, 34% higher click rates, and 48% increased revenue 

2. DSW—Reduce category abandonment 

DSW sends an eCommerce remarketing email to customers who left after browsing a category. 

The first name personalization creates a unique recall in the minds of customers. In fact, 8% of people would feel encouraged to engage with a retail brand when addressed by first name. 

Why do we love this 

• The copy is conversational—you know you love this forms a personal connection 

• The black CTAs grab our attention guiding us to click

• The .99 pricing conveys a discount as customers tend to round up the price to the previous digit

Takeaway

White space: Using whitespace creates contrast and guides the user’s attention to important elements 

3. Frontman—Increase AOV with smart upselling

Frontman increases its AOV by upselling/cross-selling its customers in this eCommerce remarketing email. We like how the copy starts with a strong value proposition—acne care that has worked for 10,000+ guys.

Why do we love this 

• The product description focuses on the benefit-led approach which is persuasive 

• The green CTA is uniform across the email nudging users to click

• The black-and-white color palette makes it easier to read 

Takeaway 

Round-edged CTA: Using round-edged CTA buttons directs the user’s attention toward the message inside the button

4. Honey—Win them over with personalized emails 

Honey sends a personalized eCommerce remarketing email based on their browsing history.

Personalized remarketing emails as such see an open rate of 29% and an impressive rate of 41%. 

Why do we love this

• As a price drop email, this reinforces the reduction in savings 

• They drive a sense of urgency by conveying the price fluctuations 

• The price anchoring is prominent—making the product attractive 

Takeaway

CTA: A dominant CTA button prompts users to take action. Studies show that emails with one CTA receive 371% more clicks as compared to numerous CTAs. 

5. Harry’s—Break the ice with early access

Harry’s offers early access to loyal customers in their eCommerce remarketing email. With early access, the brand is acknowledging the contribution of its loyal customers. 

Why do we love this 

• You’re the first. grabs our attention adding a personal touch

• Uses a benefit driven description to upsell smartly

• The shadow in the product images gives a natural appearance to products

Takeaway 

Statistics: Use statistics to grab your audience’s attention and appear credible

Recommended reading: 23 Secrets to Running Successful Facebook Ads (For eCommerce Stores)

6. ZAGG—Maintain consistency across devices 

Zagg sends a remarketing email to browse abandoners–users who viewed a product but didn’t buy. The email is optimized for mobile devices ensuring high performance. 

Why do we love this 

• The copy demonstrates the strong emotion and intensity of the message 

• The product images conveys the look and feel of the product 

• Promo codes motivate first-time customers to buy with 80% of customers confirming the same

Takeaway

Above-the-fold: Include your promo code above the fold portion of your email for higher visibility 

7. Avaline—Use location to drive store footfall 

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Avaline sends a location-based eCommerce remarketing email to users. Using location-based remarketing emails are a form of personalization that can drive up to 60% open rate and 15% click-through rate. 

Why do we love this 

• The hero copy strikes a personal conversation with Heading to a party?

• The email appeals to last-minute gift shoppers—58% of customers still prefer shopping in-store for last-minute shopping 

• The email offers advice to shoppers eliciting authority—people are inclined to listen to expert advice 

Takeaway 

Font: Using a Sans Serif font gives a contemporary and casual look to your emails 

eCommerce Retargeting Best Practices 

1. Ditch cookies, rely on first-party data 

You may want to rely on first-party data to create more personalized experiences that have your customers' consent. Not to forget the tough GDPR laws that cookies fail to comply with. 

Here are a few first-party data sources you could leverage:

• Demographic information: Average age of your customers, education, income 

• Interests: Products viewed, frequently browsed product categories, communication preferences 

• Location: The area where your customers live 

• Purchase history: Details like AOV, products bought, subscriptions added, and CLTV 

• Discounts: Customers who are coupon-only shoppers and those who don’t use 

2. Write ad copy that sells 

75% of customers notice eCommerce retargeting ads, however, only a few convert. 

A good ad copy can solve this problem. Here are some tips you could use: 

Before-After-Bridge: Write the problem and how it would look once the problem is solved. Add the solution as the bridge and how it made it possible. 

For instance, Leaky gut slowing you down? A Healthy gut is still possible. Try this superfood at 10% off 

Problem-Agitate-Solution: Identify the problem, empathize how and the problem is concerning, and next tell the solution. Here’s an example: 

Don’t let winter keep you under house arrest. Get yourself XYZ sweaters. 

3. Be watchful of the frequency 

The average American sees 4000 to 10,000 ads per day. This goes on to show that ad fatigue is real. 

Here’s what you can do to keep a tab on the frequency of your ads:

• Set a frequency cap for 10-15 times over 30 days 

• Use 2-3 ad variations with the same conversion goal 

• Use a set of video plus static ads so customers aren’t bored 

• Test the waters by setting the frequency to 1-2 impressions per day 

• Long-term ad campaigns with a duration of more than 60 days should decrease the frequency to 1 per day 

4. Test your campaigns ruthlessly 

Your eCommerce retargeting campaigns will need testing at regular intervals. You’d want to test the following elements:

Know your KPIs

Regardless of your motive—driving sales or increasing brand awareness, here is a list of KPIs you’d want to measure:

• CPA—What’s the average CPA in your industry? If you’re close to the industry average, that’s a sign your ads are working 

• ROAS—While a good rule of thumb would be 3:1, even a 1.1% increase is a good starting point 

Ad creatives

Test your images using the 3-second view-through rate—the percentage of users who were shown an ad and viewed for 3 seconds. 

This can help you understand what is engaging your headlines, body copy, and images.

CTA

When done well, retargeting ads have an average CTR of 0.7%. If your average CTR is less than this, you might want to revisit your CTAs. Use CTAs with strong verbs such as Get Now or Shop Now.   

eCommerce Remarketing Best Practices

1. Refine segmentation 

Before sending your eCommerce remarketing emails, you might want to segment your audiences based on their behavior. Start by: 

• Identifying customers based on interests, AOV, browsing activity, average time spent on a particular page 

• Sorting behavioral activity—users who abandoned carts, haven’t purchased in 4 months, interested in products that are out of stock

• Segment your users by open rate and CTR—divide them into highly active, moderately active, and highly inactive 

• Target users based on their wish lists—offer exciting discounts, early bird pricing, limited-time offers 

• Group your customers based on their last purchase—send replenishment emails based on the average user cycle, for instance, for a 60-day buying cycle, send one on the 45th day 

• Segment users based on cross device activity, instore and online activity 

2. Write compelling subject lines 

Remarketing emails, on average, have a 60% open rate and 15% CTR. However, that can’t be possible unless your subject lines prompt users to click. 

Here are a few ways you can write subject lines that make heads turn:

• Ask questions in your subject lines—It triggers a mental reflex in the minds of your users to think only about the question 

• Use the curiosity gap—state surprising information and reveal it in the email content, for instance, This might be your last chance…..

• Use first name personalization and power it up with an incentive, for example, Sharon, here’s 20% off the latest drops for you 

• Use emojis sparingly—subject lines with emojis see a 56% higher open rate compared to plain subject lines, for instance, We noticed you, noticing us. 😉

• Give them reminders to create urgency—for instance, Last chance to lock in 40% off

Remember, your subject line is only as good as how it appears on devices. Keep them between 30 to 50 characters.

3. Time your remarketing emails right 

As much as the success of your remarketing emails depends on the content, the timing is equally important. 

While research suggests that the best time to send eCommerce emails is Tuesdays and Thursdays at 10 AM, you can stick to a time that works best for you. Analyze the patterns where your open rates, CTR, and conversion rates are the highest. 

As for the frequency, send 3 emails in a week. Send the first email after 24 hours, the next after 48 hours and the last post 72 hours. 

eCommerce Retargeting and Remarketing 101 

1. How can eCommerce businesses use retargeting and remarketing to increase conversions and sales? 

eCommerce brands can use retargeting and remarketing to increase sales by:

• Segmenting the right audience—users who viewed, added to cart, or a customer who bought a product 6 months ago 

• Cross-sell and upsell campaigns—target based on AOV, show products that have a complementary value 

• Running limited-time offers—send price drop emails, flash sale retargeting ads and emails, etc 

• Personalizing experiences—Run retargeting ads based on location-based triggers, emails based on browsing activity 

2. What is a remarketing audience for eCommerce? 

A typical eCommerce remarketing audience consists of: 

• All site visitors: This is the broad audience segment that helps you understand the demographic profile

• Cart Abandoners: The second most important audience—remarket them using cart abandonment emails have an 18% conversion rate 

• Product page visitors: Product page visitors know what they want but are unable to find what they are looking for—use a product discovery quiz email to engage them in the funnel 

• High-value customers: These are customers who have an average CLTV of $168(varies across verticals)—send them loyalty and reward emails, early access emails, upcoming product launch emails 

• Discount-only shoppers: The AOV of discount-only shoppers increases when offered offered a discount or promo code—engage them with spin A wheel contests, tiered discounts, and scratch-off emails 

3. How do you measure retargeting and remarketing effectiveness for your eCommerce brand?

You can measure the effectiveness of retargeting and remarketing campaigns by tracking these metrics:

Retargeting

Conversion rate: The average conversion rate for retargeting campaigns stands at 0.7%. Analyze your conversion rate with this benchmark. Find out the percentage of users who successfully completed a purchase. 

CTR: Analyze the conversion rate and CTR—a higher CTA doesn’t always lead to high sales 

ROAS: If your ROAS is nearing the average of 1.1 to 3 dollars for every dollar invested, your campaigns are doing well 

CPA: Find out locations that generate no sales. 80% of your sales must come from 20% of your key locations. Reduce your CPA by actually optimizing your ads for mobile. A good rule of thumb—if your ads haven’t generated sales in three months, stop them. 

View through conversions: View through conversions occur when a user sees an ad but doesn’t click but converts later. These can either be organic or direct conversion. 

CPS: Cost per sales is the amount paid for each conversion generated by a particular ad. Focus on keeping your bid low. Experiment with your ad copy–try emotional and benefit-oriented headlines and improve your quality score. 

Remarketing

Click-through rate: Aim for an average clickthrough rate of 2-5%. Focus on writing exceptional subject lines, write as you speak—keep it conversational, and use a single column layout for mobile responsive emails. 

Conversion rate: While the average email marketing conversion rate is around 8-9%, it varies according to vertical. You might want to clean your email list every 3 months, send segmented emails, send triggered emails, etc. 

Revenue Per Email: A sales metric, RPE helps you find the total revenue generated from your email marketing campaign. It is calculated by dividing your total email revenue generated divided by the number of emails sent. As a yardstick, you must earn 25-30% of your revenue from your emails. 

Further reading

How To Improve Email Marketing "Click-to-Open" Rate in eCommerce

How to Use Targeted Email Marketing to Drive More Sales (eCommerce)

The Right Way to Calculate Email Marketing ROI in eCommerce

11 Killer eCommerce Advertising Strategies for 2024

In the end….

eCommerce retargeting ads and remarketing emails are means to an end. However, there’s a problem.

98% of visitors who visit an eCommerce site—drop off without buying anything. 

Why: user experience issues that cause friction for visitors. 

And this is the problem Convertcart solves. 

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions. 

How we can help you: 

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.