How to run effective retargeting campaigns for your subscribers

Retargeting is essentially the art of wooing back the ones that got away. For magazine and news website publishers, it’s like rom-com gold: the potential subscriber was this close to hitting “Subscribe” but bailed at the last second. Enter the retargeting campaign, your chance to charm them back into commitment. Here’s how to do it with flair, wit, and just the right amount of urgency.

Step 1: Know Your Almost-Subscribers

First things first: who are these people? Not all near-subscribers are the same, so get to know your audience:

• The Window Shoppers: They hovered over the subscribe button but hesitated. Maybe they need a nudge—or reassurance that your content is worth the commitment.
• The Info Collectors: These folks wanted more details about your offerings. Maybe they’re comparing you to the competition or waiting for a sign that you’re the right fit.
• The Discount Hunters: They’re waiting for the right deal. Flash sales and limited-time offers might be the perfect bait to reel them in.
• The “Oops, I Forgot” Crowd: Some people genuinely mean to subscribe but get distracted. A well-timed reminder can bring them back.

Step 2: Set Up Tracking Like a Pro

Retargeting magic starts with good tracking. Without it, you’re just throwing darts in the dark and hoping for a bullseye.

• Use Pixels: Add a tracking pixel to your subscription pages to monitor who visits and leaves without converting. Tools like Facebook Pixel, Google Ads Remarketing Tag, and LinkedIn Insights Tag are your best friends.
• Segment Your Audience: Group visitors based on their behaviour. Did they browse pricing but not sign up? Did they stop at the payment page? Create specific messaging for each group to address their concerns.
• Integrate Analytics: Sync your tracking tools with platforms like Google Analytics or HubSpot to get a detailed view of user behaviour. This helps you fine-tune your targeting strategies.
• Set Conversion Goals: Know exactly what you’re tracking—whether it’s a click, a completed sign-up, or time spent on your pricing page.

Step 3: Craft Irresistible Retargeting Ads

Now comes the fun part: creating ads that pull them back in. Here’s how to hit the sweet spot:

• Personalise the Message: Use dynamic ads that reflect the exact subscription plan, article, or feature they were viewing. Tailored messaging feels less like spam and more like an invitation.
• Highlight Benefits: Remind them why they were interested in the first place. Exclusive content? Ad-free reading? Early access to breaking news? Spell it out.
• Add Urgency: Phrases like “Subscribe Today and Save 30%” or “Offer Ends Soon!” create a sense of FOMO (fear of missing out).
• Use Testimonials: Share quotes or stats from happy subscribers. Nothing says “you’re missing out” like glowing reviews.
• Try Video Ads: A quick, engaging video highlighting your best features can grab attention better than static images.

Step 4: Choose the Right Channels

Retargeting is all about meeting potential subscribers where they already are. Here’s where to focus:

• Social Media: Platforms like Facebook, Instagram, Twitter, and even TikTok (if your audience skews younger) are perfect for retargeting ads. Bonus: their visual-first nature makes for engaging campaigns.
• Display Ads: Use the Google Display Network to follow visitors across the web. Yes, it’s a bit stalker-ish, but when done right, it’s effective.
• Email Campaigns: If you’ve captured their email address during a previous interaction, send follow-up emails with tailored offers or content previews.
• YouTube Ads: If you’ve got a video-ready audience, pre-roll ads on YouTube can nudge them back toward subscribing.

Step 5: Test, Optimise, Repeat

Retargeting isn’t a one-and-done deal. Test different strategies to see what resonates best with your audience:

• A/B Test Ads: Experiment with different headlines, images, CTAs (calls-to-action), and ad formats. Keep what works, ditch what doesn’t.
• Monitor Performance: Track metrics like click-through rates (CTR), conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS).
• Adjust Frequency: Too many ads can feel intrusive. Find the sweet spot where you’re persistent but not annoying. Nobody likes to feel hounded.
• Optimise Timing: Timing matters. An ad that pops up a day after their visit might perform better than one that waits a week.

Step 6: Sweeten the Deal

Sometimes, a little extra incentive is all it takes to turn a maybe into a yes:

• Offer a Discount: Limited-time promo codes like “SUBSCRIBE20” can nudge hesitant readers into action.
• Bundle Extras: Throw in perks like an exclusive ebook, early access to premium content, or a free trial of a sister product.
• Add a Guarantee: Money-back guarantees reduce perceived risk and make the decision easier for fence-sitters.

Step 7: Perfect Your Landing Page

Your ads will get them to click, but your landing page closes the deal. Here’s how to make it irresistible:

• Keep It Clear and Concise: Highlight the key benefits of subscribing and keep distractions to a minimum. No fluff, just facts.
• Make It Mobile-Friendly: Many users will click from their phones. Ensure your page is optimised for small screens with fast load times.
• Include Social Proof: Add testimonials, subscriber counts, or logos of notable brands that trust your content.
• Simplify the Process: Reduce the number of steps needed to subscribe. Fewer clicks, more conversions.

Step 8: Track and Celebrate Success

Retargeting campaigns aren’t just about the clicks and conversions—they’re also about learning what works and building on it:

• Measure ROI: Use tools like Google Analytics and your ad platform’s dashboard to measure return on investment.
• Share Wins with Your Team: Celebrate every milestone—from your first conversion to hitting your subscriber goals. A happy team is a productive team.
• Refine Your Strategy: Use the data you collect to continuously tweak and improve your campaigns.

Final Thoughts

Retargeting campaigns are like a second chance at love—and who doesn’t love a good comeback story? By understanding your audience, crafting personalised ads, and optimising every step of the journey, you can turn those near-misses into loyal subscribers. Now, go forth and retarget like a pro—your audience (and your revenue) will thank you.