In its first 3 months, Andy’s retargeting ad has made a total of £6,539 ($8,918), brought in 81 first-time buyers, and earned a 1,006% ROI. Here’s how he did it.
Automate now, save time later
Prendas Ciclismo started using Mailchimp about 4 years ago to help keep their day-to-day operations running smoothly. At the time, Andy was working as the company’s webmaster, managing a system he created for sending their emails.
“It was kind of put together with virtual tape, so it took forever to send a lot of emails out and just wasn’t reliable. Mailchimp has helped us stay in touch with customers, who we email every 2 weeks to keep the brand top of mind.”
Using automation tools is new for Andy, but he says they make it easier to run his business.
“It sounded like automations would be hard work, but once you sit down and give yourself an hour, it’s actually really straightforward.”
Now that his retargeting ad is up and running, Andy sets aside an hour each week to log into his account and check out his reports to stay on top of how his campaigns are performing.
“Mailchimp makes it clear what your next step is supposed to be, which is why I’m able to automate my campaigns and just jump in when I need to.”
Show you’re the expert
Based out of a small coastal town in Southern England, Prendas Ciclismo sells their retro jerseys and other gear to cycling enthusiasts around the world, who trust the brand because it’s tested by serious riders.
Andy and his team are avid cyclists who bike to work each morning and regularly use their own products. For Andy, showing customers that real cyclists use the products is an important piece of his marketing strategy.
“A lot of our customers come to us through personal recommendations, so we want to maintain their trust by letting them know the people behind the brand are experts,” Andy says.
Each month, they publish a blog post on a topic they think potential customers might search for—like information about a type of product, a well-known cycling exhibition, or the story of how a popular cycling magazine came to be—to attract those people to the site.
Publishing interesting blog content helps them sell their brand to site visitors who aren’t quite ready to buy. And turning on a retargeting ad lets Andy reach these folks after they leave and remind them to come back.
“Because everyone’s inbox is too full or they don’t think to check the site, retargeting and re-engagement help us make sure people see our products,” he says.
Showcase a collection over a single product
For their retargeting ad, Andy likes to use images that have performed well on Instagram and focus his copy on the quality of their products to drive people who aren’t familiar with the brand to their store.