Before diving into the technical steps of retargeting, it's essential to understand what retargeting contact lists actually means and why it's a powerful marketing strategy. Retargeting, also known as remarketing, is the process of re-engaging people who have previously interacted with your business. This could include website visitors, email subscribers, previous buyers, or even app users. The goal is to serve them personalized ads, content, or email campaigns that encourage them to take the next step in their customer journey. Retargeting contact lists are typically compiled from CRM databases, website traffic data, or eCommerce platforms, and segmented based on behavior, engagement, or purchase history. The advantage of using contact lists is that you're targeting warm leads—people who already know your brand—making them far more likely to convert than cold audiences. This strategy is widely used in both B2C and B2B marketing because it reduces customer acquisition costs and increases lifetime value.
Building and Organizing Your Initial Contact Lists
The first step in getting started with retargeting contact lists is building and organizing the list itself. Begin by aggregating data from all your existing sources—this could include your CRM platform, email marketing software, eCommerce backend, social media leads, and event registration systems. It’s crucial that the data you collect is accurate, up-to-date, and compliant with privacy laws such as GDPR and CCPA. Segment your contacts based on specific criteria such as last website visit, abandoned carts, phone number data past purchases, newsletter engagement, or downloaded resources. This segmentation helps tailor your retargeting efforts to match the user’s position in the buyer journey. For instance, someone who added products to their cart but didn’t check out may need a gentle reminder or discount offer, while someone who downloaded a whitepaper may be nurtured with more educational content. The more refined your segmentation, the more relevant and effective your retargeting campaigns will be.
Integrating Contact Lists with Advertising Platforms
Once your contact lists are ready and well-segmented, the next step is integrating them with the right advertising platforms. Facebook Ads Manager, Google Ads, LinkedIn, Twitter, and even platforms like TikTok allow businesses to upload custom audiences based on contact lists. These platforms use email addresses, phone numbers, or user IDs to match your contacts with users on their networks. For best results, ensure that the formatting of your contact data complies with the platform’s requirements—this often means standardizing data and removing duplicates. Once uploaded, these platforms will create a "custom audience" that you can target with specific ads. Most platforms also offer “lookalike” or “similar” audience tools that find new prospects who resemble your existing contacts. This integration process is a vital bridge between your owned data and paid media channels, unlocking the ability to serve hyper-targeted ads to people who already know your brand, thereby improving click-through and conversion rates.