Re-engage Users by Syncing and Merging Your CRM with Your Retargeting Campaigns

Communication is a must in any organization or any project for its success. Similarly, in the digital marketing scenario when a mobile app development company needs to retarget the users, user data may be used by two or more different purposes independent of each other. This is the case with CRM and retargeting campaigns. However, this may lead to duplication of communication higher retargeting performance (costs). Therefore, you should consider syncing and merging your CRM with this retargeting campaign for re-engaging users.

Why should CRM and retargeting ad campaigns be synced and merged?

User’s life cycle is divided into various segments ranging from very active user to the inactive user. The purpose of retargeting is to keep the users active, activate the inactive users, and to make them repeat specific actions. The retargeting CRM activities usually include push notifications, in-app messages, and emails through direct communication apps to users and to build a relationship with the brand.

CRM alone may be a failure for re-engagement

Push notifications need to be time for this in an appropriate and suitable manner for both active and inactive users. However, push notifications may not reach all users as nearly 50% of the users deactivate push notifications which prevent them from reaching all users. Inactive users are unlikely to reach in-app messages because they do not open the app. Moreover, some users may get the same messages twice or too many times which irritates them instead of re-engaging them.

Retargeting ads can provide a second layer for re-engagement

This justifies the need of having of connecting your CRM to your retargeting activities for an integrated global re-engagement strategy. It gives a second layer to your re-engagement campaigns in the form of ad retargeting activities like static ads (banners, videos), dynamic product feed ads, social and native ads (Facebook) which reach users inside other apps and make communication possible outside your app. However, this may lead to duplication of messages for the user and increased marketing costs for the company.

 Merging and syncing CRM and retargeting ads is ideal for re-engagement

For doing this practically, various issues need to be addressed by the app development company like how should the CRM be merged with the retargeting campaign? How can you assure that the alignment of your CRM and retargeting ads are proper? How to prevent the duplication of messages through both CRM and ads to the different users? How to assure that retargeting performance (costs) is not influenced too positively by the CRM strategy?

How should the CRM be merged with the retargeting campaign?

Users can be segmented into different categories like unregistered users, new users, low active users, high active users, dormant users, inactive users, etc. and you need to apply different communication strategies for each of these segments as will be reflected in your retargeting campaigns. Your retargeting efforts should analyse when a device has been reached by CRM and should respond consequently with an adapted message planned for a particular segment of users.

As ideally there is need of communication between the CRM activities and ad retargeting activities to create an integrated and coordinated strategy. Real-Time automation can provide clear visibility to both systems about the actions of one another so that they can adapt their message accordingly.

 How can you assure that the alignment of your CRM and retargeting ads is proper and prevent the duplication of messages through both CRM and ads to the different users?

The goal is to sync the CRM and retargeted ads leading to a perfect alignment of both. This can be verified if users see only those ads outside the app that have an adapted message after they have already received or reacted to any CRM action from the app itself. For example, push notification for registration to the app can be followed by a retargeting ad saying thanks for registration and offering a discount on the first purchase or any other CTA.

When the user doesn’t get the CTA messages twice, this alignment also takes care of duplication. It prevents duplication of messages to the users as there is automated syncing of messages.

How to assure that retargeting performance (costs) is not influenced too positively by the CRM strategy?

Your CRM tool and retargeting partner need to work together for this. The retargeting partner should receive automated, real-time user info from the CRM tool. This can be achieved by connecting both in custom integration and mirroring the logic and rules in the CRM tool and reflecting them in your retargeting advertising campaigns. The user IDs should be passed to the CRM partner via SDK in your app once automation is in place. Since the CRM and retargeted ads are not only merged, but synced it enhances performance and prevents retargeting performance (costs) from being too positively influenced by CRM. You will see a significant decline in CPX costs. 

Conclusion

Automation of the merging and syncing of CRM with your retargeting campaigns can thus greatly boost your re-engagement strategy and add great value to your app making it attractive to the users as they get a more personalized feeling from your overall marketing campaign.