repromotion

Repromotion is the practice of reintroducing a product, offer, or content to an audience that has previously shown interest or engagement. In marketing, it is typically considered a form of remarketing or retargeting, using data on past interactions to deliver targeted messages with the aim of re-engaging users and increasing conversions.

Repromotion can occur across channels, including email, display advertising, social media, and search. Common strategies include re-engagement emails to dormant subscribers, ads directed at visitors who abandoned a shopping cart, and promotions aimed at customers who purchased before but have not returned recently. Dynamic creative and personalized offers are often used to improve relevance.

Key considerations include controlling ad frequency, segmenting audiences by behavior and recency, and measuring outcomes such as conversion rate, return on ad spend, and customer lifetime value. Effective repromotion balances timely incentives with respect for user experience, to avoid fatigue or privacy concerns. Data privacy and compliance with regulations influence how audiences are segmented and what messages are permissible.

History and terminology: The term repromotion is used interchangeably with remarketing and re-engagement in some contexts. It gained prominence with the rise of online advertising and programmatic buying in the late 2000s. While methods overlap with standard promotions, repromotion emphasizes reaching users who have already interacted with a brand rather than acquiring new ones.

See also: remarketing, retargeting, re-engagement, email marketing.