What is Past Customers Custom Audience?

The concept of a Past Customers Custom Audience is a marketing strategy that’s been around since the expansion and adaption of digital marketing.

It involves focusing on customers who have already performed a purchase from your business during their past interactions. The core strategy here is based on the premise that the hard part of convincing them to trust and buy from your site is over, now it's all about keeping them coming back.

These are audiences specifically created using the unique identifiers (UIDs) like email addresses on ad platforms. Since the evolution of social media platforms like Facebook and Twitter, marketers have been using this tactic to develop custom audiences. People within these custom audiences already trust the website, and therefore, chances of repeat purchases are considerably higher.

The intention of this tactic is to aid in traffic generation. Remember, these past customers know your brand, they have experienced your product/service, and they trust you. As a result, they are much more likely to visit the website, purchase again, share, and even recommend your brand to others, thereby increasing overall website traffic.

Examples of Past Customers Custom Audience

• Antique Store: An antique store could use past customers custom audience to target people who purchased previously to promote their new collections of antiques, thereby increasing the chances of repeat purchases.

• Online Fashion Retailer: The e-fashion store could create an ad focusing on previous customers to introduce them to new season outfits or provide exclusive discounts, instigating them to revisit and make a purchase.

• Book Store: A book store could use this tactic to inform past customers about a new range of books, overall giving them a reason to revisit the website.

• Restaurant: A restaurant could target past customers with ads announcing new menu items or special discounts to lure them back.

• Cosmetics Brand: A cosmetics brand could use this tactic to introduce past customers to a new line of products, encouraging them to sample and buy them.

Marketing Tactics Similar to Past Customers Custom Audience

1. Lookalike Audience: Ad platforms use algorithms to find people who share similar interests and behaviors with your existing customer base, expanding your audience reach.
2. Retargeting: This strategy involves displaying personalized ads to users who have previously visited your website or mobile app, encouraging them to return and complete a purchase.
3. Email marketing: This tactic often involves sending personalized promotional messages to a list of target audiences to encourage engagement and repeat purchases.
4. Loyalty Programs: They are designed to reward customers for making repeated purchases, thereby prompting them to return and buy more often.

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