How to Create Compelling Retargeting Campaigns for Your Audience with Snip.ly and Curated.co

Most offices buy coffee on three-year contracts. This means lead generation strategies like cold emailing and cold calling have limited upsides if you’re a coffee company scouting out potential new clients. By definition, most of the people you get in touch with won’t be looking to (or able to) change coffee suppliers in any given month.

One of our biggest challenges at Honest Coffees is inserting ourselves into both the mindset and purchase intervention point when office managers are buying coffee. A clever combination of Snip.ly and Curated.co helps us build brand awareness. Staying front and center means we get seen by our target market every week in a non-spammy way while reinforcing our coffee’s super deliciousness. This way, when office managers (our typical customer persona) are looking for a new coffee supplier, they’ll naturally think of us. It’s a long game but hopefully, one that will pay off.

How to Create Relationships Through Retargeting

Retargeting ads are a great way to reach out to potential customers that are already interested in you, but what if you could get them to come to you organically instead? We’ve found a great way to create long-term relationships with Curated.co while reinforcing your branding with Snip.ly.

The tools you’ll need

• Sniply
• A subscription to Curated.co ($25/mo to start)
• Access to lots of great content that’s interesting and relevant to your target customers

What we’ve done

Using Curated.co, we’ve built a hand-curated newsletter full of content that’s interesting and relevant to our specific target customer personas: office managers and PAs. It’s called Honest Office and comes out once a week. We’ve found Thursdays around 10 am are a good time to send out this newsletter.

Each newsletter contains six articles and a comic strip. We’ve layered Snip.ly’s lead generation tools on top of each of those articles so our branding message is reinforced with every click.

The newsletter itself isn’t really branded, and it’s not spammy at all.

But each time a reader clicks on a link, they see our messaging at the bottom of the article.

We use mostly evergreen content, which means we can pull down 60 articles at a time, convert them into Sniply snips, and load up Curated.co for weeks to come. Once the newsletters are loaded up, you just set the publish dates and can forget about it if you’d like. We did around ten issues worth — from finding articles to converting them to priming the publishing system — in around four hours.

How it’s worked out so far

We just published issue number seven and have seen consistently good email open and click rates. We’ve had the best luck with clickbait articles, (7 things you should never do at work, etc), but you’ll need to experiment with your readers to see what works best for your retargeting campaign.

Those numbers are pretty consistent, and we average around 1.2 clicks per subscriber per month at the moment. A newsletter with 2,000 subscribers would cost you $39/mo, which means each retargeting ad (which is basically what Sniply is), costs you $0.016.

Plus: when people do click through to the articles, we’ve got our message in front of them for a long time:

Creating a retargeting campaign may seem complicated, but there are ways to do it without dumping a ton of money into retargeted ads. With Curated.co and Sniply we’ve built a valuable resource for both our company and our readers. Not bad for a few hours of work!

About the Author (Guest Blogger)

Wyatt, Cofounder of Honest Coffees

Learning of his Cofounder Grace’s frustration at not being able to buy posh Fairtrade coffee, he came up with the idea for Empty Pocket Traders (now Honest Coffees). Wyatt’s the numbers guy, the ideas guy and “crack the whip” guy.