Retargeting Lapsed Customers Using Your First‑Party Data

Many businesses struggle to reconnect with customers who have stopped engaging or purchasing. These lapsed customers represent a valuable opportunity, especially when you already have their contact information stored in your CRM. By uploading this first-party data into AdLever, you can create targeted campaigns that bring these customers back.

Why Retargeting Lapsed Customers Matters

Winning new customers often costs more than re-engaging existing ones. Lapsed customers already know your brand and have shown interest in your products or services. Retargeting them can increase customer lifetime value, boost sales without heavy acquisition costs, and strengthen brand loyalty over time.

Using your CRM data ensures you target people who have a history with your business, making your ads more relevant and effective.

How to Use CRM Data for Retargeting in AdLever

AdLever allows you to upload lists of customer data, such as emails or home addresses, to build custom audiences.

1. Export your CRM list. Extract the relevant customer data from your CRM, including email addresses or physical home addresses. The list can be as long as you want, as long as the data is accurate and formatted correctly.
2. Prepare your data file. Format your list as a CSV file with clearly labeled columns (Email, Address, City, Zip Code). Clean data improves matching accuracy.
3. Upload to AdLever. Log in and navigate to the audience creation section. Upload your file and select the type of data you’re uploading. AdLever matches this data with its user base to create a custom audience.
4. Create your retargeting campaign. Use this custom audience to run targeted ads. Tailor your messaging to remind lapsed customers of your value, offer incentives, or highlight new products.

Why Emails and Home Addresses Work Well

Emails are the most common identifier for digital retargeting. They link directly to user accounts on many platforms, allowing precise ad delivery. Home addresses, while less common, are also powerful for offline or local campaigns, such as direct mail or household-targeted digital ads.

Using both types of data can increase your reach. If some customers don’t open emails, you can still reach them through location-targeted ads or mailers.

Practical Example: Home Improvement Industry

Imagine a home improvement company with a CRM full of past customers who bought tools, paint, or remodeling services but haven’t purchased in over a year. Here’s how they could retarget those lapsed customers.

They could export a list of customer emails, upload it to AdLever to build a custom audience, and run ads offering seasonal discounts on popular products. For customers without emails or who didn’t respond, they could upload home addresses and target those customers with local ads promoting a new showroom or a free consultation. Ads can reference previous purchases or services directly—something like a reminder about last year’s project with an incentive to start the next one.

This approach reconnects the company with customers who already trust their brand, increasing the chance of repeat business.

Tips for Successful Retargeting Campaigns

• Keep your data clean and updated—remove duplicates, correct errors, and refresh contact details regularly to improve audience matching.
• Segment your audience by purchase history, location, or inactivity period, and tailor ads to each segment.
• Respect privacy and compliance—make sure you have consent to use customer data for marketing and follow applicable regulations.
• Test different ad creatives to see what resonates best with lapsed customers.
• Monitor performance and refine your audience or messaging based on results.

Other Industries That Benefit from CRM-Based Retargeting

While home improvement is a clear example, many other sectors can use this strategy—retailers bringing back shoppers who haven’t purchased in months, fitness centers reaching members with expired memberships, travel agencies targeting past travelers with new destination deals, and automotive services reminding customers about routine maintenance or new vehicle promotions.

Final Thoughts

Retargeting your audience is a powerful strategy that can significantly enhance your marketing efforts and drive conversions. By leveraging AdLever, you can effectively reach out to customers who have previously engaged with your brand.

Sign up for AdLever today and start retargeting your audience to boost your sales and grow your business.