Here’s an under-appreciated tactic from the acquisition conscious: retargeting your existing customers.

It’s cheap, it’s effective, and it builds brand salience. (Don’t know what that is? Go knock out The Foundational Plays checklist 1-3 and get a free copy of “How Brands Grow” on us.) And, given that not all of your customers are opted into your email marketing, it can help you stay in front of an audience you might end up accidentally ignoring.

All you need to do is create an audience of people who purchase, set a time delay of, say, 14-30 days and flight some ads that hit on product use cases, lifestyle, and an easy reordering experience.

If you’re an acquisition-aggressive brand, someone on your team might scoff at the idea (but many are already doing this for subscriptions, so you can point to that).

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That’s fine. We’re talking minimal incremental spend for a test, and the impact can be easily measured in terms of email/phone number acquisition, and your associated value of them.