Q4 is here, and as marketers, we’re all aiming to hit those year-end targets.
With so much focus on high-value audiences—the ones everyone’s competing for—it’s easy to overlook some easy wins.
What if we told you there are audience groups right under your nose, ready to convert, that don’t need a massive budget or complex strategy tweaks to bring in results?
Intrigued?
Say you’re walking through an orchard. You’re reaching for the best apples at the top, but right there, within easy reach, are perfectly good ones—ready to pick, no ladder needed.
That’s what we’re talking about here: audiences that might be a little overlooked but have big potential to boost engagement, reduce those CPCs, and drive some real wins.
They’re your “low-hanging fruit” audiences. These audiences often get missed in the hustle. A little extra attention here could drive strong results without overhauling your entire approach.
So, let’s take a look at a few of these groups that may just be the key to squeezing a little extra juice out of your Q4 campaigns. Here are a few you might want to shine a light on this quarter.
Abandoned Cart Re-Engagers
We’ve all used cart abandonment campaigns before, but here’s something we don’t typically see anyone trying: targeting customers who’ve abandoned multiple carts over a set period.
These are clearly people who are interested enough to keep returning but something is stopping them from pulling the trigger. They just need a little extra push (or a discount!).
How can you, as a brand or marketer, tackle this?
You could try offering them a new perk—like an exclusive holiday bundle or a limited-time discount. You could even add a bonus, like an upgraded shipping option, to make their purchase even easier.
How to Find Them: Use your website data to segment repeat cart abandoners who haven’t converted in the last 90 days. Set up remarketing ads that layer exclusive holiday-themed offers or personalised incentives.
PRO TIP: Pair these ads with dynamic creatives that adjust to the products they abandoned. It’s like dangling the carrot they almost took a bite of, making it hard to ignore—especially with the holiday rush in full swing.
Current Customers / Email List
It’s surprising how often we talk to brands struggling with ad performance, only to discover they’ve completely overlooked one of their most valuable audiences: their current customers and email subscribers.
Let’s dive into it. These are people who have either already bought from you or taken the time to subscribe for updates, showing clear interest in your brand.
So why wouldn’t you start with them? These audiences are already familiar with your brand and are primed for future interactions. They’re open to hearing from you and are likely interested in purchasing again.
With the holidays around the corner, it’s the perfect time to give them something worth getting excited about.
How To Do It: Create a holiday email series that brings out the seasonal excitement—think early access to special deals, exclusive holiday bundles, or a sneak peek at your newest arrivals.
Keep it festive with ideas like gift guides or countdowns to big sales.
PRO TIP: Try segmenting your list based on their engagement level. Give your most loyal subscribers the first look at deals, while re-engaging quieter ones with a unique offer or holiday incentive.
When you make every email feel like a perk, you get them to click, and who knows, maybe even make a purchase this season!
Lookalikes of High-Spending Customers (1% Similarity)
As competition ramps up in Q4, consider focusing on a 1% similarity lookalike of your highest spenders.
This audience isn’t your typical window shopper; they’re close in profile to your top buyers, which makes them ideal for premium or exclusive items. Create a Q4 campaign that addresses their interests, spotlighting your best selling products.
How to Find Them: In Meta or Google, use audience insights to create lookalikes of your highest-value customers with a 1% match. Layer in holiday keywords and limited-time offers to garner their attention.
PRO TIP: Emphasise exclusivity in your messaging—“Holiday Collection for our VIPs” or “Just Arrived: Your Premium Picks.” People tend to favour new arrivals or seasonal exclusives, so get your ads to reflect that.
Upsell Opportunities at the Add-to-Cart Stage
Have you thought about upselling to customers right as they’re about to check out?
Why before they check out, though?
Well, timing is everything here—you need to offer an upsell at the end of their buying journey, not at the beginning. If they’re a first-time customer, introducing a higher price point too early might scare them away. But when they’re just about to pay, you can suggest a little something extra without overwhelming them.
Here’s how you can do that: someone’s on your site and they just added a winter sweater to their cart. As soon as they’re just about to hit checkout, you suggest a matching scarf or maybe a beanie that ties the whole look together.
The idea here isn’t to push—just to give them a little ‘encouragement’ toward something that would add or make sense to their purchase.
How to Approach It: When they’re on the cart page, show them a few add-ons that actually make sense. If they’ve got a skincare product in their cart, maybe suggest a holiday bundle that has a matching cleanser or moisturiser—stuff that naturally goes together. For someone adding a tech gadget, throw in an option for a protective case or a discounted charger that they’re likely to need anyway.
PRO TIP: Keep it friendly and relevant. A quick note like “Complete the Look” or “Add More, Save More” works wonders without feeling too 'salesy'.
And if there’s something extra useful about the add-on, mention it—like, “Keep your gadget safe on the go” or “Perfect for a winter skincare routine.”
Bringing Back Customers Who Haven’t Shopped in a While
Q4 is a perfect time to reconnect with past customers who haven’t bought from you in a while.
They are already aware of your brand, so this is an ideal time to reach out with your latest launches, special holiday offers, or even curated bundles.
How to Find Them: Pull a list of customers who bought from you over 6-12 months ago but haven’t returned since. Send them a friendly email that highlights what’s new or offer a small holiday perk.
PRO TIP: Help them feel welcomed by highlighting what’s new, putting together an exclusive holiday bundle, or giving a “welcome back” perk. With Q4’s holiday spirit, it’s the perfect time for them to find something they’ll love again.
Final Words
As we head into Q4, remember: not every win has to come from high-stakes, competitive audiences. Sometimes, the best results come from the customers and potential buyers who are already familiar with your brand or just need a little nurturing.
Plus, the holiday season adds a little extra momentum; everyone’s looking for deals, gifts, and that perfect find, so it’s the ideal time to reconnect and build on those relationships.
So, take a moment to focus on these groups and give them the attention they deserve. A few smart, well-placed CTAs might just be what your Q4 needs to hit those year-end goals.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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