Pack Facebook Advertising With Your Email List For a Bigger Punch

Your email list, if well maintained, is one of the most valuable resources for your marketing efforts.  The people on the list have signed up because they like your business, like what you sell, have decided to tell you how much they like it and want to buy it by being sent free advertising directly.  Pretty great situation, but did you know you could tie your email campaigns and Facebook advertising together for a bigger bang?

Retargeting

It’s not easy, but it’s totally doable.

Facebook allows advertisers to retarget users using the Facebook Exchange (FBX). Basically, what this means is that if a person comes to your website, for a particular shoe for instance, if you put a specially designed pixel on that page you can set up Facebook to serve an ad for that product.

The power of this is huge. Retailers have reported averages of 22% real sales growth using this simple tactic. By serving ads that are exactly what people showed interest in, you help them not only remember that they are in the market for shoes, but make it easy to purchase those particular shoes if they were waiting or had forgotten about them.

This is where email and Facebook could obviously be best of friends. What if you could use retargeting to serve more relevant ads to those people who are already your most interested customers? Well you can, in two ways.

First, there is a very straight-forward approach. If your customer uses an online email client to check the email you sent, if you put a pixel on the email itself…you have just managed to retarget your key consumer base. That person can receive your ads directly in their Facebook feed, saving you money, and giving you a higher likelihood of ROI on your ad campaign.

There is a downside to this, however. If you only use this method you lose out on all of the people who use their phones, tablets, or mail apps on their computers. I think it’s worth doing, don’t get me wrong. But, it only hits a handful on your list. What’s a brand to do?

Another option at your disposal is indirect email retargeting. You can build this in 4 simple steps.

1. Email content with separate URLs

The key to making email retargeting pull its weight is to make sure there are pages on your website for every product or service in the email you are about to send. The goal here is that when the user clicks on whatever interests them within the email, they are taken directly to that particular page.

This traffic, as you know, is highly valuable. It gives us a sense of what is resonating with our audience, and what isn’t. But, perhaps more important in the world of retargeting, is what happens in the next step.

2. Retargeting pixel placement on each of those particular pages

Having set up retargeting pixels on each page of your customer’s potential interest allows you to turn this interest into actionable data for advertising. Utilizing a pixel from the third-party service you use for Facebook retargeting, you insert the pixel code into the code of that particular page. This will load a cookie on the customer’s browser that the user cannot notice in any way.

When the customers come to Facebook, Facebook checks their browsers for your cookie. If it finds the cookie, it serves the ad that you assigned to that pixel. This is the technical part. The third step, though easier to understand, is just as critical.

3. Creative Development

Develop creative for each of the particular products or services you were promoting in the email. If you are only doing right-side advertising, you can even use the images from the email to some use.

It’s a generally good idea to have multiple creative strategies for each area of consumer interest. This ensures that the user will not only see content tailored to their interest, but that the content will remain fresh and relevant over time. There is quite a bit of data that proves that relevant new content is crucial on the content side and the ads side of Facebook.

4. Conversion Measurement

An essential in a program like this is setting your conversion pixels such that sales can be directly tied to Facebook. This has its own tab in Facebook’s Power Editor, and many 3rd-party platforms make it just as easy.

Note: you should also generate a pixel to load a cookie that tells the browser to no longer serve ads regarding certain products or services that the user has already  purchased. Nobody wants to look like an insane stalker, right?

A nice feature to add here is a fresh retargeting pixel with unique creative ads to bring customers back for another purchase.

At this point, you can essentially repeat steps 2-4 to maximize potential. With these strategies, we are consistently reporting 500% ROIs and tying it to search retargeting to raise ROI another 500% consistently.

Cody Vest

About Cody Vest

Cody Vest is the creative director at Vest Advertising in Louisville, KY. A second-generation Ad Man, he bridges the gap between digital data and ad strategy building campaigns across every kind of media outlet from Facebook to broadcast TV. Cody's interests include building easy ways to get key marketing data from the open systems of the social web, and strengthening traditional campaigns with digital insights.
This entry was posted in FBX. Bookmark the permalink.

2 Responses to Pack Facebook Advertising With Your Email List For a Bigger Punch

  1. Cody, wouldn’t it be much easier to just use Facebook’s built in “Custom Audiences” tool to upload your email list and target them directly? Why take the retargeting approach, when FB allows you to target your email list?

  2. Cody Vest says:

    Michael, yeah that is ideal, however there are some issues with CAT targeting. CAT targeting assumes that the emails you have are the actual login emails for those users on Facebook. On one CAT campaign we are running now, the email list reaches <50% of those in their email database. Retargeting in this manner can help to supplement that and drive that percentage higher. There are strategic concerns too that can help determine whether the two strategies should be employed together or separately, as well. But, going into that might be a bit much for blog comment.

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>