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Paid advertising doesn’t exist inside a vacuum; often, it’s part of a wider range of marketing initiatives that are earned and owned. We’ve found that tying social media campaigns to other forms of customer communication can have powerful results, not just in customer engagement, but retargeting and user acquisition.
One of the most powerful owned channels is email. Marketers consistently rate it highly in surveys for its effectiveness and low level of difficulty to execute. If you haven’t considered linking your email assets to your Facebook advertising campaigns, now’s a great time to start!
Here are three ways to pair your paid and owned channels, from simplest to most complex:
For eCommerce companies, Facebook makes customer retention a snap. Every time a shopper logs in and makes a purchase, you can collect their email and target them through advertising via a Facebook Custom Audience. Use this capability to stay in touch with your best buyers, letting them know about sales and discounts, loyalty rewards and referral incentives. You can also expand your Custom Audience to other shoppers with similar interests and purchasing behaviors using Lookalikes.
If your customers are indicating interest by opening your emails, but are still in the activation phase of your marketing funnel, give them an extra nudge on social media by sharing your best-sellers and any new branding you may be rolling out. This approach also works well with contests and sweepstakes, when people have given you their email but may not be very familiar with your products. Facebook’s App Install, Unpublished Page Post Link and Photo ads have all shown strong results in prompting customers to take action for the first time.