I bet you have it all worked out:
You know what goals you want to achieve too, down to the last digit.
Have you ever wondered how much more you could achieve if you combined these channels together?
That’s exactly what I’m going to show you in this post – how to creatively merge Facebook and Email to drive more signups, conversions and sales.
Intrigued? Keep on reading.
Why Merge Different Marketing Channels?
Let me answer that by example:
Notice how you make buying decisions.
You probably no longer rely on the information from a single source. Even if you’ve clicked on a link in an email, the decision’s been based on what you’ve heard about the product already. Its functionality. Brand. Or store that sells it.
It could have been a mention in some article. Review on your favorite blog. Social media ad. Or just a friend mentioning it on Facebook.
And thus, focusing on just one channel to deliver information and convince someone to buy is missing on another, much bigger opportunity – aligning the information with the customer decision journey.
But Why Email and Facebook?
For one, because of their already existing strategic integration.
According to a research by DDR, 84% of your Facebook fans are current customers (source). And it makes sense. After all, I can’t think of anyone just going around the social network, “Liking” pages of companies they’ve never heard before.
And for that reason, you probably use Facebook as a customer relationships management tool. Post updates to keep your brand on top of their minds. Run social media events to keep the audience engaged. And strengthen connection with them.
You probably do the same with email.
You send ezines to keep your brand in front of the customer. Advice to engage them. And offers to keep them coming back to the site.
And so, given their similar goals, the two channels are therefore most suited to work together.
Let’s see how.
1. Use Email Subscribers to Find New Customers
Email is the goldmine of marketing and advertising opportunity.
Take your email stats for example.
You know who’s actively opening your messages. Clicking on links. Or engaging with them in any other way.
Hell, you could even couple that with topics or products you targeted and get a fuller picture.
Now imagine that you could use all that data to find other people who could become equally engaged subscribers or customers?
Well….. you can!
Enter Lookalike Audiences
Lookalike Audiences are nothing more than lists of people similar to your current customers.
…to create a Lookalike Audience, you need a list of existing customers (or Custom Audience, to use Facebook’s terms).
That’s where your email subscribers come in.
Simply create a Custom Audience based on a list of your most engaged email subscribers.
Then, create a Lookalike Audience based on these people’s characteristics.
Facebook will scout its database to find people with similar demographic characteristics and interests to your Custom Audience.
From then on you can target these people with relevant ads offering your product. A lead magnet enticing to sign up for a mailing list. Or X.
Note: There are two ways to build Lookalike Audiences, depending on your goals:
- By Similarlity to find users who most closely match people on your list. This method produces a shorter but highly relevant list.
- By Reach which delivers a longer list but the level of similarity to your Custom Audience is lower.
2. Run Retargeting Ads on Facebook for People Who Clicked Links in Your Emails
I’m sure you know what retargeting is. If not, let me run over this very quickly.
Retargeting (also called Remarketing), is an advertising method in which you display targeted ads to people who’ve already visited your site.
The process looks like this:
When someone lands on a site that uses retargeting, a cookie file is placed in their browser. It allows the site to identify them as a previous visitor and display relevant ads when they visit other sites.
On Facebook however you use Custom Audiences to output the tracking pixel to create Website Custom Audience.
And …. it works. Here are some stats from Wishpond that prove it:
- Remarketed visitors are 70% more likely to convert.
- The average CTR of retargeted ads is 10x higer than normal, non-retargeted ads.
- Retargeting helps to rescue 26% abandoned shopping carts.
But did you know that you could also attach a retargeting cookie on a link?
Retargeting on links works in a similar way. The only difference is that you don’t have to add tracking code to your site anymore.
It’s included in the link instead.
Here’s a visual explanation of the process from RetargetLinks, a platform that allows to create retargeting links:
Now imagine that you offer a number of products in an email.
You could attach a retargeting link to every product and build a list of people who indicated their interest in it.
From then on, you could target them with relevant ads whenever they log in to Facebook.
To find out more, check our great guide explaining the entire Facebook retargeting process.
3. Use Facebook Insights to Find Best Newsletter Topics
It’s no secret:
Every update you publish on Facebook aims to entice some sort of reaction from fans.
You want them to like it. Share it. Comment on it.
And dread the moment when they’ll ignore what you shared.
And since all these interactions get recorded, you can see various stats indicating the success or failure of every update.
Needless to say, that’s a wealth of data that could help you improve your newsletter.
- Top performing updates could suggest next topics,
- Comments and questions spark new ideas for content, or
- Headlines could help reveal that next best performing email subject line.
4. Include Facebook Comments in Emails
We’ve talked about social proof here on AdEspresso before.
I showed you the types of social proof advertisers use in Facebook ads. Andrew has discussed how social proof (among others) helps to make your Facebook ads unforgettable.
But did you know that feedback from Facebook users could offer enough social proof to convince subscribers to buy?
Think about it:
When someone posts an enthusiastic review on Facebook, they’re most likely sharing what they’re feeling at the time of writing. It’s an unbiased and unsolicited feedback. Honest. And you have no chance to manipulate it in any way.
Plus… given the nature of the site, a lot of this feedback takes the shape of personal stories.
And sharing experiences (along with images) of your product.
That’s the best social proof you could think of, well worth including in your newsletter.
5. Use Facebook’s Call to Action Button to Convert Users into Subscribers
When running Page Like ads, do you really care only about increasing the amount of subscribers?
Or would you also liked to show them the most important objective you’d have for them?
Enter Facebook Call to Action.
Call to action buttons allow you to link to any page (on or off Facebook) directly from the cover photo.
(image courtesy of Facebook)
To use them, simply select from a predefined number of calls to action:
- Book Now
- Contact Us
- Use App
- Play Game
- Shop Now
- Sign Up
- Watch Video
Then specify the URL for the next action and… you’re done.
In our scenario, you could use the Sign Up button and link directly to your email squeeze page.
TIP: For the maximum effect, couple the call to action button with a strong Facebook Cover Image that highlights the benefits of signing up:
- Include information about your lead magnet.
- Include benefits of signing up.
- Tease users with a preview of what they’re going to gain.
Email and Facebook aren’t the same. But they could work together to help you drive higher engagement, sales and conversions.
What about you?
Do you merge Email and Facebook in your campaigns? What other creative ways you use to get the most of the two combined? Share them with us in the comments.