Episode 17: Connecting Facebook Ads with Email Marketing
Connecting Facebook ads with email marketing is a surefire way to make both channels more effective.
00:01 Stewart Anderson: Welcome back to the Spend $10K A Day Podcast. I am Stewart Anderson, with me as always, my good friend, Steve Weiss. We are talking today about connecting what you're doing on Facebook ads with what you're doing on the email marketing side. Steve, obviously there's a lot of ways you can connect the two, lead ads, driving traffic to a site and grabbing emails, sharing audiences between what you're doing on the email side, your customer audience data in Facebook. Let's talk about some of the best ways, some of the most effective ways people could connect those two worlds to get better results on both platforms.
00:34 Steve Weiss: So remember, people find out about you, they engage with your brand, but sometimes they don't buy off of a Facebook ad but they could actually come onto your email list, and you always wanna make sure that the message from your email is very synergistic with where people come in at.
00:51 SA: Absolutely.
00:51 SW: So the first thing that we're gonna talk about is how advertisers we work with and how I've done stuff in the past with lead ads, of connecting lead ads to our email cycle. That's very important. So lead ads has the ability to be integrated with a number of different ESPs now. There's a tool called, I think, LeadsBridge that actually integrate the two between multiple email providers. And what we like to do is we like to actually run lead ads top of funnel. And with lead ads, you could actually, besides just getting an email address and a name, you could have what you call 'qualifiers' in the lead ad. You could have a qualifier of just asking people for household income, gender. You could have qualifiers that actually allow you to target the user based on demographic, which is really cool and then you could append that email back into your database, and you could have a custom segment just going out to people who've come in from a specific ad through lead ads.
01:48 SW: That's worked really well, creating custom segments around lead ads captures that you're doing is... Converts incredibly well on Facebook. But remember, you don't wanna just have a name and an email and a form, you wanna have other qualifiers which qualify people that they're a quality user for your product. So number one, leveraging lead ads plus custom segments in your email provider, in your email service provider. Number two, remember, Facebook is a lifecycle marketing platform very similar to email, so when you connect your email to Facebook, now you have the ability to target users based on their prior user behavior on your email list.
02:31 SW: So let's say you're running... Valentine's Day is coming up and you're a flower company, and you're running a specific deal to previous customers from last year. Well people are gonna respond to that email differently. Some people are gonna open it up, some people are gonna click, and some people are gonna buy. Well, with Facebook, now what you could do is you could have a different email message to all the people who didn't open up the email. You could have a different Facebook ad to all the people who clicked on that email, and you could even have a different Facebook ad, maybe an upsell type ad to all the users who actually purchased from that email. So it's really important to connect your email marketing efforts with your Facebook ads, 'cause it will not only up the conversion rate on your Facebook ads, but it'll also keep a consistent message across all your channels. So I think it's really important 'cause the worst thing in the world is to give away a discount to a user or a customer who just bought, paid full price. I see that happen [chuckle] too often and that just pisses customers off. That's why it's, I would say, super important to connect whatever you're doing on your email to your Facebook ads.
03:42 SA: Definitely, definitely. So talk to me a little bit about some of the audience sharing that you can do. So obviously, one of the things we do a lot with companies that have been doing a lot of email marketing is they have information and they have various different lists, they have lists of purchasers, people who have opened certain emails. There's all these ways of connecting that obviously with your custom audience data. What do you feel are some of the really, really effective ones that people can do?
04:10 SW: So that's a two part question. Number one, the easiest way to connect the two. So I think MailChimp just came out with a direct integration into Facebook, so now you could start building custom audiences around the way people engage with your emails. Marketo already has a direct integration.
04:28 SA: Yeah. The MailChimp integration for that has been... MailChimp actually just came out with a feature where you can actually build Facebook ad campaigns, it looks like.
04:35 SW: Yeah. I saw that email come in yesterday, that you could actually build on top of MailChimp Facebook ad campaigns, and then manage those campaigns in Ads Manager, which just makes, from a time perspective of just building a campaign builder a lot quicker. But again for some of the enterprise-level people in here, it might not be the solution of solutions. But to get back to your question, specifically, how do I connect the two? 'Cause a lot of stuff is I wanna build audiences in the fly. I don't wanna have to export all my clickers and re-upload it to Facebook. I don't want to have to export my purchasers. And so Marketo, Klaviyo are some really good ESPs. They actually allow you to directly build audiences inside of Facebook from their system based on prior email conversion data. So what I like to do when I start building segments inside of emails, I like to start taking my best segments. Buyers who bought within the last 30 days, buyers who bought my product. Obviously, I could upload those emails into Facebook, but if I'm using my ESP, I could build that audience from my email service provider into Facebook. Another segment is I like to open... I like to build clickers. People who've clicked on my emails within the last 30... You could even go longer, within the last 90 days.
05:54 SW: These are people who've engaged with my brand outside of Facebook, that's really important because I wanna feed Facebook the data of people who are engaging with my brand outside of Facebook, so I could build lookalike audiences of these users. I wanna feed as much data back into Facebook to allow them to make better intelligent decisions of who is most likely to purchase my product. Those two are the big segments: Clickers and buyers. You can go back buyers over the last 30 to 60 days, and then you could even get more creative with it. You could actually have people who buy specific products which is, if you're a multi SKU-y commerce site you could have people who just bought shoes. You could have people who just bought shirts, and then you could feed that buyer data right back into Facebook to create segments with. Or if you really wanna go crazy with it, you could take it to the next level. You could have people who clicked on ads within the last 30 days for shirts.
06:56 SA: Yeah.
06:56 SW: People or... Not ads. People who clicked on emails for shirts, people... You could have people who've clicked on deals, deal-related emails. You could start segmenting all the way back to specific products that people have clicked on from your emails and build audiences around that. This really depends on you assortment of products, as well as how many emails that you're sending and how big your list is. But you could really do a lot of fun stuff by connecting your email to your Facebook just by taking this prior engagement and connecting it to Facebook.
07:29 SA: Yeah. I think... Really, really good information there. Let's talk a little bit about, something we talked a little bit before generating emails, we spoke a lot on lead ads. Obviously, lead ads have been pretty effective for the most part and making it easier to generate emails from Facebook traffic, 'cause, obviously, they're right there; you build out forms, it's easy. Some advertisers have seen great success with it, other advertisers have not seen great success with it.
07:58 SW: It doesn't work for everyone, because remember, Facebook is pre-populating people's information into the lead ad. They just do it because they wanna get the highest conversion rate. Some people, remember they're on their mobile phone when the lead ad happens, it's only mobile, and they just see it, "Alright, I want that", and they see their information populate. They don't think about it, just boom. Boom, submit. Remember, if you want someone to submit their real information for a product, you ask them to always input their information instead of pre-pop. Pre-population in the lead gen world lowers the actual quality of the lead. Getting away from lead ads a little bit, not to be a big cheerleader for one company, but we love Bounce Exchange. Bounce Exchange has continuously delivered really high conversion rates from predicting when users are about to drop off a funnel and then bringing value to those users, on top of a shopping cart or on top of a website. We've used their service numerous times for a lot of our clients. That's one solution, to really capture the email address somewhere in your funnel, and then build really intelligent re-engagement campaigns to that user. But I would say that the best users that you're gonna capture are people who are coming to your website.
09:22 SW: The other segment which I think is really important, getting more into the segmentation of your emails, is the people who've submitted their information to the shopping cart but haven't bought. That's another giant segment, not only from your email marketing segmentation, but also from your Facebook ads. Having a specific ad going out to all the people who've entered their information in the shopping cart but haven't bought, if you could really target that user from a retention perspective with a unique ad or unique personalized experience, you're gonna see your conversion rates go through the roof.
09:56 SA: And just one quick correction actually on one thing, Facebook lead ads are available on desktop now.
10:01 SW: Are they?
10:02 SA: Yeah, so they're not just mobile only, they're not used extensively, which is why you probably don't see them a lot on...
10:07 SW: Yeah.
10:08 SA: But they are available on desktop, but I think they are coming to Instagram, they were kind of a feature now, so...
10:13 SW: I know they are coming to Instagram, but again, pre-population, that's the reason why... If I were to give the Facebook team a little bit of advice, I would say, "Allow us advertisers not to pre-populate lead ads information. It literally lowers the quality of the lead."
10:28 SA: Yeah.
10:29 SW: We're gonna get into this later on but there's a text messaging strategy too that we've worked on in the past of taking information we're getting from lead ads, capturing a phone number, and then connecting that to a text message based CMS system, and then driving people to websites via text message.
10:46 SA: Yeah, and it's surprisingly effective, like very effective.
10:50 SW: Oh, it's amazing. Because people respond a lot, at a higher level to text messages and if they've given you consent to text them then you're able legally to text message them. I think that's the evolution of marketing, I think that people are starting to look at Facebook as a lifecycle marketing platform, and less just an ad platform and I encourage everyone to really look at email marketing and look at Facebook and try and marry the two together, because if you do that your retention campaigns... I always get questions about retention marketing, if you're able to marry Facebook and email together, your retention campaigns will sky rocket. 'Cause remember it's all personalized ad experience. I just keep saying that we're a personalized ad experience. If someone sees the email for this code, for this discount code, don't try and sell them full price.
11:43 SA: Yeah, it's absolutely true. You always hear, what's the big buzzword, contextual.
11:48 SW: Contextual.
11:49 SA: Contextual relevance, anything you can make more relevant to somebody, obviously, it's gonna be more effective. Obviously you wanna do it without seeming creepy, if it's too relevant and they're just like "Ah, how do they know all that information". I mean I think we as Facebook marketers know that Facebook has a lot of information about people but yeah, I mean, you always want to make something more relevant because if it's more relevant, it's more likely to strike a chord and get somebody to make a purchase action. So actually, a lot of things you can do, connecting Facebook ads to email marketing, I think one of the big things I would say closing out this topic is, you really don't want to be doing one or the other. These are two things like, if I could pick only two things, if I'm a business, if I'm a company, if I'm a consultant, whatever I'm doing, I can only pick two areas to really focus on marketing wise in 99 times out of 100, it would be email marketing and then paid acquisition on Facebook ads. These are the two that can drive the most traction for the vast majority of businesses.
12:51 SW: One other thing that I wanna talk about on this episode is B2B. And companies that aren't ecommerce companies, I feel like a lot of the content out there, a lot people talking. So it's all ecommerce really. Ecommerce, ecommerce, ecommerce. And we're ecommerce marketers, it's our bread and butter, but I come from the lead generation world. I used to be in the call center world, I used to generate lots of mortgage debt consolidation, all types of financial service leads. And everyone always asked me, "What is the opportunity for Facebook for both B2B marketers and lead generators?" And I think that connecting your CRM, your customer relationship management system, whatever you're using, web Salesforce or any of the plethora tools, connecting that to Facebook is, you see incredible uplift. If one of your reps talks to someone on the phone and literally gets them interested, then they see a Facebook ad right after that for a similar product offering or a similar deal to get them back into the funnel. Facebook is great for nurturing people through the buying cycle, even if you're a B2B business or if you're selling via the phone. And I always encourage everyone who listens to this podcast to always think of Facebook as a key way to nurture people into making a buying decision.
14:13 SA: Completely agree. Completely agree. Well, I think this has been a pretty action packed episode. There's a lot of good information here.
14:22 SW: And we're gonna do a very... At some point in the near future, we're gonna do a B2B-focused podcast.
14:26 SA: Yeah. It's a whole episode's worth of material.
14:29 SW: Yeah, and we have a lot of strategies that we've incorporated on the B2B side for targeting business-minded people. There's so many areas, so many little nooks and crannies and strategies that we've seen work at scale for B2B and I really wanna share them with the wider world. But for this podcast, I wanna keep it kinda high level, keep focusing on, always iterate on your email to your Facebook. I think that marriage needs to happen, and that will help your retention campaigns grow and scale.
15:02 SA: Sounds good. This has been another episode of the Spend $10K A Day podcast. We look forward to seeing you next time. I'm Stewart Anderson.
15:11 SW: Yup. Steve Weiss. Thanks guys.
15:13 SA: See you next time.