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Using Email and Facebook Together For Maximum Impact, Part 1

By Cory Smith, VP of Email, Metric Digital

Cory Smith, Metric's VP of Email, educates and inspires the audience at Klaviyo Boston 2018

I recently had the privilege of delivering a presentation at the amazing Klaviyo:BOS.

Hundreds of members of the Klaviyo community (and beyond) gathered to share inspiring case studies, creative strategies, and data backed insights.

My speech focused on using email and Facebook together for maximum impact. Revealing best practices from our email marketing campaigns with our ecommerce clients, I showed how to run coordinated Facebook and email campaigns, and how to use those two channels together to generate incredible results.

For those who missed the event, we’ll be keeping the email marketing integration conversation going here on the blog. Today, let’s focus on high level strategy and objectives. And in next week’s post, we’ll dig further into specific tactics.

For now, here’s my thesis:

Paid, search and email channels don’t have to compete against each other for sales, customers and attributions. If you really want to do what’s best for your business, integrate all these channels together strategically.

Klaviyo is Metric’s primary email service provider for our clients. As we said in our ecommerce partner database, Klaviyo offers outstanding segmentation power, works great out of the box without development cost, and has audience syncing capabilities.

Most importantly, Klaviyo is a platform we integrate into Facebook. When we sit down with new clients, there are number of goals that we consider. And so, as you begin thinking about how to use email and Facebook together for maximum impact on your brand, make sure your strategy aligns with these three objectives:

Audience Goals

It’s imperative to grow and increase the reach for your brand on Facebook. There are several ways to think about this.

First, you've got prospecting, which is acquiring new users.

Next up is brand retention. That's going to be bringing people who have purchased back to purchase again.

Another audience goal is planning. Throughout the year, every brand has critical moments, and increasing reach throughout the year can have a positive effect at those times.

We have one client who really focuses on gifting. And so, fourth quarter is really huge for them. Meaning, it’s really important for them to say, okay, how could we increase our reach throughout the year? That way, by the time we get to quarter four, we're reaching as many people as possible.

The final audience goal is lookalikes. We want to leverage audiences to make lookalike audiences to increase the likelihood that the brand will acquire qualified users. Instead of guessing, i.e., we really think our product will appeal to people who live close to golf courses, we can say with confidence, i.e., we already have this audience of people who are purchasers and are qualified, so let’s go ahead and leverage that to, take people to the next level, find new customers and really grow the program

Experience Goals

Once you’ve tested various audiences, next is to move into experiences. Because every company needs to speak with different users in different ways. Not all of your customers are the same.

Some will open one email, not another, and sometimes they're going to be interested in certain products and not others. And that’s okay.

What you can do is use their history create segments to showcase more relevant content in email. Better yet, why take that content and also showcase that relevant content on Facebook? You can push that audience right over to Facebook and serve similar content at similar times for that cohort. That way you're on those two channels at the same time.

Of course, if a user is acquired via Facebook, you will want to continue to engage them on that channel as time goes on. But remember not to ever limit yourself to one channel. They’re all working together to achieve your business goals.

Lifecycle Goals

We believe that promoting a more robust customer life cycle is a smart long term strategy for any company for many reasons.

First, the combination of advertisements and emails is going to decrease the amount of time between purchases. This is a really tough nut to crack, but if you do the math, it works.

Let’s say you look at your customer base and say, okay, every ninety days they’re going to make a purchase. If you can push that down to every sixty days, then everybody makes one more purchase throughout the year.

If we can use these audiences to engage on an alternate channel and decrease the amount of time that it takes somebody to purchase, again, that's going to mean significant growth for your business.

If you can get somebody to buy it four times a year instead of three, again, that's gonna give you noticeable additional revenue.

One tactic we coach our clients on is, if this, then that. Meaning, if a user completes some action, then serve them a complementary advertisement.

Here are two examples. If a user opens an email about a sale, push them to a segment and serve them an advertisement on Facebook to remind them of it. On the other hand, if a typically active user doesn’t open an email about a sale, or if they’re at a critical moment in the lifecycle, serve them a targeted advertisement.

Perhaps you sell shirts, pants, and shoes, and someone constantly opens the shirt emails, but never opens the shoe, email. Okay, well, stop showing them the shoes! Just show the shirts and use that audience to push it to Facebook as a nice targeted ad to those people that features only that product. That’s how you use lifecycle as your strategic filter.

Okay, that’s a wrap for today on the topic of strategic goals.

Next up, read my dive deep on audience integration profiles.

Meanwhile, we would love to help your company use email and Facebook together for maximum impact. Contact us today for a free digital marketing audit.

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Cory Smith Head of Email The Metric Digital Blog A Blog on All Things Digital Marketing