One Plus One Equals Three: Combining Email + Facebook Ads To Reach More Customers

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This post is the second in a multi-part series with our partner Salesforce Marketing Cloud, examining how brands and companies can get closer to their social customer.

Marketers consistently strive to understand how digital channels work together to drive the customer journey. However, when it comes to two of the workhorses of digital marketing—email and advertising—we rarely get a glimpse of how they work in combination. Targeting, messaging and measurement aren’t typically coordinated across email and advertising.

To find out more, we spoke to Jeffrey Rohrs, Vice President of Marketing Insights at Salesforce.

According to Rohrs, the most important step is to first build your own audiences, in particular your email subscribers and Facebook fans. It is only by growing your audience that you will be able to add a level of segmentation and targeting to your marketing efforts.

Once you have built you audience, through Facebook, you can begin the utlizing their very precise targeting features.

To better understand how to coordinate these channels, Salesforce Marketing Cloud teamed up with Facebook to explore the impact of a people-driven approach to executing across both.

According to their study of a leading U.S. retailer’s combined use of email and Facebook ads, they found that people who received both email and Facebook ads were 22% more likely to purchase than those exposed only to email.

Over two weeks, the online retailer targeted 565,000 email subscribers with both its regular email marketing communications and coordinated Facebook News Feed ads. The study analyzed anonymized email subscriber data, engagement data, ad impressions and transaction data to identify three exposure segments:

  • Opened email only: 18% of the people targeted opened at least one email but did not see an ad impression.

  • Saw ads only: 27% of the people targeted were only exposed to at least one ad impression.

  • Combined: 16% of the people targeted both opened the email and were exposed to an ad impression.

38% did not open the email or see an ad impression.

By coordinating email and ads, the retailer retailer expanded reach by 77%.

However, when we examined the combined segment of people who both opened the retailer’s emails and saw ads, that is where we saw the magic happen:

  • The combined segment was 22% more likely to purchase than the segment who opened email but didn’t see ads. {Tweet This}

  • In addition, this segment was 8% more likely to click on email than those who opened email but did not see ads.

“The combination of CRM data and Facebook targeting truly powers targeted reach at scale to create effective marketing campaigns,” said Blake Chandlee, vice president of partnerships, Facebook. “We expect to see great results as marketers continue to pair Facebook custom audiences with both email marketing and direct mail campaigns.”

On Tuesday February 24, Salesforce Marketing Cloud will discuss how they are helping organizations in various industries streamline their overall social strategy at Social Media Week NYC.  If you’re in town, we hope you will join us! Learn more and get your pass here.

About Jeffrey Rohrs

JeffRohrsHighRes2013Jeffrey K. Rohrs serves as Vice President of Marketing Insights for Salesforce, and he is the author of AUDIENCE: Marketing in the Age of Subscribers, Fans and Followers (Wiley Business, 2014) and the award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series. Jeff is also known to dabble in podcasting as co-host of the Social Pros Podcast with Jay Baer. When not pondering marketing’s great mysteries, Jeff soothes his Cleveland Browns-related agita by BBQing roast beasts–low & slow–on his back deck in Lakewood, Ohio.

Social Media Week

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