Average email open rates increase year on year, with the average open rate hitting 36.53% in 2019. While it has come a long way, it still means that over 60% of your subscribers never see your emails.
That can be a little disheartening, particularly when you put all that effort into creating them. However, there are ways that you can take advantage of your email marketing integrations to increase engagement and your leads.
Retargeting your subscriber lists on Facebook is one of the most effective ways to reach more of your audience. The average Australian user clicks on 21 Facebook adverts per month, so it’s time to throw your brand into the mix. Here’s 4 reasons you should be incorporating email retargeting on Facebook into your strategy.
1. You Can Reconnect With Inactive Subscribers
Over time, email engagement rates can drop. Your subscribers can lose interest or potentially get email fatigue. It can be frustrating as a marketer, but it’s important to roll with the punches. There’s no point sending endless emails to unengaged subscribers; instead, you need to meet them where they are. For many, this will be on Facebook. Over 40% of the Australian population is now on Facebook, so chances are many of your email subscribers will have an account too!
Your subscribers will already be familiar with your brand, so seeing your name pop up on their feed can be a gentle reminder to circle back to the last email and re-engage with your brand. Depending on the type of ads you want to run, it can also prompt them to take an action like making a purchase.
To ensure that your audience remembers you easily, make sure that your brand messaging is the same across both platforms. However, if you’re trying to promote the same thing on Facebook that your list hasn’t responded to on email, it might be worth varying your offer or messaging.
2. You Build Brand Familiarity
Brand awareness is a hard metric to measure, but it’s an important part of the customer lifecycle. Even though your subscribers are already aware of your brand, when you appear on other platforms it reinforces your brand authority and keeps you front of mind.
Marketers still talk about the “rule of 7” in regards to the conversion cycle. Essentially, this rule states that prospects need to hear (or see) an advertiser’s message at least 7 times before they’ll take an action, like purchasing their product or service. While this isn’t a hard and fast rule, there is still truth in it. Engaging people across multiple touchpoints on different channels helps them in their consideration and decision making process.
3. You Can Create Look-Alike Audiences
One of the greatest benefits of retargeting on Facebook is that it gives you the opportunity to expand your audience and reach new prospects using look-alike audiences.
After you upload your email list to Facebook to create your custom audience, you can go one step further and create a look-alike audience of Facebook users with similar attributes. This is a very simple way of building your audience base, particularly if you have a list of highly engaged contacts.
Once you have set up your look-alike audience, you can A/B test your Facebook audiences to gauge which is generating the best ROI and where you should be focusing your ad budget.
4. You Can Boost Lead Generation
Expanding your reach and engagement with email subscribers in a new way will help you boost lead generation and, in turn, sales. There are plenty of ways you can use Facebook for lead generation, even with your existing subscriber lists. Things like lead ads allow you to generate better quality leads and segment your list further by identifying high-intent leads.
Here’s a few ways that you could use Facebook ads to increase leads:
- Re-engage inactive contacts with a discount or high-value offer,
- Remind contacts to RSVP to your upcoming event,
- Retarget contacts who have downloaded gated content with relevant service offerings,
- Share video content explaining new service features to promote upsells,
- Retarget abandoned cart users with their forgotten items or similar products,
- Leverage scarcity and urgency by promoting a limited-time sale.
These are just a few ways that Facebook and email can work in tandem to deliver greater reach and engagement. You can leverage your new email lead generation tools to connect with people in a different way, delivering fresh content and more opportunities to interact with your brand.