How to apply Facebook custom audience to email marketing

The techniques of retargeting or remarketing aim to present a user who has already had contact with the brand with a new message in order to get them to convert. In other words, users do not usually convert the first time they visit our site or see an offer.There is a "maturing" phase until they make up their minds. During this time they can compare prices, revisit the site and go deeper into the product description, etc.

In this context, Facebook offers the possibility to reach users who have previously interacted with the brand on another channel.. This is the functionality of Facebok Custom Audience. For example, we can create a segment on Facebook of those users who have visited one of our landing pages and impact them with targeted ads. Another possibility is to retarget users who are fans of our page.

A third option is to identify which Facebook users are receiving our email marketing campaigns and complement these actions with Facebook Ads..  The process is simple; eirst of all, you have to give a name to the segment you are going to create. Then we will "upload" the file with the list of emails of the users who receive our newsletter (a file with a single column). The process of creating the target can take around 1 hour or two hours, and, approximately, we can see that between 30% and 70% of the users for whom we have the email are also in Facbook.

Once we have the segment, we will try to see how it responds when we combine the sending of advertising through both channels (Email and Facebook Ads). The main result of showing an ad to users who already know us and have shown interest in our content (in fact, they have opted-in) is an increase in the CTR of the ads and a higher opening of the emails. According to a case study by Salesforce - ExactTargetA combined Custom Audiences segment can support a 22 times higher propensity to convert.

As we can see, this is a clear example of Cross Cahannel MarketingThe new approach to multichannel marketing attempts to "break down the walls" between channels by coordinating them into more elaborate and complementary strategies.