How Facebook advertising can increase the effectiveness of your email marketing campaign.

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By Gemma Browne

Are you coordinating your marketing activity effectively?

Social Media is not a stand-alone marketing tool, it’s important to ensure you are integrating your business’ social media activity with all other elements of your marketing and sales strategy. This includes; sharing sales and promotions driven by email marketing across social media and vice versa, following and interacting with media and influencers important in your overarching PR strategy across your social platforms, referencing in-store and point of sale activity on social media, exposing your social community to TVC content, sharing blog and website based content across your social media channels, and including your social feeds on your website.

The team here at Social Media Servants are currently seeing some great results utilising email databases to remarket through Facebook Advertising in order to leverage EDM promotions.

A recent case study released by Salesforcelooked at the affect of coordinating email marketing with Facebook advertising. The study connected transaction data, ad impressions and email response for one retailer’s marketing program in order to answer the following questions:

  1. Are we reaching the same person?
  2. Are we impacting sales?
  3. Would customers reached by both email and Facebook ads be more likely to convert than those reached by email alone?

The results were as follows:

  • Facebook ads extended email reach by 77%
  • When reached with Facebook ads, email openers were 8% more likely to click on an email
  • When reached with Facebook ads, email openers were 22% more likely to purchase

The retailer was able to track tangible results through a coordinated marketing campaign that resulted in direct ROI. You can see further results from the Salesforce study here.

Want to learn more about how you can target your email database through Facebook advertising? Get in touch with our team today!

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