Email Marketing in digital marketing is an established and reliable way to connect with your customers. But with time, even the most active lists can lapse into inactivity, and open and click rates start to drop. Facebook Custom Audiences, a new and innovative platform that allows you to re-enter dead email lists and reconnect with your customers, is here to help.
Understanding Inactive Email Lists
A list goes into inactivity if people don’t engage with the content they receive from it, for example, they do not open emails, click links or convert. Email lists can go offline for many reasons:
Disengaged Subscribers: Over time, subscriber interests might shift, and the content they see may no longer appeal to them.
Email fatigue: When there are too many emails sent by multiple brands, subscribers will feel tired and may simply delete or unsubscribe from an email.
Inbox Messaging: If the average professional receives 121 emails every day, your messages get lost in the mix and you don’t see as many of them opened.
Depreciated Data: Mailing lists might contain defunct or incorrect data like unreliable email addresses or recipients who no longer e-mail from a specific address.
The Versatility of Facebook Custom Audiences:
Facebook Custom Audiences: Facebook Custom Audiences is an awesome tool that enables your business to display their current customer on Facebook by simply uploading a list of email addresses, phone numbers, or Facebook user IDs. The system then matches this information to accounts, which allows companies to offer highly targeted ads to their existing customers. Such personalization and targeting can drastically improve your chances of re-engaging inactive email list members and bringing them back to your site or landing page.
Facebook Custom Audiences For Bringing Old Email Lists Back to Life:
Set Up Your Email List: Before posting your email list to Facebook, make sure that it is clean and up-to-date. Do not add duplicates, invalid emails, or unsubscribers. That will make sure that your list is as accurate as possible and you are more likely to hit the jackpot when it comes to Facebook users.
Build a Custom Audience: Once your email list is created, log into your Facebook Ads Manager account and click on the Audiences tab. Navigate to “Create a Custom Audience” and choose “Customer File” as the source. Simply share your email list and let Facebook match email addresses with user names.
Create Engaging Ads: Now that you have a Custom Audience, start building ads that will interest your dead email list members. Your ads should be visually pleasing, concise, and accompanied by a call to action. You might also try to create an incentive by giving them a coupon or a special deal to get them to re-engage with your brand.
How to Position Your Ad: Determine how you want your Facebook ads to appear. The News Feed is typically the best place for Custom Audience ads as it provides the most visibility and response.
Budget and Bid Type: Determine how much you’re willing to invest in your Custom Audience campaign and select a bid type that is consistent with your objectives. If you are looking to re-engage your dead email list subscribers, then CPC or CPM bids may be your best bets.
Check and Improve Your Campaign: After your campaign launches, take an attentive look at how it is running and make any needed improvements. Test out ads, messages and bidding techniques to see what works best for your audience.
Why Using Facebook Custom Audiences For Email List Reactivation?
There are several advantages to using Facebook Custom Audiences to re-activate abandoned email lists:
Cross-channel engagement:
The best way to utilize Facebook Custom Audiences is to re-engage subscribers on other channels. A single point of contact will not meet the needs of the majority of consumers today who use multiple channels of communication and engagement. On Facebook, you reach out to subscribers and interest them in your brand once again to generate more interaction. This cross-channel engagement keeps your brand front and center, and motivates subscribers to come back and engage with your content.
Precise Targeting:
Effective messaging comes from knowing your audience, and Facebook Custom Audiences does that brilliantly. This beast of a tool lets marketers build and show ads to select segments of their email lists. It doesn’t matter whether you want to communicate with your previous buyers, consume content or even those who have not logged on for a while, as the platform’s targeting capabilities ensure that your message reaches the right audience segments. This accuracy ensures you can convert as many subscribers as possible back into those who are most apt to take positive action on your campaigns.
Increased Ad Relevance
One of Facebook’s strengths is a vast data-driven understanding. Having such a nebulous store of data, advertisers can actually make ads that will appeal to customers. You can almost bet that if you re-engage your unsubscribers with custom content and offers that are based on their preferences and behaviors, then you’ll get along just fine. It is not only that ads that fit their tastes enthuse your audience but also raise the expectation of value for your product, increasing conversion rates.
Measurable Results
Digital marketing is all about data. Perhaps one of the best things about running ads on Facebook is that it provides you with highly accurate reports and statistics regarding the effectiveness of the ads. Marketers can monitor the most significant impressions, clicks, and conversions. In this way, the performance of Custom Audience campaigns can be tracked live. This actionable data will, in turn, enable businesses to make informed, data-based decisions to optimize their plans. Once you can see and assess your reactivation performance, that in itself provides you with the ammunition to continue tuning and optimising your campaigns for better outcomes.
Conclusion:
Activating defunct email lists is a challenging but satisfying process. By using Facebook Custom Audiences, businesses can reach existing customers on a platform where they’re most active, allowing for a higher probability of re-engagement and conversion. By carefully building lists, creating ads, and monitoring campaigns, companies can bring active email lists to life, and achieve measurable results with the aid of personalized marketing efforts.
