Email Marketing and Facebook Custom Audiences – The Ultimate Guide

Since its founding in 1999, Facebook has grown from a simple social network to a dominant force in digital media. Now, with over 1.9 billion monthly active users and rising, the social media network is taking the world by storm. With over 400 million monthly active users, WhatsApp is another clear example of how social media is changing the world and how businesses need to adapt to these changes.

Today, with so much competition in every facet of life, it’s more important than ever to find ways to stand out from the crowd. One of the best ways to do this is through email marketing. The fact is, even though email marketing is a well-established form of marketing, many businesses still struggle with email marketing campaigns. Specifically, many businesses struggle with getting the most out of their email marketing campaigns and connecting with their audiences on a deeper level.

That’s where Facebook Custom Audiences and Email Marketing come in.

The Growth Of Email Marketing On Facebook

If you’re reading this, I assume you’re already somewhat familiar with Facebook Custom Audiences. If not, the following overview will fill you in on the basics.

Facebook created Custom Audiences to help businesses more effectively reach their target audiences on the platform. To build a Custom Audience, you start by simply creating a list of email addresses. Then, you’ll see an opt-in prompt appear on your Facebook page. When a user opts into your Custom Audience, they are added to the list and you can begin to send them content that’s specifically tailored to their interests.

While the above description may sound simple enough, there’s a lot more to it. First, you need to consider how you’ll use Custom Audiences. Will you send emails with product information, discounts, or maybe even just fun stuff such as videos or articles?

Also, you need to ensure that you’ve built a list of email addresses that you can send emails to. If you have a list of 50 people who’ve expressed interest in your product, you can expect that many of them will want to get updates from you. However, if you only have 500 email addresses, you won’t be able to reach everyone.

Why Email Marketing Is So Important

As I mentioned above, even if you’ve built a list of email addresses, you’ll still need to consider how you’ll use the list. One of the best ways to do so is through email marketing. The simple truth is that customers want to be engaged with businesses that they like and trust. For instance, if you sell ice cream and you’ve noticed that a customer has liked and followed your Instagram account, you can be certain that they want to receive emails from you.

Customers want to feel as though the businesses they’re dealing with have listened to their needs and wants. Also, when customers trust you, they’ll be more inclined to purchase your products or services. In turn, this can lead to greater revenues for your company.

In addition, with more and more people moving to digital forms of marketing, email marketing is an effective way to reach your customer base. Today, if you want to get your message out to the masses, you have a number of digital platforms to choose from, including email.

However, despite its effectiveness, email marketing can be challenging. Building a successful email marketing campaign requires a great deal of planning and the proper execution of the campaign.

What Is A Good Campaign Structure?

To ensure the greatest chance of success with your email marketing campaign, you need to organize your efforts in a way that’s most effective. This means setting up a structure that will make your emails more likely to be opened and acted upon. Here are some of the essential steps you should take to build a successful email marketing campaign.

1. Define Your Target Audience

If you already have a pretty good idea of who your customers are, you can start by defining your target audience. Simply put, a target audience is a group of people that you intend to reach with your email campaign. When developing your target audience, you should consider the following factors:

  • Demographics
  • Interests
  • Psychographics
  • Digital footprint
  • Lifestyle
  • Values

For example, if you’re selling ice cream, you may want to send emails to people who are interested in ice cream or who have similar interests to yours. Once you’ve developed your target audience, you can move on to the next step.

2. Select The Most Suitable List Of Emails

Depending on how you intend to use your Custom Audience, you may need to consider selecting the most suitable list of emails. For example, if you want to inform your audience about the new flavors at your ice cream parlor, you may want to select a list of people who’ve expressed an interest in trying new flavors. Alternatively, if you want to promote a product, you may want to consider selecting a list of people who’ve bought or used your product.

To choose the most suitable list of emails, you should ask yourself the following questions:

  • Are you looking to send emails to people who’ve expressed interest in your product?
  • Are you looking to send emails to people who’ve bought or used your product?
  • Do you want to send a single email or multiple emails per week?
  • How much money are you willing to spend on email marketing?
  • How much time do you have to set up email campaigns?

If you’re looking to inform your audience about the new flavors at your ice cream parlor, you may want to send a single email per week, on a Tuesday, to a list of people who’ve expressed interest in trying new flavors. Alternatively, if you want to promote a new product, you may want to consider using a tool like ConvertKit, which can assist you in creating multiple, automated email campaigns based on various triggers. For example, you can have one campaign that’s triggered whenever a new article is published on your blog.

3. Select The Best Email Template

Aside from the list of emails, you need to also consider selecting the best email template. Once you’ve defined your target audience, you can start working on crafting the perfect email to introduce your product or service to them. For this step, you should choose an email template that’s simple, yet eye-catching, and that’ll make your subscribers sit up and take notice. Additionally, you want to choose an email template that’s easy to customize so that you can use it for multiple marketing campaigns.

On the topic of email templates, WordPress has a great guide that’ll help you choose the right one for your needs. Alternatively, if you’re feeling creative, you can craft your own unique email template that’ll serve as a marketing piece itself.

4. Choose The Best Content To Email With

Depending on your product or service, you may need to consider choosing the best content to email with. For example, if your product is new and you don’t have a lot of material online, you may want to consider sending a short email, with engaging content, such as an infographic or an interesting story. Alternatively, if you’re selling ice cream and want to introduce your customer to new flavors, you may want to consider selecting a list of popular ice cream flavors and sending them along with an information-packed guide, explaining everything about the flavor.

If you’re looking to inform your audience about the new flavors at your ice cream parlor, you may want to consider sending a single email per week, on a Tuesday, to a list of people who’ve expressed interest in trying new flavors. Alternatively, if you want to promote a new product, you may want to consider using a tool like ConvertKit which can assist you in creating multiple, automated email campaigns based on various triggers. For example, you can have one campaign that’s triggered whenever a new article is published on your blog.

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