In a world of ever-improving advertising technology, marketers have a plethora of tools at their fingertips. And as professional digital marketers, we are tasked with juggling these toolsets, all with different functionality, but all striving for the same goal. Oftentimes, each tool is managed in its own silo and campaigns are run independently from one another.
But what if you could create integrated marketing campaigns that link different toolsets under one targeted, strategic campaign? What if you could set up a Facebook Ad campaign targeting those who received, opened, or even clicked-through your last SendGrid marketing campaign?
Given the size of the Facebook’s user base, it’s a good bet that your customers and/or leads are already there. This creates a lot of opportunity for cross-promotional campaigns and enhanced messaging that tie your emails and Facebook Ads together. All you have to do is integrate your email contact list with Facebook.
And I have good news: it’s easier than you think.
In this guide, I will show you how to quickly integrate your SendGrid Marketing Campaigns contact list with Facebook Ads, in 5 easy steps.
Let’s say you work for a clothing company called “Threads” and you recently sent an email marketing campaign to your customer base. This was a loyalty campaign which included a “Thanks for your business” message alongside a coupon for their next purchase. Being the savvy digital marketer that you are, you want to amplify this promotion on Facebook with additional ads that target your most loyal customers: those who opened your email.
Here are the steps for finding and targeting that same customer list on Facebook Ads.
In the Marketing Campaigns section, select the segmented list of recipients you want to target:
and click the “View Details” button:
Once you have pulled up the recipient list, click the “Export CSV” button.
This will begin the export process and you will receive an email when your list is ready for download.
Go into your Facebook Ads account and create a new campaign. In the Audience section, click “Create New” and select “Custom Audience.”
Then select “Customer File.”
Next, you will select “Choose a file or copy and paste data.”
Then drag your saved .CSV list into the upload box and name your Audience.
Facebook will now match their user records to the data on your contact list. Keep in mind that the match rate for each list will vary, based on the data you provide. You may find that a large percentage of the email addresses on your list match Facebook logins, or very few. Generally, you will find higher match rates with B2C lists, as opposed to B2B.
Once your list is matched, you will have a custom audience from which to target. Now you are ready to create intriguing Facebook Ad creative that targets the same people on your SendGrid Marketing Campaign’s contact list.
With this integrated strategy, you have the ability to create smart, highly targeted ad campaigns that reinforce your message and drive conversions. This approach allows a smart digital marketer to utilize Facebook’s huge audience pool for any number of advanced advertising tactics. Here are a few examples:
- Retarget customers who have shown interest by opening and clicking through a product announcement email with an ad highlighting a similar product.
- Reach and re-engage a list of email recipients who did not open your last email with a Facebook sponsored post.
- Find new customers by using Facebook’s “Lookalike Audience” with a list of current customers who made a recent purchase.
- Amplify the high-quality images in your recent email campaign by targeting the same list via Instagram.
- And more…
Stay tuned for additional guides on integrating SendGrid with other digital marketing tools such as Adwords and Adroll. And if you’re interested in more segmentation strategies, download SendGrid’s Segmentation Guide.