Dynamite Email Campaigns
In order to create a dynamite email campaign, the idea that Facebook and email are two separate marketing strategies must be eliminated. In fact, Facebook + email will yield the dynamite email campaign results you desire.
Step 1 – The Email List
In order to create a dynamite email campaign you must have a targeted email list. If you are not already collecting this information from you clients, you must start now. There are a number of ways to get this information—email receipts/order confirmations, offering a discount for creating a new account or asking customers to subscribe to a blog or newsletter are just a few effective ways to gather targeted, specific information about your customers. This information should be kept in a database with specific segmented categories, i.e., gender, age, phone number, etc. If you are utilizing a CRM (see my previous blog for more information about CRMs) such as Salesforce, Zoho or Agile these contact lists will be sent to you as a .CSV file.
Step 2 – Create Custom Audiences on Facebook
The list of email addresses can be uploaded to Facebook as either a .CSV file or TXT format. Next, go to the Audiences tab in Ads Manager. Click the Create Audience button, select the Custom Audience option and then choose Customer List. Finally, upload the .CSV or TXT file list to the Custom Audience box. Now, Facebook will match up the emails with actual Facebook users.
tep 3 – Create Lookalike Audiences
A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they are similar to your existing customers. This is an effective feature Facebook offers, yet it is often underutilized by small businesses. According to Facebook’s website, they identify the common qualities of the people in it. “Then we find people who are similar to (or ‘look like’) them.”
You are in control of the size of the Lookalike Audience. Smaller audiences are target specific and more closely match your source audience. Larger audiences increase your reach, but reduce the targeted similarities between the Lookalike Audience and the source audience. Facebook requires a minimum of at least 100 people. For additional information about what you should consider when creating Lookalike Audiences, refer to Facebook Business.
Step 4 – Launch
In order for your campaign to be successful, timing is imperative. Your email blast and Facebook campaign timing should align with one another. Most people check their email and Facebook early in the morning, so an initial email blast and Facebook campaign should begin early morning. This is a good way to for your customers to see your first thing in the morning, but what happens to most of us an hour or two into our workday---tons of other emails, phone calls and day-to-day business operations. These things allow us to promptly forget about that initial email. Therefore, multiple emails must be sent throughout the day. The general “sales rule” is six to eight touches are required throughout the campaign.
Additionally, Twitter features a similar platform to target your audience. Does all of this seem a bit overwhelming? Allow Cyberspyder’s experience and expertise to launch your next dynamite email campaign.