The DataHero Blog

Get the Most Out of Facebook using MailChimp Facebook Ads

June 20th, 2017

Getting up and running with Facebook ads can be a pain. It’s expected that you’ll spend significant amounts of money showing your ads to the wrong audiences before you ever start getting a real return. Even then, it’s a constant struggle to refine your targeting criteria and improve your ROI.

But you don’t need to start from scratch if you already have an email list.

mailchimp facebook ads

With Facebook Custom Audiences, you can put your already-existing email list to work creating highly specific and successful targeting criteria before you ever run a single ad.

You can use your email list to target your current customers with ads, target people they know that might be potential customers, or target people with similar interests, spending habits, or needs. When only about 2% of your existing fanbase sees the content you post on Facebook organically, this becomes the only way to really reach your audience—the one you have now, and the one you want to acquire tomorrow.

Your Email List Empowers Facebook and Facebook Empowers You

Advertising has an Achilles’ heel called waste. It’s when you pay for ad exposure, but the person on the receiving end is not a customer and never will be.

MailChimp Facebook Ads uses your customer email list as your target audience. Instead of targeting by age, gender or interest, you target your customers by name. Your ads will only be shown to people who want to engage with you.

MailChimp allows you to create your custom Facebook audience with one click:

mailchimp facebook ads import from mailchimp

Facebook ads targeting your existing customers give you new ways to interact with them in a social environment where they are more receptive to different types of messaging. You also get a rare second chance to reach out to your unsubscribe list and re-engage them in a new setting.

MailChimp then allows you to segment your customers in Facebook for more granular targeting. For example, you could create ads that speak directly to people who bought a specific product or opened an email. Personalizing your content in this way can deliver 230% higher CTR (or 3.3x) on average.

How to expand your target audience beyond your customer list

Ads targeting your customer email list are a great way to start, but the bigger opportunity lies in finding more people that are just like your customers from Facebook’s 1.9 billion users.

If you have more than 500 people in your email list, you can create a lookalike audience. Facebook analyzes your list to find other people who share similar traits. Consequently, you can expand your audience by thousands of people that are likely to engage with your advertising.

On average, using your MailChimp list to build a lookalike audience can more than double an ad’s ROI. MailChimp makes it easy to create a lookalike audience by clicking a button and letting Facebook do the work.
mailchimp facebook ads contacts

Combining Email and Facebook for a Higher ROI

When you integrate your email marketing with Facebook ads, one plus one equals three.

Integrated campaigns are more effective because they allow you to deliver your message to the same person in different environments and devices. When you reinforce the same message on email and Facebook, the combined effectiveness is more than the sum of its parts, and your audience is more likely to convert.

According to a recent Salesforce study in conjunction with Facebook Marketing Science, users who saw both social media and email ads were 22% more likely to make a purchase.

mailchimp facebook ads

Every campaign is unique and should be built around your objectives, but here are few of ideas of how email and Facebook ads can work together:

Build your customer base. By creating Facebook ads that incentivize your audience to subscribe to your email list.

Identify brand advocates. Customers who share emails or Facebook posts are fans. Measure the effect that their sharing has on conversion and develop a campaign just for them.

Synchronize Messaging. Automate email messages to target people who engaged with Facebook, but did not convert.

Repurpose Content. Use higher-performing Facebook ads as a building block for email to retarget the same audience.

Creative Testing. A/B test different subject lines in your email to improve the headlines of your Facebook ad campaign.

While integrating MailChimp and Facebook gives you a lot of new opportunities to engage customers, it also generates valuable campaign data to help you learn about your customer’s behaviors and to measure ROI.

Why you need a unified view to track ROI

When you can’t see the whole performance story in one concise dashboard, you can’t efficiently optimize and improve ROI.

Integrated campaigns require constant monitoring and tweaking. You will need to combine and analyze data from each channel and then tie it back to where the purchase was made. DataHero’s overlay functionality enables you to connect data from Facebook and MailChimp to create a unified view of the campaign performance.

For example, let’s say you are running an integrated Facebook and email campaign to drive revenue. You would connect the data sources and create custom reports to help answer questions like which channels drove the most revenue, how many exposures led to revenue, how much revenue did each channel deliver compared to spend, etc.

DataHero gives you tools to answer these questions. In this case, you would connect MailChimp, Facebook, and your website analytics where the purchase takes place, such as Google Analytics.

You can do this by simply clicking on each data source in DataHero’s connectors section:

datahero for mailchimp facebook ads

Once your data is uploaded, you will have the flexibility to combine different data and build your charts using an intuitive drag and drop interface.

charts mailchimp facebook ads
Finally, you can customize and organize your charts to create one unified dashboard that will give you the clear performance data you need to share with your team and make decisions quickly.

mailchimp facebook ads dashboard

Better Decisions with MailChimp Facebook Ads Lead to Better ROI

Marketing case studies suggest that your integrated campaign will increase your ROI, but it’s not guaranteed. You need to be the orchestrator who is constantly reviewing the data, learning and refining the campaign to improve performance.

MailChimp Facebook Ads is an excellent tool for jumpstarting your integrated campaign. Your email marketing and Facebook audience will already have an affinity for your brand, which will give you an advantage in building a targeted campaign that converts.

With your cross-channel performance data unified into a DataHero dashboard, you’ll have the insights to monitor performance, make changes, and improve the results of your MailChimp Facebook ads.

By Walter Chen

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