Oct 16, 2014
By Kyle Lacy
Email Marketing
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Marketers consistently strive to understand how digital channels work together to drive the customer journey. However, when it comes to two of the workhorses of digital marketing—email and advertising—we rarely get a glimpse of how they work in combination. Targeting, messaging and measurement aren’t typically coordinated across email and advertising.

Salesforce Marketing Cloud teamed up with Facebook to better understand how to coordinate these channels, and to explore the impact of a people-driven approach to executing across both.

Today, we’re excited to release a new study of a leading U.S. retailer’s combined use of email and Facebook ads, which found that people who received both email and Facebook ads were 22% more likely to purchase than those exposed only to email.

Over two weeks, the online retailer targeted 565,000 email subscribers with both its regular email marketing communications and coordinated Facebook News Feed ads. The study analyzed anonymized email subscriber data, engagement data, ad impressions and transaction data to identify three exposure segments:

  • Opened email only: 18% of the people targeted opened at least one email but did not see an ad impression.

  • Saw ads only: 27% of the people targeted were only exposed to at least one ad impression.

  • Combined: 16% of the people targeted both opened the email and were exposed to an ad impression.

38% did not open the email or see an ad impression.

We were excited to see that by coordinating email and ads, the retailer retailer expanded reach by 77%.

However, when we examined the combined segment of people who both opened the retailer’s emails and saw ads, that is where we saw the magic happen:

  • The combined segment was 22% more likely to purchase than the segment who opened email but didn’t see ads. {Tweet This}

  • In addition, this segment was 8% more likely to click on email than those who opened email but did not see ads.

"The combination of CRM data and Facebook targeting truly powers targeted reach at scale to create effective marketing campaigns,” said Blake Chandlee, vice president of partnerships, Facebook. “We expect to see great results as marketers continue to pair Facebook custom audiences with both email marketing and direct mail campaigns.”

Salesforce Marketing Cloud is a Facebook Strategic Preferred Marketing Developer. Our Active Audiences product was recently recognized by Facebook with its prestigious Innovation Award. Active Audiences brings together brings together Marketing Cloud’s best in class email marketing capabilities with its social advertising power from Social.com to create targeted Facebook advertising based on customer engagement data across email, mobile, social and Web. When customers interact with a brand across email, mobile, social media or websites, Active Audiences automatically adds the customer to a unique audience within Facebook to use in delivering more relevant Facebook advertising.

Want to learn more? Download the studyCoordinating Channels: Email + Ads Power the Customer Journey.

Notes:

Results based on a US retailer's email and Facebook advertising program conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.

 

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CROSS-CHANNEL, CUSTOMER JOURNEYS, MARKETING AUTOMATION
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