Note: This article was first shared with Bill Rice’s marketing newsletter. Bill is Kaleidico’s founder and CEO, and been involved in multiple successful (and unsuccessful) startups. You can follow him on Twitter @billrice or BillRice.com.
Challenge: Users who have cancelled or unsubscribed
Opportunity: These are people that have already shown a high propensity to engage with your brand; however, for whatever reason they have disengaged. Over time your business changes and gets better.
Naturally, you want to re-engage and tell those people. How do you do that, in a good way? Of course emailing them is offensive, but what if you could advertise to them in a very personal way–reintroducing them to your new and improve brand?
Facebook Ads can offer you that opportunity with this clever tactic…
Step 1: Gather email addresses for re-engagement group
Download or assemble a CSV file of all of the users you want to target with your re-engagement campaign. If you’re using MailChimp to manage your email lists, you can import directly into your Facebook Ad campaign
Step 2: Create custom, relevant landing page
Don’t send these people directly to your home page. Create a relevant landing page for each custom ad audience you are going to create. On that page you should:
Highlight the benefits of re-joining your audience or buying another product
Make sure you have a strong and compelling call to action
Above all else–get them back on your email list
Step 3: Develop special, personal messaging for this group
Think carefully about who’s on that list.
What do you think it would take to get them to notice your brand again? What would you have to promise them to get them to try your brand again?
Careful not to overthink this or make it “weird.” They might not even remember you, so don’t make the messaging so personal that it makes them feel stalked. Just tune the message, like you would any other targeted ad group.
Build your inventory of creative to test. This will take some tweaking to dial it in.
Step 4: Create custom ad audience
However, as you can already imagine, there are lots of ways to spin this tactic to achieve a lot of different marketing objectives.
You could use this with purchased and rented email lists to target relevant groups in a much better way than simply spamming them
You could use it to cross-sell your own customers in a highly personal and relevant way
You could use it with partners to cross-promote products in a highly targeted way
Are you going to try it? How would you use this capability in your marketing plan?
I’d love to hear your ideas.
Create custom ad audiences: https://www.facebook.com/help/www/433385333434831
How to create a custom audience: https://www.facebook.com/help/www/170456843145568
Facebook ads create tool: https://www.facebook.com/ads/create/
Facebook ad manager: https://www.facebook.com/help/www/170456843145568
Facebook power editor: https://www.facebook.com/help/www/170456843145568
Custom audience targeting for developers: https://developers.facebook.com/docs/reference/ads-api/custom-audience-targeting/