Online retailers: If you’re only targeting your customers via email campaigns or Facebook advertisements, you’re probably not doing enough. But if you combine the two for a cross-channel marketing campaign, it could be your ticket to success.
A new case study from Facebook examined how different marketing strategies affected customers by observing a two-week marketing campaign of a U.S. online outdoor equipment and apparel company. The campaign targeted 565,000 people from the online retailer’s existing email subscriber list and used both email and Facebook News Feed ads.
The results? Fewer people were exposed to both messages, but those who saw both were more likely to make a purchase than those who were only reached by email. [5 Major Email Marketing Mistakes ]
Twenty-seven percent of users only saw the Facebook News Feed ads, while 18 percent only opened emails, and just 16 percent both opened emails and were exposed to Facebook News Feed ads, according to the study.
However, when combined, Facebook ads extended the email campaign reach by 77 percent. And consumers who saw both ads were 22 percent more likely to make a purchase than those who were only reached via email.
According to Facebook for Business, marketers can take advantage of these findings by doing these three things:
- Activate your CRM across channels to extend reach to your most valuable customers.
- Coordinate messages across channels to build a seamless consumer experience.
- Prospect new costumers by leveraging your customer database.
Facebook also noted that one of the reasons cross-channel campaigns are so important is because many consumers switch between devices throughout their day.
The study was conducted by Facebook Marketing Science and Salesforce Marketing Cloud, a social media marketing software solutions company. Researchers analyzed anonymized email subscriber data, engagement data, ad impressions and transaction data.
Originally published on Business News Daily.