Have you struggled with engaging with people who are on your email list?
If you’ve been doing online marketing, even just for the shortest amount of time, you have definitely have heard that building your email list is really important.
It’s a great thing to get people off of a social media platform and onto your email list. That is an asset that you have and you can email them at any time and when you come up with any program, product or service. You can just promote it to that list and “CHA-CHING!” you’ll make some internet monies by them buying from you straight away. It’s truly fantastic.
The problem is that over the years, the open rates have been steadily decreasing. For every hundred people that you may get onto your email, only 30 of them may open an email from you. As time goes on that could drop down to maybe about 20.
So potentially only 20 percent of people are engaging with your email list. That is really sad, especially when you’ve invested money into Facebook ads
Let’s say that you spent 20 dollars, and you got two dollar leads. That means you’ve got 10 people on your email list.
Out of those 10, three people have actually opened your email. So now your two dollar leads have actually turned out to be six dollar to seven dollar leads because three people have opened.
Your two dollars leads have tripled in cost.
Now, if you’re spending the six dollars a lead, it will take 60 dollars to get 10 people on your email list, and the same math will apply… Out of that ten, three people will open your email.
So now your six dollar lead has turned into a 20 dollar lead. And most likely, if you were doing a Lead Gen campaigns and you saw that your leads are coming in at 20 bucks a piece, you would probably be turning those ads off.
After investing for people to get onto your email, for a variety of reasons they are not opening your emails. Nowadays, most of our traffic from Facebook ads are coming via mobile, so it’s no real surprise they are not opening your email.
They see your ad on their phone, and they click and fill out the opt in form. But after that it is too much of a hassle to go from Facebook to their email.
Or they may think they will come back to read it later, but as time goes on, more and more email flood their inbox and it pushes your precious email down even further.
It’s not that they’re not interested, it’s just life gets in the way.
In order for us to maximize our efforts and back up that initial investment, it’s really important to follow up with a Facebook marketing strategy.
Now, that’s easy to do when they have just opted in. Ideally, you’re creating an audience of everybody that’s landed on your thank you page. You can do this by placing the lead pixel or complete registration pixel.
Then you’ve created the custom audience for people who have landed on the thank you page you can retarget this audience with other content pieces, to then invite them onto the next step of the journey. To walk them through becoming subscriber to becoming a student (if it’s an online course or a group coaching program).
It’s fantastic with what we can do with the pixel, it’s so powerful to be able to enable us to create these systematized audiences, but what do you do with all these people that have been on your list?
Because with our pixel, we can only retarget people who have landed on those pages in the last 180 days, so six months. So what do you do if you’ve been going for a little while, and you’ve got people on your lists that have been there for longer than six months?
How can you re-engage these guys? Now, here’s a side tip. So with your email list, if you’ve got this email list, so say you’ve got 10,000 people and only about three or four, maybe 5,000, that’d be generous, 5,000 are engaging, so that’s half your email list. It will affect your deliverability if you’re still trying to send out emails to all these people that are just not opening or engaging. That will affect the deliverability to those that are engaging. So what you are going to want to do is actually remove the people who are not engaging with you on that email list and that CRM that you may be using, I use active campaign, and put them onto another CRM.
A CRM that’s not associated with you or your active campaign somewhere else where you could still attempt to engage with them, but it will have less impact on the deliverability of those that are engaging. That should hopefully improve, but getting the people who are not engaging off, putting them on their own CRM where hopefully you can get some re-engagement campaigns going and get them on board, and they can re-subscribe and come over back to your clean list. That’s a really smart thing to do, but that’s a whole other email marketing strategy. When it comes to Facebook ads, what we want to do is to be able to get those people who are on our email list and get back in front of them. Now, traditionally what people have been doing is that will just export or download their email list and then upload it to Facebook and away they go.
Now, the problem with that though is you don’t have those systematized ability. You can’t say send this to them for 10 days or 20 days, or send them on a journey. You will just upload that list and bang, that list is going to get those ads for as long as you run them. And they could get a bit worn out from the ad fatigue visual, start hiding your posts and giving negative feedback, which is not cool, not going to help your ad campaigns.
What you can do instead, and this is talking about like with active campaign because that’s what I know and love and use and recommend, and this is what I’ve set up for myself for my clients, is to create the facebook custom audiences that dynamically update over to Facebook. It’s fantastic.
You really need to get onto this. Because that way you can create audiences that when they’re on active campaign, they’re going to go over to Facebook, and you can sit them on some retargeting stacks. So therefore they’re not seeing the one ad all the time, they’re not going to see over the next 60 or 90 days or whatever it is. You can send them on a journey just like you can with people who have opted in, and you’re retargeting them based on visiting that thank you page in the last seven days, 14 days, 21 days, whatever. You can then do the same with the dynamically updated custom audience from active campaign over to Facebook.
And what I’m also going to give you there is actually a link for this automation that has the pieces all in play. You just need to hook it up and put your tags in and such. Now, full disclaimer, we don’t want any Fyre Festival issues going on here, but this is an affiliate link, you can try active campaign for 14 days free trial. If you’re looking for a CRM, I really recommend active campaign, there’s some sweet automations, and tagging, and segmenting and everything. Really, really nice CRM to use. So over on SocialCharlie.com/activecampaign, you will see a video, show you exactly how to set this up as well as the automation that you could just plug in and away you go. But I’ll just walk you through the automation now. So what you will need to do is first of all, hook up active campaign with your Facebook account, and it is super easy.
In Active Campaign go to integrations or settings, select Facebook and then you just select the ad account that you’re wanting to hook up with. It’s really super easy. Then once that is done, you’re going to create an automation and that’s where you’re going to create the custom audiences. You’ll see as you go to select the audience, you’ll just say Facebook custom audience.
Easy as that, add to Facebook custom audience, and then you remove from a Facebook custom audience. So for me with our retargeting stacks, where we target them based on a certain number of days, like 10 days, and then days 10 to 20, and then 20 to 30. So we’ll have people progressing through this automation and as they do, they’ll be in Facebook custom audience for 10 days. So that gets zapped over to Facebook, then we wait for 10 days.
We put in a rule, wait for 10 days. So after that 10 days, it’ll say remove from Facebook Custom audience for 10 days. So all of these people get taken out of the 10 day audience, and then they get added into the 20 day audience, and then they get pulled through to Facebook. They’re in the 20 day audience, they wait there for another 10 days and then they get pulled out, we say remove from the 20 day audience, put into the 30 day audience. What that is doing is it pulls people in, they go here, they’re in the Facebook audience for 10 days, they see these ads for 10 days, they come out, then they go into the next step and then they see those ads. So it’s a great little set up. And what you can do is you can select the people that you’re wanting to put into this custom audience, say maybe people that have been on your email list longer than the one 80 days. You can take them and say into Facebook custom audience automation and they’ll get tagged, and you will have that tag as the tag that’s going to start this automation.
I know it sounds very complex, but it’s actually super easy.
Make sure you head over there to SocialCharlie.com/activecampaign, and you’ll be able to see how it’s all done and grab that automation yourself. So I hope that’s been useful because it’s really, really powerful and effective to re-engage our audience with Facebook ads, and you can just do it for a dollar a day. It doesn’t have to be very expensive. You’ve already invested heavily. That’s your biggest cost, is getting people onto your list to start with. So just by investing a dollar a day, continue to nurture those guys who otherwise that’s 70 percent of people who have shown some interest in what it is that you do or have to offer, but for whatever reason they just haven’t been able to follow up and get those emails. They may be going to that, that dreaded spam folder.
So very easily you can continue to nurture that environment and take those leads to clients. Super important. So my name is Jody from Social Charlie, if you’ve got any questions about this, just pop them in the comments below. Happy to come back and answer them for you and until next time, happy Facebook marketing.