A study in which a leading U.S. retailer targeted 565,000 email subscribers with both its regular emails and coordinated Facebook News Feed ads found that subscribers who received both were 22 percent more likely to make purchases than those who only received emails.
The study was conducted by Facebook and one of the social network’s Strategic Preferred Marketing Developers, digital marketing outfit Salesforce Marketing Cloud, and the two companies said they analyzed anonymized email subscriber data, engagement data, ad impressions and transaction data, also finding that:
- 18 percent of targeted subscribers opened at least one email but did not see ad impressions.
- 27 percent were exposed only to ad impressions (at least one).
- 16 percent both opened emails and were exposed to ad impressions.
- 38 percent did not open emails or see ad impressions.
- Subscribers who saw both emails and ad impressions were 8 percent more likely to click on emails than those who opened emails but did not see ads.
- The unnamed retailer saw reach rise by 77 percent.
Salesforce Marketing Cloud director of content and global research Kyle Lacy wrote in a blog post introducing the results:
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.
Facebook vice president of global partnerships Blake Chandlee added:
The combination of CRM (customer-relationship management) data and Facebook targeting truly powers targeted reach at scale to create effective marketing campaigns. We expect to see great results as marketers continue to pair Facebook custom audiences with both email marketing and direct-mail campaigns.