Small businesses can significantly benefit from email marketing as a way to reconnect with their customer base. This method proves to be quick, effortless, budget-friendly, and impactful in boosting sales. While maintaining contact with customers is crucial for marketing, bombarding them with excessive emails can lead even the most devoted ones to unsubscribe. Fortunately, advertisers can employ new strategies to enhance their marketing and connect with customers using only an email list.
It’s possible to utilize an email list effectively without overwhelming your customers with emails!
#1. Combine Email and Search Marketing with Customer Match Targeting
Customer Match, Google’s innovative targeting feature, enables advertisers to amplify their paid search campaigns. It achieves this by displaying ads solely to users present on a customer’s email marketing list. The process is simple: upload an email list as a remarketing audience in AdWords and apply it to your campaigns’ targeting settings. Just like that, your ad will secure the top position on the SERP whenever your customers search for your products or services.
Despite being relatively new, Google’s Customer Match has already demonstrated remarkable outcomes. Google consistently manages to match over 50% of users from email lists, regardless of their size:
#2. Cultivate a Social Media Presence on Twitter and LinkedIn
In today’s digital landscape, having a substantial number of fans and followers is paramount, particularly as small brands have experienced a decline in their organic reach on Facebook in recent quarters.
Expanding your follower base is essential for social media success, and a straightforward approach is to invite your past customers and potential customers to follow your brand using your email list. On Twitter, importing followers from email address books across major platforms like Gmail, Outlook, and Yahoo is simple using the “Find Friends” feature. Your brand’s page will automatically follow them, increasing the likelihood of reciprocal follows.
Similarly, on LinkedIn, you can invite connections to join your company’s group page by importing their email addresses through the “Send Invitations” tab within the group management section.
#3. Utilize Facebook Customer Lists
Even with a sizable fan base, achieving organic reach to all your customers on Facebook can still be a challenge. Facebook Ads offer a solution by enabling you to connect with a broad audience quickly and affordably. Savvy advertisers understand that they can leverage their existing customer email list on Facebook to create a targeted audience for their ads.
Here’s how to create a Facebook Customer List audience using an email list within the Facebook Ads Manager: 1. Access “Audiences” from the Tools menu.
2. Click on the “Create Audience” dropdown and choose “Custom Audience.” 3. A prompt will pop up. Select “Customer List.”
From there, you can create a targetable audience by uploading your email marketing list!
#4. Employ Twitter Custom Audiences
Twitter advertising provides the advantage of reaching a vast and engaged audience encompassing diverse user demographics. When combined with the potential for low-cost clicks due to high-quality scores, Twitter Ads become highly profitable for advertisers of all budget sizes.
A recommended starting point on Twitter is to upload an email list of current or prospective customers as a target audience.
To create a Twitter Custom Audience using an email list within the Twitter Ads Manager, follow these steps: 1. Navigate to “Audience manager” in the Tools menu. 2. Click on the “Create new audience” dropdown and select “Upload your own list.”
- Assign a name to your audience and categorize it as an email address list. 4. Upload your email list in either .csv or .txt format. And there you have it! You can now display ads to this customized audience composed of loyal customers or prospective buyers.
While email marketing is a potent tool on its own, the lists you utilize for email campaigns can be further leveraged to enhance the effectiveness of your other marketing endeavors. The next time you’re inclined to send a mass email to your list, think about using it for your search or social media campaigns first!