How to Use Email Marketing With Your Ads

Email Marketing and Ads

Email marketing with advertising strategies offers an avenue for businesses aiming to nurture their leads more effectively, especially those navigating through extended sales cycles. This blend not only capitalizes on direct communication with prospective customers but also fortifies the relationship between a brand and its audience. Here’s a deep dive into why integrating email marketing with your ads is not just beneficial but essential, and how you can adeptly implement this strategy.

The Value of Email Marketing and Ads

Email marketing stands as a testament to offering a unique platform for personalized communication. Unlike other marketing platforms, the audience within your email list is yours entirely—built from the ground up (hopefully not purchased), making it a trustworthy and dependable asset in your marketing arsenal. It’s a direct line to an audience that has shown interest in your brand, providing you with a golden opportunity to nurture these relationships.

Primarily, businesses with a prolonged sales cycle stand to gain significantly, as email marketing enables them to maintain engagement with potential customers through multiple touchpoints. Long sales cycles need plenty of content and touchpoints to drive home the reasons to buy.

But even with shorter sales cycles like commerce, did you know that 70% on average abandon their cart? An excellent way to get them back is an abandonmentEmail marketing with ads cart and browser abandonment series that has effective marketing offers.  These serve to re-engage potential customers who have shown interest in your products or services.

Identifying the Right Time for Integration

The decision to integrate email marketing with your advertising efforts hinges on several key indicators.

You should already be using email marketing in other aspects before adding money to an ad budget. You want to ensure that you have identified a well-thought-out content strategy to feed your email marketing.

This involves the process of creating content in multiple formats for later usage in an email marketing automation series or email marketing newsletter. Once you have created and developed the process for continued content creation to feed your email marketing you need to move on to strategies to build a list.

Just asking someone to join your email list won’t work, you need great content to attract someone to want to get your emails.

There are many content strategies for list building. Without a compelling reason for individuals to subscribe to your email list, efforts to combine these marketing avenues could prove futile and financially draining.

Lastly, you need an ad budget set aside specifically for email list building.  You will always need an ad budget for both parts of the funnel of TOF (Top of the funnel, I don’t know you) and BOF (I have interacted with you before). Email marketing plus ads serves as a remarketing funnel serving the BOF of your ads funnel.

Depending on ad the strategy that you have built for your ad campaign building an email list could be part of the strategy or a separate strategy together.  The point is to ensure you have the appropriate resources and budget set aside to be effective.

Building Your Email List Through Ads

The strategy for list building is multifaceted, offering numerous pathways outside of ads to attract subscribers.  But ads offers a way to drive targeted campaigns to an audience that you believe are more likely to want your product of service.  Ads serve as an entry point to your marketing funnel with email marketing providing a way to improve your conversion rate to the ultimate goal of a purchase.

This first method with ads utilizes built-in platform forms within social media ads.

This presents a seamless method for capturing email addresses without diverting users away from social media platforms. This approach not only enhances user experience but also potentially garners favor from social media algorithms. Social media marketing rewards those who can keep their audience on their platforms longer to increase their usage. You can then integrate social media email forms directly with your email marketing platforms, thereby building a list directly within social media platforms. From there automation series of emails can be built inside your email marketing platforms to carry out the conversation of marketing.

Another effective strategy involves directing ad traffic to landing pages optimized for the exchange of emails as a conversion, leveraging both content and offers to encourage email subscriptions. Whether through exclusive content, discounts, quizzes, or other engaging formats, lowering the conversion barrier is key to growing your email list effectively.

Remember you have to give them a reason why they should sign up, running an ad that just offers to sign up for your list is not enough.  This again is why a strong content marketing plan likely needs to be in your digital marketing strategy.

The Art of Email List Utilization

Once you’ve established a robust email list, the focus shifts to leveraging this asset to its fullest potential. This method starts by creating campaigns that focus on a new product launch, a service offering, or a content piece—this action provides you the ability to target those most likely to be interested in that product and service. You use the same methods above to build the email list.

Then you can target list members with personalized ads based on what content they interacted with on your website or ads to further them down the funnel. Creating these email segmentation strategies based on previous content interaction offers a powerful method to refine your marketing efforts.

When using this approach, it enables the creation of highly targeted and relevant email campaigns that run after the email is captured.  These email campaigns are tailored to the interests and behaviors demonstrated by your audience who signed up to receive certain content.

You are crafting email content that resonates more effectively with each segment, leading to significantly improved open rates and conversion rates. You are using email marketing for remarketing. This strategy not only enhances the efficiency of your email marketing but also creates a more personalized and engaging experience for your subscribers, fostering stronger relationships and driving meaningful results for your business. Short and long sales cycles often take many contacts to be fully engaged with purchasing your product or service.

Next, you can use the list that you have created with ads to create lookalike audiences that mirror your existing subscribers. Your lookalike audiences in social media platforms allow you to target potential audiences that are similar to your existing clients and prospects. This will allow you to expand your reach while keeping your costs down.

Lastly and importantly, you also now are building effectively a list that leads to a powerful email marketing newsletter.  This again allows you to stay engaged with your audience as you introduce company updates, more products and services, reasons to buy, and overall content created.

Key Takeaways for Businesses

Integrating email marketing with your advertising strategy is not merely a supplementary approach but a cornerstone of effective digital marketing. It offers a direct and personalized channel to engage with your audience, enhancing the impact of your advertising efforts and nurturing leads more effectively. As businesses venture into this integrated approach, the emphasis should be on building a genuine and engaged email list, crafting compelling reasons for subscriptions, and utilizing this list to not only retarget but also expand the reach through lookalike audiences.

In conclusion, while the integration of email marketing with ads may not initially appear as the most glamorous strategy, its effectiveness is undeniable. It’s a testament to the adage that sometimes, the most effective strategies are those that are time-tested and direct. Businesses that harness the synergy between email marketing and ads are poised to create more meaningful connections with their audience, driving conversions and fostering long-term loyalty.

Remember, as you navigate through the process of integrating these powerful marketing tools, the focus should always remain on delivering value to your audience. By doing so, you’re not just capturing emails; you’re building relationships.

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