If your store is trying to keep a fair cost per acquisition (CPA), your Facebook funnel will probably break each time you attempt to scale up ad spend.
Or even worse still, you may continually produce hit-and-miss campaigns that end up costing you more moolah in ad spend and hours of time. Maybe it’s time to try out another strategy?
And that’s exactly what I’m going to put out in this report.
I will show you how combining email marketing with Facebook can reduce your CPA and enable you to scale much more easily.
Start getting users’ emails
Obtaining a prospect’s email address is much simpler than getting someone to place an order.
If you are spending thousands of dollars per day on Facebook rather than getting the results you hoped by employing direct response, think about pivoting your approach to collect emails, not one-click conversions.
Then of course you’ll be able to try out your fancy A/B testing well.
Direct response advertising isn’t becoming any simpler on Facebook. As more businesses flock to the platform, advertising inventory shrinks along with the cost of ads grows. Not a future-focused plan.
And while immediate response still functions very nicely in 2018, your advertising team may not have the experience to compete at the direct response place. That may be the reason your CPA is too high or why you’re getting inconsistent results.
With the perfect email strategy behind the scenes, you can reduce your CPA when spending less money on Facebook by merging Facebook and email jointly.
Here are three ways that you can acquire high-quality leads through Facebook and turn them to customers using email.
Dynamic product advertisements (DPA) to collect info
Were you aware that now you can run Lead Ads campaigns employing dynamic merchandise ads?
If you’re running unprofitable DPAs at different points on your funnel, for example to cold viewers or custom audiences who are farther out of your retention window (7-21 days), combine Burn Ads with DPAs to construct your email.
Look at showing these crowds a time-sensitive voucher using DPAs and clearly say from the copy which they’re registering to get a coupon via email rather than being re-directed to your store.
Facebook users are conditioned to believe carousel ads will direct them to a product page, therefore it is important to say in your copy what’s going to occur next.
Now you are going to be able to produce a collection of follow-up mails around the product supply and re-engage together with the lead several times without needing to pay each click via email.
I like using this approach during office hours if people are on Facebook surfing on the job or through their lunch break. They are not in a buying mood however are simply using Facebook to heal their boredom.
Instead of getting feeble engagement from folks who might be exhausted, I finally have their own email address to strike up them later when they’re at home or even around the weekend.
The aim here is to get email leads at a rewarding cost per lead (CPL) and through email advertising turn them to paying clients.
This information can help you refine your email funnel, Facebook ad strategy and what sort of email show to reveal them next. This sort of funnel provides more data to use, letting you troubleshoot and optimize better than going with immediate reaction alone.
Deciding on the best campaign objectives for direct generation
There are a variety of ways to maximize your Facebook funnel to gather email and improve your ecommerce (not to mention conversational commerce).
Here is exactly how and when to use each one.
Conversions — This is often the most effective and consistent objective, as your pixel flames 100+ per week to get opt-ins. It’s best blended with a particular landing page asking for their opt-ins, but I have seen this work by sending prospects into a product page then showing the ideal exit pop-ups if they’re about to leave.
Traffic — If you’re not having 100+ pixel fires per week for opt-ins, then using the same strategy above but with the visitors objective is my next go-to technique. I will usually test traffic and conversion goals against each other as sometimes traffic tends to yield a lot lower CPL compared conversions.
Engagement — Move contributes using the participation objective isalso in my estimation, the best means to generate leads in a super low CPL. It is also the toughest.
Because you’ll want to create a bit of content which may go viral, as well as Facebook updating their news feed in 2018, it is getting harder.
This participation post from meals delivery service Paleo Robbie has reached a whopping 125,000+ customers organically:
It’s a straightforward blog post that educates their audience about foods to eat or avoid during the Bangkok heatwave.
Within the blog article, they have embedded kinds asking prospects for their email addresses in exchange for a coupon. For $10 daily in ad spend they profit 11.8 leads daily ($0.84).
The secret to achieving results similar to this with viral articles and the engagement objective is a three-part recipe.
Relevance — Paleo Robbie is a neighborhood business running in Bangkok. Their article is relevant to everyone living in Bangkok, because everybody goes outside.
Trending topic — The heatwave is something their viewers can relate to. It is 107°F and you can’t go outside without a little danger of fire.
A fantastic way to locate trending topics in your niche is to visit niche Facebook groups and search for subjects that are receiving a lot of engagement.
It has to be quite a trending subject cause you desire other people to label their buddies and discuss it. This is where you will find that natural reach that will reduce your CPL.
Product-related articles — Paleo Robbie is giving sensible guidance on food and health. Paleo Robbie is an online supermarket and grocery store, so people who click the article to learn more about the goods are their perfect prospects.
This is the perfect piece of material, and best of all they can reuse it each year once the heatwave comes back.
Messenger ads and bots can acquire prospect emails. The latest Messenger update today pre-selects an individual’s email address to enter when a page requests a question where the consumer is asked to share their email address.
Boost email open rates using Facebook
Email open rates inside the e-commerce store sector is around 16.75% for small businesses and 20.5 percent for enterprises.
Add in re-sends and you may get a different 3-5%.
75% of prospects never participate with your emails, but they will along with your Facebook ads.
While only 25 percent of prospects open your emails, a far bigger proportion of them will see your ad, letting you reach more of your list.
Normally, these custom viewers are modest in size. In case your email list has fewer than 5,000 subscribers, then go with all the reach objective to restrict frequency; differently they might find themselves seeing the same ad 5-6 times when optimizing for clicks or conversions.
You won’t have to spend more than $10-$30 on this type of campaign, and you will be able to achieve a lot more people in your list who didn’t engage.
Are you thinking about email advertising and Facebook?
Do not get me no way, if you’re running direct response efforts and they’re making a killing on Facebook, continue doing that.
I have met countless ecommerce companies (still believing in these dangerous marketing automation myths) using direct response ads on Facebook but can’t attain a sensible CPA or have difficulty when it comes to scaling.
If you are fighting to gain traction with Facebook ads, consider adding email advertising funnels for your FB ad strategy to decrease your CPA.
How have you been using email advertising and Facebook?