Unisender project manager Mikhail Glodyan tells how they targeted ads to users who left their email to them. Very simple and effective internet marketing practice. If you have not tried, we recommend.
E-mail is not only mailing
Count how many social networks and services are tied to your e-mail. I have a dozen of such platforms: Facebook, VKontakte, Twitter, Pinterest, Skype, Google account, and much more. Knowing the email address, you can easily find me on all these resources.
Imagine the situation: the marketer has a base of 20 thousand addresses. Some subscribers do not open letters. Marketer finds these users in social networks and shows them targeted advertising.
As a result, coverage and conversion increases. To set up such targeting, it will take 5 minutes for each ad network. Telling how to do it.
Where to target
You can target by e-mail on Facebook, Google, Yandex and VKontakte. An algorithm is built into each of these sites, which helps to search and identify users by email. Marketers benefit from targeting email addresses to reach more loyal target audiences.
How to use e-mail in targeting:
- Display ads to inactive subscribers. For example, in the database of distribution of 10 thousand addresses, 20% of subscribers read letters from them. It turns out that 8 thousand people do not open the newsletter. In order not to lose them, we load the database into advertising networks (Facebook, Google, Yandex) and show these subscribers banner ads all over the Internet.
- Make alternative suggestions. We load the entire database into advertising networks and offer products that do not overlap with the newsletter.
- Create a similar audience on Facebook and VKontakte. Social networks analyze the list of email-addresses and on its basis offers users with similar interests, place of residence or work. Email subscribers are a loyal audience, so the recommendation from Facebook and VKontakte is the most relevant.
- Exchange depersonalized audiences in Yandex. Audiences. We send the partner an encrypted list of email-addresses, and he sends us his. User contacts in this exchange are hidden. "Alien" subscribers can show banner ads, but send letters will not work.
We’ll figure out how to target different platforms.
Facebook Email Targeting
How does it work
Immediately give an example. In April 2018, we held the Email Marketer Day conference. 2,685 email addresses collected
Some subscribers did not read the letters, so we decided to remind about the event on Facebook and Instagram. We downloaded the database on Facebook, the social network identified 1300 contacts:
For contacts on Facebook, we have prepared advertisements with a reminder of the event:
And on the day of the event they launched the following reminder:
Thanks to email newsletters and reminders on Facebook and Instagram, over 700 unique participants were received at the Email Marketing Day. Next year we will use all platforms that allow targeting by e-mail.
There is another mechanic on Facebook - searching for a similar audience. The social network itself will analyze the contacts that you have uploaded and will find some connection between them: common interests, work or place of residence. Facebook uses this data to create a new list on which it will be possible to launch an advertising campaign.
How to setup
Step 1. Go to Facebook, click "Create Ads" or immediately go to Ads Manager. We fall into the manager of advertising Facebook.
Step 2. Click Ads Manager → "Audience".
Step 3. Click "Create Audience" → "Individualized Audience".
Step 4. Select the "Customer Data File".
Step 5. Choose the first item.
Step 6. Download the file with email addresses and give the name of the audience. You can upload a file in CSV, TXT format or simply copy and paste text.
Step 7. Click "Download and create".
Step 8. Done! Facebook will analyze email addresses and find matches. After loading the database, you can create ads targeted to a list of email addresses. For example, you can notify subscribers about a promotion in a newsletter and on Facebook at the same time
Advertising targets Facebook and all its products: Instagram, Audience Network and Facebook Messenger.
Targeting by e-mail in vk.com
How does it work
Advertising in vk.com is similar to Facebook: here you can “catch up” with targeted ads, collect similar audiences and show banner ads.
How to setup
Step 1. Go to your office vk.com and click "Advertising".
Step 2. Go to the section "Retargeting" and click "Create an audience."
Step 3. Enter the name of the audience, select "Download from file", select the file with email-addresses and click "Create".
Step 4. After a while, the system will load and process email addresses.
Step 5. Done! Now, when you create ads, choose your audience from email contacts.
Google Targeting Email
How does it work
We create an audience based on email-addresses and after that we prepare an advertising campaign for them. Selected subscribers will see ads on Google Display Network and YouTube.
How to setup
Step 1. Go to the advertising office Adwords.
Step 2. Go to the "General Library" → "Audience".
Step 3. Click "Remarketing List" → "E-mail addresses of customers".
Step 4. Enter the name of the list, select the file and click "Download and save list."
Step 5. After a while, Google will display a notification.
Step 6. Done! Your list has been uploaded. The inscription "Download" will disappear when the service identifies all contacts.
While the list is loading, you can set up advertisements and select the audience of subscribers in the targeting list.
Targeting by e-mail in Yandex
How it works
We load the base of email-addresses and set up an advertising campaign on them through Yandex.Direct. Subscribers will see ads on the partner sites of the Yandex advertising network.
Yandex has another cool opportunity - to exchange an audience with a partner. It looks like this: we have a partner with whom we work in the same subject. At the partner, for example, a blog about children, and we sell baby diapers.
Our audience is interested in the blog, and the audience of the blog is interested in baby diapers. We do not exchange address lists, but Yandex (Audience) (depersonalized data) and set up advertisements in the Yandex advertising network.
Both we and our partner get an audience of 100% relevant to our subject. The partner does not see the list of contacts and will not be able to distribute them. All that is available to him is banner advertising for our audience.
Why is it more profitable to exchange Yandex.Auditiami, and not just a list of email-addresses:
- It is legal. If you exchange lists of addresses and send mailings to them, then a huge number of complaints about spam will come. The reputation of the sender will decrease and the entire mailing will be under the threat of blocking.
- The partner will not send letters to your subscribers. Users will see the usual banners on the Internet, like the ones that they see every day.
- Subscribers will not learn about the exchange. You will not receive any reputational loss.
I tell you how to create a "Yandex. Audience" and share it with a partner.
How to setup
Step 1. Go to the page "Yandex. Audience" and enter into your account "Yandex."
Step 2. Click "Create segment" → "CRM data".
Step 3. Download the file with email addresses. The file must be in CSV format and encoded as UTF-8 or Windows-1251. We make sure that each new line includes data about one client. At least 1000 lines are allowed in the document.
Step 4. Click "Create a segment" and "Yandex" will begin to collect an audience. For this segment, you can customize banner advertising through Yandex.Direct.
Step 5. To share a segment with a partner, go to the advanced settings and click "Configure access".
Step 6. Enter the username in the "Yandex" → "Give Access".
This login will be able to target the audience (show ads), but will not be able to download the list of email addresses or change the audience.
Done! The partner must do the same to send his audience.