Retarget Your Shoppers with Sendlane's Facebook Custom Audience Integration

Let’s be real. More than half of your subscribers are probably on Facebook. What if we told you there was a way to hunt them down and retarget them with your awesome ads?

With Sendlane’s Facebook integration, you can do just that!

In this post, you’ll learn all about the Facebook Custom Audiences feature and how you can integrate it with Sendlane to retarget your subscribers on social media.

Let’s get started!

What are Facebook Custom Audiences?

Custom Audience is a Facebook ad targeting tool that lets you find specific audiences on Facebook.

With this cool feature, you can reach people who actually matter to your business!

Custom Audiences could include prospective buyers belonging to a particular age group or industry, or your very own email list subscribers!

So, how does this work?

Simply put, you need to provide Facebook some basic details about your audience, such as their addresses, emails, and phone numbers. Facebook then hashes this information and matches it to Facebook and Instagram profiles.

After that, you can begin targeting these profiles with your ads, events, and other promoted content!


Why retarget email subscribers on Facebook?

You might be wondering: Why would I want to connect with my subscribers on Facebook anyway? Why can’t I just stick to email?

To show you why exactly, here are three amazing benefits of using Facebook to retarget your existing email subscribers.

1. Reach out to people in a comfortable space

You know what people do when they don’t want to think about work? They avoid checking their email.

They would rather scroll through their Facebook or Instagram feeds, and this is the perfect time to reach out to them.

On Facebook, your contacts are likely more relaxed and receptive to your messaging. Instead of associating you with work or stress, they’ll see you as a part of their social lives. And that’s great news for your brand!

2. Target people who matter to your business

A key benefit of targeting your subscribers on Facebook is the ability to put your messaging in front of people who care.

Since these people are already part of your email list, it means they’ve shown a certain level of interest in your brand. This is your chance to nurture this relationship and convert them into paying customers!

3. Reinforce your brand and messaging

The average consumer is exposed to dozens of digital touch-points every single day!

If you’re only reaching out to them on one channel, you’re not doing a very good job at staying on top of their minds.

Using cross-channel marketing can help you reinforce your brand and it’s messaging in the minds of your audience. The more familiar you are, the more likely they’ll be to trust you over the competition.

How to use Facebook Custom Audiences to retarget your Sendlane email subscribers

Integrating Facebook and Sendlane seriously boosts your marketing efforts. 

Not only does it allow you to target contacts on the two largest social platforms, but it also gives you the power to run highly-personalized ads and even retarget website visitors!

In this section, we’ll show you how to retarget your email contacts in Sendlane with Facebook Custom Audiences.

If you don’t already have a Sendlane account, try us out for 14 days for free!


Step 1: Integrate Facebook and Sendlane

The first step is to log in to your Sendlane account and click on Integrations from the left-hand sidebar.

Find Facebook Custom Audiences from the list of integrations and click on it. Next, click on Configure to set it up.


Click on Select New Facebook IntegrationContinue with Facebook

Here, you’ll need to log in to your Facebook account, and then you’ll be redirected back to Sendlane.

That’s it! Your integration is now complete.

Note: For the integration to work, you must have a Facebook ad account connected to Facebook Business Manager. If you haven’t connected the two, you’ll be prompted to do so while setting up the integration.

Step 2: Export your Sendlane contacts

Now comes the most important part! This is where you export your contact lists inside Sendlane to Facebook, so you can start targeting your custom audience with ads.

Inside your Sendlane dashboard, navigate to AudienceLists, and click on the list you'd like to export.

Click on Custom Audience.


Now click on Export to Facebook, and you’re done!

For example, let’s say you launched an email campaign linked to a certain product on your website and created a list of all those contacts who clicked on that link.

By exporting this list to Facebook Custom Audiences, you can now retarget these contacts with product recommendations to grab their interest and get them to buy from you again. 

Step 3: Create seamless automations

Another cool way to use this integration is by setting up automations to allow the system to do the hard work for you!

So, every time a contact is added or removed from your lists, the system will automatically sync with Facebook, so your Custom Audiences are always up-to-date.

For example, you can automatically add contacts to Facebook when they subscribe to your list, or when a particular tag gets added to their profile!

To set this up, create an automation in Sendlane, and click on the + sign to add a trigger.

On your right side, click on the drop-down menu under Your Integrations, and select Facebook.


Here, you’ll need to specify whether you want to add or remove contacts from your Custom Audiences.

You can add contacts if you have an upcoming event and want to keep showing your event ads to contacts until the event takes place.

You can remove contacts to keep your lists fresh and up-to-date. For example, if a contact hasn’t engaged with your business for several months, it’s better to drop them off the Custom Audiences list, so you don’t waste your precious time and money targeting them.

Here’s an example of a Sendlane automation that adds contacts to Custom Audiences when they open the Welcome email.


Retarget email subscribers on social media with Facebook Custom Audiences

With Sendlane, you can easily reach out to your email subscribers on the world’s biggest social platform.

All you need to do is integrate your Sendlane account with Facebook Custom Audiences, set up automations to add or remove contacts from Facebook, and start retargeting them with tailored ads and messages!

Ready to dive into cross-channel marketing? Create a Sendlane account today and take it for a 14-day free test drive!

Caitlin Hutchinson
Brand Marketing Manager

A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.

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