Facebook retargeting is a must-have strategy for any eCommerce store.
With Sendlane’s Facebook Custom Audiences integration, you can retarget your contacts on their favorite social media platform! It's important to note here that in order to retarget with this integration, the contacts have to already be inside your Sendlane account.
Here’s a step-by-step guide to help you set up the integration.
In this article, we’re going to take a step further and talk about how you can actually use Facebook retargeting to maximize your brand awareness, sales, and ROI.
Ready? Let’s get started!
What is Facebook retargeting?
Facebook retargeting is the process of using the information you already have on your shoppers and website visitors, such as their email addresses, to find their profiles on Facebook and show them relevant display ads to get them to make a purchase.
If you have an email list of people who subscribed to your newsletter, for example, you can hunt these people down on Facebook and retarget them with personalized ads!
Facebook retargeting is a powerful tool to reach shoppers where they’re most active and comfortable — social media.
Now, let’s dive into the actionable strategies you can implement to ensure your Facebook retargeting ads are a raging success.
Note: You can integrate your Sendlane account with Facebook Custom Audiences to easily retarget the contacts in your email lists. Learn how to set up the integration here.
5 Ways to Retarget Your Sendlane Contacts on Facebook
1. Run awareness campaigns
First of all, retargeting gives you an incredible opportunity to boost your brand awareness.
Not everyone who visits your website or signs up for your newsletter is fully aware of your brand and its products and services.
Awareness is the first stage in your buyer’s journey — if they’re not sure about who you are and what you offer, it’ll be difficult to convert them into customers.
You can use Facebook retargeting to show these contacts what you’re all about so they can start thinking about you in a whole new light and maybe even make a purchase this time!
Educate subscribers on your brand’s history, how your business sources its products, and how it's giving back to society. Show them what your product is and what it does.
Or, show them case studies of how you’ve helped other customers like them!
Here’s an example of an awareness ad on Facebook from Pop & Bottle:
This skincare brand aims to generate interest in its product through this ad. Notice how they mention what the product is made of and add visual proof of what it really does.
You can do something similar with your eCommerce store.
So, for example, if you have a list of newsletter subscribers in Sendlane who have not yet made a purchase, you can retarget them with awareness campaigns on Facebook to generate interest in your products!
2. Show personalized ads
Another great way to use Facebook retargeting is to show contacts personalized ads about your products, such as tailored recommendations and discounts.
For example, let’s say you have a list of contacts who have purchased men’s sneakers from your online store. You can show similar options to these contacts on Facebook!
Since they’ve already shown interest in that kind of product, chances are they’ll stop scrolling to look at your ad and even make a purchase if something catches their eye.
Here’s an example of a personalized product ad on Facebook:
Personalized ads don’t always need to be product recommendations.
You can also personalize your Facebook ads based on characteristics like age, gender, interests, location, and other data points.
For example, if you’re a coffee brand, you might have a segment of contacts that only purchase strong coffee beans from you.
You could show a tailored ad highlighting strong coffee in the visual design or copy to these contacts.
The point is, get creative with your Facebook retargeting ads by personalizing them based on the specific group of contacts you want to target.
This will help you see better results out of your retargeting campaigns!
3. Re-engage with inactive subscribers
Inactive subscribers are contacts who bought from you once or signed up for your newsletter a long time back, but they don’t really engage with your website or emails anymore.
Facebook retargeting offers an amazing opportunity to reach out to these contacts on a different channel from email and get them to engage with you again.
For example, maybe they just don’t like opening your emails and think of them as spam. In that case, you can keep them updated with new product collections and flash sales in your Facebook ads. This Winc ad is a prime example!
Or, maybe you have a list of customers who didn’t make a single purchase in the last 90 days, and you want to get them to buy from you again. You can offer these inactive customers exclusive discounts, free shipping, and other perks on their next purchase!
Remember, don’t get rid of inactive customers and subscribers before retargeting them on Facebook and other channels. The chances are that email is just not the right fit for these subscribers, and you need to catch them on channels they’re more comfortable viewing ads on, like Facebook.
4. Reach out to cart abandoners
Did you know that 69.80% of online customers abandon their carts on average?
That’s a huge number! Imagine the potential revenue you’re missing out on if you’re not doing anything to bring these potential customers back.
Shoppers can abandon their carts for various reasons. Maybe the shipping cost was too high, or the checkout process was too long, or maybe it just wasn’t a good time.
With Facebook retargeting, you can remind these customers about the products they left in their cart and prompt them to come back and finish their purchase!
You can also get creative and throw in free shipping or discount coupons to entice these customers to come back.
Here’s an example of a cart abandonment Facebook ad:
5. Retarget using Facebook dynamic ads
Last on our list of retargeting strategies is using Facebook dynamic ads.
This cool feature by Facebook allows you to install a pixel on your website, which creates a feedback loop between Facebook and the products in your store.
Facebook will then show tailored and personalized ads to people who visited your website and interacted with it in different ways. It will automatically pull images, prices, availability, and descriptions based on what visitors browse on your store.
Here’s a prime example of how BarkBox leverages Facebook’s Dynamic Content.
For example, let’s say a shopper viewed bags in your store but left without making a purchase. With dynamic ads enabled, that shopper will start seeing retargeting ads of similar bags from your store on Facebook and Instagram.
Boost your eCommerce sales by retargeting your email contacts on Facebook
Just because you have a list of email subscribers doesn't mean email is the only channel you can reach them on.
With Sendlane's Facebook Custom Audiences integration, you can retarget your contacts in a more personal and comfortable space, i.e. social media!
People are more receptive to ads and promotions when scrolling through their Facebook feeds, and eCommerce brands can use this to their advantage by setting up tailored retargeting ads that convert!
Ready to supercharge your eCommerce marketing with email + Facebook? Sign up for Sendlane’s 14-day free trial and take it for a test drive!