Running Facebook ads to your email list can be one of the most powerful uses of Facebook ads aside from getting the emails in the first place!
When you send out emails, only a percentage of the people ever open the email and that’s if they like you and want to hear what you have to say.
Facebook ads can put the same content in front of people who don’t see it in email. Your “delivery rate” will be much higher if you pay to get the message in front of more of the people who have asked for information from you.
To go one step further, you can segment your list into people who are highly engaged or have performed certain actions. Think of Facebook ads as another follow up, but in a medium where you can put a lot more information in front of a person.
The times when this is most effective is during launches and promotions, where you want to make sure your message gets as high a distribution as possible.
When I build out campaigns for clients, often the first thing to look at is what interaction they already have with their email list and build re-targeting and follow up ads to support the warm (high ROI) audience interactions.
Once we set up ads to stop the “leaks” in their sales process – follow up with email list, follow up with people who hit landing pages, follow up with people who hit checkout pages – it’s at this point that we look at going after cold new traffic.
Facebook ads to your email list can be one of the most effective and high return ad investments you can make.