6 Facebook & Instagram Segments for Holiday Marketing

facebook segments

Black Friday and Cyber Monday are right around the corner. If you haven’t started planning yet, then you should start now.

If you plan on sending targeted emails to help increase conversions, I suggest throwing social ads into the mix. According to a Facebook study (2014), people are 22% more likely to purchase after seeing a social ad and a brand email simultaneously.

If you’re familiar with email, then you know that segmentation works wonders for email. If you don’t believe me, here is a great report on how segmentation and automation drive email marketing success.  Fortunately for you, you can push segments into Facebook or Instagram using Facebook custom audiences.

And don’t forget about Instagram. According to Practical Ecommerce, Black Friday 2016 was the first day to generate more than a billion dollars in online sales from mobile devices.

If you’re not sure what segments you should send to or what those ads should look like, no worries, I’m here to help.

Here are six segments that you should utilize during your Black Friday and Cyber Monday campaigns:

1. Inactive subscribers

The segment: Inactive subscribers

Think of these as your win-back customers. They might have purchased in the past, but not for some time. Or they’ve been subscribed but haven’t interacted with your business for a while.

There are some inactive subscribers you should fight for and others you should give up on. Learn how to properly sunset inactive customers to see who you should be targeting and how to win them back through email.

Let’s target those who have purchased in the past but not for 12+ months, but exclude those who purchased during the holidays last year (we’ll get into that).

The strategy: Bring your inactive customers back with a Black Friday and Cyber Monday promotion that they’ll have a hard time turning down.

Target them with an ad that lets them know how much you miss them. Make it more personal by segmenting based on what their last purchase was. If they’ve looked at any products in the last couple months, segment based on those products.

By being relevant and offering a discount, you stand a greater chance at getting them to click on the ad and make a purchase, especially around the holidays.

The design: Show off what you’ve been up to

Type of ad: Carousel

Carousel ads are created to tell a visual or progressive story. This works well for cold leads because it allows you to show everything your company has been doing.


facebook segments

2. Engaged subscribers

The segment: Have abandoned a cart or browse abandoned

These are all your warm leads. They’ve either abandoned a cart recently or browsed some products on your site. All have shown interest in your product recently and are on the verge of purchasing.

The strategy: Convert these warm leads by taking what they’ve expressed interest in and using that in your social ad.

Pair this ad with your abandoned cart and browse abandonment emails. Focus on what they’ve abandoned or browsed. To get more personal, create ads based on each one of your product categories and segment based on what they’ve abandoned or purchased. If they abandoned a t-shirt, show them an ad that directs them back to the t-shirt category.

The design: Convert these leads with a strong call to action (CTA)

Type of content: Single image traffic link

The purpose of a single image link is to keep the audience focused on the CTA. You want them to do one specific thing — and that’s to purchase.


facebook segments

3. VIP customers

The segment: Frequent buyers, repeat customers, etc.

These are your best customers. They’re either frequent purchasers or are part of a VIP program.

The strategy: Keep these customers happy by pampering them.

Offer them a discount or a special gift to show them that you care. If your VIP customers feel that they’re being taken care of (especially during the holidays) then they’re going to be your biggest influencers. According to Email Monks, an increase by just 5% in customer loyalty, can increase your average profit per customer from 25-100%.

And since these are your best customers, you should push this segment to a lookalike audience. This way, you can target those who might look similar to you VIP customers. Show them a Lead ad and offer a discount or entrance to a giveaway if they sign up to become a subscriber.

The design: Offer them something special

Type of ad: Single image traffic link

Pair your ad with a VIP email. Get very personal with the email and then show them an ad with a thank you message and a discount.


facebook segments

4. The holiday shoppers

The segment: Previous year holiday buyers

You might have customers that only purchase from you during the holidays. Bringing these shoppers back is important because it might be your only chance until next year.

The strategy: Craft an ad that feels personal to this shopper.

Depending on your email capabilities, show related products to the previous purchase, similar products, or gifts that might go well with their past purchase.

Thank them for their past purchase and let them know that you’re having a killer Black Friday and Cyber Monday deal.

The design: Similar to the win-back

Type of ad: Carousel

What did they purchase last Black Friday or Cyber Monday? Include that and similar products in your carousel.

Content: “It’s that time of the year again”

facebook segments

5. Deals less than $$

The segment: Average order size

Grouping your customers based on their purchase habits (average order value).

The strategy: Pull together a few segments grouped by price points. Match the top or most popular gifts for each price point in your Facebook or Instagram ads and target said group.

In your ad, you can lead with a big title that is budget based (i.e., Top gifts under $100). For the best results, have the ad sent to a landing page with tons of products within the price point range.

The design: “Top gifts under $100”

Type of ad: Facebook/Instagram Carousel or Facebook Collection

For desktop and Instagram, use a carousel ad and feature images in the set price range. For mobile, use Facebook Collection. This will give you the opportunity to create a “Collection” that will provide a much better mobile experience.

Just to note: Collection ads require that you upload a product feed. To learn more, click here.


facebook segments

6. Welcome your new subscribers

The segment: New subscribers

Why should subscribers shop with you this holiday season? Your new subscribers are going to be doing a lot of shopping during Black Friday and Cyber Monday.

The strategy: Compliment your welcome series with a Facebook/Instagram ad that lets them know what they’re getting if they shop with you during the holidays.

If they’re signing up this close to the holidays, then you can assume that they’re interested in buying sometime soon.

Use your welcome series emails to show off your brand. If there’s a story behind your company, your welcome series would be a good place to tell it. Want to learn more? Check out these 8 resources to level up your welcome series.

The design: “Welcome to the club”

Type of ad:  Single image traffic link

Keep it nice and simple. Welcome them to your newsletter then provide a discount as a way of thanks.



facebook segments

Final thoughts

Black Friday and Cyber Monday are two of the biggest shopping holidays of the year.

People are going to want to avoid the craziness of the brick and mortar Black Friday sales — which means they’ll be doing their shopping online.

If you’re an ecommerce store you’ll be sending out your holiday campaigns to try to capture as much revenue as possible. Pair those emails with Facebook and Instagram ads to get the furthest reach possible.

And just like with email, sending targeted Facebook and Instagram ads based on your subscriber’s behavior will allow you to increase conversions.


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  • Thanks Kani — I’m glad you enjoyed it! It’s always great when readers are doing some of the practices recommended but it’s even greater when they discover new ideas. Have a great weekend!

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