Office Hours: How to Build an Awesome Facebook Audience With Klaviyo

old fashioned alarm clock to represent office hour on using Facebook audience with email

Does this sound like you? You’ve got great customers on your mailing list, but some of them just won’t open your emails. Or, your customers are awesome and you want more, but you just don’t know how to get more customers like the ones you already have.

On top of this, you’ve just finished developing the latest version of your product and you need to get the word out. Your competitors are catching up fast, and you know that a big release will help you blow them out of the water.

Enter Facebook Advertising. With Klaviyo’s Facebook integration, you can target any of your existing Klaviyo customers, including specific groups, with Facebook and Instagram ads. Boom! You just reached your non-openers.

With Facebook’s universe of data, you can also target new customers that match the data profile of your existing customers. Kablammo! You just reached a bunch of awesome customers that mirror the ones you already know and love.

Ready to crush your competition? Let’s go!

Integrating with Klaviyo

When you enable the Facebook Advertising integration from Klaviyo, you enter a whole new world of targeted advertising. By giving Facebook permission to sync with your Klaviyo account, you’re allowing Klaviyo to map email addresses there into your corresponding Facebook ad account. You can use these email addresses to build custom audiences.

You can then target these custom audiences with specific, highly relevant ads on Facebook and Instagram. You can take it even further by connecting a Facebook lead ad to a list back in your Klaviyo account. When new subscribers submit their email address through your lead ads, Klaviyo adds these customers to your list. What a wonderful cycle of organic list growth!

What about the steps to integrate? We’ve got the entire process documented for you in our help center, so for now I’ll stick with the quick and dirty. Read through this play-by-play and check out the GIF below.

  1. From my Klaviyo account I click into the integrations tab, search for Facebook Advertising, and click Authorize with Facebook Advertising.
  2. I’m already logged in to my Facebook account, so it just takes a moment to authenticate in the background. When the integration is done I choose an ad account from the dropdown.
  3. I open the list I want to create a custom audience with, and click into the Settings tab.
  4. I’ve got a few custom audiences in my Facebook Advertising account already, but I want to create a new one. I click Create new audience, name my new custom audience, and click Sync with Audience.
  5. I’m all set. My Klaviyo list is small (about 100 customers) so the sync with Facebook happens quickly. It’s important to note that only contacts that have a Facebook account associated with the email address I have for them will be synced with Facebook — so you might not see a perfect 1:1 sync.
  6. My last step is to switch over to my Facebook Advertising account to confirm that the audience has been created.

Reaching my non-openers

Now that you know how to integrate and set up a custom audience, how are you going to use this new tool? Let’s start with all the customers who are not opening your emails: non-openers.

To target these people, you can create a segment based on anyone who didn’t open your most recent campaign. Or better yet, cast a wide net and create a segment that captures anyone who received an email from you but didn’t open it in the last 30 days.

 

Now, sync this list to a new custom audience. This is your second shot at all those users who provided you their email addresses at some point in the past, but haven’t been responding to your emails. Craft a great Facebook ad with a focus on converting to website traffic, maybe include a coupon code (#incentives), and see who you can win back.

Facebook Lead Ads and Lookalike Audiences

Feeling pumped? We’ve still got more customers to reach. With my custom audiences set up and humming, it’s time to create a lookalike audience. A lookalike audience is created by taking your custom audience and finding other people in the Facebook universe that have similar data.

The difference between the two is that a custom audience only contains contacts that you already have an email address for, whereas a lookalike audience contains entirely new people. While these contacts aren’t brought into your Klaviyo account, they’re still very valuable. This is where lead ads come in.

To complete the cycle, I can now target the customers in my lookalike audience with Facebook Lead Ads. These ads should include an email signup. Every customer who signs up to my Facebook lead ad is added to a list in my Klaviyo account.

I think it’s time for another GIF so I can show how easy it is to set this up.

  1. If you didn’t already, click back into Integrations > Facebook, and select a Facebook page to sync to your Klaviyo account.
  2. Open the list where you want your Facebook leads to sync, and click into Settings.
  3. From the list settings click Choose a lead ad from to connect.
  4. Select your lead ad form from the list, and you’re ready to go.

I started with my engaged Klaviyo customers, synced them to a Facebook custom audience, and created a lookalike audience based on of this. Then, I targeted both my custom audience and my lookalike audience with Facebook Lead Ads, collecting new subscribers. Remember, even if you already have an email address for a customer, this does not necessarily mean they are a subscriber. For example, you could create a custom audience of everyone who has made a purchase in the past 30 days — not everyone in this segment will necessarily also be subscribed to, let’s say, your newsletter list.

Wrapping up

What are you still doing here? You don’t have time for conclusions. Go sync a custom audience, hit your non-openers with a Facebook ad, double your reach with a lookalike audience, and gather some new contacts with lead ads. If you still want to read things, check out our troubleshooting guide, and stayed tuned for new live office hours sessions. We’ll see you there!

 

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