Feature Spotlight: Klaviyo’s Integration with Facebook

Klaviyo’s integration for Facebook’s Custom Audiences allows marketers to go beyond email in personalizing each subscriber’s experience with their brand. For most ecommerce marketers, email is just one component of a larger, overall marketing strategy — and for many, Facebook ads make up a large piece of this puzzle.

Klaviyo’s integration allows you to marry your email and Facebook marketing strategies to deliver a targeted, cohesive message across several different media.

Custom Audiences Segment Sync

How Facebook Ads Fit with Email Marketing

Using Facebook ads to complement the emails you send your subscribers is something many email marketers already do, regardless of whether or not they have integrated Facebook and Klaviyo. Ads are a more passive touchpoint with your subscribers, but are still a way for you to reach them in their day-to-day. The key lies in the segments you target and how — any segment you reach in your email marketing, you can reach in your Facebook ads, too.

Retarget subscribers who have viewed a specific product. In Klaviyo, create a segment of subscribers who have viewed a particular product and sync it with Facebook. Then, show this audience ads that contain the product. If they saw something they liked, they will be reminded of it in their daily activities. This is a common method of advertising that many ecommerce companies, like Amazon, use — you’ve probably experienced this firsthand. Many of you probably already do this in your emails. Some other existing segments you should target:

  • Various different subscriber types (men, women, etc.)
  • Subscribers in different locations
  • Customers who have purchased from a specific product category
  • Customers who have purchased a specific product
  • Subscribers who have been active on your website

To learn more about targeting these segments, check out my post on the 6 segments to target using Facebook ads.

Try to win back inactive subscribers using Facebook. Win-backs are a common and effective email marketing technique. Sometimes, though, subscribers just stop opening your emails. Facebook ads are a great way to reach these people. Create a segment of customers who haven’t opened an email in some duration of time, like six months.

This is a practice that tech gadget startup Nomad uses and has found to be very effective in generating sales. Facebook allows you to reach some subscribers who just aren’t interested in email during their day-to-day web browsing and draw them back to your site to purchase. You can show these subscribers a variety of different ads, from product releases to sale ads — since they haven’t been opening your emails, everything you show them should be new to them.

Utilize Lookalike Audiences. For any Klaviyo segment that you sync with Facebook, you can create a Lookalike Audience, or audience of similar people who aren’t on your email list. These are people you would not be able to reach in your email marketing, since you don’t have their email addresses. By targeting people who are similar to your existing customers, you can reach new potential customers, and in this way you can use Klaviyo’s segmentation features to generate new leads.

Conclusion

Facebook ads can act as a complement to your emails, but they can also act as a supplement. By using Klaviyo’s integration with Facebook, you can reach both existing and new contacts, something that you can’t do with email alone. Even better, integrating Klaviyo and Facebook takes a matter of minutes. If you use Facebook ads in addition to Klaviyo, integrating the two is a no-brainer. To learn how to integrate Facebook with your Klaviyo account, check out our docs.

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