Email Address Remarketing For More Conversions

Video Transcript: Email Address Remarketing For More Conversions

Welcome, welcome to episode number 95 of The Great Reset. My name is Robert Brill and I'm the CEO of brillmedia.co. Our job is to bring the best tools and capabilities that are traditionally reserved for the Fortune 500 brands to our clients and with those tools we drive sales and leads.

We're here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and everyone who's looking for an advantage to grow their company. Our hope with this channel is that you learn everything we know about marketing and advertising so that you can DIY do-it-yourself, at least have greater knowledge about how marketing and advertising works so you can be a better marketer and arbiter of communication tools. In the last episode we talked about the types of opportunities that Facebook creates for remarketing.

One of those opportunities that permeates across Facebook banners and a number of different platforms is email address remarketing. The core idea here is that you can upload a list of email addresses from people that have shared their email addresses with you and target these people with ads. The ads appear in whichever platform you are running.

So it could be Twitter, it could be LinkedIn, it could be Google ads, it could be Facebook, or it could be banners. So if you use this tool in Facebook ads, the ads will appear on Facebook, Instagram, and Messenger and any other placements that are available in Facebook. If you do this with a demand-side platform like MediaMath or The Trade Desk, then your email list will be deployed with banners, native ads, and even connected television ads.

Email address remarketing is a really effective way to identify users who are interested in your business and ask them to take more action. So for example, if you sell tickets to something, any buyer who has in the past years bought tickets from you, you can reach out to them with email address remarketing. If you have, if you sell any product, whether it's t-shirts or phones or projectors or computer screens, whatever the case is, any of these people who have bought in the past whose email address you have, you have the ability to serve them up ads.

So let's say for example, you run an ad to capture email addresses using a lead ad. That means that most people will never actually visit your site because with lead ads on Facebook, the whole lead form exists within the Facebook ad. With email address remarketing, you can push them down the purchase funnel, even if the person is not in your cookie or your site remarketing pool.

You can segment these users into all kinds of lists, such as people who bought specific products, people who have specific interests. You can break out people by the different email lists that they're on or people who have come in to your email list from specific initiatives. And then the recommendation here is to pair all these different users up with email, email address remarketing and dynamic advertising so that different initiative users get different ads.

When you upload the email address into Facebook, the platform then converts that list into Facebook user IDs, which are just identifiers that Facebook uses for people. They're anonymized identifiers. And the ads target directly that user ID represented by the email address.

And by the way, just a note of reference, you're not actually uploading email addresses into Facebook. You're uploading to the browser. There's a decryption effort that is happening.

And so the email address has never actually reached Facebook. That's just a note. For platforms like MediaMath and The Trade Desk, you can upload an email list to a company like Throttle or LiveRamp.

These companies are identity resolution companies that connect the email address to a variety of user identifiers, including a cookie and mobile ID. These user identifiers allow the advertiser to reach users across the web and across apps and other screens like connected TV. So when a person is on the email list and seen on a site like Yahoo, CNN or HDTV app, the user has the opportunity to see your ad.

So email address targeting typically has a 50% resolution rate. That means about 50% of the people on the list will actually be targetable in the audience segment. The other 50% are hard to find and can't be identified with the email address.

So the result is those people are left out of the ad targeting list. Sometimes it's as high as 60 or 70%. So what you can see is that email address targeting is a really valuable complement to other types of data targeting that exists in the marketplace.

If you like this video, please like and certainly for five days a week to get marketing and advertising advice, click on the subscribe button. We shall see you tomorrow on another episode of The Great Reset.