Email marketing is a delicate art. In today’s world, fewer than 1/5 of recipients will open a commercial email message. For every 10 people who click on an email link, one person permanently opts out. While new subscribers are likely to open and click, results fall-off by 65% or more within just 4 months of email list subscription.
For most marketing organizations, email lists are full of high-potential contacts who no longer wish to receive email. In B2B, this is particularly an issue in businesses with long sales cycles and high levels of lifetime customer value. While a prospect may be interested in a product or solution, they may not want to receive any commercial email.
A few weeks ago, Facebook rolled out a new advertising feature that allows marketers to display ads to targeted recipients selected via email address, phone number, or Facebook user ID. The new feature allows a self-service advertiser to upload an encrypted list of 20 or more contacts with the ad they want to show. Facebook will automatically target the supplied ad to the specified contacts.
This type of marketing, often referred to as CRM retargeting, allows advertisers to invest in building awareness or driving conversion within a known group of contacts. A large IT provider, for example, could drive an online campaign targeting known CIO’s who arbitrate buying decisions for their firms. A telecom company could market new devices to customers on expired contracts. Concert promoters can promote shows to people who have purchased tickets in the past. And all of this can be done using a prospect’s email address or phone number but without sending an email.
For B2B marketers focused on nurture marketing or content marketing, CRM retargeting enables marketers to reach prospects with relevant messages and content through an additional channel. It makes is possible to invest in advertising specifically targeting people who would prefer to not receive email. For companies with very large accounts, it would be possible to build account-targeted campaigns that deliver a unique message to representatives of a specific company. For companies looking to build a Facebook follower base, the new model allows them to promote their brands directly to a list of customers or fans who are most likely to engage online.
While others have attempted to use email as a filtering method for display advertising, two things makes Facebook’s new service unique: a billion member reach and a collection of multiple address for many of their members. For people with multiple addresses — work, home, school — Facebook is likely to have a match for whatever address might be in your CRM system.