COVID-19 Email Engagement Segments for Paid Ads

Email engagement segments are ready-made scenarios of a paid ad targeting campaigns.

Firstly, the use case enables you to target customers who currently have lower engagement with your email campaigns. However, a particular customer might only prefer a different channel of communication. The scenario allows you to engage with these customers using paid channels to see if which customers are approachable much better through these channels than through email.

Secondly, the use case enables you to exclude the most email engaged audiences from paid ads. This way you will not need to spend paid advertising budget on customers who are already actively engaged with your email campaigns.

Importing the package

In order to import the package, copy the following JSON code into a text file and import it following the guide in the Initiatives article.

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Here are two suggestions to optimize your targeting on paid channels.</p>\n\n<p><strong>1. Targeting customers with low email-engagement with paid ads:&nbsp;</strong>If your customers are not actively engaging with your e-mail campaings, there is a possibility that they prefer a different channel for communication, e.g. Facebook Ads. Try to engage with them using paid channel to see, if they have a value for your business.</p>\n\n<p><a href=\"https://docs.google.com/document/d/1dX531hWLsIcNwuEjDHrCBkIOjKB_evP7j79CKndW3mM/edit?usp=sharing\">How to launch this use case is detailed in this guide.</a></p>\n\n<p><strong>2. Exclude customers with high email-engagement&nbsp;from paid ads:&nbsp;</strong>You don't need to spend paid advertising budget on customers who are already actively engaged with your email campaigns. By excluding the most email engaged audienced from paid ads, you can cut your investment into paid advertising and at the same time you will keep communicating with your customers via email.</p>\n\n<p><a href=\"https://docs.google.com/document/d/1FkusLAC7185FVDcH22ea0nUzPPFKLfogn_Tb-rsjIrY/edit?usp=sharing\">How to launch this use case is detailed in this guide.</a></p>\n","type":"html"},{"position":{"height":{"type":"fixed","value":4},"width":12,"x":0,"y":0},"text":"CV19 Email Engagement Segments For Paid Ads","type":"text"}],"filters":{"attributes":[],"date_filter":{"absolute":false,"duration":{"count":30,"units":"days"},"enabled":false,"from_date":null,"offset":null,"to_date":null},"date_filter_override":false},"is_global_object":false,"name":"README - Email Engagement Segments For Paid Ads","prevent_archivation":false,"tags":[],"used_project_ids":["f0ddd9fe-6751-11e9-aed1-0a580a203507"]},"id":"5e833fabd08ff12dcb52659c","type":"dashboard"}],"version":"v1.164.11"}

🚧

It might not be possible to import the JSON file if your Exponea instance has not gone through the release 1.164 yet.

Launching exclusion of customers with high email-engagement

  1. Set up Facebook integration

1.1 Go to Data & Assets > Integrations

1.2 Click on Add new integration

1.3. Click on Add

  1. Insert Facebook matching pixel on your website to increase match rates (OPTIONAL)

To do this, go to the “Facebook Matching Pixel” tag within this use case’s initiative, update your Pixel ID and start the tag.

The Facebook pixel will send Exponea cookie identifiers to all Facebook users visiting your website. This will allow you to use the Exponea cookie as a matching identifier in the retargeting node in scenarios. The Facebook pixel will be deployed to all webpages on your website, you can change the conditions for firing the pixel in the Settings tab.

  1. Configure Facebook retargeting nodes into the scenario.

3.1. Go to "CV19 Exclude highly engaged customers" scenario. Add a retargeting node and connect it to the last node.

3.2. Configure Facebook retargeting node to add customers into a new audience.

3.3. Set customer matching as below:

  1. Launch the scenario
  1. Verify if your new audience has been successfully populated into Facebook Business Manager. If yes, you are free to save costs by excluding this audience from your paid campaigns, because these customers are already engaging with your brand via email.

Pro tip: Duplicate the scenario and try the same approach with your Google Ads account!

Updated 6 months ago



COVID-19 Email Engagement Segments for Paid Ads


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