While each channel is powerful on its own, combining email and Facebook Ads creates a stronger, more consistent customer experience. During Q4, when competition peaks and attention spans shrink, brands that use an integrated strategy see far better results.
A report by eMarketer found that marketers who used multichannel remarketing (including Facebook and email) saw an average 22% higher conversion rate compared to those using a single channel. By reinforcing your message across both platforms, you increase the number of meaningful touchpoints with potential buyers.
1. Build Unified Audiences With Customer Lists
Start by syncing your email subscriber list with Facebook Custom Audiences. This allows you to target the same people who receive your newsletters with complementary Facebook ads.
Steps:
-
Upload your subscriber list to Facebook Ads Manager to create a Custom Audience.
-
Segment audiences based on engagement levels (e.g., active subscribers vs. inactive ones).
-
Serve ads that match each group’s stage in the buying journey.
This unified approach ensures your audience sees consistent messaging whether they open an email or scroll through social media.
2. Use Retargeting to Re-Engage Non-Converters
Not everyone who clicks on an email will buy immediately. This is where Facebook retargeting becomes invaluable.
Integrated email + Facebook campaigns deliver ~22% higher conversion/response rates than single-channel campaigns
Set up retargeting ads for users who opened your email but didn’t complete a purchase. Use dynamic product ads to display the exact items they viewed. According to Meta data, retargeting can reduce cost per conversion by up to 50% compared to cold campaigns.
Combining retargeting with follow-up emails helps maintain engagement and guides users back to checkout without overwhelming them with repetitive messaging.
3. Align Creative and Messaging Across Channels
Consistency drives recall. When customers see matching visuals and offers across their inbox and feed, they’re more likely to take action.
-
Use the same color scheme, tone, and imagery in both email templates and ad creatives.
-
Mirror subject lines with ad headlines—for example: “Early Access: 20% Off Holiday Gifts” in both.
-
Sync campaign timing so that emails and ads hit users within the same 24-hour window.
A Salesforce study found that 73% of consumers expect companies to understand their needs across channels. Visual and message consistency meets this expectation and builds trust.
4. Automate Holiday Sequences With Ads
You can integrate email automation tools with Meta’s ad campaigns to trigger ads based on customer actions. For example:
-
When someone opens your Black Friday email but doesn’t click, show them a Facebook ad highlighting the top offer.
-
When a subscriber clicks but doesn’t convert, run a reminder ad with an extra incentive (like free shipping).
-
When they purchase, suppress them from retargeting and instead show a thank-you or upsell ad.
This automation prevents overlap and makes your cross-channel marketing more efficient.
5. Combine Data to Optimize Performance
Analyzing both email and ad performance together helps uncover deeper insights about customer behavior.
Compare metrics such as:
-
Email open and click-through rates vs. ad engagement rates
-
Customer lifetime value (CLV) for users exposed to both channels
-
Revenue attribution between email-only vs. email-plus-ad audiences
A HubSpot benchmark study showed that companies using coordinated campaigns across both platforms reported a 35% increase in ROI versus channel-isolated marketing.
6. Create Seasonal Offers With Coordinated Timing
Timing is crucial during Q4. Schedule email sends and ad launches to complement one another:
-
Early November: Use emails to announce early deals and Facebook ads for teasers.
-
Black Friday Week: Sync flash sales and retarget users who clicked your emails.
-
Post-Cyber Monday: Send loyalty or last-minute offers supported by reminder ads.
A consistent schedule helps reinforce urgency and keeps your brand top-of-mind throughout the shopping season.
Final Thoughts
Using email marketing and Facebook Ads together creates a powerful synergy for driving holiday sales. This combination lets you stay visible, personalize your approach, and guide users seamlessly from awareness to purchase. By maintaining consistent messaging and leveraging automation, you can maximize both reach and conversions during the busiest shopping season of the year.
Read more from LeadEnforce:
