Ask any digital marketer worth their salt, and they'll tell you that both Klaviyo email and paid social marketing represent powerful tools in their own right. However, when used together, brands are able to send highly-personalized emails at scale and drive their sales skywards.
Around 1.6 billion people log on to Facebook every day, and around 8 billion every month, meaning that Meta ads get your products and services seen by huge numbers of eyes. Meta integration amplifies the power of both, un-siloing each and combining their power.
Klaviyo Meta integration allows businesses to:
So, the question would seem to be - how does this powerful union look when applied in the real world? Come with us now as we look at some ways in which brands can leverage Meta integrations to optimise their marketing efficiency and grow their businesses.
eCommerce businesses have a lot to gain from Klaviyo Meta integration, as it represents a continuously self-filling sales funnel. One way to gain results is by targeting lookalike audiences with a cold prospecting campaign based on a brand's current email list.
Brands Can Compound Their Results & Grow Fast With Klaviyo Meta Integrations
In practice, this approach can create hundreds of leads every week, which can then be used as seeds for brand-new lookalike audiences. It's a strategy that can yield low-cost leads and a great way to grow your email list quickly and positively compound your efforts.
Another way in which Klaviyo Meta integrations can be used to great effect is by displaying ultra-responsive lead-generation advertisements. How is that done? Well, one way would be to run an online competition that offers a reward for providing an email address.
Run over a series of weeks, this approach can generate hundreds of contest entries, which equate to tons of subscriber acquisitions at a low cost-per-lead. Furthermore, the Klaviyo platform is able to automatically upload these leads, resulting in a super-smooth and responsive customer experience.
After a potential customer gives over their email address, they're instantly sent a confirmation email of their entry into whatever contest a brand is running. Then, they can be sent an automated campaign-specific flow centred around your projects, and the journey starts straight away.
Your most loyal customers also represent a valuable resource that can be leveraged with Klaviyo Meta integrations. These loyal brand advocates are just one of many potential audience segments that can be targeted with paid ads via email marketing campaigns.
Your Most Loyal Customers Can Be Nurtured While Growing Your Subscriber List
The process is a short one, and this audience - which can include customers who've bought from a brand within the last 6 months or so - can be directly targeted almost immediately, as Meta's algorithm doesn't have to go through what can be a lengthy period of time determining the right customers that should see the ads you're sending.
Immediately, as Meta's algorithm doesn't have to go through what can be a lengthy period of time determining the right customers that should see the ads you're sending. Lookalike audiences offer a range of advantages, however, the main one is increased return on investment (ROI), something that's of interest to all marketers. It's a logical route to take, as they're customers who're likely to be interested in what you're offering.
Based on customers who've previously bought from a brand's website, Klaviyo Meta integrations can be used to develop lookalike audiences and refined using appropriate parameters, such as men's shoes.
But What If an eCommerce Store Checkout Doesn't Gather Gender Data?
Fortunately, there's a way around the issue. If your lookalike seed is gender-specific, you can add a ‘men-only' or 'women-only' parameter in your Meta ad campaign. This ensures that ads for men's shoes don't get shown to women.
Of course, data is seldom perfect when generated by Meta, but Klaviyo again helps, as it allows you to segment recent customer email addresses based on a predicted gender. All that budget that's usually wasted on marketing products to the wrong audience can be saved as a result.
When a brand wants to market a specific product with a specific SKU using Klaviyo Meta integration, it can be very tricky to create a niche Meta ad campaign using just demographics and interests. The audiences these segments offer are simply too broad.
Standard Meta Ad Campaigns Can Be
Too Broad For Niche Needs
Klaviyo's Meta integrations have, once again, got this covered, as they can be used to generate a lookalike audience based on a segment of customers who've bought that specific product in the past. This results in a larger segment, but one that remains curated.
Something that's extremely effective at creating emotional loyalty with a brand in customers' minds is showing that you care about their experience after they've bought a product. Meta integrations make providing this kind of aftercare simple, using a post-purchase Klaviyo flow that offers up some useful tips on how to:
Post-purchase campaigns can be created easily with Klaviyo Meta integrations to offer a great customer experience that can have a huge impact on brand perception. This proven method creates a seamless buying and post-buying journey and offers the welcome side-effect of compelling past customers to reorder. An ROAS of 30x or more is not unheard of using this technique.
Last but not least, on our list of Klaviyo Meta integration benefits is its ability to drive online customers into brick-and-mortar stores. By remarketing to any email subscribers who've bought products stocked by real-world retailers, customers can be encouraged to re-stock in person.
Of course, this type of campaign can't easily be measured by the usual online metrics, so it's better to track performance by alternatives like bounce rates and click-through rates (CTR).
When you combine the undoubted power of Meta ads and Klaviyo email marketing, you end up with the best of both worlds…and then some. A brand's Meta ads can be complemented with Klaviyo and vice versa, allowing you to increase ad spend efficiency and augment the power of segmentation.
Lookalike audiences are central to this approach, and it’s possible to create the perfect blend of paid ad campaigns and email marketing. So, if you want to stop wasting your budget on ads that fail to hit home, why not consider connecting Klaviyo, Meta, and by extension, Instagram, to develop awesome multi-channel experiences?
.jpg)
.jpg)
%202.jpg)
