3 Ways to Double Facebook & Google Ads ROAS with Email Marketing & SMS
Making money from email & SMS is great.
Improving ROAS on ads with email & SMS is even better.
As VP of Retention for multiple 9-figure brands, I had two goals: drive revenue from retention channels like email & SMS, as well as:
✅ Assist in reducing ad spend
✅ Improve CAC (customer acquisition costs)
✅ Increase profit per customer
Yet most ecom brands I talk to have ZERO clue that they could SAVE money with an email & SMS strategy.
That changes today.
How awesome is that: reduce ad costs & get more sales!
Check out the visual below:
Improving ROAS on ads with email & SMS is even better.
As VP of Retention for multiple 9-figure brands, I had two goals: drive revenue from retention channels like email & SMS, as well as:
✅ Assist in reducing ad spend
✅ Improve CAC (customer acquisition costs)
✅ Increase profit per customer
Yet most ecom brands I talk to have ZERO clue that they could SAVE money with an email & SMS strategy.
That changes today.
How awesome is that: reduce ad costs & get more sales!
Check out the visual below:
3 Ways to Double Facebook & Google Ads ROAS with Email Marketing & SMS | HiFlyer Digital
Most brands operate email in a silo and don’t share data with other channels.
Here’s why: you’re trained to think about FUNNELS.
Great brands use the FLYWHEEL approach:
1️⃣ Acquire email & SMS leads.
2️⃣ Convert them into customers.
3️⃣ Nurture them into high LTV loyalists.
4️⃣ Send their data to paid media to find more like them.
And that unlocks more $$$ and higher lifetime value.
So when you use email segments to steer your paid media strategy, you’ll create better relationships with NEW customers.
We’re called HiFlyer Digital for a reason.
We’re experts in the flywheel effect.
So let’s dive into three flywheel tips that will double your ROAS using email & SMS:
Here’s why: you’re trained to think about FUNNELS.
Great brands use the FLYWHEEL approach:
1️⃣ Acquire email & SMS leads.
2️⃣ Convert them into customers.
3️⃣ Nurture them into high LTV loyalists.
4️⃣ Send their data to paid media to find more like them.
And that unlocks more $$$ and higher lifetime value.
So when you use email segments to steer your paid media strategy, you’ll create better relationships with NEW customers.
We’re called HiFlyer Digital for a reason.
We’re experts in the flywheel effect.
So let’s dive into three flywheel tips that will double your ROAS using email & SMS:
1) Suppress Buyers from Ad Spend.
Marketing rule of thumb: always give email & SMS first pass.
It’s cheaper, easier & you can learn more.
Why pay to run ads to customers you already have?
Unless you’ve PROVEN OUT the incrementality of running email, SMS, push, Meta ads, Google ads and any other effort concurrently, don’t waste your money.
Email & SMS gets first pass.
Paid media second pass.
So suppress your recent & engaged buyers from most of your ad spend and let email & SMS turn that 1x buyer into a lifetime buyer.
Now, I said MOST of your ad spend.
There are occasions where you can share DORMANT subscribers with your Google & Facebook teams so they can reactivate purchases.
But globally, stop spending money on customers when you don’t need to.
Here’s how:
1️⃣ Connect Klaviyo, Google & Meta
2️⃣ Create an Engaged Buyer segment
3️⃣ Send that segment daily
4️⃣ Suppress them from ad spend
Now, I said suppress from MOST ad spend.
Because most ad spend is TOFU.
There’s a different strategy to use purchase data.
2) Run Ads for NEW Subscriber Non-Buyers
Winning new customers is important.
Nurturing new subscribers who haven’t bought yet is SUPER important.
Clearly this subscriber has an interest in your brand but the mode of communication is different.
You need to pivot towards mid-funnel marketing, where you show how your product is better than the competition.
Clearly this subscriber has an interest in your brand but the mode of communication is different.
You need to pivot towards mid-funnel marketing, where you show how your product is better than the competition.
Here’s how:
1️⃣ Connect Klaviyo, Google & Meta
2️⃣ Create an New Subscriber – Last 30 Days – Non-Buyer segment
3️⃣ Send that segment to Google & Meta daily
4️⃣ Run mid-funnel or even bottom of funnel ads to them
They’ll be easier to convert than non-subscribers and you’ll now be omni-present in their minds with email, SMS, Google and Facebook ads revolving around them.
1️⃣ Connect Klaviyo, Google & Meta
2️⃣ Create an New Subscriber – Last 30 Days – Non-Buyer segment
3️⃣ Send that segment to Google & Meta daily
4️⃣ Run mid-funnel or even bottom of funnel ads to them
They’ll be easier to convert than non-subscribers and you’ll now be omni-present in their minds with email, SMS, Google and Facebook ads revolving around them.
3) Build Lookalikes around your VIP List
Got some loyal customers who swear by your products?
Ask Google & Facebook to find more like them.
Send your VIP segment – 3x+ buyers or the like – over to your paid ads team and build lookalikes and Google Customer Match audiences.
Your ROAS will become much higher from this segment and you’ll probably increase AOV as well.
The key will be to run ads like influencer ads or UGC-ads that speak to that super-high value segment.
Even better: if your VIP segment left great reviews, you can use that as well.
Here’s how:
1️⃣ Connect Klaviyo, Google & Meta
2️⃣ Create an VIP Buyers segment (3+ buyers)
3️⃣ Send that segment to Google & Meta daily
4️⃣ Build a 1% to 2% lookalike audience off that segment
1️⃣ Connect Klaviyo, Google & Meta
2️⃣ Create an VIP Buyers segment (3+ buyers)
3️⃣ Send that segment to Google & Meta daily
4️⃣ Build a 1% to 2% lookalike audience off that segment
I don’t pretend to be an acquisition expert.
(though I am an email, SMS and retention expert)
But Aron Nam, my go-to paid media partner is.
Recap my whole Retention Nation podcast episode with Aron Nam here.
Email & SMS goes way beyond just sending email.
It’s about building better customer relationships.
Email & SMS goes way beyond just sending email.
It’s about building better customer relationships.
Quick homework for this week:
Ask yourself: is your email & SMS channel running in a silo or actually communicating with your other channels?
The answer may shock you.
Click here if you want to implement more 10-figure email & SMS strategies of the top brands in minutes, not month.
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