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Re-marketing with paid ads after an email campaign

What is it?

After you send an email to your email list, modify that email to be an ad and re-target your email list using:

  • Facebook Ads
  • Google Display Network
  • Native Ads

This leverages the underlying psychological principle of influence called the Mere Exposure Effect.


A few brands that do this well (sign up for their email lists to see for yourself):

Image Source
Image Source

Need some more ad inspiration? Check these out:

  1. MD9’s Ad Campaign Mood Boards
  2. Facebook Ads Library

Take action:

The formula I use is 72-72-10-15-30-60-90 which means:

  1. After you send an email to someone, modify that email to be an ad
  2. 72 hours after the email has been sent, run a campaign for 24 hours re-targeting your email list (or that specific segment of your email list).
  3. Then wait 72 hours and re-activate the campaign for 24 hours.
  4. If applicable, re-activate this 24-hour ad campaign again: 10 days after the email campaign was sent out, then 15 days, then 30 days, 60 days, and 90 days after the email campaign was sent out.
  5. Anyone who has not converted by the 90th day, should be classified as a laggard (a laggard is a potential customer who is not worth paying to acquire).

To learn more about retargeting check out this brief.


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