We believe that opt-in lead generation should be the backbone of most advertising plans. The benefits are numerous: you build your own list, instead of relying on third-party ad-serving for all messaging. You have trackable proof of consent that complies with all data privacy regulations. And you gain valuable first-party data from your newly acquired leads. But opt-in advertising doesn’t stop with lead generation. It can be used to re-engage or resubscribe lost leads. And it can work hand in hand with a larger marketing strategy and lead nurturing campaign. Here are three quick ways to activate opt-in advertising across channels and develop a full-funnel, multi-channel approach to opt-in advertising.
Retarget Lost Leads With Opt-in Advertising
You know you shouldn’t email unsubscribed users anymore. But did you know that repeatedly emailing inactive users can hurt you as well? Email service providers measure your engagement level to judge the quality of your list. So while it’s tempting to try and reactivate unengaged users via email, this can hurt you in the long wrong. Clearly, your emails are not resonating with them, so it’s time to try something else.
You can target unsubscribed users and unengaged users through opt-in advertising. Using encrypted email matching, we can create targeted audiences from your unsubscribed and inactive email lists and target just these users with specific opt-in advertising designed to get them to take action and rejoin your list. These are targeted ads, not emails, so you are in compliance with opt-out regulations and there’s no danger of reducing your email list quality. But it does offer the ability to reactivate your list at a low cost via highly targeted opt-in advertising. This is your first step to expanding your opt-in advertising plan into a multi-channel approach, focusing on lead quality over quantity.
Expand Lead Nurturing Campaigns With Opt-In Advertising
Lead nurturing is typically considered an email marketing play. But what if you could expand it outside of the inbox? It pays to continue to nurture not just leads, but current customers and prospects as well. A full-funnel lead nurturing strategy utilizes email as well as advertising to target people through all stages of the marketing funnel. A multi-channel opt-in advertising plan goes beyond email to include other relevant websites and consumer touchpoints.
As you plan your lead nurturing email calendar, be sure to include opt-in advertising and display ads as well. Run an analysis across your subscribers to look for demographic and psychographic commonalities. This will help inform your media placements. You can even sequence and retarget these ads to highlight topics or products that are of interest to the users, based on their email or website behavior.
Maintain Subscriber Engagement With Opt-In Advertising
Paid social advertising is another great way to keep your brand top of mind for consumers. There are a variety of placements, from opt-in lead forms to clickable video to customizable in-app microsites. The key here is to use your subscriber list and segment based on activity, then upload to social sites (like Facebook) to create a Custom Audience match. This will provide highly specific targeting just to your list, so you can customize messaging based on where they are in the funnel or what email message they just received. By expanding your reach outside of email, your increase the likelihood that they will continue to recognize your name and open their email, keeping your list quality high.
These are just a few of the opportunities to expand opt-in advertising beyond lead generation. Ready to build your multi-channel opt-in advertising plan? We can help.