Meta Ads find people who have never heard of your shop. Email marketing turns the ones who buy or sign up into repeat customers. Run together, the ads fill the list, the list makes the ads cheaper, and you stop paying twice for the same customer.
Meta Ads are rented reach. You pay to put a product in front of people who match a profile, on apps they already scroll. Nothing else a small shop can buy reaches new people as quickly.
Email is owned reach. Everyone on the list already knows you, and sending to them costs the same whether you email them once or fifty times. Nothing else a small shop can run is as cheap per sale. The case for email on its own is in email versus social media.
Most people who click an ad do not buy on the first visit. Without email, they are gone, and the only way to reach them again is to pay for another click.
A lead ad collects an email address inside Facebook or Instagram and sends it straight to your email platform. The person gets your welcome series within minutes.
For people who click through to the shop, a sign-up form and a working abandoned cart flow catch a share of the visits that would otherwise leave with nothing.
Each of those needs an email platform with clean, segmented data, which is why the two are worth running by the same person.
Want to know what your ads and email could do together? The free audit looks at both, in writing, in five working days.
Get the free auditSee Meta Ads pricingThat is the whole starting point. The Meta Ads service page sets out how I run it, and pricing has the numbers.
Look at cost per new customer from ads, new subscribers from ads, and what those subscribers spend over the following 90 days through email. A campaign that looks expensive on the first order can be the best one you run once the repeat orders are counted. Reading your numbers covers the email side.
Email first if you already have customers, because it is cheaper and earns from the list you have. Add Meta Ads once the welcome series and abandoned cart flow are live, so the people the ads find have somewhere to land.
Yes, as a custom audience, as long as your privacy notice tells people their data may be used this way. Meta matches the addresses in a hashed form.
They can, if the offer is a big discount aimed at anyone. Keep the form short, make the offer about the product, and let the welcome series do the rest.
Often both did. Look at total sales and new customers across both channels each month, rather than letting each platform claim the credit.