How Paid Ads Can Support Your Email Marketing

Max Sinclair
May 15, 2024
Max Sinclair.

Today’s guest post is written by Max Sinclair. Max is based in London, UK, and is the founder of Snowball Creations (a paid advertising agency) and Forzeit (an intuitive digital planner).

In the ultra-competitive online marketing world, it’s important to always look for new and innovative ways to reach your target audience and improve your current marketing efforts. 

There’s an ongoing debate about whether paid advertising is better than other, more organic methods of marketing, but I say, why choose? In running my paid ads agency, Snowball Creations, I have seen the power of paid ads time and time again, but that doesn’t mean that other marketing options should be neglected. 

In fact, the power of marketing truly reveals itself when you combine multiple marketing strategies. Today, I want to talk about two very popular forms of marketing: email marketing and paid advertising. 

While these may seem like two entirely separate marketing formats, they can be integrated to yield better results. Here’s how paid advertising can support your email marketing strategy.

1. You’ll Have a Bigger Audience

Assorted pop culture posters in plastic wrap. "Audience: Paid Ads Can Reach More People."

In marketing, the more people you reach, the better. After all, being able to reach a larger audience increases your chances of having some members of that audience turn into paid customers - which is ultimately the goal.

With email marketing, your subscribers are likely people who have already heard of your business. Paid advertising, on the other hand, can expose a whole new group of people to your brand and what it has to offer. 

Once your audience has engaged with your ads, it’s much easier to capture their information through lead generation or tracking, which could help you grow your email marketing following. 

2. You Can Build Brand Awareness

Linking with the previous topic, your email marketing list is great for people who already know about you, but it can be hard to reach new people this way, making it harder to grow brand awareness,

As mentioned, paid advertising, on the other hand, allows you to advertise your brand across multiple channels. This allows you to increase users’ knowledge of your brand, which means that when your email does land in their inbox, they will know who you are. 

3. Paid Ads Can Drive Traffic to Targeted Landing Pages

While sending users to your website with paid ads used to be the norm, a more recent trend has been to craft custom landing pages that specifically cater to your campaign objectives. 

Since these landing pages will be unique, you can create landing pages aimed specifically at getting people to sign up for your newsletter, if that is your goal with paid ads. Of course, these landing pages need to be great, so consider hiring a creative studio if you don’t have the in-house abilities to create a professional and creative landing page. 

4. Retargeting and Remarketing Will Be a Breeze

A sports car. "Targeting: Focus on the Best Customers."

While attracting new users via the power of paid ads is amazing, you shouldn’t underestimate the power of retargeting users who have already interacted with your brand or website. 

Since they are already aware of your offer, it’s often much easier to convert these users than it is to try and get brand-new users to go ahead and make a purchase. There are countless remarketing strategies, and a very effective method is to integrate them into your email marketing. 

For example, if you are tracking which users clicked on an ad, added items to their cart, and then abandoned the cart, you can send them personalized mail reminders to try to get them to go ahead with their purchase. We’ve all had those “Did you forget something?” emails from a company, and there’s no denying that they are effective!

5. Enhance Your Email List Quality 

Having a big email list is great, but do you know what’s even better? Having a big email list with high quality users who will actually engage with your content. 

If you have great lead magnets like ebooks or exciting offers, you can use paid ads to promote them. And, of course, you can then have users provide their email addresses in exchange for your resource. Rather than having random people sign up to your email list, you will then have users who actually care about what you have to say. 

6. Coordinated Messaging 

Having a solid brand is a massive part of paid advertising — as you likely already know. And while there is a lot that goes into building your brand, a big part of it is ensuring your messaging is coordinated across all channels. 

By utilizing various marketing tools such as paid advertising and email marketing, you can ensure consistency of your brand and messaging and really drive home the point you are trying to make. 

7. You’ll Get More Data

Data is like gold when it comes to marketing. The more you have of it, the easier it will be to effectively optimize your marketing campaigns. If you stick to one form of marketing, you will have limited data available to you. 

But if you have multiple marketing strategies — such as email marketing, paid ads, and more — you will have a wealth of data at your fingertips. When you combine the knowledge and information from multiple data sources, you will be able to gain much deeper insight into your target audience. 

In Conclusion 

Hopefully, this post gave you some insight into how different types of marketing aren’t necessarily an either/or situation. You don’t need to pick one or the other. Instead, you can use multiple marketing strategies, and even integrate them to have one effort help another. 

Of course, if you’re new to marketing, this can all be a bit overwhelming, so don’t hesitate to ask for professional help. The Email Marketers can assist with your email marketing efforts, while Snowball Creations can help with the paid ads side of things.